Angus Soft Fruits
- Company typePrivate
- Founded1994
- HeadquartersArbroath, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
Angus Soft Fruits firmographics
Firmographics- Name
- Angus Soft Fruits
- Legal name
- Angus Soft Fruits Limited
- Website
- https://angussoftfruits.co.uk
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Angus Soft Fruits industry classification
Industry- Product category
- Fresh Berry Production
- NAICS
- Strawberry Farming (111333), Berry (except Strawberry) Farming (111334)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Berry Farming (Strawberries, Blueberries, Raspberries, Blackberries, Cranberries) (AFAGACAD)
- akta.pro secondary industry
- Berry Sorting & Packing Facilities (AFAOAGAD)
Keywords
Where Angus Soft Fruits is headquartered
LocationHeadquarters
- HQ city
- Arbroath
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Angus Soft Fruits business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Berry Production and Supply: Angus Soft Fruits breeds, grows, and packs berries from around the world to ensure a consistent supply of the best tasting fruit for customers. Revenue is generated through the sale of fresh berries to retailers, wholesalers, and foodservice customers.
- Variety Licensing (AVA™ Berries): The AVA™ Berries Breeding Programme provides exclusive berry varieties to customers, supporting repeat purchases and market share growth. Varieties include AVA™ Monet, AVA™ Dali, AVA™ Star, AVA™ Blush, AVA™ Rosa, AVA™ Leyre, AVA™ Dalicia, AVA™ Catalina, AVA™ Alicia, and more.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels11 records
Angus Soft Fruits product offering
Product offeringCore offering
Angus Soft Fruits breeds, grows, and packs premium berries — primarily strawberries, raspberries, and blackberries (plus blueberries) — through a global network of like-minded grower partners. The company supplies major UK retailers, wholesalers, and foodservice customers directly from BRCGS-accredited packing sites in the UK, with year-round supply extended through growing operations in Spain, Morocco, and Chile. Its proprietary AVA™ Berries Breeding Programme develops exclusive varieties that give retailers shelf differentiation and drive consumer loyalty.
Product overview
Angus Soft Fruits is a berry specialist company operating as a single unified offering with two main consumer brands. The core business is structured around the AVA™ Berries Breeding Programme, which develops premium strawberry, raspberry and blackberry varieties that are grown by a global network of like-minded grower partners and packed at BRCGS accredited sites across the UK. The company serves retailers through two branded product lines: Good Natured Berries (consumer-facing brand for berries grown worldwide) and AVA™ Berries (premium exclusive varieties). Operations span breeding, growing, packing and customer partnerships, supported by proprietary growing technology (Seaton System), autonomous robotics (Thorvald UV-C), and advanced optical sorting systems. The company also operates international subsidiaries in Spain and Morocco and maintains a joint venture in Chile for blueberry production.
Differentiator
Problem solved
Functional benefit
Brands
- Good Natured Berries: Consumer-facing berry brand launched in 2025, grown worldwide with focus on seasonal flavour, energy, personality and strong brand recognition.
- AVA™ Berries
- Angus Select
Products and services
- Good Natured Berries Consumer-facing berry brand of strawberries, raspberries and blackberries grown worldwide, marketed to UK grocery retailers for consumer sale with a brand promise centred on flavour, provenance, care and feel-good farming.
- AVA™ Berries premium variety lineup Premium berry variety brand from the AVA™ Berries Breeding Programme, delivering exclusive strawberry, raspberry and blackberry varieties to retailer customers for shelf differentiation and consumer loyalty. Includes named varieties AVA™ Monet, Dali, Star, Blush, Rosa, Leyre, Dalicia, Catalina, and Alicia, bred for improved flavour, appearance, shelf life, disease resistance and yield.
- AVA™ Berries Breeding Programme Proprietary breeding programme developing premium strawberry, raspberry and blackberry varieties tailored for global markets, combining breeding expertise with techniques to improve flavour, appearance, shelf life, disease resistance and yield. The programme is the engine behind the AVA™ Berries brand and is also commercialised via variety licensing.
- Salford Priors Packhouse berry packing service BRCGS-accredited commercial packhouse service cooling, packing and despatching fresh berries directly to customer distribution centres for freshness, efficiency and consistent year-round quality, with advanced optical weighing, grading and packing technology.
Quantifiable outcome
- 100% of UK growers are LEAF certified
- +3 more outcomes
Companies that use Angus Soft Fruits
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
Angus Soft Fruits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
Angus Soft Fruits partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered minor and core.
- FareShareminorPartnership established March 2021 to donate surplus fruit, supporting FareShare in fighting hunger and tackling food waste. Reached 100,000 meal milestone in October 2022.
- Agadir Oasis BerriescoreJoint venture with Nathanael Majster with 22.5ha of raspberries in Agadir in the south of Morocco, established August 2019.
- Angus Soft Fruits MaroccoreEstablished in July 2019 in Agadir, Morocco, focused on procurement and 65ha of raspberry production.
- Nevado EscocéscoreJoint venture with Oscar du Blasis in Longaví, Chile's Maule region. First of 100ha of blueberries planted in August 2018. Fruit supplies the European market during key January to February window.
- Isle Fruits LtdcoreEstablished in 2016, Isle Fruits Ltd further stretched UK season from March to December on 14ha of glasshouses in Somerset.
- Felgar BerriescoreStrategic Partnership established in February 2014 with Felgar Berries in Morocco to expand growing operations and sourcing capabilities in the region.
- Angus Growers LtdcoreUK growing partner bringing together 20 specialist berry growers. The network includes Tim Stockwell and his wife Alice managing soft fruit enterprise in Crail since 1990.
- Touty BerriescoreEstablished partner in Morocco's growing footprint representing well over 100 hectares of production as part of expanding raspberry base.
- Oasis (Touty Berries)corePart of the growing network in Morocco with established production capacity.
- La Cartuja de Moguer S.L.coreBased in the Almonte area, part of the Frutas de Andalucía group, operates four modern farms producing strawberries, raspberries and blueberries. Focused on soft fruit since 1998.
- BRCGScoreBRCGS Food Safety certification at packing sites. The standard is adopted by over 22,000 sites in more than 130 countries.
- Global GAPcoreGlobal GAP certification offering solutions for the certification of agriculture, aquaculture, and floriculture production processes.
- LEAF (Linking Environment And Farming)core100% of UK growers are LEAF Marque certified. LEAF is a global farming and food system that delivers Climate Positive action.
- SedexcoreSedex membership providing tools to build resilient, transparent, and ethical supply chains. Won Sedex Sustainability Awards for Tech & Innovation 2023.
- SMETAcoreSMETA is the world's most widely used audit methodology for assessing responsible supply chain activities.
- SIZAcoreSIZA is South Africa's most widely used audit methodology for assessing responsible supply chain activities, focusing on labour standards, health and safety, environment, and business ethics.
- Stronger TogethercoreAngus Soft Fruits is a Stronger Together Advance Business Partner, demonstrating commitment to tackling hidden labour exploitation.
- FNET (Food Network for Ethical Trade)minorProactive member of FNET working collaboratively to share ideas and best practices within the industry.
- Spanish Ethical ForumminorProactive member working collaboratively to overcome challenges of mitigating against ethical risks in food production.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Angus Soft Fruits competitors and assessment
Company assessmentDirect peers
- WB Chambers Farms: UK family-run soft fruit specialist producing strawberries, raspberries, blackberries and blueberries for UK retailers. Comparable grower-supplier model with similar customer base and product mix to Angus.
- Berry Gardens: UK grower-owned cooperative marketing soft fruit (strawberries, raspberries, blackberries, cherries) to major retailers including Tesco, Sainsbury's and M&S. Direct competitor with similar UK grower-network structure and supermarket channel focus.
- BerryWorld: UK-based berry specialist supplying strawberries, raspberries, blackberries and blueberries to UK and European retailers. Closest direct competitor to Angus Soft Fruits, with overlapping customer base (Sainsbury's, M&S, etc.) and similar premium variety strategy.
- Hall Hunter Partnership: UK specialist soft fruit grower supplying strawberries, raspberries, blackberries and blueberries to major retailers (Tesco, Waitrose, M&S). Direct competitor with similar grower-network model and UK retail focus.
- Total Berry (Total Worldfresh): UK-based supplier of strawberries, raspberries, blackberries and blueberries to UK retailers, with global sourcing. Direct competitor operating in the same UK B2B retail channel as Angus.
Broad incumbents
- Hortifrut: Chilean-headquartered global blueberry and berry producer with proprietary genetics programmes and worldwide growing operations. Angus's Chilean JV partner (Nevado Escocés) operates in the same Maule region; comparable scale, genetics-led strategy, and global supply ambition.
- Costa Group: Australian-listed fresh produce giant with substantial berry operations (Driscoll's Australia JV). Comparable in being a vertically integrated, multi-category fresh produce supplier with proprietary genetics and international footprint.
- Driscoll's: World's largest berry producer with proprietary varieties (similar concept to AVA™), global growing footprint, and strong consumer brand recognition. Competes with Angus in UK and European retail channels and represents the dominant scaled incumbent in the category.
Emerging players
- Naturipe Farms: US-based grower-owned marketer of strawberries, blueberries, raspberries and blackberries with global sourcing. Comparable in producer-cooperative structure, berry category focus, and proprietary variety strategy targeting retail differentiation.
- Surexport: Spanish berry producer based in Huelva with significant strawberry, raspberry and blueberry operations. Comparable to Angus's Spanish sourcing partners (Felgar Berries, La Cartuja de Moguer) and competes in the European supply window.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Angus Soft Fruits social profiles
Digital presenceAngus Soft Fruits compliance and trust
Trust signalCompliance10 records
Angus Soft Fruits financial estimates
Financial estimateRevenue estimate
Valuation estimate
Angus Soft Fruits leadership team
Management profileNumber of profiles
Profiles8 records
Angus Soft Fruits subsidiaries and ownership
Company hierarchySubsidiaries5 records
Angus Soft Fruits funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Angus Soft Fruits M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Angus Soft Fruits
What does Angus Soft Fruits do?
Angus Soft Fruits breeds, grows, and packs premium berries — primarily strawberries, raspberries, and blackberries (plus blueberries) — through a global network of like-minded grower partners. The company supplies major UK retailers, wholesalers, and foodservice customers directly from BRCGS-accredited packing sites in the UK, with year-round supply extended through growing operations in Spain, Morocco, and Chile. Its proprietary AVA™ Berries Breeding Programme develops exclusive varieties that give retailers shelf differentiation and drive consumer loyalty.
Is Angus Soft Fruits a public or private company?
Angus Soft Fruits is a private company. It is classified as family owned and is currently operating.
When was Angus Soft Fruits founded?
Angus Soft Fruits was founded in 1994. It employs 51 to 100 people.
Where is Angus Soft Fruits based?
Angus Soft Fruits is headquartered in Arbroath, United Kingdom, in the Europe region.
How does Angus Soft Fruits make money?
Two revenue lines are on record. Berry Production and Supply is the primary driver. The others are variety Licensing (AVA™ Berries).
Who are Angus Soft Fruits's main competitors?
Direct peers on record are WB Chambers Farms, Berry Gardens, BerryWorld, Hall Hunter Partnership and Total Berry (Total Worldfresh). Broad incumbents are Hortifrut, Costa Group and Driscoll's. Emerging players are Naturipe Farms and Surexport.
Does Angus Soft Fruits have an API?
No public API is recorded for Angus Soft Fruits.
What industry is Angus Soft Fruits in?
Angus Soft Fruits's product category is Fresh Berry Production. Its primary akta.pro industry code is AFAGACAD, Berry Farming (Strawberries, Blueberries, Raspberries, Blackberries, Cranberries), with a secondary code of AFAOAGAD, Berry Sorting & Packing Facilities. Its NAICS code is 111333 and its SIC code is 100.