Landmark collaboration with MBO will build new capabilities to deliver more consistent, flavourful berries from field to fork
Naturipe Farms and Hortifrut have announced the expansion of one of the world’s most comprehensive berry genetics platforms through a new strategic collaboration with MBO.
The agreement builds on the companies’ proprietary breeding programme, broadens access to elite blueberry genetics and reinforces a long-term innovation strategy spanning blueberries, raspberries and blackberries.
“Our strategy has always been to combine the strength of our proprietary genetics with partnerships that expand opportunities for growers around the world,” said Héctor Luján, CEO of Hortifrut. “Together, this collaboration allows us to continue introducing elite varietals that deliver outstanding flavour, resilience and performance while meeting the evolving needs of retailers and consumers across the world.”
This agreement strengthens an integrated genetics platform that combines access to advanced external selections with Hortifrut’s proprietary breeding, evaluation and commercialisation capabilities. It creates a broader pipeline of varieties designed to perform across diverse growing regions while delivering the flavour, quality, consistency and shelf- life expected by growers, retailers and consumers, the companies said.
As part of the expanded initiative, Hortifrut will gain access to new elite blueberry selections for the US, Mexico, Peru and other Latin American countries.
Hortifrut’s Rubus programme is also translating proprietary genetics into recognised performance in the marketplace. At the 2026 National Cherry and Soft Fruit Show in the UK, Hortifrut’s Vicentina raspberry variety, grown and presented by Kelsey Farms, took first place in the Non-UK Bred Raspberry Variety class. In keeping with the show’s longstanding tradition, samples of the award-winning fruit were sent to Buckingham Palace.
“Innovation is about giving every part of the supply chain something better,” said Jim Roberts, president of Naturipe Farms. “Retailers want dependable quality and consistency. Consumers expect exceptional flavour. Growers need varieties that perform in the field. This work, together with our industry-leading domestic breeding programmes and global marketing efforts, is helping bring the next generation of premium berries to market faster.”
Mano Babiolakis, international business manager at MBO, said the agreement was the natural extension of a long-standing partnership. “MBO and Hortifrut have worked together under licenses across Asia for many years, and we are excited to now broaden that collaboration into multiple countries across the Americas,” he said. “We look forward to continuing to expand Hortifrut’s portfolio with MBO’s elite genetics, which together with the company’s global scale, will deliver better fruit for growers, retailers and consumers.”
Naturipe’s global marketing platform enable these innovations to move from breeding programmes to retailers more efficiently, helping introduce new berry varieties that meet growing expectations for flavour, quality, consistency and shelf-life, the companies said.
