Updated branding “reinforces vertical integration” of international soft fruit giant following landmark acquisition last year
The world’s second-biggest soft fruit supplier AgroBerries has refreshed its logo and branding to align with BerryWorld Group, which it acquired in 2024.
One year on year on from the deal, AgroBerries says the move “reinforces the vertical integration and expertise” of its wider global group, which now includes BerryWorld, PrepWorld and Poupart 1985.
The refreshed brand identity reflects AgroBerries’ expanded global footprint and aligns AgroBerries and BerryWorld, as well as its fresh-cut division PrepWorld, under a unified visual identity.
“This is an important moment in our history,” said Jorge Varela, co-founder and global CEO of AgroBerries. “This new shared identity reinforces our position as one global group, one team with one shared vision. It provides a positive platform for future growth uniting our divisions across the entire value chain.”
Meanwhile, Poupart Imports celebrates its 130th anniversary this year and its logo has also been refreshed to align with the AgroBerries Group. To acknowledge the long heritage of the business, its trading name has been changed to Poupart 1895.
Teams from across the AgroBerries Group will come together at Fruit Attraction in Madrid from 30 September to 2 October under their new shared identity, with celebrations to mark Poupart’s 130-year anniversary at the BerryWorld Group stand (hall 9, stand 9F04).
