Two of Australia's leading producers of soft fruits, Mountain blue y Oz Group Co-operative, have signed a strategic marketing alliance under the name of The Berry Collective, consolidating the company's position as the country's largest blueberry supplier. As part of the agreement, Oz Group Co-operative has acquired 50% of The Berry Collective, joining with Mountain Blue in a joint venture aimed at strengthening the Australian berry industry.

The Berry Collective will be responsible for marketing and selling the fruit produced by Mountain Blue, Oz Group, and other contributing growers. The grower base includes more than 200 producers across Australia. The collaboration aims to improve product quality, ensure a more consistent supply, and expand market reach for Australian-grown berries.

Andrew Bell, CEO of Mountain Blue, stated that the two companies have a long history of collaboration. "Taking this next step and jointly marketing fruit is a logical step," he said, referring to the 25-year relationship between the two companies.

James Kellaway, CEO of Oz Group Co-operative, described the move as a strategic consolidation of varieties, producers, and industry expertise. "By joining The Berry Collective as an equal partner, we're looking to establish a more unified presence in the market," he said.

The new company will be led by CEO Joshua McGuiness, who has more than 20 years of experience in the fast-moving consumer goods (FMCG) sector and nine years in fruit marketing. McGuiness said he hopes to strengthen communication and service throughout the supply chain, supporting both growers and retail partners.

The partners see the formation of The Berry Collective as an opportunity to improve coordination within the industry and provide greater stability for growers through shared infrastructure and aligned marketing strategies.