Hortifrut launches Berry Good to support the international expansion of blueberries, raspberries, blackberries and strawberries. The brand focuses on the consumer experience, quality and wellbeing, aiming to strengthen its presence in Latin America and enter Europe.
Hortifrut has launched Berry Good, its new brand for the four main berry categories: blueberries, raspberries, blackberries and strawberries. The strategy aims to consolidate its presence in Latin America and introduce the brand in Europe.
As Héctor Luján told Portalfruticola.com, Berry Good is a proposition that goes beyond the marketing of fresh fruit: at its heart are the consumer experience, quality and the fruit’s health benefits.
With the concept “Little Fruits, Big Moments”, the brand aims to associate berries with everyday experiences of enjoyment, wellbeing and sharing.
“Berry Good turns every purchase into an experience of taste, freshness and consistent quality,” Luján said. The goal, he stressed, is to build a lasting relationship with consumers, encouraging repeat purchases and word of mouth about the products.
Four berry categories
Under the brand, Hortifrut brings together blueberries, raspberries, blackberries and strawberries, the four main berry categories.
According to the executive, the products have a distinctive visual identity, with specific colours designed to make them easier to recognise in stores.
The brand also plans special packaging formats and designs for seasonal campaigns such as Christmas, Valentine’s Day, Halloween and Easter, with the aim of creating new consumption occasions and catering to the preferences of different audiences.
On sustainability, Luján highlighted the development of some completely plastic-free packaging formats, part of Hortifrut’s efforts to promote more responsible solutions throughout the value chain.
Europe offers growth potential
Luján noted that the category is recording double-digit growth in several European countries, particularly for blueberries and raspberries. The sector is being driven by trends in healthy eating and wellbeing, as well as a preference for fresh, convenient products.
To meet demand, Hortifrut combines its own production in Spain, Portugal and Morocco with a network of associated growers in other countries, including those in Eastern Europe and Africa.
“This structure is complemented by fruit from our global platform, which allows us to ensure supply throughout the year,” Luján said.
In North America, Hortifrut pursues its strategy through Naturipe, a market-leading brand across the four berry categories. “Both platforms are part of a vision to strengthen our company’s brand portfolio and expand our international presence, while also considering future opportunities in the Asia-Pacific region,” he added.
Genetic innovation to strengthen the category
Alongside its commercial development, Luján said Hortifrut continues to focus on genetics and innovation to meet the needs of growers, customers and consumers.
For raspberries, the company is seeing promising results from its breeding programme, particularly with Vicentina, a variety that combines excellent flavour and an enjoyable eating experience with high field productivity.
For blackberries, the development of a new generation of varieties aims to boost and expand the category.
For blueberries, expectations centre on Lazuli, a new line of varieties that has demonstrated the potential of its proposition in panels and consumer trials, particularly in terms of flavour, quality and productivity.
“We want to create experiences that support people’s wellbeing, provide sustainable opportunities for our growers and customers, make our employees proud, and generate a positive impact on communities and nature,” Luján concluded.
