Naturipe ramps up premium blueberry volumes

As high-end produce continues to gain space in America’s grocery baskets, Naturipe Farms is reporting steady supplies for its premium blueberry program. The grower-marketer is leveraging its multi-state production regions across New Jersey, Michigan, and the Pacific Northwest to secure supplies throughout the peak season.

According to the company, its Northern Region is yielding strong volumes of conventional and organic blueberries, including its Mighty Blues and Sweet Selections programs. Following an exceptional organic and jumbo blueberry crop in 2025, Naturipe described this season as another solid year for production.

The company also reported continued momentum in its premium segment: the Sweet Premium Blueberry category grew 45 percent, reaching 15 million pounds by June.

Director of Premium Products John Johnston told FreshFruitPortal.com that consumer purchasing decisions continue to center on eating quality and consistency.

“Consumers are responding really well to our premium varieties because they hit the top priorities: size, flavor, and consistency. They’re excited to try something new, but they also appreciate knowing they’ll get a great berry every time they open a clamshell. It’s not just about growing bigger blueberries; we want to make sure they taste as mighty as they look,” he explained.

The executive said increased domestic production is creating additional retail merchandising opportunities while supporting continued demand for larger pack sizes. 

“This tells us shoppers want options that offer both value and plenty to share. Retailers have responded positively to premium blueberries because they help create excitement in the category and give shoppers a reason to come back and try something new,” Johnston said.

Breeding a premium future

Johnston explained the company's network of growers and long-term investment in breeding and genetics support consistent quality as production shifts between regions.

“We’re able to make those seasonal transitions while continuing to deliver the quality of berries consumers expect when they buy a Naturipe clamshell,” he noted. “Years of investment in breeding, genetics and grower partnerships have helped us maintain that quality no matter where the fruit is grown.”

The company's proprietary blueberry varieties, including Envoy, Keepsake, and Charisma, remain central to its premium strategy.

“Our proprietary varieties are the result of years of investment in breeding and genetics, with every selection evaluated on the characteristics consumers care about most. We’re looking at sweetness, crunch, appearance, and size,” he added.

As more growers transition acreage from older varieties into these newer genetics, Naturipe’s premium offerings keep growing. 

“Breeding will still be one of our biggest priorities because it’s how we continue improving flavor, consistency and overall quality for growers, retailers and consumers,” Johnston stressed.

He noted that Envoy is its premium early-season variety, while Charisma offers balanced sweetness and firm texture, and Keepsake delivers a sweet flavor with a firm bite.

Looking ahead to the remainder of the season, Johnston shared that the firm is also rolling out seasonal blueberry packaging.

“It features a vibrant yellow sunburst design that brings a fresh, energetic look to the produce aisle and reflects the excitement of our peak blueberry season. The bright, eye-catching label helps create shelf appeal, making purchases feel more fun,” he said.

*All images courtesy of Naturipe.

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