Will 'Goldenberries' finally make it in the US?

Getting more people to learn about and consume gooseberries is the primary goal for a Los Angeles based family-owned produce company. Global Agricultural Trading have been importing gooseberries for over seven years now from their own farms in Colombia. Grown at elevation, the company is able to grow them all year round because the temperatures remain at a very steady level.

"We have been shipping gooseberries by air cargo from Colombia for over seven years," said Robinson Martinez. "Although gooseberries experience a slight increase in production during the middle part of the year, we're able to grow and ship them year round. This is due to the elevation where they're grown, being slightly cooler than surrounding areas and maintaining a moist, temperate climate all year round. We produce fresh as well as dried berries, most of which is sold along the West Coast, the Northwest, as well as places like Colorado, Chicago and Texas."

Martinez mentioned that gooseberries remain on the fringe when it comes to the US market. He attributes this to the fact that gooseberries lean towards a tart flavor profile, whereas the US market generally prefers sweeter flavors.

"There is still a long way to go in terms of making gooseberries a mainstream fruit in the US," he said. "The taste is slightly different to other fruits in that they are not hydrated with sugar. In the US, it's all about the BRIX levels and presenting a fruit that is sweet. We also sell a Yellow dragon fruit, or Pitahaya, which by comparison, is a very hot seller, mainly because it is very sweet. Yet, the gooseberry is very high in nutrients and vitamins, and we believe the flavor profile is distinct and appealing to many consumers. We see it as a super fruit due its health benefits and incredible nutritional value, including many vitamins and minerals."

Another challenge that arises is the unusual situation of having to compete with flowers on air cargo. This peaks during Holidays, when demand for flowers increases. "One of the disadvantage of flying produce in by air from Colombia is that we have to compete with flowers," Martinez observed. "With Mother's Day coming up, and at other holidays like Valentine's Day, space on aircraft from Colombia is at a premium due to the amount of flowers that are exported to the US."

Suppliers like Global Agricultural Trading have put a lot of effort into promoting gooseberries and their health benefits in order to encourage more consumers to partake of the berry. Martinez believes that the juice category is a pathway to broader promotion of gooseberries. 

"Juice is definitely a category we see the gooseberry doing very well in," he shared. "We reach out to juice companies that are looking for something different and unique. Beverages in general are a great way for gooseberries to become better known and widen the consumer base. Currently, gooseberries are typically purchased by the gourmet, high-end consumer. Wholefoods does a great job in promoting gooseberries, but we need more on the grocery end to take them to another level."

One of the ways that the company has increased the appeal of gooseberries is by offering them in a variety of ways, including the dried version, as well as allowing buyers the option to choose between having them in the husk, or without the husk. "We have done a lot of work around the presentation, and giving customers the choice of having a 'naked' berry," Martinez said. "The extra step of having to peel the outer layer of the fruit before eating it causes some people to be turned away. On the other hand, retaining the husk adds to the exotic look and we see a greater demand for gooseberries in the husk from foodservice, for example. Restaurants like to present the gooseberry with the husk, as it looks artistic, almost like a flower."

Martinez has also observed that more awareness needs to be created regarding gooseberries' availability. "Most people believe it is a seasonal item, one that is only available for certain weeks or months of the year," he said. "Retailers, in particular, look for consistency, both in terms of how long a product is available throughout the year, and in having a reliable supply. We are able to give them both, as many people are not aware that gooseberries grow all year round. Moreover, having air shipments gives us greater flexibility by shortening the lead times and always having stock on hand." 

Gooseberries are known by different names, depending on region or even product type. According to Martinez, this is one of the hurdles facing gooseberries in becoming a fruit more people recognize and get familiar with. As a result, he is considering working with retailers like Wholefoods to establish a consistent name and stick with it. 

"There has been a lot of confusion around the name," he explained. "So much so that we often have to present them with three of the common names - Cape Gooseberry, mainly for fresh, Goldenberries, which is generally attributed to the dried fruit, and there are also other names such as Cape Gooseberry, Inca Berry, and Physalis. We want to establish one name so that consumers can relate to the berry and retain it better in their minds. There is a value in the 'Goldenberry' name and we want to consult with Wholefoods to see if they're willing to market it as a Goldenberry."

For now, Global Agricultural Trading will continue to supply the market with their fresh and dried gooseberries, and work to promote them in the beverage category. "Gooseberries are really hidden gems and there are a lot of opportunities to promote them for the healthy, nutritional berry that they are," Martinez concluded. "We are pleased to continue to offer gooseberries on a year round basis and hopefully improve their place in the fruit category."

For more information:

Robinson Martinez

Tel: +1 (877) 609-6006