The berry and cherry importer from Western International Market outlines goal to become leading international fruit supplier
UK-headquartered cherry and berry importer-distributor Colina Fruits has outlined plans to expand its European grower and customer bases in a bid to become a leading global supplier.
The firm, formerly known as WT Hill & Sons, said it is on a mission this year to invest in international fruit production to ensure ”a robust and sustainable supply of the highest-quality produce” for European and global markets.
As well as plans to increase its blueberry and cherry volumes from Chile – up-to-now its principal source of fruit imports, Colina Fruits said it is targeting producers and markets in Romania, Bulgaria, Croatia and the Czech Republic, while keeping an eye on opportunities in southern Europe.
Colina Fruits typically imports 60 tonnes of Chilean blueberries and five tonnes of Chilean Cherries per week for 80 per cent distribution to Europe.
“Colina Fruits serves a diverse range of customers, including supermarkets, retailers, wholesalers, distributors, foodservice providers and export markets,” says a spokeswoman.
“The UK berry market is strong, with solid consumption and reasonable price points. However, long-term planning can be challenging, as it’s difficult to align consumption with supply. Each season, we face surpluses that result in waste or losses due to oversupply. While it’s a strong marketplace, it’s not one of the most dynamic,” she explains.
“In Europe, we focus primarily on Poland, with plans to expand into Romania, Bulgaria, Croatia and the Czech Republic. Additionally, we are exploring opportunities in Southern Europe.”
The firm rebranded as Colina Fruits in April 2024 and operates from offices at Western International Market, Middlesex, and Huelva, Spain.
“Our team across the two sites includes experts in supply chain management, quality control, customer service and logistics, all working together to ensure seamless delivery of high-quality fruit,” says the spokeswoman.
Commenting on last April’s company rebrand, she adds: “We realised that our previous name [WT Hill & Sons] could easily be confused with other types of businesses and was difficult for international clients to pronounce. We wanted a fresh brand that better reflects our family heritage and commitment to delivering high-quality fruit.
“Our vision is to remain closely connected with growers across Europe while retaining the Hill heritage (since Colina means ‘hill’ in Spanish), with a name that signifies European unity. The feedback has been overwhelmingly positive.”
