Naturipe Farms Brings the Future of Berries to New Innovation Hub, Premium Berries, and a Bold Brand Campaign

Salinas, CA – Naturipe Farms, a global leader in fresh and nutritious berries, will unveil a bold vision for the future of berries at the 2025 International Fresh Produce & Floral Show. Naturipe’s new Innovation Hub will showcase the company’s proprietary breeding and genetics program that’s redefining standards for quality, flavor, and the berry-eating experience.

Naturipe has spent years investing in proprietary varieties, sustainable growing practices, and grower-led research to deliver berries that retailers can count on for flavor, consistency, and sales performance. The Innovation Hub highlights how these innovations come to life and why they give retailers a clear edge in meeting shopper demand and driving repeat purchases.

“The Innovation Hub is our way of pulling back the curtain,” said Jim Roberts, president of Naturipe Farms. “There’s nothing quite like a firsthand look at breeding to understand how decisions made today shape what berries will look and taste like in the next five, ten, even twenty years.” 

Naturipe’s Sweet Selections™ line will be a standout at IFPA 2025—a premium collection of hand-picked, proprietary berry varieties celebrated for their exceptional flavor, size, and overall eating experience. Think super-juicy strawberries, jumbo blueberries bursting with flavor, and snack-worthy raspberries that consumers can’t get enough of.

“Sweet Selections is our way of saying: here’s the best of the best,” said Roberts. “We’ve listened to what shoppers and retailers want, and this is it. Last year, our customers came back looking specifically for our Sweet Selections™ Blackberries. They’re enjoyable, consistently sweet, and truly delightful to eat. They are berries that feel special, yet accessible, and remind people why they love blackberries in the first place.”

IFPA 2025 also marks the official launch of Naturipe’s bold brand platform: ‘Berries Bring It.’ The campaign emphasizes everything Naturipe stands for, including sustainability, its grower-owned model, and a commitment to flavor, freshness, and doing things the right way.

‘Berries Bring It’ isn’t just a tagline. It’s a rally cry. Naturipe brings the science. The flavor. The packaging. The people. The values. And most importantly, the berries that deliver—season after season.

Stop by and check out the Innovation Hub at Booth # 2187. And, to meet with our sales team, reach out to sales@naturipefarms.com. 

About Naturipe

Naturipe is a farmer-owned producer and marketer of nutritious, best tasting, premium berries and avocados that has been an industry leader for more than 100 years producing healthy, deliciously fresh, frozen, and value-added products. Because our diverse grower base shares resources, skills, labor, and knowledge, we are better farmers and, in turn, strengthen the local farm community. Our focus on innovation ensures year-round availability of locally grown and Globally Local^TM conventional and organic fruit.