Better3fruit is a private apple and pear breeding company founded in 2000 by Annemarie Auwerkerken. They have 8 commercial apple varieties and focus on breeding for fruit quality, disease resistance, attractiveness, productivity, and storage ability. Their breeding program involves identifying parents, making crosses to generate progeny, and evaluating over 10,000 trees per year. They use markers and genetic profiling for parent selection, intellectual property, and hybrid identification. Notable commercial varieties include Nicoter, Greenstar, Zari, and Tunda. Their apple variety Apple 14 is highly productive with red skin, sour-sweet flavor, and excellent storage. Bottlenecks include space, labor, funding, and reliable markers for quantitative traits.