Though the word pineberry is new for 2010, coined for the launch of the fruit season in the UK market, the berries themselves are not a new creation. They originated from a variety of strawberry which once grew wild in South America (in fact historically, strawberries were white in South America and red in North America). This variety was practically extinct until 2003, when it was rescued by a group of Dutch farmers and later commercialized by the company VitalBerry BV. The berries were initially referred to by the German expression Ananaserdbeeren which translates as ‘pineapple strawberries’. Pineberries are not the only example of white strawberries. Other varieties which are not widely available in shops, but can be purchased as plants to grow in the UK and elsewhere include ‘White Soul’ and ‘White Delight’.