Hortifrut, one of the world’s major berry producers and marketers, is bringing its Berry Good brand to Europe as the company looks to strengthen its position in the European fresh-produce market.
The launch is taking place alongside Fruit Attraction 2026 in Madrid, which opens on 6 October and brings together growers, suppliers, retailers and buyers from across the international fresh-produce industry.
Berry Good is already established in Latin America. Hortifrut has now developed a European version of the brand, including a new visual identity and positioning designed for the European market.
The company has been working on the brand’s development throughout 2026. Its new concept, “Little Fruits, Big Moments,” is intended to give the berry category a stronger consumer identity rather than selling the fruit simply as an unbranded fresh product.
For supermarket buyers, the move is significant because Hortifrut is one of the major suppliers in a berry category that has become increasingly important across European fresh-produce departments.
The company says Europe is a strategic market and that Berry Good will give it a more recognisable presence at the point of sale. The brand will be presented to customers and industry visitors at Fruit Attraction, where Hortifrut and Berry Good will have a joint stand in Hall 9.
Hortifrut’s European move comes as Fruit Attraction itself reaches a record scale. The Madrid event expects around 2,500 exhibiting companies from 78 countries and approximately 121,000 professional visitors. Potatoes have been selected as the event’s featured product this year.
The launch gives supermarket retailers another branded proposition to consider in a fresh-produce category where presentation, quality and consumer recognition are becoming increasingly important.
