Agrovision is turning the page and stepping into a new chapter under a new name: Fruitist. The rebrand aligns the company’s identity with the consumer-facing label it introduced in 2020, capturing its evolution from grower to global brand leader.
The shift underscores a bold mission: to drive growth in the premium superfruit segment and lead the global movement for fresh, functional snacking.
From berries to billions
What started over a decade ago as an ambitious plan to revolutionize the berry experience has now grown into a global enterprise worth over US$1 billion (circa 920 milioni di Euro). Over the past 12 months alone, the company generated US$400 million (circa 368 milioni di Euro) in sales, emerging as one of the fastest-rising names in the global fresh fruit industry.
A major growth engine has been its Jumbo blueberries, whose sales have tripled within a year. But beyond sheer volume, the key lies in shifting consumer behavior.
“Nearly 60% of shoppers say they’re spending more on food that supports their health. Fresh snacks are outperforming traditional options, and berries—rich in fiber and antioxidants—fit perfectly into this new lifestyle,” Fruitist stated.
Rethinking quality from the ground up
For CEO Steve Magami, the brand's success reflects a clear value proposition: consistency. “Everyone’s had that moment of ‘berry roulette’—you open the pack, and hope for the best. Some are good, others are mushy or tasteless.
At Fruitist, we’ve taken that uncertainty off the table. We deliver berries you can trust, every time,” he said.
The company’s ability to guarantee premium quality at scale is powered by a fully integrated model. From owning its farms to deploying proprietary tech across operations, Fruitist controls each step of the supply chain.
This strategic edge has also attracted top-tier investors, including the Dalio Family Office and institutional backer Aliment Capital.
Expanding the superfruit portfolio
Now, Fruitist is expanding beyond blueberries. The company is introducing blackberries, raspberries, and cherries to its lineup, all tailored to meet the needs of health-conscious, on-the-go consumers with snackable, ready-to-eat formats.
Its products are already available in 28 countries and stocked in over 12,500 stores across North America, including major retailers like Costco, Walmart, Whole Foods, Trader Joe’s, Publix, and Sprouts.
With over US$600 million (circa 552 milioni di Euro) in raised capital, Fruitist claims to have built the first fully controlled global supply chain for year-round, premium-quality blueberries.
Looking ahead
The rebrand to Fruitist is more than a name change—it’s a strategic signal of intent. As demand for healthy snacking accelerates worldwide, the company is positioning itself at the forefront of this shift.
With ongoing expansion into Asia, the Middle East, and other high-growth regions, Fruitist is poised to redefine how the world experiences fresh fruit.
The Comment from the Director of Fruitnet Europe
In an editorial, the director of Fruitnet Europe Mike Knowles commented:
Agrovision has officially changed its name to Fruitist, a rebranding move that many interpret as a signal of an upcoming stock market listing, possibly as early as June.
It is not uncommon for companies preparing to enter financial markets to revise their identity: as seen in the cases of Snap Inc. or Airbnb, a more appealing name can increase investor interest.
Founded in 2012, Fruitist quickly established itself in the fresh produce sector thanks to its premium blueberries, reporting over 400 million dollars in revenue in 2024 (around 370 million euros) and a valuation exceeding one billion (over 920 million euros).
The company's credibility is further reinforced by recent high-profile executive appointments: Jim Trahanas (CTO, formerly at McKinsey), Fadi Karam (CMO, formerly at KitKat), and Scott Domann (Chief People Officer with experience at Disney, Netflix, and Spotify).
With the support of Goldman Sachs, the company is evaluating an IPO, which could become one of the fastest ever seen in the sector.
However, this very speed raises some concerns: Fruitist aims to go public only 13 years after its founding, unlike other giants such as Dole or Chiquita which took decades.
This acceleration has been made possible by various factors: vertical integration of the supply chain, product quality, global expansion (from Peru to India and China), and the adoption of a model similar to Zespri and Pink Lady, based on protected premium varieties.
However, going public also means being exposed to market volatility, profit pressures, and economic cycles that are often incompatible with the pace of agriculture.
The company will face complex challenges: inflation, geopolitical crises, climate change, and potential tariffs could severely impact operational margins. Despite the risks, the current context could work in Fruitist's favor. In an uncertain market, investors are looking for solid and sustainable businesses.
And a company offering healthy, premium fruit on a global scale could be particularly attractive. A potential IPO at a cautious valuation could attract long-term investors, ready to wait for solid and steady growth.
Source: fruitnet.com
