LOS ANGELES, CA - For Berry Fresh, the International Fresh Produce Association's Global Produce and Floral Show does not have a start date. It has a season, and the team is always in it. With the GPFS just a stone's throw down the road, the team is fine-tuning an already well-oiled program with exciting advantages for customers and fresh conversations to be had with attendees from across the value chain.

“This year we are bringing a clear focus on what we believe will drive the next stage of berry category growth: better genetics, stronger year-round supply, and creating more occasions for consumers to choose berries,” Laudan Chaffin, Marketing Director, shares with me. “Through our recent licensing relationship with Mountain Blue Orchards, Berry Fresh has expanded its premium, flavor-focused blueberry genetics offering. Plantings in Peru, Mexico, and the U.S. are beginning this year, with fruit expected for the 2027 season. Combined with our existing genetics portfolio, this is an important step in continuing to build Berry Fresh into a leading destination for premium blueberry genetics.”

With the strategic plans on the horizon and already in play, the company is also investing domestically with the development of a new Berry Fresh-owned farm in Oregon. The new acreage will be planted exclusively with proprietary blueberry genetics selected for flavor and quality, building on its existing Oregon production and strengthening the ability to provide premium fruit during the important summer window.

Adding to the company's response to customer demand, Berry Fresh is also sweetening the deal by tripling its Oregon-grown Sweet Karoline blackberries to provide a premium blackberry during the key summer window.

To round out its production investments, Berry Fresh will continue introducing Fresh Mode™, a lifestyle platform connecting fresh nutrition with movement, energy and everyday well-being; elevating berries beyond traditional produce occasions and into healthier everyday lifestyles.

Differentiation is a major motivator in Berry Fresh’s consistent transformation. As Laudan tells me, it really comes down to two things: genetics and our customer-centric culture.

“We are continually investing in genetics that can deliver a better eating experience: better flavor, texture, consistency and shelf performance. Ultimately, repeat purchase starts with giving consumers a berry they want to come back to. Our expanded MBO relationship, our proprietary genetics and our investment in Oregon are all part of that strategy,” Laudan explains.

But are genetics alone enough? Berry Fresh is thinking even bigger.

“Our customers sit at the center of how we operate. We work closely with them to understand what they need, respond quickly and build programs that help grow the category together. That combination of premium genetics, hands-on growing expertise and close customer partnership is what we believe makes Berry Fresh different,” Laudan reflects.

This IFPA is especially exciting for Berry Fresh because attendees will see a company with real momentum, captured in the refreshed Berry Fresh brand and newly redesigned booth at the show. The refresh better reflects who Berry Fresh is today: a grower-built, flavor-focused company that continues to invest, innovate, and evolve.

Stop by booth #225 and see all the berry excitement firsthand.