Plus Berries

What Plus Berries does

Plus Berries is a Spanish agricultural cooperative (SAT Plus Berries) headquartered in Huelva, specializing in the production and commercialization of berries — strawberries, raspberries, blackberries, and blueberries — together with stone fruit and, more recently, avocados and organic citrus. The cooperative is the result of a union of family agricultural businesses and currently comprises six member companies: Agromartin, SAT Plus Berries, Tilla Berries, Caver, Frutas Remolino, and La Canastita/Selberry. Operations employ between 1,001 and 5,000 people and rely on hydroponic macrotunnel cultivation, with production concentrated in Huelva and an expanding footprint in Badajoz.

The business model is built on a unified commercial platform that pools production from all member growers and sells into European retail channels under a single point of contact, with category-specialized commercial agents handling each berry type. Customers are large European retailers, with Mercadona and Alcampo named as principal accounts. The product portfolio combines conventional berries with proprietary cultivars developed in-house (notably the Candela strawberry launched in 2019) and a growing range of differentiated SKUs, including the Waka avocado brand (December 2020), the Aromas Bio organic orange and mandarin line (2020), and PEPITTA/Brocolé innovations. R&D is supported by a research partnership with Universidad CEU San Pablo.

Go-to-market combines B2B wholesale supply to grocery retailers with participation in international trade fairs such as Fruit Logistica (Berlin) and Fruit Attraction (Madrid). The cooperative structure is the central revenue mechanic: individual family farms retain operational autonomy, but shared logistics, packaging, certification, and commercial functions allow them to compete for shelf space at a scale and professionalism that would be uneconomic for any single member. Growth signals visible in the period 2014-2020 include two member additions (Tilla Berries in 2014, Caver in 2015), three notable product launches (Candela, Aromas Bio, Waka), and a research partnership, pointing to a deliberate strategy of portfolio and geographic diversification.

Name

Plus Berries

Legal name

SAT Plus Berries

Website

https://plusberries.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Plus Berries is a Spanish agricultural cooperative based in Huelva, pooling production from six member companies to supply berries, stone fruit, avocados, and organic citrus to European retailers, with named customers including Mercadona and Alcampo.

Ownership category

akta.pro rank

Product category

Fresh Berry and Stone Fruit Production

NAICS

Berry (except Strawberry) Farming (111334), Strawberry Farming (111333), Orange Groves (11131)

SIC

Wholesale-Groceries, General Line (5141), Food And Kindred Products (2000)

akta.pro primary industry

Berry Farming (Strawberries, Blueberries, Raspberries, Blackberries, Cranberries) (AFAGACAD)

Keywords

• Fresh berry production
• Stone fruit wholesale
• Hydroponic cultivation
• Organic fruit supply
• Agricultural cooperative

Headquarters

HQ city

Huelva

HQ country

Spain

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh berry and stone fruit sales: Plus Berries generates revenue through the combined marketing and sale of fresh berries (blackberries, raspberries, blueberries, strawberries) and stone fruits (nectarines, apricots, peaches, plums, flat peaches) produced by its six member companies. The group commercializes products jointly, offering customers a wide range of fruit directly from the producer. Revenue is derived from wholesale B2B sales to retailers and export markets.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Plus Berries is a Spanish agricultural cooperative that produces and supplies premium fresh berries (blackberries, raspberries, blueberries, strawberries) and stone fruits (nectarines, apricots, peaches, plums, flat peaches) through six member family businesses in southern Spain. The group also markets organic oranges and mandarins under the Aromas Bio brand and avocados under the Waka brand, leveraging varietal development and R&D to provide year-round supply to European retailers and exporters.

Product overview

Plus Berries is a Spanish agricultural cooperative specializing in premium berries and stone fruits, formed by six family businesses from southern Spain. The core product portfolio includes blackberries, blueberries, raspberries, strawberries, stone fruits (nectarines, apricots, peaches, plums), organic oranges and mandarins (Aromas Bio brand), and avocados (Waka brand). The group offers specialized packaging formats including BerryCream (strawberries with chocolate), Sun Mix (mixed berry packs), BerryBowl (elegant berry containers), R&B blueberries (convenience format), Berry Duo (2-in-1 berry combinations), and FresaPack (premium strawberry packaging). Production spans regions from Huelva to Badajoz, leveraging sustainable agriculture practices with year-round supply capabilities through innovative R&D and varietal development programs.

Differentiator

Problem solved

Functional benefit

Brands

• Waka: Avocado brand from Huelva, introduced in December 2020, known for mild flavour, softness and creamy texture.
• Aromas Bio
• BerryCream
• Sun Mix
• BerryBowl
• R&B (Rhythm and Blues)
• Berry DUO
• FresaPack

Products and services

• Blackberry (Mora) Premium blackberries cultivated year-round using a hydroponic system in macrotunnel greenhouses, featuring globular shape, dark purple color, and sweet flavor with acidic notes. Sold wholesale to European retailers.
• Raspberry (Frambuesa) Premium raspberries cultivated in macrotunnels and greenhouses with velvety texture, juicy flesh, and sweet-and-sour flavor. Tailored for distribution, volume, and packaging needs of retail buyers.
• Blueberry (Arándano)

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• MercadonacoreChannel Partner/ Reseller/ DistributorPlus Berries member La Canastita is the official supplier of blackberries to Mercadona, one of Spain's largest supermarket chains. This is a direct B2B supply relationship covering the group's premium blackberry production.
• Universidad CEU San Pablo (Madrid)coreStrategic or Co-development PartnerPlus Berries collaborates with Universidad CEU San Pablo on multiple research projects studying the role of bioactive compounds in their fruit. The partnership supports the group's R&D and varietal development programs.
• RESFOOD (EU 7th Framework Programme)minorStrategic or Co-development PartnerPlus Berries participates in the RESFOOD project, a European Union 7th Framework Programme focused on developing programmes to optimize water use in food production. Supports the group's sustainability and water-saving objectives.
• Schools across SpainminorStrategic or Co-development PartnerThrough the +B Kids / Super Berries campaign, Plus Berries partners with schools across Spain (May–June annually) to educate children about berry health benefits through games and activities, using the Super Berries comic characters.
• Junta de ExtremaduraminorGTM or Marketing PartnerThe Super Berries campaign partnered with the Junta de Extremadura to diffuse the benefits of fruits and vegetables to schoolchildren in Badajoz province.
• CAAE (Certificadora de Agricultura Ecológica)minorOthersAromas Bio, the organic orange and mandarin brand within Plus Berries, is certified by CAAE, the private entity that certifies organic production compliance.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Dole plc: Global fresh produce incumbent with diversified berry, citrus, and tropical fruit supply. Comparable as a large-scale supplier to European retailers, though operating across a much wider category set than Plus Berries.
• T&G Global: Large international fresh produce company with a broad portfolio including berries, apples, and stone fruit. Comparable as a larger incumbent offering premium fresh fruit across multiple categories to global retail.

Direct peers

• Naturipe Farms: Large US-based grower-owned marketer of strawberries, blueberries, raspberries, and blackberries. Comparable as a multi-producer cooperative model supplying retail with branded berries and stone-fruit-adjacent categories.
• Berry Gardens: UK grower-owned berry marketing group supplying Tesco, Sainsbury's, and other British retailers. Comparable as a multi-grower cooperative selling premium branded berries year-round to major supermarket chains.
• Driscoll's: The world's largest berry marketer, specializing in strawberries, blueberries, raspberries, and blackberries through a global network of independent growers. Directly comparable as a premium berry supplier with branded varietal IP and year-round supply ambition.
• Berry World Group: UK-headquartered premium berry supply and varietal development business serving European retailers. Comparable as a multi-berry specialist with proprietary varieties and direct European supermarket relationships.
• Surexport: Spanish produce exporter specializing in berries (strawberries, raspberries, blueberries, blackberries) from Huelva. Directly competes with Plus Berries in European wholesale berry supply from the same growing region.
• Frutas Esther: Spanish fruit producer and exporter of berries and stone fruit from southern Spain. Comparable as a Huelva-region grower supplying European retailers across similar berry and stone-fruit categories.
• Wish Farms: Florida-based strawberry and blueberry grower-shipper with branded retail programs. Comparable as a vertically integrated berry producer selling directly to supermarket chains with branded SKUs.

Regional players

• Cuna de Platero: Huelva-based berry cooperative (SAT) producing and marketing strawberries, raspberries, blueberries, and blackberries. Comparable as a Spanish cooperative model operating in the same geography for European retail supply.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/plusberries

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 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 Plus Berries