1. Could you give me brief overview of Berry Fresh’s history in the berry category? How many years have you been producing berries? What countries do you produce in?
Berry Fresh is proudly celebrating its 20th anniversary this year, marking two decades of growth and evolution. From our beginnings as pioneers in blueberry imports, we have expanded into a leading presence across the entire berry industry, with production fields in the United States, Mexico, Chile, Peru, and, most recently, Morocco.
2. In your opinion, what are the factors that make berries special within produce as a whole?
Berries are truly the shining gems of the produce department. Consumer data consistently demonstrates that berries are a key driver of produce sales, ranking as the top category by dollar value. They are vibrant, flavorful, and visually appealing, making them both enjoyable to eat and attractive on display. Moreover, berries are often perceived as a healthy indulgence, with many consumers opting for them as a natural alternative to sugary snacks or candy. At Berry Fresh, we like to say they’re nature’s candy.
3. How has the category changed or evolved over recent years? Which berries are seeing greater success? Has varietal development played a big part in this success?
Strawberries initially led the berry category, becoming a household staple during the summer months and eventually establishing year-round availability as supply expanded. In the early 2000s, blueberries experienced a surge in popularity, driven by emerging health research and their recognition as a superfood. Raspberries followed suit, positioned as a delicate and premium treat within the category. Now, it’s blackberries’ moment to shine.
Genetic innovation has played a significant role in the success of all four berry types, but it is especially crucial for blackberries. The primary challenge with blackberries is their natural tendency toward tartness. At Berry Fresh, we have dedicated substantial efforts to genetic development aimed at producing blackberries with outstanding flavor. This commitment has contributed to the popularity of our Sweet Karoline® blackberries, renowned for their exceptional taste.
4. How important is branding within the berry category?
Historically, consumers paid little attention to brands within the produce category, a dynamic more typical of the CPG sector. However, the advent of social media, increased access to information, and advancements in packaging have made branding an essential tool for building consumer trust in fresh produce.
Our Sweet Karoline® brand exemplifies this shift. Consumers recognize the Sweet Karoline® label as a promise of exceptional blackberry flavor and sweetness. Without strong branding, we would not enjoy the same level of consumer trust and loyalty that distinguishes our products today.
5. What are the trends that have shaped the berry category over the past two years and are likely to influence it further going forward? (e.g. convenience, flavor, packaging, sustainability, locally-grown v. imported)
In the past, health benefits were the primary driver of the berry category. However, as improved varieties have come to market, flavor has emerged as a key factor in securing repeat purchases. However, flavor is becoming a consumer expectation. What truly fuels growth in berry consumption is the ability to connect with diverse eating occasions, supported by innovative packaging tailored for snacking, sustainability messaging, special events, and more.
Moreover, consumers now have unprecedented access to information, and they expect brands to embody substance beyond a label. Shoppers want to engage with companies committed to sustainability, organic practices, and social responsibility. The era of brands existing solely to sell products, without a deeper purpose, is behind us.
6. Conversely, what could negatively affected the category in the months/years ahead? (e.g. labor shortages, tariffs, inflation, cost of inputs, etc)
The berry industry’s biggest challenges are centered on key resources: labor, water, and input costs. Berries are delicate crops that rely heavily on hand harvesting and are highly sensitive to environmental conditions and weather patterns. Many of the regions where berries are grown are coastal areas, making them especially vulnerable to the impacts of climate change. These challenges have driven companies to invest in new varieties designed to better withstand evolving conditions and ensure a more resilient supply.
7. What innovations (within the berry category) have been introduced by Berry Fresh? What other innovations are worth noting in the overall category (regardless of producer/marketer)?
As mentioned earlier, our Sweet Karoline® blackberries are driving increased consumption in the blackberry category by transforming perceptions of blackberries as the most inconsistent tasting berry. In addition, Berry Fresh is preparing to launch new packaging aimed at capturing untapped consumer demand.
Industry-wide, innovation continues to focus on flavor. Several brands are introducing sweeter, more distinctive berry varieties to create product differentiation. We’re also seeing the emergence of entirely new berry types, such as pineberries, which add novelty and excitement to the category.
8. How big a part does the concept of ‘value-added products’ play within the berry category?
To date, value-added growth in the berry category has largely been led by retailers integrating berries into their fresh-cut fruit sections. Some suppliers have also launched innovative products, such as multi-berry packs featuring combinations like raspberries, blackberries, and blueberries, or snack packs pairing berries with items like cheese and crackers.
Overall, value-added remains in its early stages within the berry category, offering significant potential for future growth and innovation.
9. What is Berry Fresh doing in terms of the in-store merchandising of berries? How do you support retailers?
We work closely with our customers to support seasonal marketing initiatives through targeted in-store promotions and engaging marketing activities. From merchandising contests to consumer-focused promotions, we’re committed to ensuring our customers’ berry categories receive robust support during seasonal peaks.
10. What are doing when it comes to promotions for berries (either as a company or as part of a wider association)?
As noted earlier, promotions in the berry category are closely linked to seasonality. We work collaboratively with our customers to plan around peak supply periods for each berry, identifying optimal timing for promotional activity. These promotions take various forms tailored to each customer’s needs.
