Hortifrut Genetics has launched a new branding strategy for its own berry varieties. From now on, each new variety will be associated with a precious stone.

Hortifrut said the aim of the new approach, which will be officially launched at Fruit Logistica next week, is to improve brand recognition by associating the registered varieties with a unified theme, while reflecting “the beauty, colour and natural origins of the gems, drawing a clear parallel with the remarkable qualities of our berry varieties.”

New varieties include LazuliStar, LazuliSky and LazuliSun blueberries, named after the vibrant blue gemstone lapis lazuli, and OnyxMax blackberries.

“The strategy is based on the success of Hortifrut Genetics’ first gem-inspired raspberry variety, RubyChic, which has already demonstrated the potential of this new branding approach,” the company said. “It applies exclusively to new varieties registered by Hortifrut Genetics in the future.”

RubyChic is Hortifrut's first gemstone-inspired variety

Established varieties such as Imperial, Apollo and Keepsake blueberries, Pacific Centennial raspberries and Phenomenal blackberries retain their original names, maintaining their legacy and strong presence in the market.

“Berries are our precious stones. This new brand strategy allows us to connect the unique qualities of our berries with the beauty and timeless value of precious stones,” he said. Juan Valverde , general manager of Hortifrut Genetics.

“This reflects not only the exceptional quality of our varieties, but also our passion and commitment to delivering the best berries to consumers around the world. We are delighted to present this initiative at Fruit Logistica, where innovation meets opportunity in the fresh produce industry.”