UK-based cherry and berry importer and distributor Colina Fruits has outlined plans to expand its European grower and customer bases in a bid to become a leading global supplier.

The company, formerly known as WT Hill & Sons, said it is on a mission this year to invest in international fruit production to ensure “a strong and sustainable supply of top quality produce” for European and global markets.

In addition to plans to increase its volumes of blueberries and cherries from Chile, until now its main source of fruit imports, Colina Fruits said it is targeting growers and markets in Romania, Bulgaria, Croatia and the Czech Republic, while keeping an eye on opportunities in southern Europe.

Colina Fruits normally imports 60 tons of Chilean blueberries and five tons of Chilean cherries per week to distribute 80 percent to Europe.

“Colina Fruits serves a wide range of customers including supermarkets, retailers, wholesalers, distributors, food service providers and export markets,” a spokeswoman said.

“The UK soft fruit market is strong, with solid consumption and reasonable prices. However, long-term planning can be a challenge as it is difficult to align consumption with supply. Every season, we are faced with surpluses resulting in waste or loss due to oversupply. While it is a strong market, it is not one of the most dynamic,” he explains.

“In Europe, we are primarily focused on Poland, with plans to expand to Romania, Bulgaria, Croatia and the Czech Republic. We are also exploring opportunities in Southern Europe.”

The company changed its name to Colina Fruits in April 2024 and operates from offices in Western International Market, Middlesex and Huelva, Spain.

“Our team at both plants includes experts in supply chain management, quality control, customer service and logistics, all working together to ensure a smooth delivery of high-quality fruit,” the spokeswoman said.

Commenting on the company’s rebranding last April, he adds: “We realised that our previous name [WT Hill & Sons] could be easily confused with other types of businesses and was difficult for international customers to pronounce. We wanted a new brand that better reflected our family heritage and commitment to providing high-quality fruit.

“Our vision is to maintain a close relationship with producers across Europe, whilst preserving the Hill heritage, with a name that symbolises European unity. The response has been overwhelmingly positive.”