PUBLISHED BY
Peak performers
As competition intensifies in a crowded international berry market, our special edition profiles companies hoping to stay one step ahead
INTERVIEWS ANALYSIS
SUPPLY MARKETS
INNOVATION
TECHNOLOGY
SUSTAINABILITY
DISTRIBUTED AT
Advertisers
Global growth is good to go
By the time you read this, I will have spent a couple of days in Tasmania, where I am due to speak at Berries Australia’s excitingly titled event BerryQuest International. This biannual get-together is just another sign of how vital the fresh berry business has become for the future development of so many industries and communities around the world. As our recent work for the Fruit Logistica Trend Report revealed, berries are right up there with avocados at the top of the tree when it comes to driving new sales in fresh produce. And Australia is one of an increasing number of countries where this trend is taking shape. In fact, berries are now the biggest category by value in Australia, generating annual sales in excess of A$1bn. That’s a phenonemon we have already witnessed in established Northern Hemisphere markets such as the US and the UK, and we expect other markets to see similar expansion in the near future. Our coverage in this Fresh Focus Berry special suggests there is also far more to come from the business in terms of product innovation, and that investment in better quality varieties should have a positive effect on demand. Provided the industry can keep a lid on its
this will lead to further growth ahead.
Berry boom meets supply as global demand
As consumer demand for berries continues to grow in many of the world’s big consumer markets, there is also a feeling that the task of supplying that fruit has become even more of a challenge.
by Mike Knowles
The international berry market continues to show significant growth, driven by strong consumer trends, advances in cultivation techniques, and the emergence of better-performing varieties. However, there is also clearly a need for further improvement in certain areas, for example to cope with labour shortages, improve climate resilience, maintain more consistent quality, and reduce imbalances in supply and demand.
The value of the entire global market for fresh berries varies according to different analysts, so it can be difficult to identify an accurate forecast for the category. However, recent data quoted by
Verified Market Research, a group linked to Dutch company Esomar, suggests the international fresh berry market was worth US$24.1bn in 2024. That figure is projected to top US$31.4bn by 2031, based on a compound annual growth rate of just over 3.7 per cent.
When it comes to fresh strawberries, the world’s most valuable import trades remain those into the US, Canada, Germany, the UK, and France, according to ITC Trademap data. Along with Italy, which has actually grown fastest in the last five years, all of those markets have seen their strawberry imports increase – except for the UK, down a couple of percentage points. The continued emergence of more local supply (reported elsewhere in this special edition)
meets supply struggles demand grows
could eventually mean there is less opportunity for foreign suppliers there in future, although others might argue there is a chance for more imports if that more reliable local crop boosts overall demand.
Comparing import values between 2019 and 2023, other growth markets for strawberries include Poland (+20 per cent), Mexico (+16 per cent), Russia (+11 per cent), and the UAE (+9 per cent).
In blueberries, the leading import markets are the US, Netherlands, Germany, the UK and Canada –noting that the Netherlands exports almost as much as it imports. Other slightly smaller markets in the top 15 worldwide grew faster in the period 2019-2023. These included Russia (+35 per cent), Italy (+24 per cent), and Poland (+23 per cent),
while China, Spain and Switzerland all spend 14 per cent more on imported blueberries.
As for raspberries and blackberries, consolidated figures for those products show the US, Canada, Germany, Spain and the UK as the top importers, followed by the Netherlands, France, Italy, Belgium and Switzerlands. Again, the UK stands out as the only import market in slight decline, while Italy is top in terms of growth (10 per cent).
The UK berry market sums up the challenge for many others around the world. It reached a total value of £2bn for the first time in 2024, according to British Berry Growers, as consumer demand continued to rise. But a cloud hangs over that success
story, with producers warning that higher energy and labour costs, combined with downward pressure on retail prices, are going to make life difficult for producers. And it’s a similar story for many growers in other parts of the world, with climate pressures like the recent drought conditions in Mexico and Peru adding to the complications.
estimated value of global berry trade in billions of us$
There is no doubting the fresh berry category’s enormous potential. But there are also huge challenges ahead for the sector, challenges that present opportunities and threats for all concerned.
Blueberries continue to drive expansion
Sustained growth in demand for fresh berries, a highervalue category compared with many other fruits, offers the business much in the way of encouragement.
by Mike Knowles
Blueberries were second only to avocados in a recent list of the top ten produce categories according to export value growth worldwide. The ranking, which appears in the latest Fruit Logistica Trend Report, Future trends in fresh produce supply, shows a strong increase in blueberry sales during 2018-2023.
In 2023, the value of the global blueberry trade was US$2bn more compared with 2018, based on average annual growth of 10.7 per cent. Peru alone accounted for US$1.1bn of that increase, despite the negative effects of El Niño on its production in late 2023. A large cohort of other countries saw a
surge in their own blueberry sales too, including Mexico and Morocco.
As the report explains, the global blueberry market experienced notable shifts in supply and demand over the course of 2024. Morocco again achieved record exports in 2023/24. According to EastFruit, it recorded a major increase on the previous season and diversification into new markets. Exports to the UK were up by 30 per cent to 14,600 tonnes, to the Netherlands by 42 per cent to 14,500 tonnes, and to Germany by 25 per cent to 4,300 tonnes.
But it’s Peru that leads the expansion: in 2019-2023, the value of its blueberry exports has
risen more than 1,100 per cent to US$1.68bn. Those sales have grown fastest to Russia, Hong Kong, the US, the Netherlands, and China.
The rate of new plantings in blueberries worldwide suggests there is more to come from this product too. Mexico and Peru have expanded their sales the most, but they are not the only ones. New production in countries such as
The rate of new plantings suggests there’s more to come in blueberries, but will countries have the right varieties?
India, China, Indonesia, Portugal, Romania, Serbia, Egypt, and South Africa is expected to bring even more volume to a market where demand continues to rise, and for many of these countries the question will be whether they have the right varieties to suit. Nations like Morocco and Poland will face stiffer competition as those new suppliers try to secure their own slice of the pie.
Strawberry surge
At a global level, there has been export growth in strawberries too, notably for Egypt, Mexico and Morocco – the latter, by the way, is now the third-largest supplier of frozen strawberries to China and Japan. As analyst Andriy Yarmak writes in the report, Egypt has also conquered the global market for frozen strawberries, which it now exports in large volumes to former global leader China. “However,” he says, “it is now developing fresh strawberry exports, which are much more valuable and making good progress.”
LEFT—
Blueberries remain the fresh berry category’s fastest-growing product line
Fresón de Palos gears up for growth
Despite ongoing water and labour challenges, the company is working hard to futureproof its business with investments in varietal development, sustainability and digitalisation, says managing director, Silvia Gómez.
by Maura Maxwell
Silvia, how is the 2024/25 strawberry season progressing so far?
Silvia Gómez: Since the beginning of October, 70mn high-quality plants grown in our nurseries in Ávila and Segovia have been planted in our partners’ farms, so far on 900ha out of a total of 1,300ha. Production-wise, the start of the campaign has been very promising. We’re seeing extraordinary quality in our strawberries, so we hope that the season will develop normally, reaching peak production in the spring and running until the beginning of June.
However, we are once again facing a season full of uncertainty, with two unresolved problems that can affect us very negatively, these being the lack of adequate water infrastructure in the province of Huelva, and the shortage of manpower.
We continue with the same water challenges as last season, and without progress in the execution of important projects, for our province and for our sector, such as the Alcolea Dam. This means that even if it rains, the lack of capacity to store rainwater leads us to believe that we’ll once again have to face water restrictions.
Furthermore, the lack of labour remains a considerable challenge for the sector, and for the Spanish agricultural sector in general. We need the government to give us the green light to expand recruitment to new countries, or to allow us to
“The lack of adequate water infrastructure and the shortage of labour are creating uncertainty in the sector”
increase the number of workers we can employ from the countries with which we have an agreement, such as Morocco.
We recently participated in the selection process for staff for this campaign, and while there was a lot of labour available and waiting
to go through the selection process, many candidates were left out of the process because of the limitations on numbers imposed by our government, even though we need them, and they are willing to come and work. Despite these challenges, we are focused on optimising all the resources we use at each stage of
Fdp-Banner-210x143-EN.pdf 1 17/2/25 14:08
the production process so that we can offer the best possible strawberry to our consumers, while taking care of the environment and the profitability of our grower partners.
OPPOSITE TOP—Fresón de Palos is Europe’s biggest strawberry producer OPPOSITE BELOW—The company’s managing director Silvia Gómez LEFT—The company is working hard to improve efficiency throughout its supply chain
What are the main varietal trends we’re seeing today?
SG: Huelva varietal offer has undergone a significant transformation in the last five years, marked by the progressive decline of the Fortuna variety, which for a long time was the dominant variety. This change has been the result of a need to adapt to both growing conditions and consumer preferences, without forgetting the challenges arising from adverse weather conditions, as well as improved
ABOVE—New technologies are helping to cut water and energy usage at the company
soil disinfection practices and the optimisation of water use.
In the last decade, producers and breeders have worked intensively on the development of new varieties that can offer stable production and better respond to demands for quality, flavour and resistance to diseases.
From a situation of almost varietal monopoly, we have moved to a scenario in which four to six different varieties are grown, in our case mainly RedSayra and Marisma, each with its own characteristics adapted to different stages of the production calendar and to the diverse needs of customers, consumers and farmers.
This varietal diversification has allowed us to be more flexible and adapt the crop to changing market conditions, but it has also posed significant challenges due to continuous climatic variations, water shortages and problems with soil disinfection.
Despite these challenges, our ongoing commitment to introduce better-adapted varieties has helped maintain the competitiveness of
our strawberry sector, ensuring we can supply a broader and more balanced offer throughout the course of the season.
What key projects is Fresón de Palos working on right now?
SG: The next major project we’re focused on is to continue making progress in sustainability and digitalisation – from the farm right through to delivery to our customers.
In terms of sustainability, we have set ourselves the goal of implementing completely sustainable production, reducing our water and energy use through advanced technologies, such as AI, as well as improving efficiency throughout the cultivation process. This also includes the use of renewable energy in our facilities and the adoption of circular economy practices to minimise waste.
In terms of expansion, we are working on increasing our presence in key international markets, with a particular interest in Europe. At
Weco and Multiscan introduce 360Tek optical sorter for blueberries
Multiscan Technologies and Weco, part of Duravant’s Food Sorting and Handling Solutions group, have launched the new 360Tek BB40 blueberry sorter.
Sorting product with fine defects, extraneous vegetable matter and jumbo or undersized berries, this compact, high-capacity sorter can inspect up to 3,600 kg of medium-sized berries per hour.
“Typically located at the end of Weco’s modular Sortivator fresh-pack line for blueberry cleaning and sorting, the affordable 360Tek BB40 maximises product quality while reducing labour,” Multiscan said.
“The equipment is less than half the size of similar fine defect sorters on the market, while achieving twice the throughput, maintaining a consistently high yield and offering superior ROI. It is a game changer for the blueberry industry.”
Each of Weco’s Sortivator fresh-pack lines is tailored for the customer’s needs, incorporating modules for eliminating debris, removing soft fruit and sorting by colour and size.
“With the addition of the 360Tek BB40, a complete Weco line provides fast, gentle and effective blueberry sorting for big and small operations, whether the fruit is harvested mechanically or by hand,” Multiscan said.
the same time, Fresón de Palos is developing new berry varieties to meet the growing demand for convenient and healthy foods.
And we are investing strongly in digitalisation and artificial intelligence, which will allow us to improve the traceability, efficiency and profitability of our partners and optimise the supply chain, ensuring that products reach the consumer in the best possible conditions.
Hoogstraten to stage fifth International Strawberry Congress
The Belgian city of Antwerp will once again host the International Strawberry Congress in September 2025, with organisers Hoogstraten promising a “blend of commerce and science”.
by Tom Joyce
The fifth International Strawberry Congress will take place in Antwerp on 17-20 September 2025, organised by Belgian cooperative Hoogstraten. The conference offers a unique combination of commercial strategy and scientific research, according to the organisers. “With this congress, we aim to create a platform for networking and information exchange based on research, growing and commercialisation of strawberries for the fresh market,” Hoogstraten stated.
The last edition of the International Strawberry Congress was held in September 2022, once again in the heart of Antwerp, attracting more than 300 participants from 32 countries.
This year, the programme includes “a varied mix of speakers talking about scientific and trade-
related subjects”, according to Jan Engelen, marketing manager at Coöperatie Hoogstraten.
“We have, like the last four times, consciously chosen a mix of commerce and science,” he explained. “Both parties can still learn a lot from each other. Commercial people are often a little closer to their daily problems in practice. Problems they come into contact with are often much easier to solve than expected, but often not handed over to the scientific side. The aim is to arrange these relationships and to look for answers. The general focus of the congress is digitalisation.”
The entire congress focuses exclusively on strawberries, dealing with all aspects of the supply chain. The programme comprises two days of talks, presentations and panel discussions, as well as a day of excursions.
The event is followed the day after by the International Mechanisation and Demonstration Strawberry Fair, organised by the Research Centre Hoogstraten, which takes place in the Flanders Meeting & Convention Centre Antwerp.
Topics for the International Strawberry Congress include the evolution of the global strawberry market, marketing, sustainability and processing, as well as
innovation and trends. On the research side of the programme, the event will cover areas such as breeding and phenotyping, strawberry physiology, integrated pest and disease management, robotics and automation, vertical farming, soil health and growing media, quality, nutrition, postharvest biology and technology, sustainable packaging, big data and AI.
Coöperatie Hoogstraten thanked various companies and organisations for their support in helping to put the congress together, including Smurfit Westrock, Mechatronix, HerkuPlast, Vlam, Vissers and Demargro.
“We want the fifth edition to once again be a platform for networking and informationsharing,” the organisers said, “with consumer demands as a central theme of the congress.”
Are you ready to be immersed in the complex yet beautiful world of strawberries?
Join leading experts, fellow growers, and innovative companies from around the world for inspiring sessions on cutting-edge technologies. Connect, learn, and explore new opportunities in an engaging networking environment. Don’t miss the chance to be part of it and register now!
Early bird registrations are now open!
Sweetest Batch expands its patch
Following a successful launch in the US in 2019, Driscoll’s is preparing to introduce its premium soft fruit range in Germany and the Middle East.
by Fred Searle
Driscoll’s is set to introduce its premium berry range Sweetest Batch to selected retailers in Germany and the Middle East in 2025.
The top-tier offering will initially be made available in blueberries and blackberries. Only a selection of their varieties will make it to this tier as it promises to deliver the best eating experience.
The supplier revealed that the UK market will follow, but for now, the focus will be on launching the core Driscoll’s brand into the region.
Driscoll’s only introduced its brand to UK consumers in 2024, launching branded paper packs into Morrisons, Whole Foods Market, Booths, and independent grocery stores.
The Sweetest Batch range was first launched in the US, where Driscoll’s is headquartered, back in 2019. And the company says it has “made a significant impact”.
The Australian market followed in 2022, with Driscoll’s selling Tasmanian-grown strawberries of its Zara variety from December to March.
As the name suggests, Sweetest Batch only includes Driscoll’s highest-Brix varieties (from a select group of growers) but doesn’t name those varieties on pack.
The company says its new premium segment is “devoted to delivering an exceptionally sweet flavour experience” and only features “proprietary varieties, specifically selected for their extra-sweet profile”.
Driscoll’s adds that its selected Sweetest Batch growers follow “meticulous” harvesting practices, “ensuring that each berry reaches peak sweetness”.
In addition, the selected varieties offer “lots of juiciness” and well-balanced sweetness/tartness.
There is generally less tiering in European berry markets than in the UK’s, but Driscoll’s sees opportunities in this area.
Product manager and so-called ‘Berryista’, Jana Lehmann, told Fruitnet at Fruit Logistica 2025: “The UK market is used to tiering, whereas in Germany you don’t really see it yet. But there is strong demand for premium soft fruit in Germany and other European markets.
“Berries have now become part of daily diets, so we believe it’s time to add some new flavours to the category. Flavour has always been at the heart of Driscoll’s strategy, so we are extremely excited to launch this programme.”
She added that the concept is “ready to sell”, but the launch will be staggered as every Sweetest Batch berry “needs to deliver exceptional sweetness, as promised”.
“We will only put berries in the Sweetest Batch if we’re 100 per cent certain they are good enough, so sometimes we might not be able to deliver the fruit. But it’s really important that the quality is carefully controlled to ensure every berry lives up to our promise of being the sweetest of the sweet.
“Our selected growers will send in samples of berries to be quality-checked by Driscoll’s, and if they are sweet and flavoursome enough, they will make it to the Driscoll’s Sweetest Batch concept.”
LEFT—Jana Lehmann showed Fruitnet the new packs at Fruit Logistica 2025
Explainer: Agroberries & BerryWorld
The Chilean grower-marketer’s acquisition of BerryWorld, Europe’s largest soft fruit supplier, has created the second-largest berry company in the world. But how did the deal come about, and what does it mean for the business?
by Michael Barker
What has been officially announced regarding the acquisition?
Global berry grower-marketer Agroberries announced in September that it had acquired BerryWorld Group, Europe’s largest berry marketer. The deal has created the second largest berry company in the world, with an annual output of 150,000 tonnes and over 3,000ha of own production, as well as associated growers in 30 countries. No price for the acquisition has been disclosed. It follows the 2023 acquisition by Agroberries of a minority stake in BerryWorld’s Europe, Middle East & Africa (EMEA) and Asia-Pacific (APAC) businesses.
How did the deal come about?
As BerryWorld chief executive Adam Olins explains, BerryWorld was initially approached by several interested parties in late 2020. Following discussions with a select number, BerryWorld decided that the Agroberries team was the best fit for the future. Agroberries took a minority investment in BerryWorld in 2023 and completed the full group acquisition a year later. “All parties have since enjoyed working together and
agree that the businesses are highly complementary in nature,” he says, adding that there was a mutual awareness and respect of each other’s businesses prior to the initial discussions, but there was no previous commercial interaction.
What makes the two companies a good fit?
Olins says the deal brings together a world-class portfolio of berry genetics, a broad product mix, and geographical scale, which provides opportunities for everyone in the supply chain, from breeders to growers, employees, retail partners and consumers. “We feel there are shared values and similar mindsets between the two businesses, with a positive cultural alignment,” Olins says. He points out that both Agroberries and BerryWorld have three decades of experience in the berry industry and bring together different strengths and areas of expertise, from both a geographical and a supply chain perspective.
How will the combined operation benefit business in different territories?
Agroberries has extensive agronomic expertise and experience of the South American and North American markets,
while BerryWorld brings an awardwinning genetic portfolio and growing and marketing expertise across the EMEA and APAC regions. That gives the combined company widespread Northern and Southern Hemisphere coverage as it looks to grow its berry business across the world.
“Through our partnership with Agroberries we hope to bring bettertasting berries to our UK retailers”
ABOVE—
BerryWorld CEO Adam Olins »
As a global leader in berry breeding, Plant Sciences Genetics (PSG) offers a diverse range of competitive berry varieties developed through 40 years of careful selection and advanced breeding techniques. PSG, and our international network of licensed nurseries, propagate and distribute premium plants with exceptional quality, setting the standard for excellence across the global berry industry.
Agroberries and BerryWorld have created the world’s secondlargest soft-fruit company
How about from a breeding perspective?
Both Agroberries and BerryWorld have their own proprietary breeding programmes, suggesting many opportunities for shared learning and collaboration. Olins notes that the combination of the two businesses also extends the collective genetic offering to include industry-leading proprietary and exclusive berry varieties. This means a wider pool of award-winning fruit for both growers and retailers.
What will it mean for day-to-day operations at BerryWorld, and is this the end of the BerryWorld name?
BerryWorld insists that ongoing business is expected to remain unchanged, but of course there will be more joint strategising. The directors of BerryWorld and Agroberries recently met in Peru and were present together at Fruit Attraction 2024 in Madrid as plans for the two businesses got underway. Olins says it is too early to give a definitive timescale on how long the integration process will take, but the businesses were due to complete a 100-day ops plan and a series of strategic
management meetings. In terms of the name, BerryWorld is expected to retain its name in all territories except for the US, Canada and Mexico, where Berry Fresh has a presence.
What could this all mean for the supply of berries to the UK? Could we see berries from different sources sold in Britain?
In the short term, it is unlikely there will be any changes to the sourcing countries that UK shoppers are used to seeing on shelves, as Agroberries is already a supplier to the UK market. But things could change in future: “Through our partnership with Agroberries we hope to unlock new opportunities to bring bettertasting berries to our UK retailers and will assess our combined genetic offer, production plans and commercial footprint to bring the best-in-season berries to market in the most sustainable way,” Olins explains. He adds that the company will continue to assess market opportunities to identify a pipeline for innovation for the UK market and all other markets it supplies. “Conversations between our commercial teams are already underway to share knowledge and expertise,” he says.
Following Driscoll’s acquisition of Berry Gardens, this is another example of a British berry business now under overseas ownership. What’s driving this trend? And can we expect to see other similar changes in future?
There’s little doubt that the large UK consumer market – with well-established supply chains and huge, experienced supermarkets – is seen as attractive to overseas buyers. Olins points out that while BerryWorld has British origins, it had already scaled to become a significant player in Europe and an emergent business within the EMEA and APAC territories. Other leading British fresh produce businesses also have wellestablished operations overseas. “Consolidation, overall, is a significant trend across the produce industry and we expect this to continue, not just within the UK market, but also globally, as companies seek to extend their reach, retain their profitability, and compete,” Olins says. “We have realised over time that we operate in a global marketplace, competing for the same product, and in our case, the acquisition does give us considerable scale, which is increasingly important.”
TSBC secures rights to grow innovative raspberry varieties in Portugal
Company signs five-year deal with Advanced Berry Breeding to produce Malaika and Zawadi.
by Maura Maxwell
The Summer Berry Company (TSBC) has signed a five-year licensing agreement with Advance Berry Breeding (ABB), giving it the rights to produce the Malaika (ABB135) and Zawadi (ABB136) raspberry varieties in Portugal and become a lead member of ABB’s Gold Programme. This deal also makes TSBC the only licensee authorised to sub-license the Malaika variety in Portugal.
Following extensive trials at its production site in Portugal, TSBC says it identified substantial agronomic and commercial benefits with the Malaika variety, providing it with a strategic advantage in both production and commercial markets. It describes Malaika as having “exceptional characteristics”, including its extended shelf-life,
that make it a standout in the raspberry market.
“After testing Malaika on our Portugal production site, we observed significant agronomic advantages. The plant's canopy structure facilitates easier harvesting, resulting in increased harvest speeds,” says TSBC’s genetics director Joe de Ruse.
“Additionally, Malaika aligns with our sustainability goals by offering a variety that is less susceptible to plant pathogens compared to other raspberry varieties. One standout characteristic of Malaika is its uniformly aggregated drupelets, which contribute to its visually appealing and attractive fruit. Furthermore, our in-house quality control programme confirmed that Malaika meets the necessary shelf-
BELOW LEFT—
TSBC describes Malaika as having “exceptional” characteristics
BELOW RIGHT—
The company’s genetics director Joe de Ruse
life requirements to satisfy our clients’ needs.”
According to TSBC, Malaika has a bright orangered colour, conical shape, and average fruit size of 7g, combining premium quality with impressive productivity. “As a double-cropping variety with earlyto-mid-season primocane fruit, Malaika is highly productive, yielding an average of 1.8kg/m², with picking speeds of 5–6kg per hour. Its vigorous growth and open structure contribute to efficient harvesting and long-term sustainability, further reinforcing its position as a market leader,” the company notes.
While the Zawadi variety is still in the developmental stage at TSBC, the company believes that its unique characteristics, including doublecropping potential and adaptability to various growing conditions, show promise for future commercial production.
“The Malaika sub-license in Portugal provides TSBC with a unique production and commercial edge while supporting its goal of attracting associated growers to partner with,” TSBC says. “This agreement marks a significant milestone in the company’s commitment to producing premium berries with consistently high standards of quality.”
Naike Blueberry Club puts faith in divine blueberries
Initial trials are set to take place in Italy, Spain, and Morocco, with potential future expansion into Egypt, sub-Saharan Africa, and Asia.
Naike Blueberry Club is an exclusive blueberry club that focuses on the production and marketing of selected new and outstanding blueberry varieties.
“At G-Berries, we have invested in the management of some new southern highbush varieties, and 2025 will be the year of the official launch of this exciting new Naike BlueBerry Club project,” says Luca Molari, the company’s managing partner. “The varieties have been developed in Argentina through a partnership between EarlyCrop and the University of Fauba, and G-Berries will manage them globally.”
Plants for the first trials will be available from autumn 2025, and G-Berries is currently collecting applications from interested companies worldwide. The first trials have been confirmed in southern Italy, Spain, and Morocco, plus the group is evaluating a potential partner startup in Egypt. Sub-Saharan and Asian countries like India and China will be considered at a later stage.
“We are now presenting the conditions to be part of this project,” Molari continues. “They are simple
and very clear, which is how we approach the market with our whole range of varieties. The goal is to launch a new and strong alternative in the market.”
The plants themselves will be produced at a new tissue culture centre that belongs to G-Berries’ parent company Molari Società Agricola in Cesena, in the Italian region of EmiliaRomagna. “And we are establishing a collaboration with a foreign partner, Molari reveals. “Behind this is a well-defined strategy, both at the agronomic level and at the marketing level, in order to provide all the tools to the companies that will co-operate with us in this new project.”
Alessandro Gualandi, variety development manager at G-Berries,
LEFT—The new Naike blueberry collection was developed in Argentina
describes the characteristics of the two first varieties. “Naike is characterised by its absolute earliness (about 40 days earlier than Ventura), excellent shelflife, high re-flowering rate, and significant productivity, reaching production of more than 10 kg per plant,” he says. “Tafì, on the other hand, has a high average size (18+), a clearly superior fruit quality, and high productivity.”
Luca Molari, managing partner and COO, concludes: “With a view to its expansion and internationalisation, and in order to offer even more precise and specific skills to the companies that will collaborate with us in this new project, G-Berries welcomes Delfina Molina Imbaud, the team’s new blueberry development supervisor, in Cesena.”
FruitMasters adds Bestum to Best of Berries range
The largest Dutch fruit cooperative is set to expand its availability of top-quality, sweet blackberries this year.
by Mike Knowles
At Fruit Logistica 2025 in Berlin, the Netherlands’ largest fruit cooperative FruitMasters officially introduced a new sweet blackberry called Bestum. Described as especially flavoursome, it is the latest addition to the company’s Best of Berries programme, an exclusive
texture and reliable yield. In addition, it apparently offers consistently high Brix levels, as well as a flavour experience that will delight growers, retailers and consumers alike. And as FruitMasters’ marketing manager Coen Kampschoër explains, the new variety has also been developed to ensure consistent firmness and dependable production. This, he says, makes it a reliable choice for customers in both domestic and international markets.
selection of soft fruit varieties that meet the highest standards in production, taste, quality and sustainability.
According to the group, Bestum is an innovative variety developed with a strong focus on excellent taste and strong performance throughout the production chain, and one that stands out for its uniformly sweet flavour, better
“Bestum is a valuable addition to the blackberry category,” he comments. “Its refined flavour, excellent quality, firmness and high productivity make the variety particularly well-suited to a category in which yield and taste are closely linked. Our Best of Berries programme aims to introduce the best varieties and add value across the entire supply chain.”
Benefits for all
Improvements in production and quality make Bestum an attractive choice for growers, according to FruitMasters, with yields comparable to common varieties like Loch Ness. The first commercial harvests are due later this year, at which point the variety is expected to offer retailers a steady supply of consistently sweet blackberries, while consumers enjoy a superior taste experience.
“Bestum’s flavour, quality, firmness and productivity suit a category in which yield and taste are closely linked”
The launch of Bestum is part of FruitMasters’ overall vision to develop sustainable varieties that benefit growers, supply chain partners, and consumers. The variety will be available in the Netherlands exclusively under the Best of Berries programme, which also includes the seed-bred Sonrosa strawberry, and a sweeter redcurrant called Skoander.
Ultimately, Kampschoër concludes, that means significant improvement for the blackberry business. “The programme’s strategic collaborations and groundbreaking varieties are driving continuous innovation in the soft fruit sector.”
ABOVE—Bestum blackberries made their first public appearance at Fruit Logistica 2025 in Berlin
Ava Berries celebrates success of Alicia and Catalina
Angus Soft Fruits says it is “thrilled” with the response to new strawberry varieties Alicia and Catalina, bred by the Ava Berries Breeding Programme, with plans underway to scale up production to meet growing demand.
by Tom Joyce
Ava Berries, part of UK berry specialists Angus Soft Fruits, has welcomed the success of its Ava Alicia (asf733.01) and Ava Catalina (asf624.01) strawberry varieties, which it says have captivated growers, retailers and consumers alike.
These premium strawberry varieties, which have been bred through the efforts of the Ava Berries Breeding Programme led by Lucy Wilkins, breeding programme director, have delivered “outstanding fruit quality, resilience and flavour”, according to the company.
“We are incredibly proud of how Ava Alicia and Ava Catalina have performed over the past seasons,” said Wilkins. “Their strong disease tolerance, consistent yields and exceptional fruit characteristics have made them a standout choice for growers and retailers.”
Trials conducted over multiple seasons at sites in Spain have proven the varieties’ ability to thrive in Mediterranean climates, offering a reliable supply during the winter months.
For retailers, these varieties present an opportunity to offer consistently attractive, flavourful strawberries to their customers throughout Europe’s winter season.
BELOW—Ava Berries’ new varieties aim to captivate growers, retailers and consumers
For growers, they offer an ideal balance of early production, high yields, disease tolerance and extended shelf-life, according to Angus Soft Fruits, which says this reduces input costs and ensures consistent, high-quality production.
“The varieties are specifically bred to flourish in Mediterranean winter conditions, providing an excellent opportunity for growers looking to supply strawberries to the UK and European market,” the company explained. “Consumer benchmarking has confirmed high approval ratings for their flavour, texture and overall appeal, making them a trusted and sought-after choice on store shelves.”
“Their excellent shelf-life and superior transport resilience ensure superior quality fruit from farm to shelf, enhancing consumer satisfaction and reducing waste,” Angus Soft Fruits said. The company identified a gap in the market for superiorquality winter strawberries, and the breeding team at Ava Berries selected the genetic traits to replicate the taste, appearance and resilience of summer-season berries.
“The overwhelming success of Ava Alicia and Ava Catalina has reinforced our commitment to delivering top-quality berries yearround,” said David Buxcey, sales director of Angus Soft Fruits. “We are thrilled with the positive response from our customers and retailers and look forward to expanding production to meet growing demand.”
“Ava Berries remains dedicated to pushing the boundaries of berry innovation,” the company said. PRODUCTS
At Fall Creek®, our Commercial Platforms are designed to deliver value to growers while advancing the broader blueberry industry. By understanding the diverse needs of this dynamic sector, we provide tailored commercialisation platforms that make cutting-edge genetics accessible. The Fall Creek® Collection is a premium genetics platform that connects professional commercial growers worldwide with the newest, high-performing blueberry varieties across all chill levels. This flexible programme enables growers to maintain independence in cultivation and marketing or collaborate with fruit marketers. With dedicated technical expertise and horticultural support from our Applied Research and Grower Support teams, growers gain a competitive edge – producing high-quality fruit that meets market demands. Through this commitment to innovation, Fall Creek® continuously invests in the next generation of blueberry genetics, building a world with better blueberries.
to
Hortifrut Genetics launches gemstoneinspired brand strategy
New strategy will enhance brand recognition and highlight the “exceptional” quality of new berry offerings.
by Maura Maxwell
Hortifrut Genetics has launched a new brand strategy for its proprietary berry varieties. From now on, each new variety will be associated with a gemstone.
The aim of the new approach – which was officially launched at February’s Fruit Logistica – is to enhance brand recognition by associating registered varieties with a unified theme, while also reflecting “the beauty, colour and natural origins of gems, drawing a clear parallel with the remarkable qualities of our berry varieties”.
New varieties include LazuliStar, LazuliSky and LazuliSun blueberries, name after vibrant blue gemstone lapis lazuli, and OnyxMax blackberries.
“The strategy builds on the success of Hortifrut Genetics’ first gem-inspired raspberry variety, RubyChic, which has already demonstrated the potential of this new branding approach,”
the company says. “It applies exclusively to new varieties registered by Hortifrut Genetics moving forward.”
Established varieties such as Imperial, Apolo and Keepsake blueberries, Pacific Centennial raspberry, or Fenomenal blackberry retain their original names, maintaining their legacy and strong market presence.
“Berries are our gemstones. This new branding strategy allows us to connect the unique qualities of our berries with the timeless beauty and value of precious stones,” says Juan Valverde, general manager of Hortifrut Genetics.
“It reflects not only the exceptional quality of our varieties but also our passion and commitment to delivering the finest berries to consumers worldwide. We are thrilled to introduce this initiative at Fruit Logistica, where innovation meets opportunity in the fresh produce industry.”
LEFT—The new branding is meant to reflect the beauty, colour and natural origins of precious gems
Inka’s Berries expands production footprint in Peru
Peruvian company Inka’s Berries has announced that it is to plant 300ha of Abril Blue+ blueberries in the Ica region, south of Lima. Abril Blue+ is one of two new premium varieties launched last year (along with Alessia Blue+) that were developed with genetics generated in Peru and with the support of Inka’s breeding partner, the University of Georgia.
Both varieties have a post-harvest shelf-life of more than 70 days, large calibre (more than 70 per cent are bigger than 18mm), sweet flavour and a productivity of more than 4kg per plant.
Chief executive officer Arturo Merino said: “This expansion that we have started in Ica marks a milestone in the history of Inka’s Berries. There is no doubt that the potential and development of our new Salvador farm will give us the opportunity to continue growing as a company and will allow us to strengthen our international commercial window with premium varieties to satisfy the growing global demand for top-level blueberries”.
Inka’s Berries has an extensive pipeline of new, nochill blueberry selections adapted to diverse growing conditions that are already making inroads in South America, Europe and Africa. Such has been its success that last October its breeding portfolio was acquired by Bloom Fresh.
Planasa strengthens F1 hybrid strawberry offering with acquisition of ABZ Seeds
Andijk-based ABZ is the global leader in the production of F1 hybrid strawberry seeds.
by Maura Maxwell
Berry breeder Planasa has acquired ABZ Seeds, a breeder of seedpropagated F1 hybrid strawberry varieties. Planasa said the move marks a transformative step in its expansion into the high-growth F1 hybrid strawberry segment and highlights the accelerating industry-wide shift from traditional vegetative varieties towards seed-propagated varieties.
ABZ’s chief executive officer Michael Brinkman commented: “This acquisition allows us to expand our strawberry genetics portfolio and accelerates development of next-generation varieties to better suit the needs of our clients, growers, as well as retailers and end-consumers all over the world”.
Kees Konst, Planasa’s chief scientific officer, said the deal would establish his company as a pioneer in seed-propagated F1 hybrid for ever-bearing
strawberries. The method, he explained, is becoming increasingly popular due to their numerous benefits over traditional propagation methods.
Under Planasa’s ownership, ABZ Seeds will continue to work independently as a standalone business unit in Andijk, the Netherlands. It will operate under the leadership of new chief executive Marc van Wanroij, who was previously CEO of Pop Vriend Seeds. He replaces founder Gé Bentvelsen, who recently retired.
“Planasa’s commitment to preserving ABZ Seeds’ autonomy reflects its dedication to nurturing the company’s unique strengths and culture,” Brinkman said. “Marc brings exceptional leadership and deep expertise in the food and agribusiness sector and is eager to lead ABZ into this next phase by expanding the varietal portfolio and providing outstanding service to clients worldwide.”
Planasa secures innovation chief
Separately, Planasa announced in January that it has appointed Hans Liekens as global head of innovation. Liekens, who most recently was value chain and retail manager at Sekoya, brings over 30 years’ experience in consumer goods and agriculture, including senior positions at companies such as Tropicana, Chiquita, Campina, Hessing, and Fall Creek.
Planasa said Liekens’ extensive background in innovation and business strategy will help the company achieve its goal of becoming the global leader in berry breeding, strengthening its business strategy, which focuses on innovation, operational excellence, and international expansion.
The company aims to further solidify its position as a leader in berry breeding, supported by efficient and high-quality nursery operations.
Brinkmann commented: “Hans’ FMCG experience and innovative mindset will strengthen our ability to meet our customers’ needs. With his proven strategic vision, he will be responsible for driving a culture of innovation and seamlessly integrating new processes to enhance efficiency, productivity, and competitive advantage, which could have a disruptive impact on our organisation, stakeholders, and the sector”.
Liekens added: “In my new role, we will focus on delivering success for all stakeholders by putting the consumer at the heart of everything we do and driving innovation and excellence.”
Egypt’s Pico sees benefits of innovation
As Pico Modern Agriculture expands with new varieties and new markets, its continued focus on premium quality and innovation ensures the Egyptian company’s standing as a trusted supplier.
by Tom Joyce
With a longstanding reputation for delivering premium, sustainable fruits and vegetables, Egyptian producer-exporter Pico Modern Agriculture is now pushing the boundaries of innovation and market expansion.
“We are always looking to introduce new varieties to meet evolving consumer tastes and preferences”
The company’s strawberry production, a key pillar of its offering, runs from November to April, and Pico is committed to enlarging its range. As Salma Diab, Pico’s marketing and business
development manager, states, “We are always looking to introduce new varieties to meet evolving consumer tastes and preferences. The launch of varieties such as Florida Pearl and Felicity reflects our dedication to delivering exceptional quality.”
These new launches reflect the company’s drive to stay ahead of market trends while satisfying increasing global demand for top-tier strawberries. “Our focus on premium quality and timely deliveries has established us as a trusted supplier,” says Diab.
Adding value and consumer reach
Pico’s commitment to product diversification also goes beyond fresh produce. The company has introduced several value-added items, including frozen fruits.
“Value-added products allow us to
reach consumers directly and offer convenient, highquality solutions,” says Diab.
In addition, Pico recently launched an e-commerce platform with a mobile app for direct farm-tohome deliveries. This initiative enhances brand visibility within the Egyptian market, and gives Diab optimism about the future.
“We are embracing technology to better connect with consumers,” she says, “offering fresh produce directly from the farm to their doorstep. Our investments in advanced technologies and logistical solutions are integral to maintaining the highest standards of quality and service.”
TOP—Pico’s Muhammad Fayed and Salma Diab LEFT— The company’s wide range includes Florida Pearl
South Africa’s European focus
While exciting opportunities are on offer elsewhere in the world, the South African blueberry industry will mainly focus on its core markets.
by Fred Meintjes
The South African blueberry industry remains focused on the UK and EU, which are historically strong destinations for the country’s fresh produce.
That’s the view of Brent Walsh, chief executive of the country’s industry body Berries ZA. But he also points out that, for the industry to grow and diversify, it needs to continue to push for a wider range of receiving countries available to export its blueberries.
“With the softening of prices two and three seasons ago, together with the logistical challenges of October 2022, our industry has had to consolidate significantly to ensure its ability to remain a supplier of choice to key markets,” Walsh tells Fresh Focus Berry. “The 2023 and recently concluded 2024 seasons generally provided bullish pricing and those growers who were able to supply during these windows benefited from the market conditions.
“The soft pricing of 2020–2022, and logistics gut-punch in 2022, did not come without some collateral damage to our growers with the industry losing several of them as a result,” he laments.
On the rise
Now, Walsh says, production and exports are back on the rise. “We will however need to reset the long-term forecasts and annual reporting through the Bureau for Food and Agricultural Policy and will consider the variables to
provide a consolidated look into the future.” The annual Agriculture Baseline Report reviews and forecasts the broader agriculture industry. “They will provide us with an annual report specifically on blueberries – and a ten-year forecast,” he confirms.
Berries ZA continues to work on new market access efforts through its pest risk analysis process, with India well underway.
“With the combined stonefruit application into China nearing completion, blueberries will be closer to starting our engagement with the Chinese to initiate the protocol,” Walsh outlines. “While Thailand has allowed imports into the country from South Africa with a special permit, we have also been approached to formalise the protocol for Thailand.”
»
“Having access to a broader range of genetics gives us the opportunity to service consumerdriven demands much better”
BELOW—Brent Walsh, CEO of Berries ZA BOTTOM—Production and exports are on the rise once more
Berries ZA would like to see increased investment in the industry
ABOVE—There has been an improvement in genetics and varietal development
South Africa will be hosting a verification delegation from Thailand during the 2025 season. “We also have our sights on additional East Asian markets and will assess these for market access through the course of 2025,” he notes.
The past few years have been tough for the South African blueberry industry, but things have moved on, particularly when it comes to logistics.
“The nationwide port strike in 2022 is fresh in our minds, but we have made significant progress in our engagement with Transnet to facilitate the
exportation of fresh fruit,” Walsh continues. “Transnet has also been open to engaging with the industry and has shared its recovery strategy with us. The 2024 season was mostly positive from a logistics perspective. With improving efficiencies and less windbound port days year on year, our experience with the ports has been good.”
To facilitate the ongoing growth of fresh produce exports, there is still a long road ahead with Transnet to continue the trend of improving efficiencies, Walsh points out.
Production overview
In terms of production, most South African blueberries are still grown in the Western Cape. However, Limpopo and Mpumalanga are increasing their production. These two regions supply during the early season (August–October) and the Western Cape the mid-late season (October–December). Walsh says there are some producers who are pushing production outside of these windows.
“We look to continue expanding the ability to provide blueberries into a longer local and export market season,” he explains. “We would like to see increased investment in the industry with hectares under production growing by 15–20 per cent over the next two to three years. With additional production we will be able to comfortably service new markets that are expected to be opened in the future.”
Walsh also points to some significant improvements in blueberry genetics and varietal development over the last five years, which have created new commercial possibilities for producers in the country.
“Each market tends to have its own preference for size, crunch and sweetness,” he adds. “Having access to a broader range of genetics to grow blueberries gives us the opportunity to service the consumer-driven demands much better.”
TOP—
Talking berries in Berlin
As part of the new Fruitcast podcast series at Fruit Logistica in Berlin, Dominika Kozarzewska spoke about the growth of Poland as a berry supplier.
by Carl Collen
The past, present and future of Polish berries was discussed at Fruit Logistica in Berlin, as part of a new podcast series, Fruitcast, hosted on the trade show floor.
In a session focusing on the Polish market, Dominika Kozarzewska of Polskie Jagody outlined the key factors behind the country’s berry success.
“Poland can be called the berry garden of Europe, as about 50 per cent of the total acreage of berries in the EU is planted in Poland,” Kozarzewska enthused. “Also, the country produces about 26 per cent of the total volume grown in Europe, although quite a large
portion of that is frozen fruit.”
She explained that Poland’s long tradition of growing soft fruit offered an advantage, with many generations of experienced farmers on the ground, as did the country’s favourable conditions in terms of soil and climate.
“Since we joined the EU, the country has also been able to profit from funding, and combined with our own investments it has allowed us to develop state-of-theart infrastructure,” Kozarzewska continued. “This means we add value – before, Poland was a producer of fruit for someone else to add value to. The last ten years are a good example of how quickly
things can develop, and now we add value to the fruit for western European and other consumers. Because of this, Poland can export blueberries to more than 25 markets on four continents.”
Technology has been key to growth, she pointed out, with the industry investing heavily in sorting, field technology and new ways of planting. A diversified product structure is also important, with strawberries, blackberries and raspberries available in addition to Poland’s traditional blueberry offering.
Greater cooperation, meanwhile, has increased the berry industry’s resilience to the many changes happening across the market.
“We cooperate with other farmers to test new varieties, so we get a better of view of what is available and how they are performing in different areas,” said Kozarzewska. “Especially with regards to technology, we cooperate with different entities from the berry sector and beyond, such as scientists. We have created the Horticulture of the Future Cluster in Poland to address the challenge of implementing new technology that benefits the farmer, the market and the consumer.
“Climate change has touched the Polish sector very heavily, and labour is also a big issue,” she added. “But that brings us back to technology – we know that we must automate more in future, and there is no way around that.”
More info
To access programme content from Fruit Logistica, visit https://online.fruitlogistica.com
LEFT—A cooled berry vending machine offering fresh blueberries in Poland
Australia tees up China market surge
Industry association Berries Australia has forged a potentially promising partnership with Chinese group CFNA, as it looks to capitalise on rising consumer demand.
by Liam O’Callaghan
Berries Australia has signed a memorandum of understanding with Chinese food trade body CFNA that looks set to increase significantly the volume of Australian blueberries sold in China.
The agreement was signed in late 2024 by Zhang Jian, chairman and chief executive at Joy Wing Mau and chair of CFNA’s Blueberry Committee, and Christian Parsons, COO at Costa Group, president of the Australian Blueberry Growers Association, and director of Berries Australia.
Both parties have agreed to extensive cooperation in areas such as sustainable agriculture, post-harvest handling, cold chain logistics, quality assurance, and market trends.
“China is a very attractive market for Australian blueberries, with domestic production and consumption rate in China growing by double digits annually over recent years,” said Parsons at the signing ceremony.
“Berries Australia and CFNA have begun a strong collaboration, and this landmark agreement formally acknowledges this cooperative relationship, providing an official structure that outlines our mutual support and collaborative efforts. It embodies a joint vision for a sustainable, efficient, and consumer-focused
BELOW—Berries Australia director Christian Parsons believes there is a major opportunity for his country’s berries in China
future for the berry industry.”
He added: “By utilising each other’s industry knowledge and expertise, Berries Australia and CFNA are well-positioned to foster innovation and stimulate growth within the berry industry and achieve win-win development for the berry industries in both our countries.”
A spokesperson for the CFNA also welcomed the new partnership agreement: “China is Australia’s largest trading partner. The signing of this MoU not only strengthens the cooperation between the two countries in the blueberry industry, but also lays a solid foundation for future mutual development and win-win outcomes.”
Rising demand
Celebrated in the country for their many health benefits, blueberries are becoming increasingly popular among consumers in China. And according to Berries Australia, many have developed an affinity for the unique flavour profile of Australian blueberries.
As a result, it says improved access to the Chinese market will contribute to the growth of the category in China and ensure consumers have a year-round supply of exceptional quality fruit, and this will result in mutual benefits for both Chinese and Australian blueberry growers.
Berries Australia was established in November 2018 as a joint venture between Strawberries Australia, Raspberries and Blackberries Australia, and the Australian Blueberry Growers’ Association.
As the representative body for growers of those berries, it now represents the single biggest fresh produce line in Australian supermarkets – with a combined industry value of more than A$1bn annually.
Loved by Consumers.
OZblu® consistently finishes on the podium when rated by consumer panels.[1]
Loved by Customers. Customers demand more OZblu® blueberries, year-round, to complete a premium offer.
Loved by Growers.
Loved by the Planet. OZblu® is guided by ESG and serious about
Agrovision harvests first commercial blueberry crop in Yunnan
Company says first batches of Meiyili-branded fruit sold out within 24 hours.
by Maura Maxwell
Agrovision has harvested its first commercial crop of Chinese-grown blueberries, less than a year after signing an agreement with the Longhua Residents Committee to introduce large-scale berry farming operations to China’s Yunnan province.
According to Stone Wang, executive chairman of Agrovision China, the harvest “exceeded expectations in terms of both quality and yield”. The fruit, marketed under the Meiyili brand, sold out within 24 hours of hitting the market, underscoring China’s growing appetite for high-quality fresh berries.
BELOW—Agrovision sees the first local harvest as a major milestone in the evolution of its Chinese business
While Agrovision has supplied China through its farms in Peru and Morocco since 2018, this first local harvest in Yunnan marks a major milestone in the development of its Chinese business. The region’s warm tropical days and cold nights offer an optimal growing microclimate for its leading blueberry varietals.
Agrovision has been doubling down on meeting Chinese demand for fresh blueberries, which has been growing by around 40 per cent annually over the past five years. The company is evaluating possible expansion of its Yunnan operations over the coming years, as it continues to invest in advanced postharvest technologies, elite varietals, and sustainable farming practices.
The company has also optimised its supply chain by utilising Peru’s newly opened Chancay Port, reducing transit times for imported blueberries by 10 days. This dual-source strategy is intended to provide more consistent availability of both local and imported fruit to satisfy growing Chinese demand.
“Our current efforts represent more than just a successful harvest – they demonstrate our ability to
replicate our proven superfruit strategy in key global markets,” says co-founder and chief executive officer Steve Magami. “Consumers everywhere want reliable access to superfruits that deliver the same exceptional experience whether in Shanghai or Los Angeles. We’re making enjoyable, nutrient-dense superfruits an accessible and delicious part of everyday snacking worldwide.”
Agrovision says its work in China goes beyond production, and points to the creation of hundreds of seasonal jobs in Yunnan, as well as training programmes to build local expertise. “These initiatives, coupled with infrastructure investments and sustainable practices, contribute to the region’s economic development and align with our mission to create a lasting positive impact globally,” the company says.
Do robots dream of Christmas berries?
In the UK, Dyson Farming is employing advanced tech – including Dogtooth Technologies’ automated pickers – to realise its ambition for year-round, local supply.
by Mike Knowles
When it comes to berry supply in the UK, technology is effectively tearing up the rule book as far as when the fruit can be grown. Advanced agricultural techniques, combined with more resilient, better-performing varieties, mean an increasing volume of berries can now be grown year-round.
British strawberries have always been a seasonal delight with a strong connection to the picnics and tennis tournaments of summer. But now a handful of companies have invested in the
technology needed to extend their production and even make them available in Christmas week.
In late 2024, The Summer Berry Company’s winter production model – called Green Energy Solution –was featured in reports by the BBC, The Times, The Daily Telegraph and Fruitnet, as it prepared to deliver around 38 tonnes of strawberries in time for the festive season.
of Dyson strawberries than for the imported berries from Spain or Morocco that typically fill supermarkets in winter.”
Branding looks set to play a crucial role. Initially sold under supermarket premium labels, the strawberries grown in this modern
One of the most ambitious players in this transformation is James Dyson, the entrepreneur renowned worldwide for his vacuum cleaners. Now, with the help of some hi-tech startups like Dogtooth Technologies and engineering specialist CambridgeHOK, he has turned his attention to farming. “Dyson’s effort to produce superior fruit and put his British strawberries on sale at Christmas is characteristically ambitious,” writes John Gapper in the Financial Times
Winter warmers
Dyson’s investment in British farming has been substantial, with £140mn apparently spent on improvements in just over a decade. At its 26-acre glasshouse in Lincolnshire, strawberries now ripen under a combination of natural and artificial light, with Dogtooth’s robots taking care of the picking process.
The operation is powered by biogas generators, demonstrating a commitment to sustainability while enabling continuous production. Yet, the real challenge lies not just in growing strawberries efficiently but in convincing consumers to pay a premium for locally grown fruit in winter. As Gapper notes: “This investment will only pay off if consumers accept that it is worth paying more for a punnet
facility are increasingly being sold with the Dyson Farming brand visible. Packs sold by retailer M&S, for example, have carried the Dyson name. But competition is fierce in the UK, which continues to spend billions on imported fruit each year.
“Dyson is not alone in wanting shoppers to seek out his name,” Gapper observes.
Despite the challenges, Dyson’s foray into horticulture signals an important shift in British farming. If successful, his approach could serve as a model for others looking to compete in a globalised food market. As Gapper highlights, scaling up further and even breeding proprietary varieties – as others in the category famously do – might be necessary to truly differentiate his product. “He must also convince not only supermarkets but British consumers that soft fruit really comes from Lincolnshire at Christmas.”
Squid game could extend life of strawberries
Scientists based in the state of São Paulo, Brazil, have uncovered a potential alternative way to double the fruit’s shelf-life.
by Mike Knowles
Ateam from the São Carlos Chemistry Institute (IQSCUSP) in Brazil announced in early 2025 that they had created a groundbreaking edible biofilm that doubles the shelf-life of strawberries.
growth, preserve texture, aroma, and flavour, and minimise weight loss during refrigeration.
affordable solution for producers and consumers,” said Mirella Bertolo, a postdoctoral researcher and co-author of the study.
Waste reduction
The coating was reportedly crafted from antioxidants which they extracted from pomegranate peel and chitosan derived from squid. The latter is seen as a potential way to avoid allergy risks that are associated with more commonly used shrimp extracts.
Laboratory trials are said to have resulted in 11 per cent less weight loss, significant delay to fungal contamination, more aroma, and unchanged taste, compared with untreated strawberries.
Production cost is estimated at R$0.15 (€0.02) per fruit, which the researchers suggested make it viable for mass implementation.
This latest development is part of a broader industry trend towards systems that can improve sustainability and in particular reduce food waste. In recent years, other similar technologies have emerged, including invisible coatings developed from plant-derived lipids and proteins, which also aim to extend fruit’s shelf-life without compromising taste or safety.
These coatings are already being applied to products like avocados and citrus fruits, with promising results.
Furthermore, leading berry producers are increasingly investing in controlledenvironment agriculture, such as vertical farming and hydroponic systems, to ensure consistent yearround quality and availability.
Coupled with advanced storage and packaging solutions, these methods help mitigate losses and maintain premium standards for fresh berries on the global market.
As demand for fresh berries continues to rise, particularly in regions with limited growing seasons, innovations like edible biofilms could play a crucial role in reducing reliance on imports and making locally grown fruit more viable throughout the year.
According to the researchers, the biofilm can reduce fungal
“The coating increases durability, reduces losses and makes use of agro-industrial waste. It is a sustainable and
ABOVE—Tests suggest the technique cuts weight loss, delays fungal growth, and improves aroma. Photo: Adobe Stock
MICHELE DALL’OLIO Chief operating officer, Fresh4cast
Data tools drive Driscoll’s improvement
In the world of fresh produce, every day presents a new challenge, such as unpredictable weather or rapidly shifting consumer demand. But challenges are also opportunities. Over the last decade, Fresh4cast’s collaboration with the Driscoll’s UK team has transformed these hurdles into stepping stones, driving productivity and responsiveness through innovative planning and cutting-edge technology.
Before, the group relied on manual, resource-intensive processes that were hard to scale up. But with our cloud-based planning tools, it has reorganised workflows and reduced data integration times. Mark Palmer, demand planning manager at Driscoll’s UK, summarises the
The fresh produce sector operates on tight margins under highly variable conditions. So effective planning requires fast coordination across sales, procurement and operations. Plus, data that shows grower supply and retail demand must be part of it.
Our work with berry marketer Driscoll’s combines technological solutions and human expertise to achieve these goals. We have implemented something called Integrated Business Planning, which supports demand-driven operations and reduces the workload traditionally associated with detailed planning.
impact of that change: “Tasks that used to take minutes are now completed in seconds, shortening our lead times and allowing us to focus on strategic work.”
This transformation has accelerated processes and fundamentally changed Driscoll’s UK’s responsiveness. Sales teams can adjust demand plans with much greater granularity, and
they can plan daily, and much further ahead, by SKU and by delivery depot. Bulk modifications of thousands of records can be executed in seconds, which reduces the administrative burden and enables a stronger focus on strategic relationships. The tools can also be used to create plans that are 100 times more detailed.
People first
A key takeaways from our collaboration is that technology alone cannot drive transformation; people are central to success. Driscoll’s project manager Rob Keskeys says the evolution of planning technology has been remarkable. “Witnessing the collaboration come to life, step by step, has been a very rewarding experience,” he comments. The Driscoll’s UK team has embraced those new methods and worked actively with Fresh4cast, and we have ensured that the technology serves its users, not the other way around.
As a result, Driscoll’s can now access a centralised control system to manage supply availability against projected demand, monitor turnover, and track customer performance. The integration with its ERP system means both shortand long-term demand planning are directly linked to product and operational planning. This means the ERP remains the single source of truth. No more Excel spreadsheets, just quality data and decision-making.
Rachel Mackenzie, Berries Australia
The Australian berry industry sees plenty of room for growth in export markets, according to one of its leading figures.
Australia is set to play a more prominent role in the international berry market in future, according to Rachel Mackenzie (pictured), executive director of industry body Berries Australia. In a recent interview published by Fruitnet’s Produce Plus magazine, she discusses the huge potential her organisation sees for Australian berries. “We’re in a state of expansion, particularly for blueberry and rubus production,” she explains. “Western Australia is becoming a significant player, and growers are looking to move to new climatic regions to spread risk and tap into crucial market windows.”
Australia has grown as a market for berries, which are now the country’s most valuable fresh produce category, with a sales value of more than A$1bn. Mackenzie adds: “Blackberries are [also] becoming increasingly popular as the genetics have really improved and the quality is excellent. Australian consumers are spoiled for choice. However, we need export markets to ensure we don’t have overproduction at certain times of year.”
That goal certainly looks achievable. At the end of last year, Mackenzie’s organisation forged a promising new partnership in China that has the potential to supercharge exports of blueberries to the country (see p38)
FRUITNET BERRY CONGRESS
Rotterdam, Ahoy Convention Centre
March 13-14, 2025
Booth n.10