Sun Belle's strawberry program expansion adds Florida growers to secure year-round supply

Berry specialist Sun Belle is expanding its year-round strawberry program by partnering with central Florida growers. With this alliance, the premium berry marketer is adding a key domestic supply source for the winter.

The new production, based in the Sunshine State’s Plant City region, will run from late November through early April and feature well-known varieties, such as the Florida Brilliance, famous for its consistent shape, flavor, and shelf life. 

The roster also includes Florida Encore and Sweet Sensation, along with newcomer Ember, known for its enhanced flavor, yield capabilities, and stable shelf life.

“In previous years, we relied solely on Central Mexico and Baja California for supply,” VP of Sales Taylor Hazelwood tells FreshFruitPortal.com. “However, with strong winter demand, Florida’s crop is the perfect supplement to our program. We are working with growers whose supply can help us meet that demand.”

Florida berries mark next chapter in Frutura-led growth

In October last year, the berry company was acquired by global sales and marketing platform Frutura. 

Then, in a strategic move that took place in December, all berry operations and assets were rebranded under the Sun Belle brand. Industry veteran JC Clinard was subsequently appointed to lead the division.

“This supply expansion truly aligns with where Sun Belle is as a whole—we are growing rapidly and making strategic, forward-thinking moves that strengthen our supply chain and ensure our retail partners can meet their consumer demand every week of the year,” says Clinard. “It also hits close to home for me. With Plant City being my home base, I’ve come to personally know and trust this passionate community of growers.”

Sun Belle’s Marketing Director, Hailey Clark, explains that the Florida initiative is part of a broader plan to innovate and expand the company’s offerings.

“Our team has been strategically developing new offerings like unique on-the-go blueberry packaging and premium berry programs—initiatives designed to excite loyal berry consumers while also attracting new ones. We’re eager to share these innovations with our family of retail partners,” she adds.

*All photos courtesy of Sun Belle.

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