This strategic alliance brings together two leading names in the fruit and vegetable sector with a shared ambition: to become the benchmark source of premium fruit for customers across North America and Asia.
For SanLucar, the move represents a major expansion opportunity following the successful development of its activities in the United States over the past three years, strengthening its presence in one of the world’s most competitive and high-value fresh produce markets.
Two legacies in the past. One company today. A promising future
Partnerships with the best experts in each field have always been one of the fundamental pillars of SanLucar’s philosophy. SanLucar and Twin River Berries share the same vision: to offer fruit of the highest quality and best flavour all year round, leading the fruit and vegetable sector as the reference premium brand.
“This alliance marks a milestone in our mission to bring extraordinary flavour to consumers around the world,” said Stephan Rötzer, founder and owner of SanLucar Fruit, S.L.U. “Twin River Berries shares our passion for quality, our commitment to responsible agriculture and our belief that premium fruit should be available every day of the year.”
Armin Rehberg, CEO of the SanLucar Group, added: “For me, this feels like coming home, as I began my professional career 30 years ago in US retail. At SanLucar, we have always believed in doing things in a way we can be proud of, and this new alliance is precisely something to be proud of. Together with Twin River and Ben, we will also be able to bring our ‘from farm to table’ philosophy to the United States and Asia, offering our retail customers and consumers distinctive proposals based on our premium production, our brand and our services.”
A high-value opportunity for retailers and growers
SanLucar’s investment creates an integrated company that will operate jointly to serve customers in North America and Asia.
For retailers, this alliance provides the supply capacity, genetic advantage and 52-week availability required by the world’s most demanding buyers, supported by a premium brand capable of generating consumer trust, loyalty and higher purchase value.
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For growers, the new platform opens access to more markets, strengthens commercial programmes and provides the opportunity to be part of a differentiated, value-added supply chain where quality and long-term sustainability are rewarded.
Thanks to the SanLucar brand concept, retailers gain a powerful tool for differentiation at the point of sale, offering consumers exceptional flavour, consistent quality and a superior shopping experience. Growers, in turn, gain greater visibility and recognition for their high-quality products, backed by a brand that highlights excellence from the field to the shelf.
Mexico as a strategic production region
The alliance also opens up new opportunities through Mexico as a strategic production region, adding value to North America, Asia and Europe.
Twin River Berries’ established production programmes in Mexico provide SanLucar with an agricultural presence that was not previously part of its production structure, strengthening availability during winter and shoulder seasons, optimising logistics and enabling a more seamless global supply model throughout the year.
This expansion reinforces the company’s ability to offer premium berries with greater consistency, freshness and speed across three continents.
Global supply and local expertise
Through this alliance, North America will benefit from SanLucar’s global supply chain, exclusive varieties and decades of leadership as a premium brand, complementing the local production programmes, grower network and strong commercial relationships developed by Twin River Berries.
The expanded offer will also include Oregon Berry, a widely recognised and highly valued brand in Asia, further strengthening the company’s position in one of the world’s most dynamic and demanding fresh fruit markets.
The alliance will form part of SanLucar’s global international commercial activities.
“Joining forces with SanLucar accelerates everything we have been building for years,” said Ben Escoe, President and CEO of Twin River Berries. “The combination of its genetics, international reach and brand leadership with our production platform in the United States creates an organisation that is exceptionally well prepared to serve customers looking for the very best in the market. It is an alliance based on shared values and a common vision of what premium fruit should represent.”
