Hortifrut has introduced naturAll, Europe's inaugural on-the-branch blueberry offering, aimed at transforming the berry sector's approach to freshness and sustainability. By retaining blueberries on their branches, shelf life and quality are enhanced, facilitating better sales conditions for consumers and retailers.
The complete harvesting and packaging operations occur in Huelva, Spain, introducing heightened process efficiency and product traceability. NaturAll's marketing in recyclable, plastic-free packaging aligns with the environmental objectives of European retailers and meets consumer sustainability expectations.
Achieving global B Corporation certification reflects this project's holistic mindset. The first crop was harvested in 2024, initiating a novel market pilot in the region. This season, the product will be available on a limited scale in select outlets: EuroSpin in Italy, SPAR in Austria, and Salling in Denmark, synced with varietal ripening schedules.
Stéphanie Giorgi, Hortifrut's global marketing director, remarked, "naturAll is the result of a clear vision: to innovate from the source, paying attention to every detail, to deliver a product that combines freshness and sustainability." This approach is anticipated to broaden naturAll's European footprint.
The initiative seeks to redefine consumer blueberry experiences, enhancing value within the fresh fruit domain and underscoring Hortifrut's role in setting industry benchmarks for agri-food technological advances.
Source: ESM
