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’ newest blueberry, raspberry, and blackberry varieties.
The strategy introduces a standardized naming convention that associates each new variety with a gemstone, symbolizing 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, one of the most prestigious events in the global fresh produce industry which takes place at Berlin Messe from 5 to 7 February. Visitors can learn more about this exciting initiative at the Hortifrut stand in Hall 5.2, stand C-20.
Key Highlights of the New Brand Strategy:
- Precious Stone Inspiration: Names will reflect the beauty, color, and natural origins of gems, drawing a clear parallel with the remarkable qualities of Hortifrut Genetics berry varieties.
- Enhanced Brand Recognition: By associating registered varieties with a unified theme, the global berry organisation aims to create stronger brand recognition and a clearer identity in the fresh fruit industry.
- Building on Proven Success: 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.
“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.”
