Move strengthens the company’s consumer-focused brand strategy
Hortifrut has announced that the European launch of its Berry Good brand will take place at next week’s Fruit Attraction. The move marks another step forward in the development of the company’s global consumer-oriented value proposition.
The company said the launch reflects its market-driven approach and strategy of aligning its production, genetic and commercial capabilities with the needs of customers and consumers. It sees the brand – already well established in Latin America – as an opportunity to further strengthen its presence through a recognisable and relevant brand at the point of sale.
“Europe is a strategic market for Hortifrut, and the launch of Berry Good represents another step in our commitment to strengthening our presence in the region and continuing to drive category growth,” said Carmelo Gabarro, executive VP, EMEA. “Fruit Attraction is also the ideal stage to present this new chapter of the brand to customers and partners from across Europe.”
During 2026, Hortifrut has worked on the global evolution of Berry Good, redefining its positioning, visual identity and graphic universe, while developing specific adaptations for the European market. The new creative concept, ‘Little Fruits, Big Moments,’ is at the heart of this new phase for the brand and is based on a simple idea: berries may be small in size, but they are part of some of life’s biggest moments of enjoyment.
“Berry Good allows us to build a value proposition that connects our offering with market and consumer needs, translating our global capabilities and local market knowledge into a distinctive brand for our customers while maintaining consistency at a global level,” said Alsacia Aguilera, Hortifrut’s commercial planning director.
The joint Hortifrut and Berry Good space at Fruit Attraction is located in Hall 9, Stand 9E10.
