Los Angeles-based Berry Fresh anticipates a robust fall crop, including increased volume of the market’s most in-demand genetics for blueberries and blackberries.

“We’re working with our customers to improve our genetic offerings and reflect what they need in their market,” said Laudan Chaffin, marketing director at Berry Fresh. “Better genetics is the future of the berry category.”

Laudan Chaffin, Marketing Director, Berry Fresh

Berry Fresh has several new blueberry varieties currently growing in test plots in Mexico and Peru.

“Blueberries have grown very fast in consumer’s view of health benefits but they’re catching up when it comes to flavor,” Chaffin said. “Seeing the blueberry category continuing to improve in flavor for consumers is really exciting.”

“Better genetics is the future of the berry category.” - Laudan Chaffin

Berry Fresh aims to prioritize messages displaying blueberries as nostalgic and snackable, instead of just a nutrient-rich filler for smoothies.

Blueberry growers founded and still operate Berry Fresh. The company, which serves as the North American headquarters for global berry grower and distributor Agroberries, also grows, markets, and distributes blackberries and raspberries.

Berry Fresh grows the popular Sweet Karoline blackberry, with fruit currently in the market out of Mexico. Sweet Karoline is a "premier, proprietary variety” Berry Fresh owns in partnership with Alpine Fresh, Chaffin said. The variety debuted in 2020.

The Sweet Karoline blackberry offers a uniform black color with higher resistance to red cells and is “consistent on the shelf,” bringing high value to retailers, Chaffin said.

Chaffin said consumers also respond well to this blackberry variety, noting that blackberries in general are the most “underestimated” of the four main berry types.

“The Sweet Karoline blackberry really does bring that promise of sweetness in every bite, balanced with tartness,” Chaffin said. “They can change a blackberry hater’s mind.”

Starting this summer, Berry Fresh is testing Sweet Karoline blackberries on their own farm in Oregon, with the goal of bringing Pacific Northwest-grown fruit to the market in the future.

“Oregon blackberries are very special. It’s a great offering,” Chaffin said, noting this new location is predicted to extend the Sweet Karoline season into late summer or fall. Currently Mexico’s blackberry season ends in early summer.

“The Sweet Karoline blackberry really does bring that promise of sweetness in every bite, balanced with tartness. They can change a blackberry hater’s mind.” - Laudan Chaffin

The recent Southern Exposure trade show revealed opportunities in the berry category for Chaffin as she believes organic farming faces a “crossroads.”

“Berries are growing at a higher growth rate than other categories. It shows that there is untapped potential,” she said. “We must work as an industry to continue to connect with our customers to better understand what they’re saying at the customer level, what is driving their purchases, and why they believe in organics. We all need to make sure we are meeting consumer demand.”