Naturipe puts down innovation roots at IFPA

Naturipe Farms’ proprietary berry program took center stage at the 2025 IFPA Global Produce & Floral Show in Anaheim, California. The company invited visitors to experience “where sustainability, renewable energy, and cutting-edge packaging come together to grow the best-tasting berries on the planet,” according to President Jim Roberts.

Those who visited Naturipe Farms’ Innovation Center were able to walk through the entire breeding process—from trials to retail shelves—which can take between seven to twelve years. 

“We’ve made this intricate process easy to understand, and even easier to get excited about,” Roberts adds.

Among the innovations presented at Naturipe’s booth was Sweet Selections, the company’s limited-availability line of proprietary berry varieties, as well as Three’s a Charm, a 2.25-ounce trio combining blueberries, raspberries, and blackberries.

From seed to shelf

Naturipe’s grower-owned breeding program has evolved over decades, focusing on improving flavor, texture, and shelf-life for both customers and retailers.

“We’re constantly working to create berries with crunch and firmness that lead to repeat purchases, higher yields, and longer shelf life,” says Roberts. He emphasizes that the program is “data-driven and flavor-focused,” breeding for taste, texture, and sustainability.

Looking ahead, Roberts says that the firm’s pipeline also prioritizes adaptability. “We’re developing new varieties that thrive in diverse climates, use fewer resources, and still deliver the exceptional eating experience that’s become synonymous with Naturipe berries.”

Director of Premium Products John Johnson says Sweet Selections represents the company’s most advanced breeding work. 

“Every berry is carefully chosen to meet what growers, retailers, and consumers value most, which is the perfect balance of taste, color, and quality all year long,” he explains.

Berry bold marketing

Naturipe is also rolling out its new Berries Bring It campaign, an initiative designed to spotlight the company’s innovation and flavor leadership. 

VP of Marketing Ashley Finster says the campaign aims to celebrate “how berries make every moment better.”

“It showcases Naturipe’s leadership in innovation, breeding, and genetics—because great berries don’t just happen,” she says. 

The renewed marketing efforts will feature retail displays, social media content, digital advertising, and influencer partnerships. 

“In-store promotions and online activations will work together to boost awareness, drive sales, and reinforce Naturipe as the brand that brings freshness, flavor, and fun to every occasion,” Finster adds.

*All images courtesy of Naturipe

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