BERLIN — Agrovision, the company behind Fruitist Blueberries, aims to bring nutritious snacking to the world with its “global-local” strategy, Agrovision Chief Commercial Officer Steve McVickers told The Packer at the recent Fruit Logistica trade show.
Agrovision, which also produces blackberries and raspberries under the Fruitist brand, operates across prime growing regions around the world to achieve a year-round supply of premium berries. With farms in Oregon, Mexico, Peru, Chile, Morocco, Romania, Egypt, India, Indonesia and, more recently, China, the company is leveraging its fully integrated supply chain to champion berry snacking on a global scale.
The company recently marked its first harvest from its farms in China’s Yunnan province. Sold under the Meiyili brand, Agrovision’s locally grown premium blueberries sold out within 24 hours of hitting the market, which the company says underscores China’s growing appetite for high-quality, fresh produce.
Agrovision says demand for blueberries in China has grown at an annual rate of approximately 40% over the last five years.
“Healthy snacking is really what we’re championing,” said McVickers. “And blueberries address many of the world’s challenges — obesity, diabetes, etc. — they’re a fresh, natural solution to snacking that resonates at every level.”
Agrovision began addressing the demand for healthy, nutritious snacking in 2018 by importing premium berries from its farms in Peru. To deepen its presence, the company established an 81-acre farm in Yunnan in early 2024. Leveraging Yunnan’s ideal microclimate of warm days and cool nights, Agrovision says it is delivering blueberries packed with natural flavor, crunch and nutrients to consumers across China.
In China, Agrovision is positioning blueberries as a holistic, healthy experience for all. The company has produced six one-minute videos for social media that spotlight the connection between nutrition, mental health and “me time.”
“We’re trying to be disruptors and carry a serious message with these videos, while at the same time, pitching healthy, nutritious snacking to everyday, regular people,” McVickers said.
Following the success of its blueberry launch in China, Agrovision says it is evaluating possible expansion of its Yunnan operations over the coming years as it continues to invest in advanced postharvest technologies, premium varietals and sustainable farming practices.
The company also says it has optimized its supply chain by using Peru’s newly opened Chancay Port to reduce 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 China’s growing preference for premium superfruits, the company says.
“Our current efforts represent more than just a successful harvest — they demonstrate our ability to replicate our proven superfruit strategy in key global markets,” Steve Magami, co-founder and CEO of Agrovision, said in a news release. “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 presence in China goes beyond production, pointing to the creation of hundreds of seasonal jobs in Yunnan and the implementation of training programs to build local agricultural expertise.
The company says these initiatives, coupled with infrastructure investments and sustainable practices, contribute to the region’s economic development and align with its mission to create a lasting positive impact globally.
