Berry Fresh Expands Oregon Production to Strengthen Year-Round Berry Supply

Berry Fresh is expanding its domestic berry program with development of a new company-owned Oregon blueberry farm and increased blackberry acreage, investments designed to strengthen year-round supply and give retailers greater access to premium proprietary varieties.

Development of the new blueberry farm is underway near Berry Fresh’s existing North Fork operation in Oregon. The farm will focus exclusively on proprietary genetics, with initial plantings including Sekoya Crunch, Sekoya Nova and Sekoya Fiesta. The company also plans to trial additional varieties as it evaluates future commercial plantings suited to the Pacific Northwest.

“Investing in our own farms has been central to our growth from the beginning,” said Jorge Varela, CEO of AgroBerries, Berry Fresh’s parent company. “Combining owned production with access to leading proprietary genetics gives us greater control over supply. Our investment in Oregon builds on that foundation and strengthens our ability to deliver differentiated varieties to customers year-round.”

The expansion builds on Berry Fresh’s existing Oregon operations and comes as the company continues developing a supply program aimed at providing consistent eating quality and availability across multiple growing regions.

By controlling production from varietal selection and farming through harvest, packing and marketing, Berry Fresh says it can exercise greater control over fruit quality and consistency while providing retailers with a more dependable supply of differentiated varieties.

Oregon already plays a significant role in the company’s domestic blueberry business. Its Willamette Valley operations complement production from other regions and provide fruit during the important North American summer selling window.

As the new farm develops, Berry Fresh plans to introduce additional proprietary blueberry varieties selected for attributes including flavor, texture, appearance, shelf life and performance in Oregon growing conditions.

“Oregon is the cornerstone of our domestic blueberry program, and this expansion reflects our confidence in the region and our plan to make our Oregon farms a center of excellence for premium genetics,” said Darren Sinn, Berry Fresh’s vice president of operations and supply chain. “By continuing to invest in proprietary varieties and our own farms, we can build a more reliable year-round supply program for our customers while delivering an exceptional eating experience for consumers.”

The Oregon investment is not limited to blueberries. Berry Fresh is also tripling plantings of its Sweet Karoline blackberry in the state as it works to increase summer availability and bridge the season between production in Mexico and Oregon.

Sweet Karoline has been positioned as a premium blackberry distinguished by its sweeter flavor profile and consistent eating quality. Oregon produced the first larger-scale U.S. commercial harvest of the variety this season, following growth of the program in Mexico.

Expanding domestic production is intended to provide retailers with a longer window for promoting the variety while helping Berry Fresh build consumer recognition around premium blackberry offerings.

The latest investments reflect a broader strategy of using proprietary genetics and multiple production regions to create a more consistent berry program throughout the year.

For retailers, that strategy can translate into longer promotional windows and more reliable access to varieties designed to deliver the flavor, texture and shelf performance consumers increasingly expect from premium berries.

As Berry Fresh’s new Oregon plantings mature, the company expects the region to become an increasingly important part of its efforts to provide differentiated blueberries and blackberries across the North American market.