Move marks next chapter for company as it focuses on global expansion
Agrovision has changed its name to Fruitist, aligning the company’s identity with the consumer brand it debuted in 2020. The company said the move marks the next chapter as it focuses on global expansion, brand growth, new superfruit product lines and snackable formats.
“What began over a decade ago as a bold idea to deliver a better berry experience has become a US$1bn+ global business, and the Fruitist name stands for the company’s evolution as a consumer brand and its mission to lead the global healthy snacking movement,” it said in a statement.
With US$400mn in sales over the past 12 months, Fruitist has become one of the fastest-growing names in the global fresh fruit market. Sales of its premium Jumbo blueberries have increased three-fold in the last 12 months alone, becoming a key driver of Fruitist’s growth.
A large part of this expansion has come on the back of strong growth in the snacking market. “Nearly 60 per cent of consumers say they’re spending more on food that supports their health. Fresh, functional snacks are outpacing traditional categories, and berries, rich in fibre and antioxidants, check every box,” the company said.
CEO Steve Magami commented: “We’ve all experienced ‘berry roulette’ - opening a clamshell and hoping for the best. Some may be fine; others are mushy or bland. At Fruitist, we’ve eliminated that uncertainty by consistently delivering a superior berry. Consumer demand is driving our growth. Elevating Fruitist from a flagship brand to a company name is a strategic move to meet that momentum and fuel what’s next.”
Fruitist said part of what allows it to deliver “exceptional superfruit” at scale is a differentiated operational strategy that integrates every part of the business, from owning and operating farms to leveraging proprietary technology.
The company has continued to attract investors, with the Dalio Family Office recently joining as a backer, alongside institutional firm Aliment Capital.
Fruitist is now expanding into other premium superfruits, including blackberries, raspberries, and cherries, and developing new snackable formats designed for health-conscious, on-the-go consumers.
With products now sold in 28 countries, Fruitist continues to build its presence in high-growth international markets, including Asia and the Middle East. Its products are now in 12,500+ stores across North America, including Costco, Giant, Publix, Sprouts, Trader Joe’s, Wakefern, Walmart, Whole Foods, and more.
“Backed by more than US$600mn in investment, Fruitist has built what we believe is the first fully controlled, global supply chain designed to deliver fresh, premium-quality blueberries 52 weeks a year,” the company said.
