AgroBerries Group expands premium blueberry portfolio with new Mountain Blue Orchards licensing agreements
AgroBerries Group has signed new licensing agreements with Mountain Blue Orchards (MBO) to grow and market their blueberry genetics across expanded global territories from 2027, with new plantings commencing later this year.
The Americas: AgroBerries' full-scale expansion
The new licensing agreement covers Mexico, the US, Canada, and Peru as production regions for MBO genetics. With owned farming operations across all four countries, these varieties will strengthen Berry Fresh’s established presence across the Americas.
“This is an incredible opportunity for Berry Fresh and our customers. We have developed a strong blueberry program over the last two decades, and these new varietals will delight even more shoppers and increase loyalty and repeat purchase within the blueberry category,” stated Jyoti Bhogal, Managing Director of Berry Fresh.
China: A major new frontier
The new agreements also unlock a significant opportunity in China. AgroBerries established its Asia division in 2025 and has now secured the rights to grow and market MBO genetics in the country.
"Chinese consumer demand for large, flavorful blueberries is growing fast, with a strong appetite for locally grown produce," says Max Emden, Head of Asia. "We will be bringing our first MBO varieties to market by the end of this year, with new plantings in China scheduled for early 2027. Combined with new rights across our AgroBerries farms in Peru and Laos, an extended season of consistent, premium fruit will accelerate our regional development."
The introduction of Peruvian production will also mean incremental availability to the European markets, complementing the current high-quality Southern African production BerryWorld EMEA has established over the last ten years.
Built on a decade of proven success
AgroBerries Group’s European marketing division, BerryWorld, and Mountain Blue Orchards have worked together since 2014, with the first commercial volumes entering Europe in 2017. The results speak for themselves.
"The top-tier blueberry market in Europe has expanded rapidly, and purchase frequency continues to rise," says Adrian Olins, Head of EMEA. "Better-tasting, consistent genetics available year-round are driving this growth. We are delighted to continue growing and marketing MBO’s existing and new varieties across Europe, South Africa, and Zimbabwe."
“We have worked closely with the BerryWorld team for over a decade now and have been impressed at how they have marketed premium blueberry genetics across Europe, consistently building the top-tier category and year-round expectations for better flavor. We are confident that partnering with the wider AgroBerries Group to continue our partnership in Europe, whilst broadening the licensing into new territories, is a positive, strategic move to extend our premium genetics into other markets,” added Mountain Blue Orchards’ International Business Manager, Mano Babiolakis.
Award-winning taste credentials
The group’s track record with MBO varieties is strong in both commercial performance and independent recognition. At the most recent International Taste Institute awards in Brussels, Eureka Dawn received a 2-star Superior Taste Award, while Eureka Sunrise achieved an outstanding 3-star award with a 90 percent overall rating. Judges described Eureka Sunrise as exceptional, praising its firm texture, melting mouthfeel, and juicy, satisfying bite.
"We have successfully grown, commercialized, and marketed these premium varieties across Europe and Africa for over a decade, earning an overwhelmingly positive response from growers, retailers, and shoppers alike," says Samuel Rowe, Chief Genetics Officer of the AgroBerries Group. "We are thrilled to extend our relationship with Mountain Blue Orchards and excited to see how the new varieties and regions perform, and how their future genetic pipeline continues to push the boundaries of yield, size, and flavor."
*All images courtesy of AgroBerries.
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