NaturAll: Redefining Freshness and Sustainability in European Blueberry Markets
The launch of naturAll, the first line of blueberries sold in Europe with the stem intact, sets a new benchmark in freshness, sustainability, and consumer engagement.
Developed at the source, this innovation reflects broader trends shaping the global blueberry industry, particularly in packaging, sustainability, and shelf-life extension.
In an interview with FreshFruitPortal, Stephanie Giorgi, Global Marketing Director at Hortifrut, stated:
“naturAll is the result of a clear vision: to innovate from the source, taking care of every detail to offer a product that combines freshness and sustainability.”
She emphasized that the new line aims to deliver a distinctive consumer experience, introducing a novel way of presenting blueberries while adding value to the fresh produce category.
The berries are harvested and packed in the mountains of Huelva, Spain, through a fully traceable field-to-market process. Packaging is 100% plastic-free cardboard with transparent cellulose windows—an answer to both consumer expectations and evolving European sustainability regulations.
The rollout began with a pilot program in Eurospin (Italy) and Spar (Austria), aligned with the seasonality of selected varieties. This pilot phase allows Hortifrut to measure consumer response and assess commercial viability.
Implications for the Global Industry
- Quality and shelf life: Stem-on packaging extends freshness, potentially boosting retail margins.
- Sustainability: Plastic elimination aligns with consumer demand and regulatory pressure for recyclable, environmentally responsible packaging.
- Consumer experience: Blueberries sold on the stem enhance perceptions of authenticity and freshness while differentiating the product in a competitive retail market.
- Strategic rollout: A controlled pilot illustrates a risk-managed approach to innovation that could be replicated elsewhere.
The introduction of naturAll by Hortifrut marks a strategic milestone in redefining how blueberries are presented and consumed. By merging freshness, sustainability, and innovation, the initiative establishes new standards that could inspire adoption across the global industry.
20-08-2025
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