Naturipe Farms: Building a better berry from the ground up
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A great berry may look simple. Pick it up, put it into your mouth and enjoy. But behind that bite is many years of research, trials, growing and time.
At Naturipe Farms, the work to create the next generation of berries starts long before a new variety arrives on a store shelf. It starts with genetic analysis, selection, and breeding with the knowledge of what growers need in the field, what retailers need on the shelf, and what customers want when they take that first bite.
“We’ve made a long-term commitment to investing in genetics because we believe better varieties are the foundation of a stronger berry business,” said Jim Roberts, president of Naturipe Farms. “Our goal is to continually improve what we put in the field, from flavor and texture to performance and shelf life, and bring those innovations to growers, retailers and consumers around the world.”
That balance is at the heart of Naturipe Farms’s growing genetics platform. The company combines proprietary breeding programs and growing expertise with strategic partnerships that expand access to elite genetics from around the world.
In July, Naturipe Farms and one of its four grower owners, Hortifrut, announced an expanded collaboration with Mountain Blue Orchards (MBO), one of the world’s leading blueberry breeding programs. The agreement expands access to elite blueberry selections across the United States, Mexico, Peru and other Latin American markets while building on Hortifrut’s proprietary breeding and commercialization capabilities.
The goal is to develop berries that perform from farm to refrigerator, and all the steps between.
“Our strategy has always been to combine the strength of our proprietary genetics with partnerships that expand opportunities for growers around the world,” said Héctor Luján, CEO of Hortifrut. “Together, this collaboration allows us to continue introducing elite varietals that deliver outstanding flavor, resilience and performance while meeting the evolving needs of retailers and consumers across the world.”
What makes a better berry?
For breeders, “better” can mean many things. It can mean sweetness, measured in Brix. It can mean the right balance of acidity. It can mean firmness, size, crispness, appearance, and shelf life. It can also mean how quickly a berry can be harvested, how a plant grows and how well a variety performs in climates.
And it takes time to get all those pieces right.
“A new berry can take 10 to 15 years to develop,” Roberts said. “While no one can predict exactly what consumers will want that far into the future, one thing has stayed remarkably consistent: consumers want fruit that delivers a great eating experience.”
That long-term work is already happening in fields today. Naturipe and its grower-owners test selections through field trials, sensory panels, taste tests and customer feedback. Growers play a role giving real-world insight into how varieties perform under real growing conditions.
Brian Bocock, president and CEO of MBG Marketing, another grower-owner, knows firsthand just how much patience goes into that process. “It’s a huge investment,” Bocock said. “We’re working on materials that might not reach stores for another 15 years.”
That patience matters because the end goal is more than just a successful breeding trial. It’s creating demand that keeps berry shoppers coming back because we created a great, consistent eating experience.
Naturipe Farms: Genetics that work from farm to shelf
For growers, a berry needs to be efficient to harvest, produce high yield and be able to withstand common growing challenges, including disease and climate changes. For retailers, traits like firmness and shelf life help berries arrive in good condition and stay fresh longer, which can help reduce shrink. And, for consumers, none of that matters if the berry doesn’t taste good.
“The goal is to develop varieties that help growers succeed while consistently delivering the flavor and quality consumers expect,” Roberts said.
That is also why Hortifrut’s breeding work extends beyond blueberries. Its Rubus program focuses on improving raspberries and blackberries where keeping quality through harvest, transportation, and retail can be especially difficult.
The Vicentina raspberry is one example. In 2026 the variety presented by Kelsey Farms won first place in the Non-UK Bred Raspberry Variety class at the National Cherry and Soft Fruit Show in the United Kingdom. For Hortifrut this recognition shows progress, toward combining flavor with the resilience needed throughout the supply chain.
“Hortifrut has built a highly successful Rubus breeding program focused on aligning agronomic improvements that benefit growers with exceptional flavor, appearance and shelf life that resonate with consumers,” Luján said.
The future is collaborative
The berry industry is changing quickly, and innovation doesn’t happen in isolation. Naturipe continues to invest in its proprietary genetics and domestic breeding programs while collaborating with leading breeders and innovators to bring new possibilities to growers.
“While we continue to invest significantly in our proprietary breeding program and the development of our own genetics, we also recognize that innovation is strengthened through collaboration,” Roberts said.
That collaborative approach also helps connect global genetics with local growing knowledge.
A variety that performs beautifully in one region may not be the right fit somewhere else. Naturipe’s global grower network helps identify where different genetics can perform best and how those varieties can help provide more consistent quality across seasons.
Ultimately, the work comes down to developing berries that perform well for growers, deliver consistency for retailers and taste great for consumers.
For more information contact:
John Johnston, Director of Premium Products & Innovation, 831-443-2394, jjohnston@naturipefarms.com
LinkedIn: https://www.linkedin.com/company/naturipe-farms
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Facebook: https://www.facebook.com/Naturipe/
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