What Happened
On February 19, 2026, Sun Belle, a prominent marketer and shipper of fresh berries, announced the launch of its new premium blackberry label, Craveabelles. This initiative aims to enhance the blackberry category with superior flavor, appearance, and shelf presence. The Craveabelles blackberry program will feature varieties from Sun Belle Mexico’s breeding program, available in 6 and 10oz clamshells, with peak availability expected through May.
Why It Matters
The introduction of Craveabelles is significant as it reflects Sun Belle’s commitment to quality and innovation in the berry market. According to Ken Hopps, Sun Belle’s VP of Business Development, the company has invested years in developing these varieties to meet high-quality standards. The blackberries are noted for their exceptional sweetness, glossy appearance, and vibrant color, which are expected to enhance consumer appeal and drive sales.
What’s Next
As the Craveabelles blackberry program rolls out, it will be closely monitored for consumer response and sales performance. The unique vertical integration of Sun Belle and its partners under Frutura is designed to ensure consistent supply and quality control. This strategic approach may set a new standard in the berry market, potentially influencing future product offerings and consumer preferences.
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