First Potato Dynamics

the breeders on every unit of seed sold. PBR is therefore just the "plant" equivalent of Intellectual Property Rights. PBR on a given cultivar is valid for a period of twenty years from the date that the first seed of that cultivar is sold in any UPOV country. South Africa is a UPOV signatory and we have a substantial number of varieties from overseas breeding entities registered under PBR. Breeding entities can either commercialize PBR varieties themselves or they can appoint agents to do so on their behalf. FPD Holdings is the South African agent for two major Dutch Breeding Houses, namely Agrico and Meijer and also represent the breeding programs of countries such as Israel and New Zealand. Historically FPD’s focus was on the processing industry which is a very rapidly growing market in South Africa. Having established dominance in this market we FPD is now actively looking for PBR varieties which can give the company a strong position in the table market.