Seen and heard at Fruit Logistica 2024 — Part 2
BERLIN — This year’s Fruit Logistica, held Feb. 7-9 at the sprawling Messe Berlin, was once again filled with innovation, inspiration and the topic of sustainability. While the scale of Fruit Logistica is larger than life — featuring eye-popping booths designed to receive visitors with style and hospitality — conversation on the show floor is often in-depth and without hurry.
Video from Fruit Logistica 2024:
- Part 1 — View on Instagram | LinkedIn
- Part 2 — View on Instagram | LinkedIn
- Part 3 — View on Instagram | LinkedIn
But the booths weren’t the only larger-than-life element of the annual Berlin show. When it came to blueberries, this year’s Fruit Logistica was focused on the jumbo Sekoya variety.
Bigger and better berries
At the Agrovision booth, Steve McVickers, chief commercial officer, couldn’t resist snacking on the Los Angeles-based company’s big and beautiful Sekoya blueberries while chatting with The Packer.
“We’re looking to bring a better berry to the U.S. 52 weeks a year,” said McVickers, as he popped blueberries in his mouth. “We’ve seen consumers fall in love with this blueberry, and we’ve seen incredible repeat purchase and demand. It’s really a sea change in the berry category.”
In North America, Agrovision markets the jumbo blueberries under the Fruitist brand, said McVickers, who added that many consumers who have purchased the blueberries at Whole Foods Market, Costco, Publix, Sprouts and other grocers have written to the company to profess their love of the bigger blueberry.
“It’s a different eating experience,” McVickers said.
McVickers discussed recent challenges in Peru, a country newer to commercial blueberry production, where the El Niño effect and the absence of a true winter has necessitated new genetics like the Sekoya variety to sustain supply. Here, Agrovision has worked to redirect water from the Amazon to turn virgin desert land into a fertile production area, which has in turn has created a local economy for berry cultivation, he explained.
Agrovision has also planted the variety in Mexico and heavily in Oregon as it seeks to deliver a 52-weeks-a-year supply, he said.
Chile unveils new brand in Berlin
Fruits From Chile showcased its new brand identity — Frutas de Chile — at Fruit Logistica. The brand relaunch communicates the organization’s “passion for our fruit,” Ignacio Caballero, director of marketing, told The Packer. “Our point of differentiation is the quality of our fruit and the way we work — our commitment to excellence.”
Caballero also shared Frutas de Chile’s commitment to sustainability, including environmental, social and governance and establishing short-, mid- and long-term goals around its carbon footprint.
“Passion is what differentiates Chileans,” said Caballero, who added that the country’s main goal is increasing produce consumption. As such, Chile seeks partnerships with other South American fruit-producing countries. “We want to work together with Peru. We want to be partners to help retailers sell more fruit,” he said.
As part of its focus on excellence, Chile is also investing in technology, said Caballero, who added that tools like post-harvest solutions help growers deliver the quality of just-picked fruit all the way to the U.S. consumer.
“Consumers want the same experience all year long,” said Caballero, who says Frutas de Chile supports retailers with this experience in-store and online with POS, coupons, display contests, TV ads, recipes, tastings and more.
Chiquita turns up the volume on color, sustainability
Chiquita’s Rebecca König, Germany-based marketing manager, was ready to talk both colorful campaigns and the serious subject of banana sustainability at Fruit Logistica 2024.
Cavendish, the world’s leading banana variety, is under siege by both disease and environmental threats across the world. In response, Chiquita has forged the Yelloway initiative with the goal of creating biodiversity in the banana category and producing fruit that is resistant to both pathogenic disease and climate change.
“Yelloway is committed to saving the future of the banana,” König said.
“They are heavily relied upon as an essential source of nutrition,” she added. “Bananas feed so many people in the world.”
Related news:
- Chiquita introduces Yelloway initiative
- Chiquita teams with Happy Art Movement founder Romero Britto
The need for banana biodiversity is critical, continued König, adding that the first field trials of Yelloway-produced bananas in the Philippines are yielding positive results.
Chiquita’s colorful booth at Fruit Logistica featured artwork by Brazilian Happy Art Movement founder Romero Britto, as part of its new “Pop by Nature” campaign.
“Romero’s colorful art offers inspiration in the winter, when everything outside is gray,” said König.
Chiquita is featuring Britto’s vibrant visuals on high-impact out-of-home billboards at iconic locations in key markets, as well as in digital campaigns and interactive experiences.
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