Aim is to enhance brand recognition and highlight the “exceptional” quality of new berry offerings
Hortifrut Genetics has launched a new brand strategy for its proprietary berry varieties. From now on, each new variety will be associated with a gemstone.
Hortifrut said the aim of the new approach – which will be officially launched at next week’s Fruit Logistica – is to enhance brand recognition by associating registered varieties with a unified theme, while also reflecting “the beauty, colour and natural origins of gems, drawing a clear parallel with the remarkable qualities of our berry varieties”.
New varieties include LazuliStar, LazuliSky and LazuliSun blueberries, name after vibrant blue gemstone lapis lazuli, and OnyxMax blackberries.
“The strategy builds 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 moving forward.”
Established varieties such as Imperial, Apolo and Keepsake blueberries, Pacific Centennial raspberry, or Fenomenal blackberry retain their original names, maintaining their legacy and strong market presence.
“Berries are our gemstones. This new branding strategy allows us to connect the unique qualities of our berries with the timeless beauty and value of precious stones,” said Juan Valverde, general manager of Hortifrut Genetics.
“It reflects not only the exceptional quality of our varieties but also our passion and commitment to delivering the finest berries to consumers worldwide. We are thrilled to introduce this initiative at Fruit Logistica, where innovation meets opportunity in the fresh produce industry.”
