Transforming the Berry Market: Fruitist’s Ambitious Vision for China and Asia

In a recent online interview, Produce Report spoke with Steve Magami, chief executive officer of Fruitist, one of the world’s leading berry companies. Magami shared his insights on Fruitist’s development strategy as well as the company’s market opportunities in China and around the world.

The Bold Transformation From Agrovision to Fruitist

Magami first highlighted that after 11 years of growth, Agrovision has formally changed its name to Fruitist, aligning its corporate name to its fast-growing consumer brand and embracing the concept of the fruit connoisseur. He added that “fruitist” means someone who truly appreciates fruit, which is exactly what they want to be — advocates of premium fruit, whether it’s blueberries, raspberries, blackberries or cherries.

In China, the realignment under the Fruitist identity is particularly evident. Historically, Agrovision’s imported blueberries were sold under the Big Skye brand. Starting in 2025, however, blueberries from all origins — Peru, Chile and local Chinese production — will be marketed under the Fruitist (美益粒) brand. The brand logo features a hummingbird, symbolizing good luck and paying homage to the company’s Peruvian origins.

Building Year-Round Supply and Snacking Strategy

In China, the blueberry season runs from January to May, with Yunnan — the country’s key producing region — reaching peak production in March and April. Since the earliest shipments of fresh Peruvian blueberries arrive in China only in late June, this creates a short supply gap. To address this, Fruitist is trialing high-chill varieties in northern China to extend the domestic supply season and bridge the gap.

Speaking about Fruitist’s operations in Yunnan, Magami noted that the first commercial harvest began in 2024. As more seedlings come into production, output is expected to grow significantly in the coming years.

This year-round supply capability underpins Fruitist’s broader snacking strategy: transforming fruit into a product that can stand alongside chocolate bars and candy. Magami explained that to participate in the snacking category and compete with global fast-moving consumer goods brands, companies need year-round access to premium, sweet fruit. Guided by this vision, Fruitist is steadily working toward its goal of making fruits such as blueberries an enjoyable daily indulgence.

Expansion Into Cherries and Other Berries

Beyond blueberries, Fruitist is rapidly expanding into other berries and cherries. The company has acquired Chile’s ZurGroup, which operates blueberry and cherry production as well as a large packaging facility. This acquisition will enable Fruitist to export Chilean cherries and blueberries directly to the Chinese market.

At the same time, the company is developing raspberries and blackberries. The Anita blackberry variety is currently under trial cultivation in Mexico and Morocco, with future trials and commercial plantings planned for China. Moreover, Fruitist is conducting strawberry trials in China.

Magami noted that the company is focused on creating a truly comprehensive berry offering, actively developing its range to provide Chinese consumers with blueberries, cherries, raspberries and blackberries.

Southeast Asia: The Next Frontier

Fruitist’s ambitions extend beyond China, with blueberry trials now underway in Indonesia, Malaysia, the Philippines and Thailand. Owing to the development of new low-chill varieties, blueberries can now thrive in tropical highlands, a feat that would have been impossible just a decade ago. According to Magami, Peru has already demonstrated the potential of low-chill varieties, and Southeast Asia now presents an opportunity to replicate that success.

Image: Fruitist