
Introducing Josh Engwerda. Horticulturist and engineering extraordinaire, the mind behind the
Seduberry, perfect heart-shaped strawberries naturally coaxed into their shape using nothing more than a mould. Simple, heartwarming, romantic, the berries are unveiled to the public today; Valentines Day. I’m seriously impressed. Watch this space.
Josh I’m so excited about these strawberries of yours, I can hear the sounds of a million girlfriends squealing with delight on Valentine’s day. Can you tell me a little bit about your inspiration for the idea? I read about square watermelons in Japan, and thought that was pretty cool, a few weeks later I was planting some strawberries in my garden and had a brain snap, why not try to shape these? Naturally it had to be a heart. My girlfriend at the time was also a big fan of strawberries.
And how are the heart shapes actually formed? Each green, young berry is placed inside a polycarbonate, clear plastic mould and it grows to fill that shape, the perfect heart.
Is there any difference in the taste of the berries? No, there is no difference, the berries taste the same, however we use only the boutique, top end strawberry varieties.
What caused you to become interested in gardening initially? Growing things is really peaceful and without sounding like a hippie it is really good for the soul. I love watching something little grow up, and then being able to cook with the freshest produce possible.
There has been constant debate about genetically modified food in recent years and the general public seems to be reverting back to traditional ways of organic gardening and eating. It’s fantastic to see a product that uses a non-invasive method to alter a foodstuff. What is your position on the genetically modified food debate? Having studied a fair amount of horticulture I have mixed feelings. There are overwhelming gains that could be made with GM, we have been using natural selection for thousands of years. I suppose the risk is that the changes/advances will be too rapid to control. Overall, I sway slightly toward GM in select occasions.
What kind of groups are you marketing towards? EVERYONE! The shape of the heart is of course a global concept from which everyone, young or old, man or woman, child or adult, can draw meaning. Everyone loves seeing something that makes them smile unexpectedly. The simple strawberry shaped like a heart will hopefully put a smile on a few people’s faces!
Are you experimenting with any other fruit shapes? Triangle apples? Square tomatoes? This will be the only shape we make right now, having looked at other possibilities none quite have the same 'edge' as the heart and a strawberry. A Dutch company is utilizing our moulds to make heart cocktail tomatoes so there may be some new ideas to come!
It must be pretty hard work to place each berry in individual moulds by hand, how much will they cost once they are on the market? The moulds have been refined many times over the last 12 months and are relatively easy to apply. The time comes from actually selecting the appropriate berry to mould. It’s definitely more labour intensive but the price makes up for it. Each berry should cost around $1-$2.
And where could we buy some? We had such an unexpected and massive response that we sold out and received orders for over 50 times what we could produce. Next summer however there will be more berries available as we are now working with growers in WA, VIC, TAS and QLD who will start producing.
Do you have any ideas for a Valentine’s Day recipe using the Seduberries? Cocktails. Vanilla infused vodka, crushed strawberries, a bit of lime juice, elderflower liqueur and ice shaken up, great summer drink, not too girly surprisingly. Of course the most simple and effective way to use them is just to place a Seduberry in a glass of champagne and it says all it needs to.
Any Valentine’s day plans? A Seduberry at the bottom of your champagne glass? I'll be picking berries from 7am, then reapplying the next lot, long story short I will have to wait till next year to enjoy my valentines day with someone special.
(all photos copyright to Josh Engwerda)