Berry World joint venture shakes up AU berry industry
BerryWorld Australia will produce selected BerryWorld-bred strawberries, raspberries and blackberries under the premium BerryWorld label. The first strawberries have arrived in-store with raspberries following in February 2018 and blackberries in 2020.
BerryWorld Australia managing director, Gavin Scurr said the joint venture realised a long-held ambition for Piñata Farms to enter the premium berry category. Almost all other strawberries grown in Australia are from varieties which are widely available to producers.
“We had been actively seeking opportunities to produce exclusive strawberry varieties and diversify into raspberries in Australia for at least eight years when BerryWorld began looking for an established Australian producer partner to develop the brand here. Negotiations began in 2014 and BerryWorld Australia was officially established in 2016,” he said.
“BerryWorld brings superior varieties and extensive sales and marketing experience, based on global berry research and knowledge to the mix. Piñata Farms will identify the varieties which warrant commercialisation here, then grow and market them to Australian consumers.
BerryWorld Group chief executive officer, Adam Olins, said after acquiring a foothold in South Africa, BerryWorld saw an opportunity in Australia for better tasting berries and, in Gavin Scurr, a partner with a similar vision.
"We took time investigating potential partners in the Australian market. Piñata Farms is a talented and experienced grower, it has a great reputation in the local market and, on a strategic level, a similar outlook to the BerryWorld business, making it a great choice," Mr Olins said.
"In Piñata Farms, we believe we have everything required for a successful business to flourish. This venture takes the BerryWorld Group into its third continent and expands our global reach beyond Europe and Africa," he said.
Mr Scurr said while BerryWorld strawberries would launch with small volumes this winter, he expected to be producing fruit year 'round by 2019.
He also noted that plans are also in place to setup contracts with third party growers if successful.
“As we prove the commercial aspects of the varieties, we will offer third party growers the opportunity to produce berries under contract to BerryWorld Australia. We’ll be looking to fill the October to November and April to May shoulders and will select specific geographic locations to suit winter and summer production.
BerryWorld Australia announces retail partner
BerryWorld strawberries will be available at Woolworths.
“Our retail partner has seen what we’ve done with Honey Gold mangoes since 2009 and is as excited as we are to offer consumers quality tasting berries,” Mr Scurr said.
This winter, BerryWorld strawberries will be available at selected Queensland stores. However, as production increases, they will also be available in New South Wales and Victoria. They will be available in heat-sealed 350g punnets.
BerryWorld strawberries would be available in the fridge section of Woolworths stores to set them apart as a premium brand, he said.
Source: berryworld.com
