VentureFruit, the global plant variety management and commercialisation company, is accelerating its growth in North America’s high value berries category to help meet consumer demand for premium berries.
Photo credit: The Bioeconomy Science Institute
The Company is introducing its portfolio of superior blueberry and Rubus genetics into North America, supported by an extensive testing network of 14 sites across Canada, Oregon, California and Washington, and a new strategic partnership with California Giant Berry Farms (California Giant).
VentureFruit General Manager, Morgan Rogers, says its acceleration in North America provides growers and consumers with unique berries which deliver value.
“Within our portfolio, we have new-generation raspberries, blackberries and boysenberries (known as rubus varieties), and elite mid-to-high chill blueberries. These genetics provide consumers with flavoursome, firm fruit, while providing growers with better-performing, market desirable varieties in the traditional, now short supply, shoulder seasons,” says Morgan.
As part of VentureFruit’s ambitious North American growth strategy, it has entered into a strategic relationship with California Giant, one of North America’s most prominent berry marketing and supply companies.
“Partnering with California Giant is a pivotal next step in VentureFruit’s Americas plan, with them providing commercial scale and market access to accelerate the successful introduction of our premium genetics across North America.
“We have licensed to California Giant a selection of premium new varieties from our joint breeding partnership with New Zealand’s Bioeconomy Science Institute (formerly Plant & Food Research), a world leader in plant variety breeding. Initial plant orders are scheduled to begin this year.”
Joe Barsi, President and CEO of California Giant Berry Farms, 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. That means advancing genetics that deliver 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,” said Joe.
All varieties in VentureFruit’s berry programme undergo rigorous evaluation across both agronomic performance and eating quality, with depth of testing essential to ensuring market relevance and long-term demand. These evaluations consistently demonstrate clear advantages for growers and consumers alike.
Over the past year, VentureFruit has introduced 20 advanced selections of berries into the United States, South America, Europe and China.
