Breast cancer awareness campaign Booberries expands to South Africa and Norway, as UK on track to surpass £30,000 from limited-edition blueberry packs
Global berry company BerryWorld’s breast cancer awareness campaign Booberries has expanded into South Africa and Norway, as its UK initiative moves towards raising more than £30,000 in for charity CoppaFeel!.
Running throughout Breast Cancer Awareness in October, the campaign encourages consumers to check their chests through the on-pack message “Check out your Booberries”.
Now in its third year, the UK campaign sees BerryWorld UK and Ocado Retail donate 5p to CoppaFeel! for every pack sold. The packs are available exclusively through Ocado Retail throughout October and November.
The UK company is now on track to surpass £30,000 in donations from pack sales alone, according to BerryWorld.
The campaign’s international expansion includes new partnerships in South Africa and Norway, alongside the continuation of its Pink October initiative in France.
In South Africa, BerryWorld South Africa has partnered with the supermarket retailer Checkers and Discovery Vitality to support PinkDrive, a non-profit cancer awareness organisation.
For every cup of locally-produced blueberries sold through Checkers during October, the retailer and BerryWorld South Africa will contribute a combined R2 per cup to the organisation.
Meanwhile, BerryWorld Netherlands has brought Booberries to Co-op Norway in support of Pink Ribbon Norway.
During October, 1 per cent of all fruit and vegetable sales at Co-op Norway will be donated to the charity, with BerryWorld Netherlands donating an additional €10,000 contribution from BerryWorld Netherlands.
Charlotte Knowles, marketing and communications director at BerryWorld, said that the initiative has brought the global brand together: “I am delighted to see breast cancer awareness and education reaching our pickers in South Africa, and to see our BerryWorld teams and leaders across EMEA support this cause through action.”
In France, where BerryWorld first launched Booberries in partnership with Ma Parenthèse in 2024, this year’s Pink October campaign will see €0.05 donated for every 125g pack sold in selected Système U and Intermarché stores.
Knowles added: “The expansion of Booberries demonstrates how strong partnerships between growers, retailers and charities can create meaningful impact.
“Together, we’re turning a simple blueberry purchase into an opportunity to raise awareness, support important causes and engage people across the supply chain in a positive way,” she added.
