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 running 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. The blackberries under this new label promise an exceptionally sweet eating experience, characterized by higher brix levels and a glossy appearance. This initiative is part of a broader strategy by Sun Belle, in collaboration with Black Venture Farms, to consistently meet high-quality standards through extensive varietal development and field trials.
What’s Next
As the Craveabelles blackberry program rolls out, the market will be closely observing its performance and consumer reception. The unique vertical integration of the companies under Frutura is expected to ensure a reliable supply chain and quality control, which are critical for retail customers. Additionally, the investment in varietal innovation may lead to further developments in the berry industry.
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