Agroberries Group has expanded its business in Asia with the launch of BerryWorld Asia, a new regional division that will distribute and market its award-winning berry varieties authorized in the region.

The development includes the BerryWorld brand's first foray into China, where it will launch with a new label designed to appeal to local consumers, as well as a first-ever campaign in India for blueberries.

Under the leadership of Agroberries' director in Asia, Max Emden, the division will operate equipment in Shanghai and Hong Kong.

According to the group, this will ensure "local expertise and deep market knowledge" and allow it to build stronger business ties with partners throughout the region.

With a focus on consistent quality and reliable supply for both distributors and consumers, the division will market berries to consumers under brands including BerryWorld, BerryFresh y Red Crown.

And part of its growth strategy will be a debut campaign in India, where it has seen “clear signs of growing demand” for high-quality blueberries.

Jorge Varela, Chief Executive Officer de Agroberries Group, commented: “We are very excited to bring BerryWorld to Asia, a region brimming with opportunity, innovation, and a deep appreciation for high-quality fresh produce. This launch marks an important milestone in our global journey, and we look forward to forging strong partnerships and offering our award-winning berry varieties to consumers across the region.”

Trade fair focus

This development comes just ahead of the China International Fruit Expo and Asia Fruit Logistica, two of the region's leading agricultural trade fairs, where the BerryWorld Asia team will be present.

Agroberries Group sources berries year-round from an extensive global network that includes Peru, Morocco, Chile, South Africa, Mexico, Zimbabwe, and Egypt.

The group says it is investing in future production projects in Asia to complement current supply and reinforce its vision of providing premium berries tailored to the needs of the local market.