In 2003, Berryworld Plus was set up as a joint venture between Berryworld, Edward Vinson Ltd and the Hall Hunter Partnership to conduct a raspberry breeding programme.

In turn a strategic alliance was set up with Five Aces Breeding on the East Coast of America. Harry Swartz is the breeder at Five Aces and has a significant and proven track record in berry breeding especially raspberries.

Harry Swartz makes the initial crosses for new selections in the US and sends the resulting seeds to the UK for planting at Edward Vinson Ltd. Plants are grown on in the UK and assessed over a number of seasons with successful selections being taken forward for commercialisation.

In 2005, it was decided that Berryworld Plus would also look to find an improved early season blackberry for the UK season. This programme is in its infancy and has based itself around the inclusion of wild blackberry germplasm so progress will take time.