Dutch cooperative unveils Yumio raspberry brand and marketing club at Fruit Logistica 2026, with plans to establish year-round sales programme
Dutch cooperative FruitMasters took the opportunity to launch a raspberry brand called Yumio at Fruit Logistica 2026 in Berlin, and also to announce the formation of BrightBerries Yumio Club, a partnership that will establish a year-round sales programme under that trademark.
According to the company, the brand will deliver greater predictability, quality and continuity of supply. In that regard it is the consumer face of a variety called Rubin, which was developed as part of breeding specialist BrightBerries’ own programme.
It’s a variety that offers greater predictability and less risk, say growers involved in the project.
They point to its combination of strong genetics, stable yields, excellent shelf-life and consistently high quality – important attributes when it comes to addressing climate pressures, labour shortages, market fluctuations, and the increasing demands of retailers and consumers.
According to grower Hans Puijk, who also holds the title of berry innovator at BrightBerries, the future of raspberries calls for a new approach.
“Traditional raspberry varieties were not future-ready, with quality heavily influenced by external factors, creating risks for growers,” he explained.
“From the outset, Yumio was developed as a variety and an integrated supply-chain concept designed to minimise risk, guarantee quality and rebuild confidence within the market and with consumers.”
Virtual introduction
The launch of the Yumio brand took place during a private event for BrightBerries Yumio Club partners on FruitMasters’ stand at Fruit Logistica.
During the event, the brand name was unveiled through a spectacular VR experience that immersed visitors in a futuristic, virtual berry lab and shop where Yumio was brought to life.
As a collective, the various producers and marketers involved in the partnership share a common aim to make one variety available year-round under a single brand.
That means they will work together to plan volumes, ensure quality and develop a scalable, international marketing concept.
“Delivering on the promise of year-round quality is only possible through close collaboration,” said Puijk. “Within the BrightBerries Yumio Club, we share expertise, align production and present a consistent, recognisable standard of quality to the market.”
Alongside FruitMasters, the club also includes Belgian group Belorta, Buuregarte Boog and Knup Beeren in Switzerland, UK-based Chambers, Dearnsdale Fruit, and Hall Hunter, Frutania in Germany, Hyldetoftegaard Berries in Denmark, and Kronprinz Fruchthandels and Lehner Beeren in Austria.
The club is open to new partners who share its vision and are eager to play an active role in Yumio’s further international expansion, Puijk noted.
