Bloomberg on Strawberry Breeding

Neat little article from Bloomberg discussing some current breeding efforts in strawberry:

http://www.bloomberg.com/news/features/2015-07-29/how-driscoll-s-is-hacking-the-strawberry-of-the-future

I have to say that in doing a replay of my day to day conversations over the past week there is a ton of interest in the provenance of that strawberry plant growing in the sidewalk outside of the BK on the corner of Riverside and Main...