“For a bunch of reasons, the sweetest berries were among the least viable commercial berries. They were too soft, too susceptible to disease or their shelf life was too short. They weren’t red enough for consumers or efficient enough for harvesters. Or there weren’t enough of them. Bjorn says there’s a negative correlation between sweetness and yield, which presented a problem that would take Driscoll’s more than a century to solve: Strawberries with more flavor tend to be less abundant. 

That is, the most heavenly strawberries weren’t thrown away despite their taste. They were thrown away because of their taste.

‘But we got excited about all the varieties that we were throwing away,’ Bjorn said, ‘and we wondered how much consumers would be willing to pay for the best berry they never got to try.’

They decided to find out. Driscoll’s is now selling those ultraflavorful strawberries, blueberries, raspberries and blackberries under a fitting label: Sweetest Batch.”

From Wall Street Journal.