Blueberries

Strong Demand Awaits Berries as Harvests Ramp Up

Fri, 15 May 2026 21:40:26 GMT

Blueberries, blackberries and raspberries continue to lure shoppers into the produce department.

According to the 2026 edition of The Packer’s Fresh Trends survey of consumer habits, 77% of shoppers purchased blueberries in the past 12 months, 61% bought blackberries and 59% took home some raspberries.

In the berry category, blueberries are second only to strawberries in popularity, and consumers now want and expect to have them year-round, says Kasey Cronquist, president of the U.S. Highbush Blueberry Council and the North American Blueberry Council.

The domestic season is just getting started, with Florida, Georgia and California currently shipping fruit, he says. Harvest will next spread to states like Washington, Oregon, Michigan, Indiana, New Jersey and North Carolina.

“There have been interesting weather patterns all across the country that have helped some areas and hurt others, but overall, there should be plenty of blueberries to go around,” Cronquist says.

Bounce-Back Season for the Garden State

New Jersey blueberries typically start picking around June 8, says Joe Atchison III, assistant secretary for the New Jersey Department of Agriculture.

The height of the New Jersey season runs from late June through late July.

“Thus far in 2026, conditions have been indicating an excellent harvest of top-quality berries,” Atchison says. “New Jersey blueberries have a reputation [for] being bigger, better and more flavorful. They are a healthy snack that consumers crave.”

Growers in the state lost more than 25% of their crop to extreme heat last July, Atchison adds. This year, however, New Jersey is expecting a full harvest — about 38 million pounds.

Naturipe Farms

Salinas, Calif.-based Naturipe Farms LLC supplies blueberries, blackberries and raspberries year-round by rotating growing regions as the seasons change, says Joe Klick, associate vice president of product management.

“Right now, we’re in the thick of U.S. production, bringing in high volumes and strong promotional opportunities for all three berries,” he said in late April.

Naturipe’s growers continue to invest in proprietary varieties that have driven improvements in sweetness, size and texture, Klick adds.

“Our Envoy blueberry variety is a showstopper,” he explains. “Key varieties are offering an elevated flavor profile that doesn’t taste like anything else in the produce aisle right now.”

Blackberry sales also are trending upward, particularly from Georgia, where quality and flavor have been amazing, Klick says.

(Photo courtesy of California Giant Berry Farms)

California Giant Berry Farms

Watsonville, Calif., blueberry volume from California Giant Berry Farms is projected to be up slightly in 2026 compared to last year because of newer varieties and solid performance across growing regions, according to Brad Peterson, director of business development for the company.

“The quality of the 2026 berry crop across our blueberry, raspberry and blackberry programs is shaping up to be excellent,” he says.

North Bay Produce

Traverse City, Mich.-based North Bay Produce is a year-round shipper of blueberries, blackberries and raspberries, says Aaron Hunter, who serves on the company’s sales, procurement and category management team.

Peak seasons vary for each type of berry depending on whether they’re imported or domestic, he says.

During the summer, North Bay Produce will source these berries from about eight states in the U.S. as well as Mexico, Canada, Morocco and Peru.

“Quality has been excellent not only on our Sekoya varieties of blueberries, but our Erandy blackberries have also been a big hit,” he says.

Fruitist

Century City, Calif.-based Fruitist supplies berries year-round through a globally diversified growing network, explains Steve Magami, the company’s co-founder and CEO.

“By operating across multiple microclimates in regions including Peru, Mexico, Oregon, Morocco, Egypt, China, India, Chile, Romania and the U.S., we’re able to maintain a consistent 52-week supply across blueberries,” he says.

And the company continues to scale up its lines of blackberries, raspberries and cherries, Magami adds.

Why Berry Growers See Sustainable Operations as Essential

Thu, 14 May 2026 16:38:11 GMT

Innovative farming techniques, the latest energy conservation programs and efficiencies to reduce their carbon footprint are some of the practices berry grower-shippers have implemented to meet their sustainability goals.

“Sustainability is no longer just a buzzword; it has become a core expectation across the supply chain,” says Brad Peterson, director of business development for Watsonville, Calif.-based California Giant Berry Farms.

The firm’s trade partners are increasingly focused on topics that directly impact their business, such as packaging regulations like Extended Producer Responsibility and social responsibility initiatives like ethical sourcing and compliance programs, he says.

“Responsible production and food safety standards remain central to these conversations, with GlobalG.A.P. certification reinforcing trust and transparency,” Peterson says.

Sustainability also plays an important role at Salinas, Calif.-based Naturipe Farms LLC, says Janis McIntosh, director of marketing innovation and sustainability.

“Sustainability at Naturipe starts on the farm and is part of our everyday decision-making,” she says. “Our growers are constantly testing, learning and improving how they farm.”

Because Naturipe’s growers are owners, they’re invested in making sure their farms thrive for the next generation, McIntosh adds.

“That mindset drives real action,” she says.

Sustainability is embedded across all operations at Century City, Calif.-based Fruitist, from how berries are grown to how they are packed and distributed, says Steve Magami, co-founder and CEO.

“Because we operate a vertically integrated model, we’re able to implement and scale these practices more consistently across the supply chain,” he says.

Late last year, California Giant achieved B Corp certification, which Peterson describes as “a milestone that signifies we meet the highest verified standards of social and environmental performance, transparency and accountability.”

The certification holds the company accountable to its stakeholders and ensures the business operates as “a force for good from the inside out,” he says.

The company’s involvement in sustainability is visible across several key areas of its operations.

“We have invested in a solar array at our Santa Maria, Calif., cooling facility, which helps offset grid electricity use and reduce our carbon footprint,” Peterson says.

“We require 100% grower compliance with integrated pest management and were the first to offer Bee Better Certified blueberries, which requires our partners to dedicate at least 5% of their land to creating high-quality pollinator habitats,” he adds.

And through California Giant’s supplier code of conduct, the company maintains a 100% sign-off rate among its growers, ensuring alignment on human rights and safety, Peterson says.

The company’s philanthropic efforts have resulted in more than $290,000 donated to community causes and food banks.

At Naturipe Farms, growers are actively testing new varieties and farming techniques to improve soil health, reduce inputs and increase yields, McIntosh says.

“They are strategic in their water usage, adjusting in real time based on variety, weather and field conditions,” she says.

Though Naturipe growers have always focused on field-level sustainability, their work in recent years has expanded and transformed into a learning center, McIntosh says.

“Our grower-owners have now set aside specific acreage just for testing new and innovative sustainable practices,” she says. “These fully staffed ranches implement, monitor and report on various trials from new pollinator and cover crop mixes to irrigation and machinery calibration.”

Their research is shared inside and outside of the company.

Fruitist became the first fruit company in Peru to achieve Level 3 carbon footprint accreditation and is on track for net zero by 2030, Magami says.

“Sustainability measures include advanced irrigation that reduces water use by 20% per hectare, solar installations covering up to 35% of electricity at certain facilities and planting 5,000 acres of forest reserves in Peru,” he says.

North Carolina Growers Embrace Resilience Amid Extreme Drought, Spring Heat

Mon, 11 May 2026 00:22:06 GMT

Farmers in North Carolina are facing an uphill battle this spring as a severe drought combined with unseasonable heat has stunted early-season specialty crops from brassicas to berries.

As of early May, North Carolina was experiencing severe agricultural distress, with approximately 67 counties under extreme drought conditions and record-breaking dryness impacting 96% of the Southeast.

“These conditions are becoming quite apparent on our farms, with retention ponds getting extremely low, cracks in the soil, difficulty preparing land for summer production and reduced yields on many spring crops,” says Taylor Holenbeck, grower services coordinator for the Durham, N.C.-based Happy Dirt, a farmer-owned distributor of organic produce, specializing in connecting Southeast regional farmers with retailers and food hubs.

Spring greens have been hit particularly hard, says Holenbeck.

“One farm is seeing half the average yield on their broccolini crop, while others are seeing extremely slow growth on kales, collards, cabbage and other brassicas,” he says.

In the eastern part of the state, drought conditions and unseasonably hot temperatures that repeatedly reached the 90s during April have increased pest pressures in the area.

“Without the rain to help wash pest eggs off the crops, this has led to large hatchings of diamondback moths, compromising many of the tender spring greens,” he says.

Holenbeck says a number of Happy Dirt farms are behind on their spring plantings, with some delayed by at least two weeks due to dry conditions.

And it’s not only what’s already in the ground that struggles in drought conditions, says Holenbeck, who notes that preparing new beds when soil is extremely dry is also a challenge.

“Some farms are having to overhead water their land just to be able to prep beds, which is not how you want to be using your precious water resources in a drought,” he says.

Severe drought conditions in parts of North Carolina, like here at Randy Massey’s M&M Plant Farms, have led to retention ponds getting extremely low, cracks in the soil, difficulty preparing land for summer production, and reduced yields on many spring crops, says Taylor Holenbeck, grower services coordinator for the Durham, N.C.-based Happy Dirt.

(Photo courtesy of Happy Dirt)

‘Fast and Furious’ Strawberries

Weather conditions have also impacted the state’s strawberry production.

“Our strawberry season has been stunted as well, although this is due to not only drought, but [rather] the large swings in temperature this spring, causing the plants to be more vegetative rather than producing a lot of fruit consistently,” says Holenbeck.

Austin Hirsch, a strawberry farmer in Catawba, N.C., told AgDay’s Haley Bickelhaupt that while ripening usually takes a few weeks, in this year’s drought, it’s been “fast and furious.”

“The biggest challenge is trying to keep up with harvest,” says Hirsch of Bumble Berry Farms. The first-generation farmer says a hard winter followed by a warm week in early April accelerated picking of the farm’s early-season variety, which began April 8.

“We went out there maybe five or six days later, and the whole field was red … I’ve never seen anything like it,” says Hirsch.

Bumble Berry Farms grows five varieties of strawberries, all of which have been impacted by drought, he says.

But one silver lining for Hirsch has been sweeter berries.

“The conditions raise the sugar levels,” he says.

Bumble Berry Farms estimates it strawberry crop yields were about 50% of normal this season and is now turning its attention to its blackberry crop.

But Happy Dirt’s Holenbeck remains optimistic that there’s still time for some North Carolina strawberries.

“We still have the month of May to have a great strawberry season,” he says. “And so far, the sweet corn and summer squash crops are doing OK but will need rain soon.”

Altar Cross Farms’ Morgan Sykes and father Roy Sykes survey their North Carolina blueberry crop.

(Photo courtesy of Happy Dirt)

Blueberries in the Balance

Altar Cross Farms, a family-run organic blueberry farm in Ivanhoe, N.C., which tends more than 100 acres of certified organic blueberries between its own 40 acres and a lease on an additional 65 acres, says it’s managing the unusually dry conditions through strategic irrigation and a watchful eye on the weather.

“This has been a particularly dry start to the season, which is a change from what we typically see this time of year,” says Morgan Sykes, sales and packing manager for Altar Cross Farms and daughter of the farm’s owners, Roy and Donna Sykes. “We have been having to use our irrigation a lot more this year starting with the spring freezes to now this extreme dry weather.

“We are very blessed to have the irrigation system that we do, but nothing is as good as the natural rain,” she adds.

On the family’s 40 acres, they conserve as much water as possible using a ditching system connected to catch basins at the end of each row to flow the water back into its pond.

“Even with that, our pond is about 4 feet lower than what it should be,” she says.

On the farm’s leased acres, the pond system requires they pump water from a well into the pond, which costs more because it has to be hooked up to a generator, she says.

But a dryer blueberry growing season does have some benefits, says Sykes.

“The quality of blueberries on a dryish year are a little better because you really don’t have to worry as much about soft fruit,” she says. “It will impact the size of the berry; they will maybe not be as big. That is where we will be utilizing our irrigation to try and plump them up.”

Overall, Sykes says things are shaping up to be a “really good year.”

“We packed the highest number of berries we ever had last year,” she says. “This year we are hoping to do even more, [as] we have a few more fields that are just coming into production now.”

Sykes says this time of year usually presents the opposite weather problem — too much precipitation. To address this, Altar Cross Farms has planted varieties that can tolerate more water and still remain firm.

“We have some O’Neals that are drought tolerant, but if they get a little rain, they are bad about splitting,” she says.

While the family had been planning to move away from the variety as a result, this year, it looks as though they’ll be able to pack more of them.

“All of our other berries we are just having to keep an eye on and irrigate them to help the berries grow and size up,” she says. “We are praying for rain. We just don’t want it all at one time.”

Rising Input Costs vs. Market Realities

In North Carolina, the dust is rising just as fast as the overhead. While drought conditions have forced farmers to rely heavily on irrigation, global conflicts have driven diesel prices up by nearly 50%, making the cost of watering particularly steep.

Holenbeck says while irrigation methods vary widely from farm to farm in North Carolina, those that use diesel “are definitely feeling the effects of high prices.”

Soaring prices, not only for farms to run their irrigation pumps but also to operate tractors and on shipping costs for fertilizers and packaging, are putting a squeeze on the season.

“Higher fuel costs impact everything, down to the cost of the petroleum-based plastic used for mulch and clamshells that we pack small fruit into,” he says. “Unfortunately, our farmers are beholden to market pricing, so we are looking at the high end of pricing on each crop but have to balance being too high, otherwise sales slow, and that’s worse for the farms.

“Just because there is a drought here, doesn’t mean that the market isn’t low in other regions, so it’s a tricky balance,” he continues.

Farming for North Carolina’s Future

In the face of these soaring operational costs and a volatile climate, North Carolina’s specialty crop growers are no longer just reacting to the weather — they’re striving to outsmart it. By shifting toward heat-tolerant varieties they aim to transform drought from a seasonal crisis into a catalyst for long-term agricultural innovation.

“[The development of drought-resistant varieties] should be top of mind for both farmers and consumers, and there are some great initiatives in our region working toward more drought-resistant crops,” says Holenbeck, who says he’s never had more farmers ask him if they could grow okra for Happy Dirt than this year.

“Okra is a great example of a drought-tolerant crop, but unfortunately the market demand doesn’t match its utility for the farmers — yet,” he says. “Happy Dirt sees it as part of our work to help educate customers on what crops thrive in our increasingly warm climate in the South and why it’s important for consumers to learn how to integrate those fruits and vegetables into their diets.”

Holenbeck says Happy Dirt is looking to seed breeders to help Southeastern growers with more heat-tolerant varieties of vegetables.

“From lettuce to tomatoes, there are more and more heat-tolerant varieties available, which is giving our farmers the ability to stretch seasons and grow more of what eaters want locally,” he says. “This year we are implementing broccoli trials on two of our farms to observe which varieties do best in our quickly warming springs, and so far, despite the drought, we have seen some great results and plan to scale broccoli production if the varieties continue to perform.”

Happy Dirt says it has also conducted some smaller trials with regionally adapted varieties of butternut squash from Common Wealth Seed Growers and okra from Utopian Seed Project. This year it is also trialing and saving seeds from a specific okra variety grown by the Freed Seed Federation.

“All this seed work is important for farmers to be able to adapt over time and focus on what grows well here,” says Holenbeck. “We also see increased customer demand for the organic small fruit category, many of which are grown perennially, such as Asian persimmons, blackberries, figs, muscadines and blueberries to name a few. Due to the perennial nature of these crops, they can provide more resiliency to extreme weather and are a category that we plan to grow more of with our farmers.”

And when it comes to preventive measures, Holenbeck says one of the best things farmers can do is keep their soil consistently covered with cash crops and cover crops to help retain moisture and reduce erosion when there’s heavy rain.

“This effort pays off slowly, but as we face more erratic weather patterns, these types of practices become increasingly important,” he says. “We can’t fight nature, but we can try to learn from it and mimic it.”

Record Growth and Strategic Partnerships Take Center Stage at Viva Fresh 2026

Tue, 21 Apr 2026 12:47:42 GMT

SAN ANTONIO — Setting a new record for growth in the heart of Texas, the 2026 Viva Fresh Expo hit a major milestone with a total of 2,877 attendees — the highest turnout in the show’s history. With a sold-out floor featuring 199 exhibitors and nearly 400 key retail and foodservice buyers, the event solidified its status as a powerhouse hub for the produce industry.

Energy was high on the show floor, where the true bounty of the Tex-Mex corridor was on full display.

From left, Alfredo Pena, Gary Calaroso, Kristina Lorusso and Sebastian Carmona of Giumarra Cos. turn out for Viva Fresh.

(Photo: Jennifer Strailey)

Giumarra Cos. featured an array of fresh produce including Mexican grapes, SugarWild jumbo blueberries and blackberries, soon-to-arrive DulceVida Nectarines and its Nature’s Partner premium avocados in two different packaging options — one featuring a morning smoothie recipe and another with a compelling retro feel.

“There’s romance to it,” says Kristina Lorusso. “It’s got a Coachella vibe to it, and retailers love it. It really pops in the department.”

Giumarra’s new avocado packaging brings a “Coachella vibe” to the produce aisle.

(Photo by Jennifer Strailey)

Giumarra also highlighted its new partnership with Horton Fruit Co., which will now offer a range of Giumarra’s specialties from its operations in Louisville, Ky., and Dallas.

“Horton Fruit Co. is adding Giumarra items to their list of offerings, which will help with availability heartaches in the retail supply chain,” says Lorusso.

From left, Matt Klare, Mike Wise, Tommy Wilkins and Tom Smith represent the Horton Fruit Co.

(Photo: Jennifer Strailey)

Tommy Wilkins of Horton Fruit Co. is equally excited by the partnership with Giumarra Cos.

“We ask our customers, ‘Where’s your heartburn, and how can we help?’ Giumarra has all of these boutique items that are in demand. We can offer logistical help and be a solution to get better product into stores,” he says.

From left, Sophia Koorkoyk, JC Cavaletto and Giovanni Cavaletto discussed sustainable avocado farming at Viva Fresh 2026.

(Photo: Jennifer Strailey)

Sustainable avocado farming was the main event at the GLC Cerritos booth, where Giovanni Cavaletto showcased the company’s annual sustainability report. The report highlights the company’s many efforts on the sustainability front from its water-saving initiatives to pollination to reforestation and more. The company is GlobalG.A.P., Rainforest Alliance and Fair Trade-certified.

In terms of avocado sourcing, Cavaletto says fruit from Guatemala and Ecuador are next on the horizon.

And GLC Cerritos touted its series of short videos that give customers a look at what’s going on in the market and on the farm.

Bryan Tate and Rod Whisner of IFCO say sustainability has never been more important.

(Photo by Jennifer Strailey)

Sustainability was also a hot topic at IFCO, which showcased its Reusable Packaging Containers.

“The sustainable message has never been bigger,” says Bryan Tate. “More and more people care about it every year.”

Tate says while the packaging space got confusing for a while, he’s seeing more pull from retailers now who are looking for a true end-to-end partnership with IFCO. And as retailers increasingly turn to automation, Tate says IFCO’s standardized RPC footprint, as well as the digital capabilities its adding, play well in automated operations.

North Bay Produce’s Sarah Quackenbush chats about the big boom in bigger berries.

(Photo: Jennifer Strailey)

North Bay Produce’s Sarah Quackenbush showed off its Reserve Blackberries that are coming into peak volume and flavor out of Mexico, as well as its “humungous” jumbo blueberries.

“The jumbo berry market has grown a ton in the past couple of years,” she says. “There’s huge opportunity with bigger berries, and consumers are willing to pay more for them.”

La Bonanza’s Daiana Quintero and Valeria Villasenor showcase avocados from Mexico.

(Photo: Jennifer Strailey)

La Bonanza Avocados, a family-owned avocado grower from Uruapan, Mexico, showcased its sustainably sourced hass avocados and avocado products. As a key hub of Mexico’s avocado-growing region, Uruapan is known as the “Avocado Capital of the World,” says La Bonanza.

From left, David Reyes, Roy Moore and Jeremy Giovannetti talk fresh flavors at Viva Fresh 2026.

(Photo: Jennifer Strailey)

Divine Flavor featured Mexican table grapes, including Cotton Candy grapes out of Jalisco that are available through July, as well as a new crop of roma tomatoes from Baja, mini peppers and new organic cherry tomatoes on the vine.

From left, Eduardo Diaz, Daniel Amavizca and Daniel Ibarra say the crops out of Mexico look good.

(Photo by Jennifer Strailey)

Splendid, a company of growers and exporters based north of Sinaloa, Mexico, featured mangoes, sweet corn, green beans, bell peppers and more.

“We foresee a great season,” says Eduardo Diaz.

From left, Andrew Brown, John Pandol and Stefanie Pandol discuss good quality grapes and early California and Mexico seasons at Viva Fresh 2026.

(Photo by Jennifer Strailey)

John Pandol of Pandol Bros. says grapes from California and Mexico are coming early this year. And while conditions are “so far, so good” in California with no counter indications, in Mexico — which is further along in its season — “quality is good.”

Courtney Schuster and Marabeth Schuster showed off a bevy of beautiful onions from the Lone Star State.

(Photo by Jennifer Strailey)

Courtney Schuster of Rio Fresh, a south Texas-based onion grower-packer-shipper, says the onion season is looking strong and while there was some rain “things are tightening up and so far, quality is great.”

Rio Fresh showcased its Tri-Color organic and conventional red, yellow and white onion packs that are available in different combinations and weights up to 5 pounds.

Kellen Stailey Martin and Susie Rea showcase California Crema Gem avocados at Viva Fresh 2026.

(Photo by Jennifer Strailey
)

Index Fresh showcased its California Crema Gem avocados, available from April to June in bags and bulk.

“Gems are more sustainably grown avocados because the trees are planted closer together, they use less water and there’s a labor savings as well,” says Kellen Stailey Martin.

The striking avocados have a darker skin with gold flecks and grow to a larger, value size, she says.

“The flavor is a little nuttier and it’s easier to scoop,” she adds.

Stailey Martin also touted the company’s cellulose packaging for its bagged organic and conventional AvoTerra line. The cellulose bag is made of 100% paper and is recyclable and compostable. It also features a new home-compostable PLU sticker from Sinclair.

Also new are Avoettes organic avocados.

“There’s a lot of traction with mini avocados,” says Stailey Martin. “They’re single-serve and there’s no waste.”

While Index Fresh launched the mini avocados with organic, Stailey Martin says conventional Avoettes are in the works.

Brooke Eldridge of Matthews Ridgeview Farm talks the trend in purple sweetpotatoes.

(Photo: Jennifer Strailey)

Matthews Ridge Farms’ Brooke Eldridge says the company’s current crop of sweetpotatoes is largely spoken for. She also talked about the rise of the Murasaki sweetpotato.

“The purple market is really growing,” she says. “Retailers are starting to get curious about them. They’re colorful and really grab attention in a dish.”

From left, Sarah Diamond, Tyann Schlimmer and Michelle Youngquist of Bay Baby Produce shared a variety of colorful pumpkin and squash offerings.

(Photo by Jennifer Strailey)

Bay Baby Produce showcased a colorful array of pumpkins and squash, including Day of the Dead pumpkins; a 5-count bag of ornamental pumpkins; pumpkin painting kits; and a new Jack Pack half-pallet display unit that holds up to five different items.

“Jack Pack brings the pumpkin patch to your store,” says Michelle Youngquist of the display units that will be available in September and October.

Bay Baby also featured a host of red, white and blue pumpkins designed to make everything from Labor Day gatherings to celebrating America’s 250th anniversary of independence more festive.

4 Powerhouse Plants to Supercharge Your Weekly Variety

Mon, 02 Mar 2026 21:34:58 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

For anyone taking on the 30 Different Plants Per Week Challenge, the retail aisles are currently bursting with some serious nutritional heavy hitters.

While the challenge is often about quantity, recent research highlighted by several major growers reminds us that quality and variety are just as vital for our long-term resilience. From protecting your heart to boosting your mood, here are four powerhouse plants to add to your rotation this week, followed by actionable ways retailers can promote these habits.

The Fiber Foundation: Apples

We often hear that an apple a day keeps the doctor away, but the current push from Honeybear Brands is specifically focused on the “why.” With March being National Colorectal Cancer Awareness Month, it is a perfect time to remember that apples are a premier source of fiber.

This is critical, because roughly 97% of men and 90% of women in the U.S. do not meet their daily fiber needs. By keeping the peel on your apples, you consume phytochemicals like flavonoids and polyphenols that help fight certain cancers. Beyond digestive health and cancer protection, emerging research shows fiber can even protect our brains by slowing down symptoms of cognitive decline.

Whether you slice them into a salad or pair them with peanut butter, they are a simple, affordable way to sneak more preventive nutrition into your day.

“We know shoppers are looking to make informed choices. They are aware of fiber’s contribution to good gut health, which supports overall health,” says Kristi Harris, marketing director for Honeybear Brands. “And with apples, it’s easy to sneak more fiber into our diets. Whether you take an apple with you as an on-the-go snack, slice it up instead of chips for lunch or add to a dish for dinner, apples deliver on taste and health in spades. Plus, they are very affordable.”

The Mood Booster: Blueberries

If you find yourself feeling a bit more optimistic after your morning smoothie, it might not just be the caffeine. According to the U.S. Highbush Blueberry Council, a new study published in the journal Clinical Nutrition suggests that women who consumed a diet containing flavonoid-rich foods scored higher in feelings of happiness and optimism over time.

Flavonoids are naturally occurring compounds present in a variety of plant foods. However, the researchers found that women who consumed approximately three servings per day of flavonoid-rich foods such as blueberries, strawberries, apples and citrus fruits demonstrated a 3% to 16% greater likelihood of sustained happiness and optimism.

The results suggest a bidirectional relationship, where women who maintained higher levels of happiness and optimism were more likely to sustain a healthier, flavonoid-rich diet over time.

“What we found most compelling is the potential for a ‘virtuous cycle’ between diet and mental outlook,” says lead researcher Aedin Cassidy. “Not only do flavonoid-rich foods like berries and apples appear to bolster long-term happiness and optimism, but women who feel better are also more likely to maintain those healthy habits. It suggests that simple, everyday dietary choices can be a powerful tool for supporting psychological resilience as we age.”

The Heart-Healthy Power Couple: Mango and Avocado

Perhaps the most exciting news for your weekly menu is the discovery of a superfruit pairing that targets heart health. Research from the Illinois Institute of Technology recently found that combining an avocado and 1 cup of mango daily can support key markers of cardiovascular wellness. In a study of adults with prediabetes, this specific combination led to improved blood vessel function and a reduction in diastolic blood pressure.

Individually, these two fruits are already nutritional heavyweights. Mangoes provide over 20 different vitamins and minerals, while avocados offer heart-healthy monounsaturated fats and zero sugar. To make these a staple, you might try Mango Avocado Spring Rolls or Easy Mango Chicken Stir Fry .

For those looking for culturally relevant ways to manage health, chef Pati Jinich and Avocados From Mexico are currently promoting diabetes-friendly recipes like Lime Rubbed Chicken Tacos that use the healthy fats of avocado to create meals that are both nutritious and traditional.

By integrating these four plants, you aren’t just checking off a list; you are actively fueling your body’s defense systems.

Retail Insights

For retail grocers, these research findings offer a goldmine for seasonal merchandising and community engagement. Since March is National Colorectal Cancer Awareness Month, Honeybear Brands is already encouraging retailers to use point-of-sale materials featuring the recognized blue ribbon to remind shoppers of the vital link between apple consumption and cancer prevention.

Because most Americans currently fall short of their daily fiber requirements, high-visibility signage near apple displays can serve as a helpful nudge for customers looking to improve their gut health and reduce disease risk.

Beyond apples, there is a significant opportunity to cross-promote mangoes and avocados together. Given the new research suggesting that eating these two fruits daily can improve blood vessel function and blood pressure, grocers might consider “Heart-Health Bundle” displays, placing fresh mangoes and avocados in the same refrigerated or ambient endcap — perhaps alongside recipe cards.

Finally, retailers can tap into the virtuous cycle of mental well-being by highlighting flavonoid-rich fruits like blueberries and strawberries near the checkout or in the front of the produce department. By framing these fruits as tools for psychological resilience and optimism, you move the conversation beyond simple dieting and into the realm of total holistic wellness.

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VentureFruit Partners With California Giant to Bring Premium Berry Genetics to North America

Mon, 02 Mar 2026 22:12:59 GMT

VentureFruit, a global plant variety management and commercialization company, has introduced its portfolio of blueberry and boysenberry genetics (known as Rubus varieties) into North America to help meet consumer demand for premium berries. The company says this addition will accelerate its growth in North America’s high-value berry category.

This introduction is supported by a testing network of 14 sites across Canada, Oregon, California and Washington, as well as a new strategic partnership with California Giant Berry Farms (California Giant).

VentureFruit General Manager Morgan Rogers says this expansion provides growers and consumers with unique, high-value berries.

“Within our portfolio, we have new-generation raspberries, blackberries and boysenberries, as well as elite mid-to-high-chill blueberries,” Rogers says. “These genetics provide consumers with flavorsome, firm fruit, while providing growers with better-performing, market-desirable varieties during the traditional — and now short-supply — shoulder seasons.”

Partnership with California Giant Berry Farms

As part of its North American growth strategy, VentureFruit has entered into a strategic relationship with California Giant.

“Partnering with California Giant is a pivotal next step in VentureFruit’s Americas plan. They provide the commercial scale and market access needed to accelerate the introduction of our premium genetics across North America,” Rogers says. “We have licensed to California Giant a selection of premium new varieties from our joint breeding partnership with New Zealand’s Bioeconomy Science Institute, a world leader in plant variety breeding. Initial plant orders are scheduled to begin this year.”

California Giant Berry Farms President and CEO Joe Barsi says supporting grower success remains central to the company’s strategy.

“At California Giant, our priority is supporting the long-term success of our grower-partners,” Barsi says. “That means advancing genetics that deliver the high-quality, great-tasting blueberries consumers expect, while also ensuring strong yields, disease resilience and sustainable profitability for growers. As the category grows more competitive, access to differentiated, high-performing varieties is essential. Partnering with VentureFruit strengthens our ability to progress genetics that help growers thrive and keep the North American blueberry category moving forward.”

VentureFruit says all varieties in its berry program undergo rigorous evaluation for both agronomic performance and eating quality. This depth of testing is essential to ensuring market relevance and long-term demand, the company says, adding that these evaluations consistently demonstrate clear advantages for both growers and consumers.

Over the past year, VentureFruit has introduced 20 advanced berry selections into the United States, South America, Europe and China.

How U.S. Blueberries Will Use $500K in Funding to Expand Global Export Markets

Fri, 20 Feb 2026 22:10:47 GMT

The U.S. Highbush Blueberry Council was recently awarded $513,948 from USDA’s Market Access Program to expand export opportunities for U.S. blueberries.

The MAP and Foreign Market Development programs are long-standing cost-share partnerships that help producers build and maintain a competitive presence in the global marketplace, says USHBC, adding that MAP funding is invaluable to the blueberry industry.

The USHBC’s international market development program seeks to expand global demand for U.S. blueberries through targeted trade and consumer initiatives. Its priority markets for expansion include South Korea, Japan, India, Mexico, Vietnam, Malaysia and the Philippines.

To learn more about the impact of federal funding on driving consumption of U.S. blueberries around the world, as well as the USHBC’s vision for global success, The Packer connected with Haiying Zhang, USHBC director of global business development.

The Packer: How will the USHBC prioritize allocation of the $513,948 in funds across its seven priority markets of South Korea, Japan, India, Mexico, Vietnam, Malaysia and the Philippines?

Zhang: The blueberry industry created the USHBC 25 years ago to grow the entire category. We exist to give consumers worldwide more reasons to buy more blueberries, and this MAP funding is a critical tool to equip our industry to expand global demand.

We use a data-driven approach to guide our allocations, ensuring we capitalize on the specific maturity and growth potential of each market. These funds will be surgically deployed across Asia and Mexico to drive preference for U.S. blueberries through several key channels. This includes conducting targeted retail promotions and shopper marketing to ensure U.S. blueberries are front of mind at the point of purchase and inspiring food manufacturers and chefs to use blueberries as a hero ingredient in new applications. We’re also strengthening our presence and connection with key trade partners through trade missions and shows.

It’s important to note that the USHBC made an intentional, strategic pivot to secure more government funding on behalf of the industry. MAP is just one piece of our broader success. Last year alone, we successfully executed more than $963,000 in USDA grants. By intentionally pursuing these resources, we’re amplifying our impact and creating new windows of opportunity for U.S. growers to remain profitable and successful in a competitive global landscape.

Haiying Zhang is director of global business development for the U.S. Highbush Blueberry Council.

(Photo courtesy of the U.S. Highbush Blueberry Council)

How will USHBC measure the success of this round of funding?

We exist to give consumers more reasons to buy more blueberries, and we ensure every dollar is deployed efficiently by measuring results against a consistent global marketing strategy. Because our marketing efforts are multifaceted, our measurement systems need to be equally robust to ensure we’re equipping the industry for success.

This includes:

Retail promotions — We track sales results and ROI to ensure we’re effectively moving volume in our priority markets.
PR and advertising — We monitor our public relations and advertising campaigns by tracking impressions, reach, engagements, the value of both paid and earned media placements, and consumer surveys.
Trade engagement — At trade shows, we track and qualify specific leads to ensure they convert into long-term opportunities for U.S. exporters.
Industry and foodservice — We survey training and seminar participants from the foodservice and manufacturing sectors to measure their direct intent to use U.S. blueberries.

We don’t just collect this data; we analyze the results and adjust our approach to maximize effectiveness and efficacy. This allows us to prove the value of our programs as we work to expand global demand and create a measurable path to success for the entire industry.

The USHBC’s priority markets include those that are established and others that are emerging. How does the marketing strategy differ for a mature market versus a developing one?

We exist to expand global demand and create long-term opportunities for the U.S. blueberry industry. While our goal of driving top-of-mind preference is consistent, we use data to customize our execution based on the specific stage and needs of each market.

In established regions like Japan and South Korea, our strategy focuses on innovation and reinforcement. We give consumers and trade partners more reasons to buy by introducing new usage occasions, highlighting the superior quality of the U.S. product, and reinforcing the premium health and nutritional benefits that set our berries apart.

In emerging regions like India and Southeast Asia, we emphasize education regarding the value, versatility and health benefits of U.S. blueberries, along with market development, by forging strategic connections with the trade.

Ultimately, by adjusting our tactics to meet the unique requirements of each market stage, we effectively empower the industry for success and ensure the U.S. origin remains the global preference.

How will the MAP funding be used to differentiate U.S. blueberries from blueberries grown in other countries? Will the “Go Big” campaign translate to foreign markets, or will you develop campaigns specifically targeted to each of your priority markets?

We’re using this MAP funding to differentiate U.S. blueberries by elevating the “U.S. origin” from a commodity to a premium brand. As global competition increases, these resources allow us to highlight our competitive advantages: rigorous food safety standards, superior fruit quality and a health profile backed by world-class U.S. research.

By leveraging this support, we’re driving consumer awareness and stimulating demand through targeted marketing campaigns, such as the Blueberries Go Big campaign.

In our export markets, the Go Big campaign is translated in spirit as “Better Snack, Better Health, Better Life.” Our execution features a two-stage process to ensure the message resonates authentically with every consumer:

Stage 1 — We use high-quality voice-overs, subtitles and direct translations of our core creative content. This allows us to establish a consistent global brand presence across all touchpoints immediately and efficiently.
Stage 2 — Our next phase involves using MAP funds to generate entirely new, culturally relevant creative content in key markets. This includes developing custom visuals and lifestyle content that reflect the specific cultural nuances and local consumption habits of our priority markets, such as Tokyo, Seoul and Southeast Asia.

Ultimately, while Go Big is our global mindset, our local execution is designed to meet consumers exactly where they are.

Florida Growers Face a Lingering Impact After Heartbreaking 12-Hour Freeze

Fri, 13 Feb 2026 22:04:21 GMT

There’s no question that Florida’s specialty crops were impacted by a late January, early February freeze, but the severity of the damage depends both on the crop and the location.

Philip Harmon, professor of plant pathology and extension specialist with the University of Florida’s Institute of Food and Agricultural Sciences, describes the damage he’s seen from the state’s blueberry growers as “devastating.”

“Growing fruits and vegetables in Florida is a challenging career to take,” he says.

But one thing Harmon knows about the state’s blueberry growers is that no matter the challenge, these growers will replant.

“The consistent human side of this is that these guys are resilient,” he says. “They’re super hardworking, and they are not the kind of people to give up.”

A Year of Income Lost in One Night

Harmon, located in Gainesville, Fla., says the damage varies across the state and by variety. He’s seen damage on young blueberry plantings and plantings 20 years or older, all hit by the storm.

While growers were as prepared as they could be for freeze damage, which is common during the blueberry season, this year brought a perfect storm of conditions that lead to the loss.

“It was extreme, and I’d like to believe that this is a one-off sort of thing that we might not see again so soon,” Harmon says. “Just because it was so weird in how it materialized and how it swung from record highs in mid-January to these record lows in the first week of February.”

He says that dramatic shift was the real kicker.

“This was a stack back against them with this storm of the generation,” he says. “It’s really something that we hadn’t seen and couldn’t really plan for, because it’s not something that was expected or that was within our lexicon of what was even possible prior to this.”

Harmon says it’s a tough loss for growers because even those who were ready and had contingency plans were still impacted.

“The real heartbreaker of this story is that, with the wind, with the perfect storm of conditions, not even our best and most prepared growers come out unscathed,” he says. “They have tremendous losses. And in fact, some of the best growers are seeing some of the most severe losses. So, this is an inequality of effort to outcome. … They’re devastated by this loss, because they literally put 364 days into this crop and lost it in 12 hours of cold temperatures and blowing wind; their entire year’s worth of income went up in smoke.”

Harmon says growers’ attention now turns to crop insurance, disaster relief and other federal programs that could help them rebuild.

“It’s an injustice, because the hard work here that these folks do day to day to make a crop for us, to produce food for us that didn’t pay out, and it wasn’t any fault of their own,” he says. “That’s the real kind of heartbreaker for me to see these guys very resilient — and they will come back — but discouraged by this event and uncertain about how they’re going to be able to navigate the potential resources available to them to try to keep their enterprises afloat, and try to make their farms whole again and be able to produce a crop next year.”

Growers have a good mix of varieties to balance out the ebbs and flows within production, but unfortunately, this storm was a great equalizer.

“Our growers do a better job than most of building that into the system and protection by hedging their bets, so to speak,” Harmon says. “This year, nobody won this game.”

Greening and Cold Converge to Put New Stress on Florida Citrus

“It’s kind of a mixed bag,” says Tripti Vashisth, an associate professor of horticultural sciences and a citrus Extension specialist with UF/IFAS, in assessing how the state’s citrus growers fared.

“It depends where you are in the state, and even within that location where you were, if your groves were more low-lying, the cold stayed there longer, and the temperature got really low,” she explains.

Some areas lost flower buds and leaves due to the cold and wind. While wind caused some fruit drop, Vashisth, located in Lake Alfred, Fla., says there likely will be fruit drop, too, in the coming weeks. Some fruit froze, which will affect quality.

Trees already stressed with citrus greening disease will likely have more stress.

“These trees were already struggling; they did not have a whole lot of leaves on them,” Vashisth says. “Canopies are often thin on these trees with not a whole lot of fruit. Now with freeze, we will be losing more leaves, so now the tree would have to spend more resources in making leaves.”

Because these canopies were thinner in trees with greening, there will be more damage.

“On the bigger trees. If they had a more fuller canopy, they would have more biomass to insulate from the freeze,” she says. “But now these are thinner canopies, so they are more exposed to the low temperatures too.”

That’s added to the stress these trees face fighting the citrus greening pathogen, which means it will take longer for damaged trees to recover, Vashisth says. The real challenge, she adds, is growers are not just farming this year’s crop but also helping the tree set buds for next year.

“Investing in tree health will go a longer way,” Vashisth says. “The dilemma that growers are in: They are paid for the fruit, not for the leaves, so it becomes very difficult to see the benefit in the short term, and they have to make these hard decisions based on economics. But as a researcher in horticulture, the recommendation would be, again, help the tree in recovering from these damages, and hopefully if you have a healthier tree, we can have better-quality fruit and more fruit in subsequent years.”

Mark Ritenour, professor of postharvest technology with UF/IFAS, says growers typically try to harvest citrus fruit before the end of December to avoid cold damage, but some still have fruit on trees going into January.

Ritenour, stationed in Fort Pierce, Fla., says he can’t remember the last time a storm hit the state as it did.

“This has been a unique one for us, though,” he says. “I can’t remember the time when it got this cold down here for this long, so it’s been quite a while since I’ve been here.”

He says he suspects there will be postharvest damage from this storm, however, it’s going to be a few weeks before the true extent is seen. Fruit that suffers freeze damage typically will have vesicles that have dried out and will be lighter.

Fruit damage from radiation freezes — cold-weather events that can happen in calm and clear weather — show up at the top of the fruit, but cold damage from windy weather shows up differently.

“It was more windy this time,” he says. “You’re going to get the freezing occurring mostly initially on the wind-exposed side of the fruit.”

Ritenour also notes that trees infected with citrus greening would have thinner canopies that could shield the fruit from damage. He adds that he’s heard fruit grown under citrus protection screens “look like they’re doing pretty good.”

To understand the full extent of freeze damage on fruit, growers often have to wait for the fruit to drop in the grove. However, thanks to modern technology, assessing freeze damage in the packinghouse has gotten much easier.

“We have optical and vision and weight-grading systems in the packinghouse, and we can separate it out that way,” Ritenour says. “We can use our vision and weight-grading systems now to determine density and remove fruit that way, but it has to dry out some before we can really tell.”

Damage from the recent storm is shown on mature fruit.

(Photo courtesy of Wael Elwakil)

Strawberries Enter a Wait-and-See Recovery

The state’s strawberry growers used overhead sprinkler irrigation to prevent the plants from suffering too much from a hard freeze, but they still suffered some damage, says Wael Elwakil, Extension agent in fruit and vegetable production with UF/IFAS in Hillsborough County.

“The damage to the immature fruit and flowers will continue to unfold until mid-February,” he says. “Generally, it takes approximately three weeks for a new flower to become ready to harvest fruit, depending on the weather and crop management.”

He says strawberry growers have reported between 20% to 60% losses during the week following the freeze.

“There were some extreme situations where reported losses reached up to 70% or more with certain varieties or freeze protection failures due to the storm,” he says.

Joe Klick, associate vice president of product management at Naturipe Farms, says a bright spot was for growers who used row covers.

“Some growers do have fruit under tunnels, and they believe a higher percentage of that crop was able to be protected and saved,” he says. “We are still working closely with our growers to fully assess the extent of the damage.”

Klick says for many growers, it’s a wait-and-see period to understand how each variety will come through the cold snap.

“Weather is always one of the biggest variables in farming, and as much as we would love to be able to control Mother Nature, we simply cannot,” he says.

Elwakil says growers must now focus on managing disease issues, along with the added moisture and wind damage, to help plants recover.

“Growers are resilient and trying to stay positive and powering through,” he says. “They look forward and quickly adapt to adjust to market needs and current production volumes.”

Nick Wishnatzki, public relations director for Wish Farms, says the storm caused some growers to discard damaged fruit, with most losing between 10% to 20% of blooms.

“Growers in the Plant City/Dover area experienced a more significant impact, largely due to strong winds that accompanied the freeze,” he says. “Farms farther south reported comparatively lighter damage.”

But production is already rebounding with warmer weather, Wishnatzki says.

“The bloom losses from the freeze mean that volumes in late February and early March may fall below levels typical of previous seasons,” he says. “Fortunately, the cold’s impact is limited to volume issues specifically; fruit quality and flavor remain exceptional, and we expect that to continue.”

And Elwakil says that oftentimes after storms like the one the state’s growers just experienced, the market is more challenging than the storm itself.

“Support Florida farmers by purchasing Florida produce,” he says.

Historic Cold Snap Deals Heavy Blow to Florida Blueberries

Wed, 11 Feb 2026 12:21:37 GMT

A freeze event in late January and early February has left a lasting impact on Florida’s blueberries, says Philip Harmon, professor of plant pathology and extension specialist with the University of Florida’s Institute of Food and Agricultural Sciences, who offered the assessment during an industrywide update presented by the Florida Blueberry Growers Association.

Harmon says extreme cold and low wind chills killed floral buds, led to dropped fruit and caused plants and limbs to break under the weight of cold protection.

“That has not just cost us this year’s fruit, but also fruit in years to come; replanting is going to be necessary in those cases,” he says. “Even though we may still have some fruit on the bushes out there, it’s very likely that our assessments of loss are going to increase rather than decrease as time goes on.”

Record-Breaking Temperature Swing

Harmon says the generational storm was unlike the typical freeze events that Florida growers could face in a growing season. Temperatures fell below 30°F throughout the state from Jan. 31 to Feb. 2, which was lower than some records dating back to 1909. Further complicating matters were the cold temperatures arriving right after record-high temperatures, he says, adding that the state experienced a nearly 50-degree temperature swing in 48 hours.

“Our plants were not hardened off,” he says. “They had broken buds, bloomed, set fruit in many cases … and those floral structures, once activated, once blooming and opening, become sensitive to these freeze conditions much more so than when they’re dormant.”

Harmon says wind chills also impacted plants. For example, the temperature might have been 19°F in Gainesville, Fla., but the wind chill was 6°F.

“We also had some of the coldest air since 2010,” he says. “And in fact, going back further than that, in addition to cold temperatures, wind chill factors were very low because of an extreme wind associated with this cold temperature, as well as a polar vortex, and it brought us winds in excess of 20 miles an hour during the period when we had temperatures in the teens and 20s.”

Limits of Freeze Protection

Low wind chills also made it very difficult for growers to use irrigation for freeze protection. Harmon says the cold conditions, coupled with the bitter wind chills, reduced the freeze protection’s effectiveness.

Early estimates indicate a 30% to 50% loss in north-central Florida, more than 80% loss in Central Florida and around a 40% to 50% loss in South Florida, he says.

Location and varieties are likely the cause for such extreme fluctuations in initial damage reports. While some blueberry plantings still might have been in the tight bud growth stage, other varieties might have progressed further to early and late pink bud. Blueberry plants that had progressed to late pink bud were the most heavily damaged by the cold snap and will abort.

“Some of our berries in Central and South Florida were very near harvest,” Harmon says. “These become quite sensitive to freeze damage.”

For those berries that do survive, the fruit is much more susceptible to disease, he says.

While cold protection may have been an option for some growers, in some parts of the state temperatures dipped below where cold protection is effective, Harmon says. Ice that forms on bushes keeps the temperature at 32°F, a temperature that blueberries can withstand, but the ice stops forming once temperatures dip below freezing.

“This year a lot of the growers did this exactly right,” he says. “They woke up the next morning with a lot of ice formed. However, not enough latent heat of fusion produced in those cases, in extreme cases, to save the crop.”

Risk of Pathogens

Along with the damage to plants from the cold temperatures, the ice buildup caused cane breakage.

Some plants broke at the bed level, and others suffered cracks and fractures in the structure of the plant. These cracks and fractures can open the blueberry plant to the colonization of stem blight disease, which enters through the wounds, goes to the crown and kills the plant.

“This is not the end of the story as far as the losses that we’re going to see,” Harmon says. “We’re going to see additional losses from stem blight over the next year or two years become even more severe moving forward.”

Harmon says growers need to be mindful of another pathogen, botrytis, as well as blossom blight, which he calls an immediate concern.

“If you haven’t already put out a fungicide for botrytis, consider making an additional fungicide in addition to the program that growers use to protect their crops, where our berries are still on the bush, where we still have some potential for production of a crop this year,” he says.

Anthracnose will be a postharvest concern, Harmon says, especially as growers make the first few passes in fields that have internally damaged fruit on the bushes. Damaged fruit will ripen earlier, and anthracnose can sporulate within a short period of time.

“Anthracnose is one that can cause disease on the canker and the stems, also on the berries … and on the leaves as well,” he says.

Resistance management is going to play a major factor with the applications growers make to control these pathogens, Harmon says. Botrytis and anthracnose have shown fungicide resistance, he says. “We can’t just use one silver bullet product.”

Harmon says the additional stress of winter injury to blueberry plantings allows for pathogens such as Colletotrichum ripe rot to become an even bigger problem for growers in the months ahead. Even with a good fungicide program, growers will need to consider additional sprays to keep ripe rot at bay, he adds.

Harmon says growers who are facing tough losses have a difficult choice of whether or not to make those preventative sprays.

“We’re going to have extremely high disease pressure this year,” he says. “A lot of growers are going through the process of deciding if and when to hedge their crops, their plants, where they’ve lost their crop.”

Feeling Blue? Blueberries Might Aid Depression and Anxiety, New Research Suggests

Thu, 29 Jan 2026 19:26:45 GMT

A new study published in the journal Nutrients adds to growing evidence that what we eat can influence how we feel. Researchers at Louisiana State University found that daily blueberry supplementation might help reduce symptoms of depression and anxiety in adults living in rural communities, where access to specialized mental health care is often limited.

The 12-week, double-blind, randomized clinical trial followed 23 participants diagnosed with major depressive disorder, generalized anxiety disorder, or both, all of whom were receiving standard care. Participants consumed either a freeze-dried whole blueberry powder equivalent to one cup of fresh blueberries, or a placebo powder matched for taste, color and calories.

At multiple points during the study, participants completed standardized depression and anxiety assessments, including the Major Depression Inventory and the GAD-7 questionnaire. Clinicians also conducted diagnostic interviews using the Hamilton Depression Rating Scale. By the end of the study, those who consumed the blueberry powder showed a greater reduction in symptoms of depression and anxiety compared with those in the placebo group.

“This study suggests that something as simple as adding blueberries to the diet may have meaningful benefits for mental health, highlighting the powerful connection between nutrition and emotional well-being,” says Joseph Francis, Ph.D., the study’s lead author.

While the results are promising, the biological mechanisms behind the mood improvements are still being explored. According to Leslie Wada, senior director of nutrition and health research for the U.S. Highbush Blueberry Council /North American Blueberry Council, the findings raise important questions about how blueberries might be working in the body, even when traditional markers don’t change.

“It’s all speculation,” Wada says, noting that the researchers were not able to directly measure mechanisms in this study. “Previous research has suggested anthocyanins have an effect, but there was nothing that they were able to show from a mechanism. So based on that study, we can’t say.”

One intriguing aspect of the research is that common systemic inflammatory markers, such as C-reactive protein, did not change in the blueberry group, even though participants experienced improvements in mood. That doesn’t necessarily mean inflammation isn’t involved, Wada says.

“When you take a blood sample, it’s going all over your body, and maybe you don’t see a change,” she says. “But if you’re looking at the level of the tissue, you would be able to see it.”

Wada points to emerging research showing localized inflammation can change even when blood markers remain the same, suggesting diet-related benefits might be happening in specific tissues rather than system-wide.

Other hypotheses include the role of the gut-brain axis or the ability of blueberry compounds to directly influence brain function. In animal studies, anthocyanins — the pigments that give blueberries their deep blue color — have been shown to cross the blood-brain barrier.

“They did some studies to show that the anthocyanins cross the blood-brain barrier,” Wada says. “So is it that? Is it a combination? Usually it’s a combination.”

The study used a freeze-dried whole blueberry powder rather than fresh berries, a choice that often raises questions among consumers. Wada explains the powder is used in research to ensure consistency and accuracy, not because it is superior to fresh fruit.

“We provide the powder because we want some standardization, and it’s whole blueberries,” she says. “It’s everything, because we don’t know if it’s the anthocyanins, we don’t know if it’s the fiber. We kind of feel like it’s a combination of the two doing something synergistically.”

Freeze-drying, she added, is the gentlest processing method and helps preserve nutrients while allowing researchers to precisely measure a daily dose equivalent to one cup of fresh berries. It also makes it possible to create a true placebo, which is essential for a double-blind study.

Still, Wada says consumers don’t need supplements to see potential benefits.

“I tell the consumers, don’t go and buy freeze-dried powder off Amazon — just go to the store and buy fresh blueberries,” she says.

The study also found that the daily dose used of about one cup of blueberries is realistic for most people. “It’s a reasonable amount,” Wada says. “Some scientists have given a half-cup equivalent. If people think, ‘Oh, I can’t eat a whole cup at one time,’ have half [a cup] in the morning and half in a smoothie or something later.”

Researchers caution blueberry supplementation is not a replacement for medication or psychiatric care. However, the results suggest that dietary strategies could play a supportive role in managing mental health, particularly in underserved populations.

With its small sample size, the study is considered a pilot, but it demonstrates that rigorous nutrition research can be successfully conducted in rural clinical settings. The authors call for larger, more diverse studies to better understand how blueberries, and diet more broadly, can influence mental health outcomes.

For retailers and growers, the findings also add to the growing body of research supporting blueberries as a functional food with benefits that extend beyond physical wellness, reinforcing their role in everyday diets and long-term health.

Your Next Read: Why I’m Eating 30 Different Plants a Week and What It Means for Produce Retail

The Berry Boom: New Genetics and Strategic Sizing Drive 2026 Category Growth

Mon, 26 Jan 2026 18:03:39 GMT

As the produce industry moves into the 2026 season, the berry category continues to solidify its position as a powerhouse of the produce department. Fueled by a combination of high-performing new varieties, a smooth transition between growing regions and data-driven retail strategies, the big four berries remain the primary drivers of growth and consumer excitement.

Industry leaders are reporting a highly favorable outlook for the current shipping window.

Nick Wishnatzki, public relations director of Wish Farms, anticipates peak Florida strawberry volumes from late February through the first 10 days of March.

“Overall, the Florida strawberry crop looks healthier than last year’s crop,” Wishnatzki says, adding that production in California’s Oxnard and East Side Santa Maria regions is ahead of schedule, facilitating a smooth transition in mid-to-late March.

Jerry Moran, vice president of sales for Naturipe Farms, echoes this optimism.

“Seasonal transitions are shaping up well,” he says, adding that the move from Central Mexico into California and Florida has been smooth due to varietal overlap.

“Weather always has the potential to create short-term challenges, especially in winter, but we do not anticipate major supply gaps,” Moran says. “Continued investment in protected growing environments, diversified regions, and logistics has helped us shorten and soften those transition periods.”

Overall, Moran says the peak shipping windows look fairly similar to last year, “but we’re seeing better consistency thanks to improved varieties and tighter execution during transitions. Strawberries and blueberries are both showing strong volumes during their traditional peaks, with strawberries benefiting from expanded acreage and blueberries from newer genetics that hold quality longer. On the domestic side, the blueberry peak in Georgia is shaping up to be especially strong, setting a solid tone for the season.

“On the premium side, we’re seeing steady growth in varieties that deliver standout flavor, even if yields are slightly lower,” Moran says. “Retailers are increasingly willing to make space for those berries because they taste great and drive repeat purchases.”

The Future of Flavor: Varietal Innovation

A major theme for the 2026 season is the successful deployment of proprietary and university-developed genetics.

Wish Farms is highlighting the Ember and Encore varieties as a gold standard for Florida producers, noting their exceptional yield, disease resistance and fruit quality.

“Our company is laser focused on finding the best-tasting new varieties, so that characteristic ranks high on our list of requirements,” Wishnatzki says. “New varietal development is truly the future of our industry, as we not only want great tasting varieties, but ones that make farming sustainable, specifically when it comes to yield and disease resistance.

“University of Florida varieties continue to be the gold standard for strawberry producers in the state,” he continues. “The Ember and Encore varieties have shown very strong yield and quality this season. We are also proud members of the Ohalo Strawberry Consortium, which is working on some exciting developments coming down the line.”

Furthermore, Wish Farms’ proprietary breeding company, Berry Sweet Research, is advancing toward the commercialization of new premium raspberry and blackberry varieties.

“Entering its fourth year of rigorous seedling evaluation, BSR is setting new benchmarks in innovation, flavor and performance in its mission of developing premium raspberry and blackberry varieties,” Wishnatzki says. “At the helm is Carlos Fear, a renowned plant breeder and horticulturalist with 35 years of industry experience.

Fear spent much of his career at Driscoll’s, where he played a pivotal role developing industry-leading berry varieties, Wishnatzki adds. He is the inventor or co-inventor on 35 patents spanning raspberries, blackberries and strawberries.

“Each year, BSR assesses 10,000 seedlings, and advances approximately 100 elite selections for further evaluation across three strategic trial locations in California and Mexico. Selections are chosen based on exceptional yield, superior postharvest performance, and standout flavor criteria that reflect the evolving demands of growers, retailers and consumers,” Wishnatzki says. “BSR is preparing to launch full tunnel pre-commercial trials by 2026, featuring two standout raspberry selections. BSR anticipates expanding pre-commercial trials to include two to four selections with growers, paving the way for the release of up to two top-performing varieties for commercial production in 2027.”

Naturipe Farms is also seeing success with newer genetics that hold quality longer, particularly in the blueberry segment. Moran emphasized the importance of balancing high-yield varieties with premium-flavor genetics.

“Those premium berries create excitement and give retailers a way to trade shoppers up,” Moran says, adding that shoppers are increasingly willing to pay more for berries they can trust to taste good every time.

The CSC’s 2025 Strawberry Shopper Playbook reveals that the strawberry category added nearly $500 million in incremental sales, with dollar sales growing by 10%.

(Image courtesy of California Strawberry Commission)

Data-Driven Success: The $500 Million Gain

New research from the California Strawberry Commission underscores the massive financial impact of the category. The CSC’s 2025 Strawberry Shopper Playbook reveals that the strawberry category added nearly $500 million in incremental sales, with dollar sales growing by 10%.

Key takeaways for retailers from the CSC research include:

Volume leadership — Strawberries represent 60% of total berry category volume and drove 61% of incremental growth.
The 32-ounce powerhouse — Larger 32-ounce packages accounted for 68% of incremental sales, delivering $332 million in revenue.
Promotion power — Strawberry promotions generated a 36% volume lift on an average discount of only 22%.

Meeting the Health-Conscious Consumer

The sustained growth of the category is deeply tied to the health and wellness movement. Wishnatzki also points out that Florida’s winter timing is a major advantage, as fresh berries arrive just as shoppers are focusing on New Year’s resolutions and spring resets.

“We continue to see strong growth in the berry category year after year, especially with the health and wellness movement shaping consumer behavior,” he says. “Shoppers are increasingly prioritizing nutrient-rich, whole foods, and no category is better positioned than berries. Consumption is surging across all berry types, with strawberries leading the charge during Florida’s winter season. Packed with vitamin C, fiber and heart-healthy benefits, strawberries align perfectly with consumer goals for better eating.”

As the industry looks toward the rest of 2026, the focus remains clear: delivering consistent flavor and quality. When these elements are met, Moran says, berries remain one of the fastest-turning categories in produce, with shoppers willing to purchase every week.

Specialty Crops Suffered Staggering Economic Losses in 2025, Will Relief Come in Time?

Wed, 21 Jan 2026 22:27:23 GMT

Economic losses to specialty crops last year were on a level that can put farming operations out of business.

The American Farm Bureau Federation estimates $3.6 billion in economic losses for almonds, $1.4 billion for apples, $763 million for lettuce, and $717 million for potatoes alone.

Specialty crop leaders this week renewed their calls for urgent economic support for U.S. growers and shared their disappointment after the U.S. House released final spending bills Jan. 20 that did not include aid for American specialty crop producers.

While the Specialty Crops Farm Bill Alliance (SCFBA) says specialty crops, including fruits, vegetables, tree nuts, nursery, greenhouse and floriculture products, generate more than $75 billion annually in U.S. agricultural cash receipts, account for more than one-third of all U.S. crop sales and support rural economies nationwide, under the current USDA Farmer Bridge Assistance program, $11 billion is allocated to row crops, and only $1 billion is reserved for specialty crops and other commodities, with key details on eligibility, payment and timing still unresolved.

“It’s a challenge with specialty crops to come up with aggregated data across all the more than 300 different commodities, but the American Farm Bureau Federation has done good analysis related to specialty crops,” says Kam Quarles, CEO of the National Potato Council and SCFBA co-chair.

“Effectively Farm Bureau is saying that if you’re going to have a relief plan rollout, specialty crops should be about a third of whatever Congress spits out,” he says.

Word on Capitol Hill is Congress is contemplating a total of $15 billion in assistance, SCFBA says.

“We agree with the one-third of whatever Congress comes up with, but also the package has to be large enough to make a material impact,” Quarles says. “The specialty crop industry has told Congress that we need no less than $5 billion in economic relief for specialty crops in order to positively move the needle for growers.

With food affordability still a top focus for many consumers, what happens to the cost of fruits, vegetables and other grocery staples if specialty crops don’t receive the aid they desperately need?

“We’re facing an unprecedented economic crisis in the U.S. right now for agriculture, and it’s not just specialty crops, it’s broader than that,” Quarles says. “If you have growers that are going out of business due to this economic crisis, that’s going to further impact supplies of commodities. It’s going to impact prices, and it will add to the affordability issue.”

Last week SCFBA joined American Farm Bureau Federation and ag organizations across the U.S. in penning a letter to Congress highlighting record-high input costs, labor shortages, weather challenges and historically low market prices that have caused farmers to face negative margins and nearly $100 billion in losses nationwide.

Reasons for Optimism

Quarles says feedback from both the House and Senate appropriations committees on the specialty crop crisis has been encouraging.

“They absolutely understand where we’re coming from,” he says. “The other thing to remember is that there have been fundamental changes in tax policy that were put into law last summer, and they’ve already started to come online. And when some of the trade agreements that have been discussed are finalized, they also could create a more competitive environment, along with the tax policy.”

But could this be a case of too little, too late?

“These policy recommendations could create a much better environment in the future, but if you’re out of business before you ever get to that better environment, it just doesn’t matter,” Quarles says. “So that’s the imperative of this economic relief; we need a short-term safety net or a bridge, whatever you want to call it, to get producers from this crisis into an area where they can start to take advantage of some of these changes.”

Another bright spot, he says, is how effectively the industry, along with he and his SCFBA co-chairs, including Cathy Burns, CEO of the International Fresh Produce Association; Mike Joyner, president of the Florida Fruit and Vegetable Association; and Dave Puglia, president and CEO of Western Growers, are working together.

“The industry has really rallied together under the umbrella of the Specialty Crop Farm Bill Alliance,” Quarles says. “Twenty years ago, this was not the way the industry worked, but the alliance has created a kind of muscle memory, where we know how to all get around the table. We know how to look at a particular situation, develop a strategy, and then everybody disperses out to where they have strengths across the United States.”

“It has really been the best of the fresh produce industry rallying together to try to get some relief for our grower members,” he continues. “I’m very hopeful that we’re going to get something positive done here.”

South American Produce Drives Philly’s Peak Reefer Season

Wed, 10 Dec 2025 19:12:46 GMT

There’s a seasonality to the trucking world just like there is to any element of the fresh produce industry. For the Port of Philadelphia, late fall and the influx of produce from South America kicks off and drives what could be called peak reefer season on the spot market.

“You get to the winter months and you start to get produce out of the southern hemisphere,” says Dean Croke, DAT iQ industry analyst. DAT iQ is a data analytics service from DAT One, a truckload freight marketplace for North America.

“But we start to see a lot of our refrigerated trucks now gravitate towards the South American produce and that principally shifts to the port of Philadelphia,” he adds, highlighting that the port is now receiving high-value perishables such as Peruvian blueberries and Chilean grapes.

“It becomes a real harbor of activity that wouldn’t have been on many people’s radar until you start to see significant volumes start to land from South America,” Croke says.

With the need to move fresh produce when it hits the dock, he explains that the highly interstate-connected Port of Philadelphia is ideal for the time-sensitive task.

“The proximity of Philadelphia to probably 45% to 50% of the U.S. population is absolutely key to why Philadelphia is sort of that epicenter of produce for South America,” Croke says.

Regional reefers by the numbers

According to Croke and DAT iQ data, outbound reefer volumes during the week of Thanksgiving were up 16% compared to the same time last year, with spot rates up 4% to average $2.25 per mile. They came down a little in the first week of December, Croke says, to just 10% and 2% respectively. He also notes there is currently an oversupply of trucks in the market, which is suppressing national spot rates.

But those nationwide numbers don’t tell the whole story, he adds.

“The high-volume lanes give you a little bit better read on where the volume goes,” Croke says. “Chicago’s the No. 1 lane for all of that produce that comes into Philadelphia. Volumes are up 33% year over year. Rates are up 7% year over year.”

But things can also fluctuate wildly this time of year depending on other local conditions as well, he adds.

“If it gets freezing cold, rates are going to go through the roof,” Croke offers as an example. “Not because there’s more freight, but because everyone that ships laundry detergent and Coca-Cola will want a refrigerated trailer to keep them warm so they don’t freeze. It’s counterintuitive.

The combination of these local conditions, such as South American blueberries arriving at the Port of Philadelphia headed to Toronto during a freeze, can also cause rates to spike all of a sudden.

“You get all these sort of swings and ebbs and flows on the supply side and the demand side, and you have a lot of rate volatility that enters the market,” Croke says, describing it almost like a ballet. “It’s an unusual thing to watch, but there’s this sort of supply and demand balance that gets played out even at an hourly level, depending on weather when you get to this time of the year.”

New Blueberry Board Members Revealed

Tue, 02 Dec 2025 16:25:25 GMT

The North American Blueberry Council released the results of its recent board of directors election on Dec. 1. Terms for newly elected, returning, reappointed and newly appointed board members begin Jan. 1, 2026.

Newly elected to the board are:

Anna Jesse, U.S. North American Grower
Manolo Reyes, Mexican North American Grower
Chad Hansen, North American Distributor

Elected to return to the board for another three-year term is:

Bo Slack, North American Distributor

Nonvoting members reappointed to the board by Chair Teddy Koukoulis are:

Gonzalo Canessa, International Grower
Harold Mongrut, International Distributor

Non-voting member newly appointed to the board by Chair Teddy Koukoulis:

Itai Kanot, Supplier Member

“The strong engagement in our recent election clearly reflects NABC’s growth and momentum,” says Teddy Koukoulis, NABC chair. “It’s inspiring to see so many dedicated people eager to serve. We’re proud to have these thought leaders join us in our essential work of advocating for the blueberry industry and ensuring its vibrant, successful future.”

The NABC board is charged with addressing issues, opportunities and industry practices to drive success and profitability in the production and distribution of blueberries in North America and around the world.

Fruit Exports from Chile Going Strong into Winter

Wed, 19 Nov 2025 00:24:07 GMT

“Chile is a powerhouse in global fruit exports.” So says the USDA’s Foreign Agricultural Service.

“Chile is recognized as one of the world’s leading fruit exporters, ranking fifth globally with exports exceeding $8.2 billion,” reads a recent FAS report . It goes on to name fresh cherries, blueberries and table grapes among the country’s standout products. And the U.S. consumes a good deal of those products.

The U.S. is Chile’s second-largest destination after China for all exported goods, according to the World Trade Organization . Fresh fruit and fruit-derived products top its agricultural exports by value. Stone fruit — especially cherries, but also apricots, plums and peaches — occupied the most valuable line item in that category, representing roughly 18% of the value share of its agricultural exports, in 2022.

Chile also represents an important piece of the puzzle that is getting U.S. consumers fresh fruit all year round.

“Chile continues to invest in the U.S. market and is one of the largest suppliers of fresh fruit to the U.S. during the winter months,” says Joe Klick, associate vice president of product management for Naturipe.

Chile’s growing climate is ideal for winter fruit, he adds, and its steady investment in fruit quality and logistics has helped make year-round fresh fruit possible.

Of course, Chile isn’t the only Central or South American country to target the U.S. market and its love of tropical fruit and demand for fruit all year . Colombia seeks to drive U.S. demand for its avocados, for instance, and Peru recently set a new all-time record for its mango exports to the U.S.

“Peru’s growth in both volume and quality has raised the bar across the board,” says Klick, speaking about blueberries. “Chile responded by dialing up its own game. You’re seeing more focus on premium fruit and proprietary varieties that deliver standout flavor and consistency. It’s all part of staying competitive and keeping those berries at their best.”

Getting fresh fruit from Chile — a trip that can take over 4,800 miles by sea from the closest seaports or 4,100 miles by air from the main airports — can be a challenge, however. Klick says the country is rising to the occasion with the competition sparking innovation.

“We’re seeing smarter, faster shipping routes and exciting advancements in genetics that extend shelf life and deliver better flavor,” he adds. “Plus, Chile’s timing is great as its fruit lands just as the import season wraps and U.S. crops start up. It keeps the momentum (and the berries) rolling year-round.”

Building Blueberry Demand

Speaking of those blueberries, Klick says Chile has been keeping U.S. consumers stocked in winter for decades.

“Chile actually helped pioneer the winter blueberry market here in the U.S.,” he adds. “They got started back in the late ‘80s and early ‘90s, then really took off between 2004 and 2008.”

The USDA’s Economic Research Service calls blueberries the second-most economically important berry behind strawberries. And it’s one that has grown in popularity. Compared to 1980, when the per-capita availability (a stand-in for consumption) of fresh blueberries stood at not even a fifth of a pound, in 2023 it was over 2.6 pounds.

That growing demand has to be supplied from somewhere. In 2023, the U.S. imported 558.62 million pounds of fresh blueberries according to USDA. Imports from Chile represented roughly 16% of total U.S. blueberry imports that year.

The U.S. has been the top market for Chilean fresh and frozen blueberries , receiving more than half of the Chilean export volume annually in recent years. Fresh Chilean blueberries are imported into the U.S. from September through April, with volumes peaking in January and February. In the completed 2024-25 market year, the U.S. imported 87.28 million pounds of fresh blueberries (cultivated and wild) from Chile.

Klick says that most of Chile’s blueberry fields, which are located in the north-south middle of the coastal country, have Mediterranean climates.

“Cool winters, dry summers, and low disease pressure are basically perfect growing conditions,” he says. “Combine that with Chile’s top-tier export systems and cold chain logistics, and you get fresh, flavorful berries.”

He adds that Naturipe sees Chile as a key partner in supplying year-round blueberries and projects good things for Chile’s peak blueberry season this year.

“Come January and February, shoppers can expect plenty of top-notch Chilean blueberries ready to enjoy,” Klick says.

Table Grape Competition and Oversupply is a Challenge

Agricultural Economics

(Graphic courtesy of USDA)

Fresh table grapes are another area where Chilean fruit exports to the U.S. shine.

The U.S. is the main export market for the Southern Hemisphere’s table grapes. According to ERS, U.S. imports of table grapes from May 2024 through April 2025 exceeded 2 billion pounds. Almost all (97%) of that volume came from Chile, Peru and Mexico.

Chile has historically been the primary source for the U.S.’s imported table grapes by volume, though Peru has become a key source of competition to Chile for U.S. table grape import market share.

“Table grape production in Chile has been faced with tight margins, due in part to export competition from neighboring Peru putting downward pressure on prices,” read the July Fruit and Tree Nuts Outlook by ERS.

Frutas de Chile reports that the country’s total global exports are down almost 7% year-over-year, despite increases in the U.S. The reason for this decrease is “The acceleration of the varietal replacement process, where new varieties are gaining ground but have not yet fully replaced older, phased-out varieties,” the group explains. It estimates that new grape varieties are expected to represent 71% of total Chilean table grape exports this season, up from 67% last season.

However, there might be fewer grapes going to the U.S. in the near future.

“Shipments to Latin America are expected to increase by 14%, while shipments to Asia and North America are projected to decrease by 18% and 9%, respectively,” the group says, adding that it “will be running a robust consumer and trade campaign throughout the season.”

Indeed, the recently formed Global Grape Group , of which Frutas de Chile is a member together with Peruvian and Mexican representatives, has the goal to grow U.S. table grape demand to address the current mismatch between supply and demand.

“In the last eight years, we have seen a 40% increase in the supply of Southern Hemisphere grapes to its main market, the U.S., while demand has only increased by 3% during the same period,” said Ignacio Caballero, executive director of Frutas de Chile’s Table Grape Committee, at the Second International Table Grape Congress held in August. He added that it is crucial for the entire industry, not just Chile, to increase table grape demand.

Record-Setting Export Volumes Projected for Cherries

Discussion of Chilean fruit exports wouldn’t be complete without cherries. The FAS even called cherries “the jewel of Chilean fruits.”

“In the southern hemisphere, Chile accounts for 96% of cherry exports, reinforcing its global leadership in this market,” says Frutas de Chile, adding that the Chilean Cherry Committee projects total exports of to reach 131 million boxes during the 2025-26 season.

The FAS estimates that volume as 670,000 metric tons , or 1.48 billion pounds, a record for the country if realized, assuming no “unexpected shocks to the cherry production and export industry.” However, it also notes that China consumed 90.8% of Chile’s 2024-25 fresh cherry exports and expects China’s demand to remain strong in the upcoming season.

When it comes to exports of Chilean cherries to the U.S., FAS forecasts the U.S. will import a total of 30,000 metric tons or 66.14 million pounds, largely due to increased shipments from Chile. If realized, this would be a record for U.S. cherry imports.

“Chile continues to increase its investment in North America, and we will see an expanded consumer and retail campaign this season,” reports Frutas de Chile. The group says that the first air shipments of Chilean cherries usually hit New York markets in late October, and it reports that product on those early flights were cited as being of excellent condition.

“Peak U.S. availability [runs] from late December through February, with the first charter vessel arriving on the East Coast in mid-December,” the group adds, noting that it is “working with retailers to promote over the holidays, New Year’s, Valentine’s Day and National Cherry Month in February.”

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Fruitist Closes $150M in Funding to Accelerate Retail Expansion of Jumbo Blueberries

Thu, 30 Oct 2025 18:15:07 GMT

Fruitist, a Los Angeles-based global superfruit brand known for its Jumbo brand blueberries, has closed $150 million in equity financing that it says will accelerate its expansion at retail, which currently includes distribution in stores such as Costco, Giant, Publix, ShopRite, Sprouts, Trader Joe’s, Wakefern, Walmart, Whole Foods Market and more.

“The funding will support continued expansion of our supply to meet the strong and growing demand for our Jumbo blueberries, which currently exceeds available volume, and to accelerate investment in our technology and AI capabilities, particularly in predicting the fruit’s optimal pick time to ensure superior quality and flavor,” says Steve Magami, co-founder and CEO of Fruitist.

Led by a vehicle managed by J.P. Morgan Asset Management, alongside other new and existing investors, the new capital will fuel Fruitist’s global expansion and help meet soaring consumer demand for healthier, fresher alternatives to processed snacks, Magami says.

The company’s premium superfruits are currently sold in more than 12,500 retail locations across North America and 40 countries worldwide.

Eyeing the $600 billion global snacking market, Fruitist says it aims to set a new standard for what consumers expect from fresh fruit snacking. With this goal in mind, earlier this year, the company introduced Fruitist Snack Cups, single-serve, grab-and-go packs of fresh blueberries.

“Packaging is a significant factor in driving momentum in produce snacking,” says Magami. “Our Snack Cups make it easier than ever for consumers to grab fresh, premium blueberries on the go. It’s bridging the gap between the produce aisle and the convenience of the snack aisle.

“It also demonstrates that design and functionality are crucial,” Magami continues. “Clear, recyclable cups highlight fruit quality while making portioning simple. That format brings new consumers into the category and encourages repeat purchase behavior that retailers love.”

Fruitist says it will continue to innovate in snacking formats and plans to expand its Snack Cup line with the introduction of new premium fruits like blackberries, raspberries and cherries with the same focus on flavor, consistency and convenience it offers in blueberries.

The company has also launched Fruitist Legends, a new SKU of its largest and best berries.

Through partnerships with star quarterback Caleb Williams, USC Athletics, and D.C. United, Fruitist says it’s extending beyond retail shelves, promoting healthier snacking to athletes, students and communities.

From Agrovision to Fruitist

Formerly known as Agrovision, Fruitist has evolved from an agriculture-first enterprise into a global consumer brand, the company says.

“The name change was a strategic move to align the company’s name with our mission and our flagship consumer brand, which was already Fruitist,” Magami says. “Agrovision was our operations name, but ‘Fruitist’ better captures our identity as a global brand dedicated to premium, nutritious snacking.”

Magami says the market reaction has been excellent and recognition is growing rapidly among both retailers and consumers.

“Fruitist is now one of the fastest-growing healthy snack brands,” he says. “Consumer demand is what fuels our growth. We have surpassed $400 million in annual sales and over $1 billion in lifetime sales. This is driven by strong repeat purchase behavior; consumers trust the Fruitist brand to deliver a consistently premium experience every time.”

Hurricane Helene: One Year Later

Thu, 30 Oct 2025 21:41:24 GMT

Chris White is 46 years old. For more than half of that time, he’s been a blueberry farmer in his hometown of Baxley, Ga. He’s seen a lot, both as a farmer and also as a resident in southeast Georgia, an area of the country that’s not quite hurricane ground zero but that can certainly find itself adjacent to the many tropical storms and hurricanes that make landfall each year.

But he’d never seen anything like what happened to his community the night of Sept. 26, 2024.

Located in the southeastern part of the state, Baxley was one of the many towns that took a direct hit from Hurricane Helene. Overnight, the hurricane pummeled the area with 100-plus mph wind gusts and rainfall that triggered flooding, resulting in 37 deaths in the state.

When White and his fellow farmers awoke the next morning, they were unprepared for what they saw.

One of the farms that makes up Appling Blueberry Farms had sat ripe with mature blueberry bushes just the day before. Now, it was decimated – the entire blueberry canopy flattened to the ground. Surrounded by debris, he recalls having to walk 3 miles on foot to get to his equipment shed.

“I drove the tractor back here to the field and when I pulled to the road and saw it, I just turned around and didn’t come back for six days,” White says.

“Just imagine the entire thing on the ground. “It was devastating,” he adds.

Down the road in the neighboring city of Alma, Randy Miller spent the morning with the same ache in his gut. Looking out on his family’s timber operation, Miller saw his 1,400 acres of timberland in shambles.

“We lost 300 acres of timber in the 30 to 40-year range,” he says.

Miller thought of his timber acres largely as his 401k — a savings he could grow to maturity and then harvest as a security blanket for retirement.

“I’m 64 years old, and that was basically my lifetime’s marketable timber that was gone,” he says.

Randy Miller had invested time and energy in growing a pinewood plantation that he hoped to market at maturity. Hurricane Helene’s 100-plus mph winds decimated 300 acres of his trees.

(Randy Miller)

The Clean-Up

While White remained in denial about his crop’s demise, Miller didn’t have the time. Even felled timber has a window where harvest remains possible, but time is critical. He started calling his timber cutting contacts, but he was already behind. Other landowners had called before him.

“It took months before they could get to us,” Miller says.

“Before the Hurricane, we sold 60 acres of timber worth roughly $4,000 per acre,” he says. “After it, we picked up 150 acres and got a check for $47,000.

“Some people got nothing, so we were lucky that we’d gotten $4 a ton for ours, which is basically nothing,” he adds.

In Baxley, White finally started ripping out his destroyed blueberry bushes. In order to plant more, he had to start from scratch and rebuild the field infrastructure, such as bark mounds and drip lines.

But then he couldn’t find plants.

“We called all over the U.S. to find plants,” he recalls. “We had plants come from Oregon and Florida. We really had to struggle to get them.”

Appling Blueberry Farms planted the last of its replacement bushes in February, which means that the new crop could not yield fruit this year. Grower Chris White will be able to harvest berries from the farm in the 2026 growing year.

(America’s Conservation Ag Movement)

White’s last new plant went into the ground in February. He says he’s not sure that any of that quick rebuild would have been possible without emergency assistance from USDA.

“The FSA Tree Assistance Program (TAP) was a very big blessing to put them back,” he says. “They paid an amount for the soil preparation and then so much per plant for the replant.

“It definitely wasn’t something that would bring you debt-free on it, but it was something that wouldn’t put you in a real financial bind,” he adds.

Planning for the Future

The devastation left in Helene’s wake wasn’t just plant loss for many farmers. The rushing water from torrential rain combined with the hurricane-force winds blew critical topsoil, sending it into nearby fields, ditches and roadways.

Part of the recovery for growers like White was moving and replacing dirt.

“We hauled in about 60 dump truck loads of dirt and put the soil back where it had eroded,” he recalls.

He wasn’t the only one. Neal Boatright, a fourth-generation farmer who grows more than 6,000 acres of cotton, peanuts and blueberries at scale, also had to get to work relocating soil on his farm. He noticed a difference in erosion in his no-till acreage and the areas where he harvest-tills crops such as peanuts.

“We brought it back from the lower side of the fields and put back and leveled and tried to fix it,” he says. “We have conventional tillage areas that wash worse.”

Growers such as White, Miller and Boatright have seen the weather changing around them. While they say they’d never seen a hurricane or tropical storm hit their region with such devastation as Helene did, they aren’t sure it is going to be the last one.

Their rebuilding plans are a combination of put-back and pre-planning for mitigation of future potential weather catastrophes.

In his rebuild, White worked to secure grants that would allow him to experiment with cover crops in between his blueberry rows. The farm that was lost totally last year now has a diverse cover crop mixture locking his soil in place.

Appling Blueberry Farms uses a diverse mixture of cover crops in between blueberry rows to protect soil from erosion. After the first year, grower Chris White says he sees a reduction in nematode and weed pressure due to the cover crop.

(America’s Conservation Ag Movement)

At one point in the growing season, his cover crop mixture stood 6 feet tall, towering above his blueberry bushes. In addition to protecting the soil, White says the cover crop is yielding other benefits as well.

“It dries the middle out a lot quicker because you have so much sucking the rain and that helps a bunch,” he says. “Because we planted several different plants, our nematode pressure has been way down and the weed pressure too.

“We’ll keep a cover crop here twice a year now, one in the summer and one in the winter,” he adds.

Boatright has been cover cropping his land and sees the benefits in preventing erosion as well as building organic matter in the soil.

“It not only saves erosion by that cover crop growing, it helps retain some nutrients for the next year, builds up organic matter and helps with suppressing weed pressure,” he says. “All that added together makes a good cover crop worthwhile.”

Lasting Impact

While growers and landowners have spent this past year cleaning up and putting their land and assets back together, many worry that the devastation of Hurricane Helen may have generational impact.

Kevin Eason didn’t have to destroy many of his blueberry plants, but even though they survived, the yields this year seem to be suffering.

“What we’ve come to realize is some fields that we didn’t think were damaged, production was down significantly,” he says. “What’s going to happen a year from now, two years from now, three years from now?

“What are going to be the lingering effects of what happened with the Hurricane?”

As he drives down the road on his land and in his community, Boatright can still see areas that harken back to the immediate aftermath of the storm a year ago.

“There was probably more wind damage from that one storm than all the wind damage I’ve ever seen in my whole life added together in this area,” he says. “This was devastating to the timber industry and will have years of effects.”

Miller is keenly aware of the generational impact that his timber losses will have for his family.

“It’s just a sickening feeling because you have totally lost your hearts, not just in the pocketbook,” he says. “I have a kid, and he has two kids that are coming up, and we want to turn it over to them in good shape.

“It’s not a one-year quick fix.

“This is going to take years,” he says. “Probably five years from now, we’ll still be able to ride through and see where this Hurricane hit us.”

Seen and Heard at IFPA Global Produce and Floral Show 2025: Sustainability in the Spotlight

Thu, 23 Oct 2025 20:10:06 GMT

ANAHEIM, Calif. — CMI Orchards recently debuted its consumer-facing Planet Positive sustainability brand, which it showcased at the International Fresh Produce Association’s recent Global Produce and Floral Show.

The company says this new brand is designed to highlight its sustainability goals, with consumers’ increasing interest in transparency when it comes to sustainability efforts.

“It’s our way to communicate efficiencies, regenerative agriculture and climate-smart practices,” says Rochell Bohm, vice president of marketing at CMI Orchards.

Shown in front, from left, are Julio Parades, Bob Wymore, Rochelle Bohm, Brenda Calvillo, Raquel Briseno, Joe Denham, Ralph Briseno, Danielle Huber, Joel Hewitt, and in back, from left, Bob Mast, Steve Clement, AJ Jackson, Rob Lewis, Loren Foss, Rich Mendosa, Willam Gant and Ellie Tucker at CMI Orchards’ booth at the Global Produce and Floral Show.

(Photo: Christina Herrick)

Sustainability is a low purchase driver, Bohm says, but nutrition is not. With Planet Positive, CMI Orchards wants to link regenerative ag to nutrition in the minds of consumers by using nutrient data analysis. Bohm says there are significant findings of zinc and more nutrients in the soil microbiome of regeneratively grown fruits.

“Regeneratively grown fruit is healthier for you,” she says.

Bohm says CMI Orchards has set aggressive goals to sequester 2 million tons of carbon by 2030, which she says is a realistic goal as the company is set to sequester 335,000 tons of carbon this year.

Glenn Daniels, Craig Merrill, Kasey Kelley, Fernando Aguilar, Ryan Reilly, Matthew Lyons, Joe Dugo, Jim Roberts, Peter Perez, Andres Vasquez, Andy Bruno and Joe Quiliada are shown at the Naturipe IFPA Global Produce and Floral Show booth. Photo: Christina Herrick

(Photo: Christina Herrick)

Naturipe showcased its new Berry Buddies snack bites, which offer 12 grams of protein and feature a yogurt coating over blueberries and peanut butter on the inside. Each pack comes with three bites. Naturipe says these have soft-launched and the probiotics in the yogurt survive better in the stomach tract.

Bella Evans, Auna Lundberg, Katie Harmon and Haylee Favor are shown at Stemilt Growers’ booth, which promoted its sanitation support member, Rafael Teran, as the 2025 Farmworker of the Year winner.

(Photo: Christina Herrick)

Stemilt showcased 2025 Farmworker of the Year Award winner Rafael Teran , who works in sanitation support for Stemilt, on signage throughout the company’s Global Produce and Floral Show booth.

Rick Mulac, Darryl Bollack, Kristen Holden and Lacey De La Torre at the Mariani Nut Co. booth.

(Photo: Christina Herrick)

It’s the middle of harvest for the growers at Mariani Nut Co., and while almonds might be a little short, walnuts look good. The team says that with the holiday season nearing, the company is excited by the retail programs and education that the California Walnut Commission is doing to help drive sales and highlight the benefits of a diet rich in walnuts.

Don Roper, Craig Arneson, Kristi Harris, Fred Wescott and Ryan Callahan are shown at Honeybear Brands’ 2025 Global Produce and Floral Show booth.

(Photo: Christina Herrick)

Honeybear Brands offered tastings of its Honeymoon apple, which has bright yellow skin, firm and dense flesh with a sweet and mellow flavor, as well as the Pazazz apple, which boasts a sweet-tart flavor with a juicy crunch.

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Brian Bocock Named CEO of MBG Marketing

Tue, 14 Oct 2025 20:46:31 GMT

MBG Marketing announced Oct. 14 that it has named Brian Bocock as its new CEO, effective Nov. 1. Bocock succeeds Brad Moorer, who led MBG Marketing with distinction before his passing in August 2025.

Bocock is a lifelong grower, innovator, and respected leader, with roots that run deep in the blueberry fields, MBG Marketing says. His 36-year journey with MBG began in the Florida warehouse, where his talent quickly led him into package logistics and sales. When MBG shifted its sales and marketing functions to Naturipe Farms, Bocock joined Naturipe and became vice president of sales. In his current role as vice president of product management and logistics, Bocock guides product strategy, logistics and category growth.

“Brian’s leadership is rooted in authenticity. He knows every step of the journey from farm to shelf,” says Jim Roberts, president of Naturipe Farms. “His deep industry knowledge, strategic mindset, and genuine care for people have been instrumental in moving the industry forward and in Naturipe and MBG Marketing’s successes.”

Bocock’s story is also rooted in the soil itself. As a blueberry farmer at Bumbleberry Acres in South Haven, Mich., Bocock brings firsthand experience of what it takes to grow, nurture and deliver high-quality fruit.

The company says Bocock has also helped drive one of the most impactful innovations in the berry category: the introduction of the clamshell. What started as a new way to protect and present blueberries has now become the standard across the fresh produce world, from blackberries to strawberries and beyond.

As Bocock takes on this new role, he will be departing from his position at Naturipe Farms to fully focus on leading MBG Marketing into its next era of growth and innovation.

“While we’ll miss him greatly, we couldn’t be happier to see him take on this new role at MBG. It’s a perfect continuation of his lifelong dedication to the blueberry industry,” Roberts says.

“MBG represents generations of growers, families and friends who share a common passion for growing the best blueberries in the world,” Bocock says. “I’m incredibly proud of our team and honored to lead MBG into the future. I also want to thank everyone at Naturipe Farms for their partnership and friendship — it’s been one of the greatest privileges of my career. Most of all, I thank my wife Beth and our kids; without their love and support, none of this would have been possible.”

Naturipe’s Berry Scary Packaging Hits Stores for Halloween

Wed, 15 Oct 2025 12:28:22 GMT

On Oct. 14, Naturipe Farms announced its Halloween-themed Berry Scary, a limited-edition 12 oz. package of fresh blueberries and blackberries in seasonal packaging. The company says the specially packed berry offerings are shipping now and will reach Kroger and select Wakefern stores by mid-October.

“Berry Scary is fun, convenient, and appealing to families looking for healthier treats this season,” says John Johnston, director of premium products at Naturipe Farms. “Retailers who embrace seasonal packaging see a measurable boost in sales, and this launch is designed to do just that. We’re really excited about this project — it’s a great way to lean into the season while continuously putting excellent quality products on the shelves.”

The limited-edition packaging is decorated with a monster mascot and a vertical design. However, the company says that while the themed packaging is limited time, its berries aren’t.

“Thanks to our growing partners throughout North and South America, our berries keep their spellbinding flavor and frightful freshness year-round,” the company said in a news release.

California Giant Promotes First-Of-Its-Kind Berries at IFPA

Thu, 09 Oct 2025 18:33:01 GMT

California Giant Berry Farms says it will debut a new product designed to meet the growing consumer demand for functional foods at the upcoming International Fresh Produce Association’s Global Produce and Floral Show: Belli Berries.

The company says these berries, boosted with live probiotics, are the first-of-its-kind in the category. The company says it’s a straightforward way to incorporate functional benefits into consumers’ diets.

Blueberries’ natural fibers create an ideal probiotic carrier, the company says, as the fruit shields live cultures as they journey through the digestive system.

California Giant also says the probiotic benefits stay in the fruit when frozen or baked.

“We are thrilled to introduce Belli Berries at the IFPA Global Show,” says Kyla Oberman, director of marketing of California Giant Berry Farms. “This product directly addresses the increasing consumer interest in functional foods that offer convenient gut-health solutions. Belli Berries combine the great taste of our California Giant blueberries with the added benefit of probiotics, providing a new and exciting way for people to support their gut-health and overall wellness.”

California Giant will showcase Belli Berries at its IFPA Global Show booth, No. 3947.

Berry Fresh Launches Limited-Edition Halloween Boo-berries

Mon, 06 Oct 2025 15:07:34 GMT

Berry Fresh says it is bringing a playful twist to the fresh produce aisle with the launch of its new limited-edition Boo-berries pack, a new themed blueberry pack that positions fresh produce as a better-for-you Halloween treat.

The Boo-berries pack features Berry Fresh’s signature, high-flavor blueberries in festive Halloween-inspired packaging. This launch is part of a larger initiative to drive incremental produce sales by aligning fresh berries with culturally relevant moments and new eating occasions, according to the company.

“We’re always looking for ways to make fresh berries more exciting and accessible to consumers, especially during key seasonal windows,” says Jyoti Bhogal, vice president of sales and marketing for Berry Fresh. “Boo-berries are a fun, better-for-you treat that allows families to celebrate Halloween with something they can feel good about and that tastes great too.”

The company says the Boo-berries program is being introduced as a test with select Kroger stores for the 2025 Halloween season, with plans to expand distribution to additional retail partners in future years based on consumer response and performance. The product is being positioned as a “sweet, spooky snack swap” for parents looking for alternatives to traditional candy and as a fun option for Halloween parties and school functions.

This themed launch represents a broader innovation strategy from Berry Fresh focused on product development that connects with evolving shopper preferences, the company says. As the demand for flavor-forward, health-conscious and fun fresh options continues to grow, Berry Fresh says it sees themed packs like Boo-berries as a valuable avenue to drive trial and repeat purchases across new consumer segments.

Berry Fresh Unveils Blueberry Snack Cup

Tue, 02 Sep 2025 15:29:07 GMT

Berry Fresh says it is expanding its snack offerings with the launch of Blueberry Bites, a 7-ounce snack cup designed with convenience in mind filled with proprietary blueberries bred for flavor and texture.

“Our goal with Blueberry Bites is to meet consumers where they are — on the move, busy, looking for healthier snacking options that still deliver on flavor,” says Jyoti Bhogal, vice president of sales and marketing at Berry Fresh. “This format brings together our best-tasting fruit in a portable, resealable and kid-friendly package.”

Blueberry Bites will be filled with varieties grown on Agroberries’ farms — Berry Fresh’s parent company.

The new cup features a patented easy-open, resealable snack lid, making it simple to pour or grab a few berries without the risk of spilling while on the move, according to the company. Drainage holes at the bottom of the cup also allow for easy rinsing, eliminating the need to transfer the fruit before eating.

South Africa OKs Imports of U.S. Fresh Blueberries

Thu, 28 Aug 2025 16:25:51 GMT

The North American Highbush Blueberry Council says South Africa has officially approved market access for fresh blueberries from all U.S. states.

“After years of stalled progress, we thank the Trump administration for prioritizing this request and finally getting the South African market open for U.S. fresh blueberries,” says Kasey Cronquist, NABC president, in a news release. “We’re grateful to the USDA’s Animal and Plant Health Inspection Service (APHIS) for its collaboration and for securing a science-based and practical work plan for blueberry growers and packers.”

Cronquist says NABC is optimistic about the future of U.S. blueberry exports, while noting NABC first requested access to South Africa trade about a decade ago, when U.S. blueberries would have held a dominant position in the South African market.

“We believe strongly in the importance of open, science-based trade and will continue working to expand and strengthen global market access for U.S. blueberry growers,” he says.

Now, exports from Morrocco, Zimbabwe and other African nations has surged.

“This is a clear example of the risks when market access is delayed,” Cronquist says. “Competitors fill the gap, capture market share and limit opportunities for U.S. growers.”

NABC says the organization is also working to secure expanded access to South Korea and new access to Australia and New Zealand.

“We appreciate the ongoing efforts of USDA and the United States Trade Representative (USTR) on these priorities, and we’re hopeful that, under the Trump administration, we can open these new markets and create profitable opportunities for U.S. blueberry growers,” Cronquist says.

Kevin Hamilton on Driving Desire When Marketing Blueberries

Fri, 08 Aug 2025 13:41:12 GMT

Kevin Hamilton, vice president of global marketing and communications at the U.S. Highbush Blueberry Council, says that while marketing efforts in the industry often reflect the health halo of fresh produce, he equates that message to being the same as a sports car salesman — you can’t just sell a potential buyer on the car’s speed.

“Of course it’s fast. It’s a sports car,” he says. “Well, yeah, of course, it’s healthy. We’re talking about agriculture. So, everything’s healthy.”

Hamilton, who joined the latest episode of “The Packer Podcast” to talk about the future of fresh produce marketing and opportunities for blueberries to showcase its unique value proposition.

“My message and my point to all out there, at least playing in the in agriculture marketing space is just do it,” he says. “Look at what you’re doing, look at what everyone else is doing, and ask yourselves, are we different? Are we giving the consumer a reason to choose us versus other options?”

He says it’s critical for marketers to truly understand what consumers want, along with identifying key differentiators. Drawing on his experience in other commodities, as well as consumer packaged goods (CPGs), Hamilton says there’s more to marketing fresh produce than just its health benefits.

“We’re looking at things in a way that, again, sounds a lot like CPGs would look at it — at least from an above-the-line marketing perspective,” he says. “And the notion here is that we have the should down, meaning consumers know they should eat this product, because, again, the health story, the health halo, is well penetrated.”

He says, from there, the U.S. Highbush Blueberry Council seeks to tap into consumers’ emotional connection to blueberries, which he says is a natural fit given the nature of farming.

“If there’s one thing that makes agriculture, and I should say historical agricultural communications and marketing, different than what certainly we did and what I did in CPG, before I got to agriculture, it’s that,” he says. “It’s this is a salt of the earth, type of space that’s very it’s very tangible. … What the CPG space figured out a long time ago is that’s not enough to generate margin on a product. When you think about all the things out there that are sold, and you think about the ones that are highest priced, it’s usually an emotional connection that’s driving the high price, not anything functional. … There is a lane there for us to own as a food product that doesn’t have to be simply about function and logic related to consumer value.”

From AI to Genetics, Innovation is Fueling the Berry Category

Mon, 04 Aug 2025 18:50:04 GMT

GUADALAJARA, Mexico — Berry innovation was on full display at the recent Aneberries trade fair, where Hortifrut CEO Hector Lujan sat down with The Packer to share the vertically integrated company’s vision for the future of the category.

Founded in Chile, the global berry company operates its own commercial platforms as well as partnerships with U.S. growers including Naturipe, Michigan Blueberry Growers and Munger Farms. Globally, Hortifrut has a presence in India, China, North America, Latin America, Europe and Africa.

What role does innovation play at Hortifrut?

Lujan: It’s huge. Innovation is in our core values. We try to be a very innovative company that is always looking to challenge the status quo, but also reinvent ourselves in terms of how we farm, how we take product to market, and how we inform and bring people closer to our company.

We also expect a high level of execution. Innovation comes with the ability to bring it forward. So, we try to merge that in our culture, and hopefully it shows up. We also find that innovation generates a lot of really strong energy and excitement within the company that helps move us forward. And that’s been a testament to Hortifrut throughout its history.

How important are genetics to the future of blueberries and your company’s future?

Hortifrut has been a strong blueberry company, but we’re getting stronger in all the berry categories, and genetics are at the forefront of that. If you look at what’s transpired in the berry industry over the last 10 years, it’s really been driven by the genetic improvements, farming improvements, go-to-market improvements — but genetics are also at the forefront of creating a better eating experience with consumers and moving our products forward.

We are very engaged with our own genetics, but we’re also tapping into and looking to partner with different genetic houses to bring the best genetics to our farming. We invest in genetics on our own. We’re vertically integrated that way, but we’re also strategically partnering with other genetic houses, because we want to bring the best genetics to the table and products being represented under the Hortifrut, Naturipe labels.

What advancements are you seeing in the berry category and how is technology accelerating the pace of change?

Everybody’s innovating. And AI (artificial intelligence) has made leveraging information faster, but also much more constructive in terms of making changes and analyzing data for better decision making. AI is bringing a lot of really good tools that we can use as we build our databases.

Everybody you talk to in the industry is asking how much data is there in the community? How are you bringing that data together to empower your organization, be it with improved farming practices, better decision making, logistics, and even in genetics AI is becoming huge in terms of reading the recommendations of crossings. So, it’s playing a huge role.

There are other improvements in technology that are coming through in how we farm and automate harvesting or assisted harvesting. I think the most pronounced advancements have been through assisted harvesting, tools that allow for the harvester to be more productive.

At Fruit Attraction 2024 in Madrid, Hortifrut launched BerryReality , a virtual reality project designed to transform the way the industry and consumers connect with the company’s growing experience, innovation and sustainability practices. Is that helping to share Hortifrut’s story?

What you witnessed was our virtual reality tour that we’re trying to engage now and also use it to bring people closer to our company. We’re consistently trying to advance that forward, to have — even with AI — a conversation with people that brings them to a farm experience. We like to innovate in the marketplace. And we like to innovate in our farms.

Berry sales continue to boom in the U.S. Dollar sales for the berry category were over $12.5 billion, according to Circana OmniMarket Integrated Fresh retail data for the 52-week period ending June 15, 2025, up 7.5% over a year ago. What’s driving demand?

The competitive landscape in the berry industry has gotten tighter and tighter. And I think it’s stronger. Where the berry industry is growing because of the flavor profiles and the improvements in genetics, but it’s consumer demand for [a high-level] eating experience that’s really driving that growth. So, I think companies now are much more keen to ask, ‘How can we add value together with our customers, our retailers, and drive opportunity for the farmers through better eating experiences?’

And what we’re seeing is better genetics in every single berry category — in raspberries, blackberries, blueberries and strawberries — which is creating a much more competitive environment, but it’s also really good for the consumer because the eating experience keeps getting better and better, and that’s driving opportunity, growth and demand in the berry category.

The other factor driving sales is berries are getting discovered worldwide. What we’re seeing is that because of the health benefits of berries coupled with the eating experience, emerging markets are becoming huge opportunities. The world is eager to get berries into their stomachs. So, our share of stomach is growing worldwide.

A Fruit Logistica in Berlin earlier this year, Hortifrut sampled blueberries on the vine. When will you bring them to market and will they be available in the U.S.?

They’re available seasonally, because it’s certain varieties that we can harvest on the vine that need to mature evenly. So, it’s not a product that we have year-round. We have it in Europe right now. Actually, last week we started shipping the first berries on the vine into the Nordics, and it has been a great success.

It’s been a very rewarding experience. We’re seeing an even better shelf life with the berries on the vine , and people are excited to get them. So, it’s a novelty. It’s not something that we have done yet on a very big scale, but it’s something that is exciting for us — part of our innovation, part of our working with retailers to offer them something that’s unique and brings a differential to them. It also gets more people engaged with blueberries and is bringing new customers to the category.

As far as bringing blueberries on the vine to the United States, we’ve started those conversations and I’d say we’re in the ground stages of looking at how to enter that market.

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U.S. Highbush Blueberry Council Launches ‘Go Big’ Marketing Campaign

Wed, 30 Jul 2025 19:45:03 GMT

The U.S. Highbush Blueberry Council (USHBC) has launched “Blueberries Go Big,” a new marketing campaign that it says evokes an emotional connection to the fruit in two different scenarios that show the big things that can happen when consumers grab a boost of blue.

These scenarios play out in the campaign’s two ads that celebrate how the small and simple blueberry packs huge benefits in each bite or handful, according to a release.

A Better Way To Snack

The BIG Time Snack

USHBC says Blueberries Go Big is debuting via a comprehensive paid media campaign directed to a targeted audience of 18 million blueberry consumers. The campaign includes programmatic display, online video, audio, connected TV, paid social, paid search and more.

Expected to reach millions of consumers, a TikTok TopView campaign on July 29 offers a behind-the-scenes look at one of the ad’s big stunts. USHBC says it is also partnering with influencers to demonstrate how blueberries “go big” for content creators in their own ways.

“Our new campaign illustrates the many benefits of blueberries, including health as foundational message, while also giving more air time to attributes like the great taste and easy-to-eat benefits that we know are important to our consumer but are not always focused on as much,” says Kevin Hamilton, USHBC vice president of global marketing and communications. “‘Go Big’ helps us tell a story that connects to our consumer more emotionally and highlights the better-for-you snacking opportunities around our fruit.”

USHBC works to increase demand for blueberries across all channels through marketing promotions, research and resources, all while empowering the industry to make blueberries the world’s favorite fruit. Working with Schafer Condon Carter, USHBC’s partner agency for brand and consumer marketing, the Go Big platform is the next phase in the continuous evolution of blueberries as a brand, the release says.

To learn more about the strategy and work behind the campaign, as well as USHBC’s comprehensive marketing and promotions programming, blueberry industry stakeholders are invited to attend The Blueberry Convention, Oct. 8-10, in Seattle.

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