Kiwi berries to make extended fall return

It’s a big season for small fruit. Homegrown Organics’ Little Pranksters kiwi berries are back in the produce aisle, and their size should be no indicator of their mighty potential. The company is already harvesting, packing, and shipping as the fall program gets underway.

The employee-owned firm is looking at an encouraging 2026 crop, a representative told FreshFruitPortal.com. Little Pranksters are grown in Oregon’s Willamette Valley, with sister company AgriCare overseeing growing and harvest operations.

Image by Homegrown Organics

“Our focus remains on maintaining strong eating quality and consistency throughout the season, while making sure our retail partners receive high-quality fruit as the crop moves through harvest,” the spokesperson said.

Little Pranksters are available in six-ounce and 16-ounce top-seal packages for retail and club programs, with fruit available to load from Oregon and California. The fruit now features a refreshed package using 25 percent less plastic and will be offered in conventional and limited organic programs.

The updated, eco-friendly top-seal package is part of Homegrown’s effort to reduce packaging material while maintaining fruit protection and retail presentation.

Retail best practices for kiwi berries

Homegrown is encouraging retailers to merchandise the bite-sized, fuzz-free fruit in refrigerated displays. The company recommends prominent placement near the front of the produce department or in a stand-alone refrigerated display to support visibility and grab-and-go purchases, a format the little fruit shines at.

“Visibility is key. Because kiwi berries are still a discovery item for many shoppers, placing them in a high-traffic location helps encourage trial and impulse purchases,” the representative stressed.

Image by Homegrown Organics

Some retailers also merchandise the fruit at ambient temperature within the produce department, the company noted. While this approach can work, the executive warns this will naturally speed ripening.

Along those lines, ripeness remains another focus as the company works to introduce more consumers to kiwi berries. 

“When we establish programs with retailers, our sales team emphasizes that Little Pranksters are best enjoyed when the berries are soft and have a little give; that’s when their sweetness and flavor are at their peak,” the spokesperson explained.

Homegrown said retailers can reinforce the message through point-of-sale materials and in-store sampling. The packaging also carries the instruction “Eat when ripe and soft” to give shoppers a straightforward cue and help ensure a positive first experience.

From your feed to your fridge

The company said its family of businesses is focused on product expansion, having already invested in what it described as the largest kiwi berry planting in the Pacific Northwest.

“Ultimately, our goal is to build the program thoughtfully and create more opportunities for retailers and consumers to experience kiwi berries,” the spokesperson said.

Homegrown is also continuing its digital marketing program following last season’s consumer activity around Little Pranksters on TikTok, Instagram, and Threads.

Image by Homegrown Organics

The company plans to re-engage influencers who have previously interacted with the product, while its owned social channels will focus on education, product giveaways, and seasonal content. 

“Because kiwi berries are so visually engaging and highly snackable, social media gives us a strong opportunity to support organic conversation around reviews, product discoveries, and consumer experiences, helping build awareness and encouraging consumers to seek out Little Pranksters and experience the product for themselves,” the executive concluded.

*Main image courtesy of Homegrown Organics.

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