A 40% growth forecast for South African berries

BerryWorld will be attending Asia Fruit Logistica, a key event for the company. Here, the company will showcase a significant growth in shopper penetration, thanks to their award winning exclusive MBO varieties. BerryWorld South Africa will be marking 25 years in soft fruit and display their exciting brand re-design along with their strategy for sustainable growth.


BerryWorld, South Africa, Tzaneen site

Forecasting a total seasonal supply of more than 7,500 tons across the August to January window, this will represent a growth of over 40% on last year for BerryWorld South Africa. “We are expanding our production and our customer base and continuing to develop our IP and systems through dedicated R&D work,” said Jason Richardson, Managing Director of BerryWorld South Africa. “We recently held our Annual Grower Day event in Stellenbosch, an event which brings our BerryWorld team together with all our growers, in order to align, plan and prepare for the upcoming season and the long-term future of the business. Our MBO varieties continue to excite us and some have  already been awarded Superior taste awards by the International Taste Institution,” continued Jason.

According to Chloe Butler, Head of Insights at BerryWorld UK, even mature markets like the UK present opportunities to drive penetration. “Kantar data for the UK shows that in the 12w/e 31st December 2018 (peak of the South African season), market penetration on blueberries was 24.8%. By comparison the summer average was 36% (April to June 2019), demonstrating that there is significant head room to encourage summer blueberry shoppers to continue to buy in the winter."

The MBO varietal offer gives BerryWorld the opportunity to bridge the typical gap between end of Polish and UK, bringing South African supply into Europe as early as possible to continue to maintain high levels of market penetration.

International markets are evolving at different paces, but one thing remains constant, blueberry sales are growing and consumers are demanding better flavor, size and shelf life in all territories. In the last 52 weeks we have seen £40m retail growth on blueberries in the UK, purely from consumers shopping more regularly, highlighting just how crucial great tasting varieties are in driving market growth. 

Alongside BerryWorld Group, the South African business also celebrates 25 years in the soft fruit industry, which will coincide with a new look brand at Fruit Logistic Asia. Stefan Viljoen, BerryWorld, South Africa’s Sales Manager said; “As part of the global roll out of the newly designed BerryWorld brand, we have now launched in Singapore and Malaysia. It’s been fantastic to celebrate our 25th
anniversary year with a new brand and I’m excited seeing it come alive across the globe."

The rebrand project has involved collaborative work between growers and staff which centred on product quality, design and packaging specifications with the united goal of being a sustainable, commercially viable brand which delivers for both growers and consumers alike.

BerryWorld South Africa will be exhibiting at Fruit Logistica Asia from the 4th September to 6th September at stand 5E02 in hall 5.

For more information:
Emma Parsons
BerryWorld
Tel: +27 01992 473057
Email: emma.parsons@berryworld.com


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