Hortifrut will present Berry Good in Europe during Fruit Attraction 2026extending to the European market a brand that is already present in Latin America and advancing in the development of a global proposal aimed at the consumer.

The launch reflects the company's market-driven approach and its strategy of aligning its production, genetic, and commercial capabilities with the needs of customers and consumers. Europe represents a strategic market for Hortifrut and an opportunity to further strengthen its presence through a recognizable and relevant brand at the point of sale.

Europe, a strategic market for Berry Good

Berry Good's arrival in Europe expands the brand's reach and is part of Hortifrut's strategy to strengthen its presence in the region.

“Europe is a strategic market for Hortifrut, and the launch of Berry Good represents another step in our commitment to strengthening our presence in the region and continuing to drive growth in the category. Fruit Attraction is also the ideal setting to present this new phase of the brand to customers and partners from across Europe,” said Carmelo Gabarro, Executive VP EMEA of Hortifrut.

During 2026, Hortifrut has worked on the global evolution of Berry Goodredefining its positioning, visual identity and graphic universe, as well as developing specific adaptations for the European market.

© Hortifrut

A global, consumer-oriented proposal

The new creative concept, “Little Fruits, Big Moments,” becomes the focus of this new phase for Berry Good. The idea is based on a simple premise: berries are small in size, but they are part of big moments of enjoyment in everyday life.

The strategy seeks to translate Hortifrut's global capabilities and its knowledge of each market into a differentiated brand for its customers, while reinforcing its value proposition at the point of sale.

“Berry Good allows us to build a value proposition that connects our offering with market and consumer needs, translating our global capabilities and knowledge of each market into a differentiated brand for our customers and consistent globally. Furthermore, it allows us to continue adding value at the point of sale,” explained Alsacia Aguilera, Commercial Planning Director of Hortifrut.

Berry Good thus reinforces Hortifrut's brand strategy with a consistent proposal at a global level and adapted, at the same time, to the particularities of the European market.

Berry Good will be presented at Fruit Attraction

During Fruit Attraction 2026, customers, media and visitors will be able to learn about Berry Good's proposal for Europe and taste the product in the joint space of Hortifrut and Berry Good, located in Hall 9, stand 9E10.

Founded in 1983, Hortifrut currently operates in 15 countries and specializes in varietal development, sustainable production, and year-round supply of berries. The company serves more than 500 customers in over 55 countries and, in 2025, achieved global B Corp certification, linked to social, environmental, and governance standards.