With teams in Shanghai and Hong Kong, the new division will market premium berries under multiple brands and develop local production to complement its global sourcing network
Agroberries Group has expanded its business in Asia with the launch of BerryWorld Asia, a new regional division that will distribute and market its award-winning, licensed berry varieties in the region.
The development includes the BerryWorld brand’s first venture into China, where it will be launched with a new label that has been designed to appeal to local consumers, as well as a first-ever campaign in India, for blueberries.
Under the leadership of Agroberries’ head of Asia Max Emden, the division will operate teams in Shanghai and Hong Kong.
According to the group, these will ensure “local expertise and deep market understanding”, and enable it to build stronger commercial ties with partners across the region.
With a focus on consistent quality and reliable supply for distributors and consumers alike, the division will market berries to consumers under brands including BerryWorld, BerryFresh, and Red Crown.
And part of its growth strategy will be a debut campaign in India, where it has noted “clear signs of growing demand” for high-quality blueberries.
Jorge Varela, CEO of Agroberries Group, commented: “We’re incredibly excited to bring BerryWorld to Asia, a region full of opportunity, innovation, and a deep appreciation for high-quality fresh produce. This launch marks a significant milestone in our global journey, and we’re looking forward to building strong partnerships and delivering our award-winning berry varieties to consumers across the region”
Trade fair focus
The development comes just ahead of the China International Fruit Expo and Asia Fruit Logistica – two of the region’s leading produce trade shows, where the BerryWorld Asia team will be present.
Agroberries Group sources berries year-round from a broad, global network that includes Peru, Morocco, Chile, South Africa, Mexico, Zimbabwe and Egypt.
The group says it is investing in future production projects in Asia to complement current supply, and to reinforce its vision of providing premium berries tailored to local market needs.
