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Michael Barker



BerryWorld unveils new brand and corporate identity

New consumer-facing brand backs BerryWorld's plan to expand into new markets and be identified as a standalone business

BerryWorld unveils new brand and corporate identity

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BerryWorld has unveiled a new corporate identity and consumer-facing brand as it repositions itself for the future.

The Poupart Group company has launched a BerryWorld brand on strawberries, raspberries, blueberries and blackberries in Ocado, featuring a design that represents “the constantly evolving cycles within nature and is an abstract depiction of a colourful, tasty and juicy berry, brought to life by the sunlight that nourishes it.”

The brand includes curved BerryWorld text to differentiate it from the new corporate identity, which it says reflects the strong partnerships both within the group and its growers and retailers. The seven elements that create the new identity are representative of the seven continents, seas and wonders.

Adam Olins has become managing director of the BerryWorld Group, which from 2016 includes BerryWorld UK, PrepWorld and the joint ventures BerryWorld Plus, BerryWorld Europe and Eurafruit South Africa. Paul Cole has been appointed as managing director of BerryWorld UK.

In a wide-ranging update on its activities, BerryWorld announced the formation of BerryWorld Australia, a joint venture with Gavin and Stephen Scurr of Piñata Farms, which will begin trading this year.

The company also completed its first season of growing its raspberry varieties in Germany as part of an exclusive agreement with Frutania.

Olins said the company has seen significant demand and good consumer feedback on its BerryWorld Plus raspberry varieties, Sweet Eve strawberries and Black Magic blackberries. “Our berries have been sold in retailers throughout the UK, Holland, Scandinavia, Germany, Switzerland and Dubai,” he added. “Plans for 2016 will extend this list, hence the desire to establish a consumer-facing brand alongside the new corporate identity.”

The group is also investing in genetics, such as the MBO blueberry-breeding programme, Olins said.

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