Poula Reinhoud
Business consultancy
Poula Reinhoud
Business consultant with a vast experience in plantbreeding. Takes your care away while designing and implementing new (breeding) solutions.
Smarter Breeding with Data: how the Kiwifruit Breeding Centre Uses E-Brida
In New Zealand, the kiwifruit sector plays a vital role in the global fruit market. Behind the development of new, successful varieties stands the Kiwifruit Breeding Centre, where Greg Reeves, Head of Breeding, leads the breeding program. With a diverse portfolio ranging from green and yellow kiwis to red varieties and kiwiberries, the centre focuses on innovation and quality for worldwide export.
A crucial factor in this process is data. Breeding generates vast amounts of information, from field observations and lab measurements to taste evaluations. To manage and leverage this data effectively, the team has been using the E-Brida system by Agri Information Partners since 2012.
E-Brida as the Backbone of Data-Driven Breeding
For Greg and his team, E-Brida forms the foundation of their data management. The system is used to capture field observations, manage pedigree data, and structure trials. According to Greg, it supports the majority of their field work:
“For me, E-Brida covers so many features we need. It’s a strong foundation for our breeding program.”
Designing trials and capturing core data is particularly efficient within the platform. The team also values E-Brida’s continuous development, which keeps the system relevant and competitive in a rapidly evolving market.
Complex Operations Demand Tailored Solutions
At the same time, the interview highlights how breeding programs often come with highly specific requirements. At the Kiwifruit Breeding Centre, this has led to the development of additional in-house tools to support certain operational processes.
According to Greg, the challenge lies not in the quality of E-Brida itself, but in the complexity of internal workflows and decision-making. For example, the team works with highly detailed measurement protocols and evaluation systems, involving multiple daily measurements and automated selection steps.
“It’s really about that final portion, the highly specific elements that are unique to our program,” he explains.
These additional needs have resulted in a hybrid system landscape, where E-Brida is complemented by internal solutions.
Efficiency Through Smart Selection
A key part of the breeding process is the use of threshold-based selection. Plants are evaluated step by step on traits such as yield, fruit size, and shelf life. Only the top performers move on to the next stage.
This approach ensures efficient use of time and resources. As Greg puts it:
“You start with a large population, but only the best plants receive a full dataset and progress toward commercialization.”
It highlights the importance of robust data management and intelligent systems in modern breeding.
Collaboration and Future Vision
Greg describes the collaboration with Agri Information Partners as positive, particularly valuing their willingness to think along and continuously improve the platform:
“The responses are always positive, and there’s a clear willingness to help and enhance the system.”
Within the organization, discussions are ongoing about the future design of their data landscape. Greg sees E-Brida as a strong central solution, potentially combined with additional tools that integrate more seamlessly.
His vision is clear: a single source of truth for data, supported by systems that work together effortlessly.
Conclusion
The story of the Kiwifruit Breeding Centre illustrates the importance of reliable and flexible software in a breeding organization. E-Brida plays a key role by providing a solid foundation for data-driven breeding, while offering the flexibility to exchange data with other systems through standard interfaces and a data warehouse. This makes E-Brida a central hub that can integrate with other tools.
At the same time, the interview shows that every organization has its own unique processes and challenges. Success lies in finding the right balance between standardized solutions and company-specific customization—with one clear goal: accelerating innovation.
AIP specialists in this case
Berno van der Geest
Business consultancy, Management, Sales & marketing
Berno van der Geest
A well known person in the seed industry. Our senior business consultant. Extensive experience. Product Manager E-Brida.
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