Mastronardi Produce and the United Kingdom-based BerryWorld have a partnership to market greenhouse berries in North America. ( Courtesy Mastronardi Produce Ltd. )

Greenhouse grower Mastronardi Produce Ltd., Kingsville, Ontario, and BerryWorld, a United Kingdom-based marketer of the fruit from around the globe, have formed a partnership to supply berries to North American customers.

BerryWorld has a network of growers in Europe, Africa, Asia and Australia, and North America is the next logical step, the company’s chief communications officer, Adrian Olins, said in a news release.

“We have taken the time to carefully consider our approach in North America and are confident that Mastronardi Produce, who pioneered high-tech berry growing in 2005, will be a great partner,” Olins said in the release. “The joint venture will combine our wealth of berry knowledge and our extensive portfolio of berries with Mastronardi Produce’s recognized reputation for growing expertise, excellent customer service, their appetite and ability for scale and their state-of-the-art logistics platform.”

Paul Mastronardi, president and CEO, said the fruit marketed by the partnership will “change consumer expectations of how a berry should taste,” and there is significant opportunity to expand the category.

“Our track record of game-changing innovation, technological advancements and fresh produce marketing expertise, combined with BerryWorld’s varieties, category management and global berry expertise, will make us a unique alternative for the North American berry market.”

The berries, under the WOW label, will be available in North America “soon,” according to the release, and will be showcased during the Produce Marketing Association’s Fresh Summit Oct. 19-20 in Orlando.