LOS ANGELES, CA - Innovation in the berry category happens at every level, from the customer relationship to growing practices and variety development. With so much excitement occurring across the segment, Laudan Chaffin, Marketing Director for Berry Fresh, joined me to discuss the company’s efforts in the segment as well as its differentiating value among supply-side partners.
“Berry Fresh is a unique operation because we are growers ourselves, and are able to provide more transparent information from the field to our customers; this also gives us better surety of supply and a strong control over quality,” Laudan tells me. “Through our flavor-forward private genetics and higher control over quality, we are able to provide our customers with premium berries year-round across all of our growing regions.”
As we move through August and look to September, Berry Fresh’s biggest focus is on its premium blueberry program; especially with its own Oregon farm in full production. The company continues to provide year-round, high-quality blackberries and raspberries to its customers as well, offering a plentiful program for retail berry destinations.
Within this competitive space, genetics have become an integral part of the company’s program and a significant area of investment.
“Variety genetics are the future of the category. We are seeing new varieties introduced across produce every year and it’s exciting! Watching the department become enticing again is so rewarding,” Laudan expresses. “These aren’t the apples and potatoes of our childhoods. With consumer education through digital media becoming more prevalent and retailers looking to draw customers through an elevated experience, there is so much room for produce companies to play in.”
There is much to look forward to from Berry Fresh in this arena. With new blueberry varieties in the testing phase focusing on bolder, better flavor, and improved quality and shelf-life, exciting times are ahead for Berry Fresh customers.
“One example of our innovation in the category is our Sweet Karoline® blackberries. These blackberries continue to bring new consumers to the category because of their unforgettable and consistently sweet flavor profile. We are constantly learning and testing to keep at the forefront of what’s next for the berry category,” Laudan reveals.
Ingenuity in variety development is also elevated by the company’s commitment to customers.
“As a business-to-business operation, every customer relationship is unique. Each customer’s program has different nuances, and we tailor our programs with them to fit their customer bases’ needs. Additionally, in such an ever-changing industry, fostering a transparent and adaptable relationship with our customers has been key to making sure their category is successful and their shoppers are happy,” Laudan reflects.
With such high aspirations being executed on multiple levels, it is no wonder the company is thriving. And you can taste that success in every berry bite.
