Angus Soft Fruits

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

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

• Fresh berry supply
• Premium strawberry varieties
• Soft fruit distribution
• Berry breeding programme
• BRCGS packing operations

Headquarters

HQ city

Arbroath

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. 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.
2. 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

Core 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

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

19 partnerships are on record, tiered minor and core.

• FareShareminorStrategic or Co-development Partner · 1 March 2021Partnership 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 BerriescoreStrategic or Co-development Partner · 1 August 2019Joint venture with Nathanael Majster with 22.5ha of raspberries in Agadir in the south of Morocco, established August 2019.
• Angus Soft Fruits MaroccoreStrategic or Co-development Partner · 1 July 2019Established in July 2019 in Agadir, Morocco, focused on procurement and 65ha of raspberry production.
• Nevado EscocéscoreStrategic or Co-development Partner · 1 August 2018Joint 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 LtdcoreStrategic or Co-development Partner · 1 January 2016Established in 2016, Isle Fruits Ltd further stretched UK season from March to December on 14ha of glasshouses in Somerset.
• Felgar BerriescoreStrategic or Co-development Partner · 1 February 2014Strategic Partnership established in February 2014 with Felgar Berries in Morocco to expand growing operations and sourcing capabilities in the region.
• Angus Growers LtdcoreStrategic or Co-development PartnerUK 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 BerriescoreStrategic or Co-development PartnerEstablished partner in Morocco's growing footprint representing well over 100 hectares of production as part of expanding raspberry base.
• Oasis (Touty Berries)coreStrategic or Co-development PartnerPart of the growing network in Morocco with established production capacity.
• La Cartuja de Moguer S.L.coreStrategic or Co-development PartnerBased 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.
• BRCGScoreOthersBRCGS Food Safety certification at packing sites. The standard is adopted by over 22,000 sites in more than 130 countries.
• Global GAPcoreOthersGlobal GAP certification offering solutions for the certification of agriculture, aquaculture, and floriculture production processes.
• LEAF (Linking Environment And Farming)coreOthers100% of UK growers are LEAF Marque certified. LEAF is a global farming and food system that delivers Climate Positive action.
• SedexcoreOthersSedex membership providing tools to build resilient, transparent, and ethical supply chains. Won Sedex Sustainability Awards for Tech & Innovation 2023.
• SMETAcoreOthersSMETA is the world's most widely used audit methodology for assessing responsible supply chain activities.
• SIZAcoreOthersSIZA 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 TogethercoreOthersAngus Soft Fruits is a Stronger Together Advance Business Partner, demonstrating commitment to tackling hidden labour exploitation.
• FNET (Food Network for Ethical Trade)minorOthersProactive member of FNET working collaboratively to share ideas and best practices within the industry.
• Spanish Ethical ForumminorOthersProactive member working collaboratively to overcome challenges of mitigating against ethical risks in food production.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Facebookfacebook.com/AngusSoftFruits
• LinkedInlinkedin.com/company/angus-soft-fruits
• Instagraminstagram.com/angussoftfruits
• Xx.com/AngusSoftFruits

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Angus Soft Fruits