Hortifrut Genetics, a global leader in fresh berry innovation, is proud to unveil a new brand strategy that redefines the naming and positioning of its proprietary berry varieties. Inspired by the natural beauty, vibrant colors, and uniqueness of precious stones, the new approach places the spotlight on the exceptional quality and distinctiveness of Hortifrut Genetics’ newestblueberry, raspberry, and blackberry varieties.
The strategy introduces a standardised naming convention that associates each new variety with a gemstone – blueberry: Lazull, raspberry: Ruby, blackberry: Onyx – symbolising its premium nature and the passion that Hortifrut Genetics pours into its varieties.
This innovative brand strategy will be officially launched at Fruit Logistica in Berlin.
“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.”