AgroBerries launches new identity as Summer Berry Company expands into South Africa
The two announcements will take center stage at Fruit Attraction 2025 in Madrid.
SOUTH AFRICA – AgroBerries and The Summer Berry Company have confirmed major updates that highlight the growing importance of the global berry trade.
Both companies will present their announcements at Fruit Attraction 2025 in Madrid on September 30.
AgroBerries refreshes brand after BerryWorld deal
AgroBerries introduced a refreshed identity one year after acquiring BerryWorld Group in 2024. The update brings AgroBerries, BerryWorld, and its fresh-cut arm PrepWorld under one shared design.
Jorge Varela, Co-Founder and Global CEO of AgroBerries, said: “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.”
The rebrand also includes a milestone for Poupart Imports, which marks 130 years in the fresh produce trade. The firm has updated its logo to align with AgroBerries Group and will now trade under the name Poupart 1895.
Visitors to Madrid will see AgroBerries showcase the new look at Hall 9, Stand 9F04, where the group will also highlight Poupart’s anniversary.
Summer Berry Company sets up South Africa partnership
The Summer Berry Company (TSBC), a leading supplier of berries in the UK and Portugal, announced a new joint venture with Southern Cross Marketing & Management (Southern Group).
The move expands its reach into South Africa, adding to existing sites in West Sussex and Odemira.
The partnership brings together TSBC’s growing expertise with Southern Group’s climate advantage. It will begin with premium blueberries and low-chill strawberry varieties, with plans to expand into more fruits. Trials are already underway.
“We are thrilled to join forces with Southern Group,” said David Sanclement, CEO of The Summer Berry Company.
“This partnership aligns perfectly with our mission to provide high-quality, sustainably grown berries throughout the year. South Africa’s climate allows us to extend our production season, ensuring fresh and delicious blueberries and strawberries reach our customers even during off-peak months in the UK, EU and Middle East.”
Southern Group CEO Morne Steenkamp added: “Working with The Summer Berry Company allows us to access new markets while implementing innovative growing techniques. Our shared commitment to quality and sustainability will drive long-term success for both businesses and benefit consumers worldwide.”
Fruit Attraction 2025 will showcase both the AgroBerries rebrand and TSBC’s new South Africa plans.
The announcements signal a wider shift in the industry as growers seek stronger year-round supply and closer ties between northern and southern hemisphere producers.
AgroBerries’ refreshed identity and TSBC’s new partnership both underline the momentum in the berry category, where brand strength, supply security, and sustainability remain top priorities.
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