Fourth generation producer recognised for developing the profile of Australian strawberries and specialty strawberries and raspberries
Fourth-generation fresh fruit producer Rebecca Scurr of family owned and operated Piñata Farms and its joint venture partner BerryWorld Australia was named Next Generation Award winner at BerryQuest International 2025.
Rebecca Scurr, based at Wamuran, south-east Queensland was recognised for her part in developing the profile of Australian strawberries and specialty strawberries and raspberries.
“In order to receive a ‘next generation’ award there needs to be a generation before you. I’m incredibly aware of how blessed I’ve been to have been given so many opportunities that others may not have been afforded that fuelled my passion for our amazing business and more broadly the incredible berry category,” Scurr said.
“Many people have encouraged, mentored and guided me, none more so than my uncle Stephen Scurr (general manager tropicals) and dad Gavin Scurr (managing director) who are true family fruit growing pioneers in Australia.”
Rebecca Scurr has been instrumental in developing Australia’s premium berry category since 2017 when Piñata Farms entered a joint venture with the UK’s BerryWorld Group and launched BerryWorld Australia to commercialise exclusive European-bred varieties.
She oversaw the launch of the BerryWorld brand exclusively into Woolworths in 2017, ensuring top-tier positioning to enhance excitement around the distinctive strawberries and raspberries. Piñata Farms supplied BerryWorld strawberries and raspberries to Coles for the first time in 2023.
Rebecca Scurr has also elevated the brand profile for all Piñata-grown berry lines produced at two locations in Queensland and one in Tasmania.
She led a major rebrand of Piñata strawberries in 2022 and the development of customised packaging configurations including festive-themed packs and key messaging. The refreshed strawberry brand was designed specifically to present clear space around logo elements, allowing consumers to see fruit better and inform their purchasing decision.
Eight years after launching, BerryWorld strawberries are the only Australian strawberries available in a 350g single layer, heat-sealed, tamper-proof punnet and BerryWorld raspberries set a precedent by becoming the first to be presented in a 125g heat-sealed punnet as well.
The award was one of six announced at a gala dinner, ending the 24-27 February conference at the Wrest Point Casino, Hobart. It was created to honour under-40 leaders bringing fresh ideas and innovation to the berry industry.
