UK soft-fruit supplier BerryWorld has merged its joint venture with Beekers Holdings BV into a single business.
The two companies will become one as of December 2017 ahead of plans to grow the BerryWorld European business in 2018 and beyond, and capitalise on the growth potential in the European berry market.
Managing director of BerryWorld Europe Wil Beekers said: “This consolidation of our joint venture into a single business is the next step in the highly successful evolution of BerryWorld Europe.
“Our team is looking to the future direction of the business and we’re excited about the emerging possibilities that the European market offers.
“There is potential for household penetration growth in Central, Eastern and Southern Europe,” he added.
Adam Olins, managing director of BerryWorld Group, said: “The UK market has led berry growth and product innovation over the past decade. As a result, the UK berry market is more developed and mature.
“The total value of the European soft-fruit market is currently three times that of the UK on the back of significantly lower penetration for all berry types. We see enormous potential, therefore, in a number of EU territories.”