Hortifrut Genetics says its new brand strategy redefines the naming and positioning of its proprietary berry varieties.
Inspired by the natural beauty, vibrant colors and uniqueness of precious stones, the new approach places the spotlight on the exceptional quality and distinctiveness of Hortifrut Genetics’ newest blueberry, raspberry and blackberry varieties, according to a news release.
The strategy, which uses a standardized naming convention that associates each new variety with a gemstone, will be launched at Fruit Logistica, set for Feb. 5-7 in at Berlin Messe. Visitors can learn more about the initiative at the company’s stand, C-20 in Hall 5.2.
Hortifrut Genetics said highlights of the new brand strategy include:
- Precious stone inspiration — Names will reflect the beauty, color and natural origins of gems, drawing a clear parallel with the remarkable qualities of Hortifrut Genetics berry varieties.
- Enhanced brand recognition — By associating registered varieties with a unified theme, the global berry organization aims to create stronger brand recognition and a clearer identity in the fresh fruit industry.
- Building on proven success — The strategy builds on the success of Hortifrut Genetics’ first gem-inspired raspberry variety, RubyChic, which has already demonstrated the potential of this new branding approach.
“Berries are our gemstones. This new branding strategy allows us to connect the unique qualities of our berries with the timeless beauty and value of precious stones,” said Juan Valverde, general manager of Hortifrut Genetics. “It reflects not only the exceptional quality of our varieties, but also our passion and commitment to delivering the finest berries to consumers worldwide. We are thrilled to introduce this initiative at Fruit Logistica, where innovation meets opportunity in the fresh produce industry.”
In announcing the new approach, Hortifrut Genetics listed the following berry varieties and their associated gemstone names:
- Blueberry (lazuli) — LazuliStar (RB A097), LazuliSky (RB A063) and LazuliSun (RB A140).
- Raspberry (ruby) — RubyChic (HFG 1714).
- Blackberry (onyx) — OnyxMax (HFG B2008T).
This brand strategy applies exclusively to new varieties registered by Hortifrut Genetics moving forward, according to the release. Established varieties — such as Imperial, Apolo and Keepsake blueberries, Pacific Centennial raspberry or Fenomenal blackberry — will retain their original names, maintaining their legacy and strong market presence, the company said.
Headquartered in Santiago, Chile, and operating in 13 countries, Hortifrut says it specializes in varietal development, sustainable production and the year-round supply of high-quality berries to over 500 customers in more than 55 countries.
