Americas: Large-scale expansion

The new licensing agreement covers Mexico, the United States, and Canada—along with Peru—as production regions for the MBO varieties. With its own farming operations in all four countries, these varieties will strengthen Berry Fresh's established presence in the Americas. “This is an incredible opportunity for Berry Fresh and our customers. We have developed a robust program of blueberries “Over the past two decades, these new varieties will win over many more consumers, increasing loyalty and repeat purchases within the category,” said Jyoti Bhogal, CEO of Berry Fresh®.

China: A Key New Frontier

The new agreements also open up a significant opportunity in China. AgroBerries established its Asia division in 2025 and has now secured the rights to cultivate and market MBO varieties in the country. “Chinese consumer demand for blueberries "The high-quality, flavorful market is growing rapidly, with strong interest in locally sourced products," he says.

Max Emden, Director for Asia, said, “We will bring our first MBO varieties to market later this year, with new plantings in China planned for early 2027. This, combined with new cultivation rights on Agroberries farms in Peru and Laos, will extend the season for premium, consistently high-quality fruit, accelerating our regional development.” The introduction of Peruvian production will also allow for greater availability in European markets, complementing the high-quality Southern African production that BerryWorld EMEA has built over the past ten years.

Built on a decade of success

The AgroBerries Group's European commercial division, BerryWorld®, and Mountain Blue Orchards have been working together since 2014, with the first commercial volumes reaching the European market in 2017. The results speak for themselves. “The market for blueberry “The premium market in Europe has grown rapidly, and purchase frequency continues to increase,” says Adrian Olins, EMEA Director. “This growth is being driven by tastier, more consistent varieties, available year-round. We are delighted to continue growing and marketing MBO’s existing and new varieties in Europe, South Africa, and Zimbabwe.”

Mano Babiolakis, International Business Director at Mountain Blue Orchards, added: “We have worked closely with the BerryWorld team for over a decade and have been impressed by how they have marketed the premium genetics of blueberry In Europe, we are building a high-quality range and raising taste expectations year-round. We believe that partnering with the AgroBerries Group to continue our collaboration in Europe, while expanding licenses to new territories, is a positive strategic move to bring our premium varieties to other markets.”

Award-winning varieties with superior taste credentials

The Group's track record with MBO varieties is strong—both in commercial performance and external recognition. At the most recent International Taste Institute awards in Brussels, the Eureka Dawn variety received a 2-star Superior Taste award, while Eureka Sunrise earned an outstanding 3-star rating with a 90% overall score. The judges described Eureka Sunrise as exceptional, praising its firm texture, smooth mouthfeel, and crunch higher.

“We have been growing, marketing, and positioning these premium varieties in Europe and Africa for over a decade, receiving an overwhelmingly positive response from growers, supermarkets, and consumers,” says Samuel Rowe, Genetics Director at AgroBerries Group. “We are delighted to expand our relationship with Mountain Blue Orchards and excited to see how the new varieties and regions perform—and how the future breeding program continues to push the boundaries of yield, size, and flavor.”