Angus Soft Fruit launched the refreshed ‘Good Natured Berries’ consumer facing brand in May 2025 and it has been performing very well.
“We are already exporting our soft fruit to The Middle East and Asia,” said Jill Witheyman, Head of Marketing at Angus Soft Fruit. “We are back at Asia Fruit Logistica to expand those exports. At the moment we export to The Middle East, Singapore, Hong Kong and Japan. We see a huge opportunity to grow further. Our product has such a short shelf life and we have learned so much over the years about packaging, logistics and much more. For instance, the chill chains to the different end customers can be very different and this has a huge impact on the arrival quality of the fruit.”
© Nichola McGregor | FreshPlaza.com
Angus Soft Fruits has been exporting soft fruit for ten years, the last four was when the volumes increased and they decided to improve the whole process, which included the packaging to make it more efficient on the farm.
“In Asia things work differently than in the UK, they want different packaging but it has to work at both sides and has to achieve the best shelf life. We have simplified it for the Asian market, it is still similar to the UK packaging but Asian Retailers like to have the label on the pack.”
The growing season in Scotland has been good this year and prolonged warm, dry summer has been good for sales.
“Temperature of 20+ have given good sizes and a good production and while the heat in England impacted the sizes we didn’t see that in Scotland,” said John Gray, Managing Director at Angus Soft Fruits. “Both the strawberry and raspberry production have been good. We haven’t had any shortages of water either as we have our own bore holes on the farms, we also expect the season to run a bit longer.”
Monet and Dali are the latest premium raspberry varieties from Angus Soft Fruit.
“These varieties are large and flavourful, they also have great shelf life and are good for the export market. We are trialling a couple of new raspberry varieties just now in Scotland, Sain Morocco, Portugal and England.”
For more information:
Jill Witheyman
Good Natured Berries
[email protected]
www.goodnaturedberries.com