Hortifrut launches Berry Good in Europe and strengthens its consumer-focused brand strategy

Leading berry producer and marketer Hortifrut presented its Berry Good brand in Europe in line with Fruit Attraction 2026.

The company is bringing an established brand to the Old World, reflecting a market-driven approach that aligns production, genetic, and commercial capabilities with customer and consumer needs.

In a press release, the firm explained that Europe represents a strategic market and an opportunity to further strengthen its presence through a recognizable and relevant brand at the point of sale. 

"Europe is a strategic market for Hortifrut, and the launch of Berry Good represents another step in our commitment to strengthening our presence in the region and continuing to drive category growth," said Carmelo Gabarro, Executive VP EMEA. "Fruit Attraction is also the ideal stage to present this new chapter of the brand to customers and partners from across Europe."

Hortifrut's Berry Good moments 

During 2026, the firm has worked on the global evolution of Berry Good, redefining its positioning, visual identity and graphic universe, while developing specific adaptations for the European market.

The new creative concept, “Little Fruits, Big Moments,” is at the heart of this new phase for the brand and is based on a simple idea: berries may be small in size, but they are part of some of life's biggest moments of enjoyment. 

"Berry Good allows us to build a value proposition that connects our offering with market and consumer needs, translating our global capabilities and local market knowledge into a distinctive brand for our customers while maintaining consistency at a global level. It also enables us to continue creating value at the point of sale," explained Alsacia Aguilera, Commercial Planning Director at Hortifrut. 

During Fruit Attraction, customers, media representatives and visitors will have the opportunity to discover Berry Good, learn first-hand about its European proposition and taste the product at the joint Hortifrut and Berry Good space located in Hall 9, Stand 9E10.

*All images courtesy of Hortifrut. 

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