Agrovision, the Los Angeles-based company formed in 2012 to provide premium blueberries in a sustainable way, has a new name — Fruitist — aligning with its brand name. The company also is expanding its product line to include other premium superfruits such as blackberries, raspberries and cherries, said Steve Magami, CEO and co-founder.
Fruitist blueberry varietals include Fruitist Blueberries, Fruitist Jumbo Blueberries and organic Fruitist Blueberries. There is also a snackable format in the works.
Fruitist is dedicated to providing more than healthful snack foods, Magami said.
“At Fruitist, we are firmly committed to sustainability, not just environmentally, but socially and economically,” he said. “We invest in the communities where we grow.”
That includes health care, education, clean water access as well as infrastructure improvements.
In Peru, for example, the Fruitist workforce is composed of more than 15,000 seasonal workers, 45% of whom are women, with many gaining financial independence for the first time through stable employment with the company, Magami said.
He explained that the firm’s transition from Agrovision to Fruitist aligns the company’s identity with the growth of its consumer brand, which launched in 2020.
“The Fruitist name captures both our evolution and our mission to lead the global healthy snacking movement,” he said.
The company announced the name change April 22.
Fruitist reached $400 million in sales over the past 12 months and more than $1 billion in lifetime revenue, Magami said. Its products are sold in 28 countries and in more than 12,000 stores in the U.S., including several major supermarket chains.
The premium products are grown in more than 10 microclimates worldwide, which allows Fruitist to deliver consistently high-quality berries year-round, Magami said.
