REEDLEY, CA - Berry industry update! Frutura recently announced its intent to bolster its berry capabilities through agreements to acquire all company assets of Giddings Fruit and Sun Belle.
“The agreements we announce today are among the most significant acquisitions Frutura has made to date,” said David Krause, Frutura’s Chief Executive Officer, in a recent press release. “These simply feel like deals destined to happen. Common ownership will unlock the value of these two tremendous companies in a profound way, for both our customers and grower-partners.”
Sun Belle Founder Janice Honigberg will continue as Chief Executive Officer of Sun Belle, and Giddings Fruit Founder Julio Giddings will become Chair Emeritus of Giddings Fruit. Both leaders will join Frutura’s Board of Directors.
Based by Chicago’s O’Hare Airport, Sun Belle is a year-round marketer of a full line of conventional and organic berries, principally sold under the Sun Belle and Green Belle brands.
“Frutura has fulfilled my dream of bringing Giddings and Sun Belle together under one roof,” Honigberg said. “This deal will unleash Sun Belle’s full potential to meet consumer desire for the best varieties of premium-quality fresh berries and other fruit in attractive and innovative packaging year-round. The Sun Belle team is thrilled to join Frutura in its mission to expand its worldwide business. We look forward to working with other Frutura companies on a number of ventures.”
Giddings Fruit, headquartered in Santiago, Chile, is a global provider of organic and conventional berries and cherries, with vast berry growing and packing operations in Mexico and South America.
“Janice and I have collaborated so closely, and for so long, that shared ownership feels like a natural evolution,” added Giddings. “I’m delighted to grow our now-collective platform together and to open new global markets for Frutura, as we seek to identify additional revenue streams.”
Frutura anticipates a smooth integration as Sun Belle and Giddings have enjoyed a deep, decades-long relationship, working closely together on distribution, marketing, and logistics. For more information, click here.
As always, keep checking with ANUK for the latest in the produce industry.
