A pumpkin-shaped citrus variety developed by Genesis Fresh and grown and commercialized by AMFresh Group in select European markets and with sights on new markets, Halloweena™ returns for its third season.

This year, the mandarin variety received early recognition from the international produce industry as a Fruit Logistica Innovation Awards 2025 nominee, celebrating its originality, charm, and contribution to redefining the citrus category.

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“With its vibrant multicolored skin, juicy, nearly seedless pulp, and naturally sweet taste, it continues to win over families seeking healthier, more exciting alternatives to sweets. Grown in Spain, it is available in select M&S UK stores in both loose and packed formats, and this year debuts in Denmark through an online pilot at Nemlig.com, giving Nordic consumers a frightfully fresh reason to snack”, points out David Alba, CEO of Genesis Fresh.

“Halloweena is an extraordinary early variety that continues to surprise and engage consumers,” states David Alba. “Its success demonstrates how varietal innovation can deeply connect with consumer preferences and reignite excitement within the fresh fruit category. We expect volumes to multiply fiftyfold in the short term as new plantations come into production. However, given the strong demand and growing anticipation for this variety across various markets in Europe and North America, as well as the increasing interest in producing it, we are opening a licensing process for growers with early-production farms who pursue the highest quality standards. Our vision is to continue driving the next era of citrus innovation, one that inspires discovery, creates lasting value, and elevates the category worldwide. This mandarin embodies that spirit of creativity and imagination, blending science and nature to make healthy eating more appealing and relevant for all generations, especially the younger ones

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“Its vivid displays and pumpkin-like charm draw shoppers in, while activations across digital and in-store platforms create an experience that is as playful as it is refreshing. Wild, imaginative, and full of seasonal energy”, says Patricia Sagarmínaga, Global Director of Marketing and Communications at AMFresh Group. “It is one of those rare innovations that redefines how consumers experience fresh produce.”

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“It captures imagination and relevance, injecting excitement into the category and proving that fruit is as engaging, delicious, and shareable as any seasonal treat. The response has been phenomenal, with boutique volumes inspiring remarkable affection among shoppers and the industry alike. We also celebrate the passion of the breeder and his wonderful nieces, who bring the magic of this variety to life on social media and remind us that the beauty of this variety lies in its power to excite and signal the start of the citrus season. If even one in five treats were fruit, we would be sparking a truly fresh and joyful shift in how families celebrate. That is the kind of change we are proud to champion!”

For more information:
Patricia Sagarminaga
AMFRESH Group
[email protected]
www.amfresh.com

David Alba
Genesis Innovation Group
[email protected]