Mountain Blue Marketing

What Mountain Blue Marketing does

Mountain Blue Marketing is a family-owned Australian integrated berry company, established in 1978 by Ridley Bell. It operates the full berry value chain: a proprietary blueberry breeding program (Northern and Southern Highbush varieties including the Eureka family developed since 2008, with parallel raspberry and blackberry programs), Australia's largest commercial berry nursery located in Lindendale NSW, large-scale farming across three NSW sites and a Queensland site (over 200 hectares of commercial plantings), a state-of-the-art packaging facility in South Lismore, and 50% ownership of The Berry Collective marketing company. Its core technology is plant genetics, with breeding and trial sites spanning Queensland, New South Wales, Victoria, and Tasmania to enable 12-month premium berry supply. The company holds Plant Breeders' Rights in multiple jurisdictions including China.

Name

Mountain Blue Marketing

Legal name

Mountain Blue Farms Pty Ltd

Website

https://mountainblue.com.au

Company type

Private

Founded year

1975

Operating status

Operating

Short description

Mountain Blue Marketing is a family-owned Australian integrated berry company operating Australia's largest commercial blueberry nursery, 200+ hectares of plantings across NSW and Queensland, and a proprietary genetics and breeding program supplying licensed commercial growers domestically and internationally.

Ownership category

akta.pro rank

Product category

Berry Production

NAICS

Berry (except Strawberry) Farming (111334), Strawberry Farming (111333)

akta.pro primary industry

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

akta.pro secondary industry

Berry Sorting & Packing Facilities (AFAOAGAD)

Keywords

• Berry production
• Fresh fruit farming
• Plant nursery operations
• Crop genetics breeding
• Agricultural marketing services

Headquarters

HQ city

Lismore

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. Fruit Production and Sales: Mountain Blue operates farms in NSW and Queensland, producing blueberries, raspberries, blackberries, and strawberries. Fruit is sold to supermarkets and export customers through direct sales relationships.
2. Genetics Licensing: New varieties are released to commercial growers under license. Mountain Blue's proprietary genetics are grown by a network of growers around Australia.
3. Nursery Plant Sales: As the leading supplier of blueberry stock in Australia, Mountain Blue delivers high quality blueberry plants to commercial fruit growers nationwide. The nursery provides world renowned genetics in a variety of formats to suit grower requirements.
4. Marketing Services (The Berry Collective): Mountain Blue Marketing owns 50% of The Berry Collective, a marketing company that links grower, retailer and consumer. Provides market reports, quality standards monitoring, and agronomy support to growers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Mountain Blue Marketing is a family-owned, fully integrated berry business established in 1978. The company produces blueberries, raspberries, blackberries, and strawberries, and operates nursery operations, genetics and breeding programs, and marketing services across the berry supply chain.

Product overview

Mountain Blue Marketing is a family-owned berry company established in 1978 that operates as a fully integrated berry business. The company offers a portfolio of berry products across four categories (blueberries, raspberries, blackberries, strawberries) under three branded lines: Eureka Blueberries, Mountain Blue Berries, and Mountain Blue Premium Blueberries. These products are supported by four core services: farming operations (three NSW farms plus Queensland site), Mountain Blue Nursery (commercial plant supplier), Mountain Blue Genetics/Breeding Program (world-leading variety development), and Marketing Services through The Berry Collective (50% owned marketing company linking growers, retailers, and consumers). The company also develops proprietary blueberry varieties including Eureka Sunrise, Eureka Gold, Masena, Dazzle, and raspberry varieties like Enrosadira.

Differentiator

Problem solved

Functional benefit

Brands

• Eureka Blueberries: Premium blueberry variety developed by Mountain Blue, known for being bigger, crunchier, and sweeter.
• Mountain Blue Berries
• Mountain Blue Premium Blueberries
• The Berry Collective

Products and services

• Blueberries Fresh blueberry fruit produced by the company as part of its integrated berry operations.
• Raspberries Fresh raspberry fruit produced by the company as part of its integrated berry operations.
• Blackberries Fresh blackberry fruit produced by the company as part of its integrated berry operations.
• Strawberries Fresh strawberry fruit produced by the company as part of its integrated berry operations.
• Berry Nursery Plants Berry plants propagated and supplied through the company's nursery operations to support commercial berry cultivation.
• Berry Genetics and Breeding Program Proprietary berry genetics and breeding program developing new and improved berry varieties for cultivation.
• Marketing Services Marketing services operated as part of the company's integrated berry business, supporting the berry supply chain.

Quantifiable outcome

• Over 200 hectares of commercial blueberry plantings
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered flagship, core and minor.

• World VisionflagshipOthers · 1 January 2016Mountain Blue has been in partnership with World Vision since 2016. Through contributions, they have contributed to key projects including the Opeta Heath Centre upgrades (serving 20,000 people in Uganda), construction of teacher housing for local schools, and an annual youth soccer tournament. Their punnet program has contributed over $750,000AUD to the Farmer Managed Natural Regeneration (FMNR) Program, regenerating over one million hectares of degraded land.
• The Berry CollectivecoreStrategic or Co-development PartnerMountain Blue Marketing (MBM) owns 50% of The Berry Collective, a marketing company that links the grower, retailer and consumer to achieve the best return for growers. Achieved via advanced retailer relationships, relatable communication with growers, and passion for process and quality improvement.
• The Winsome and Lismore Soup IncminorOthersMountain Blue provides resources and care for those in need locally through this local network, assisting local networks, agencies, schools and individuals.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Nourse Farms: US berry plant nursery supplying blueberry, raspberry, blackberry, and strawberry stock to commercial growers. Comparable as a wholesale berry nursery supplying plants and genetics to growers nationwide.
• BerryWorld Group: UK-headquartered berry genetics and marketing company licensing proprietary varieties across Europe and beyond. Comparable as a berry-focused genetics licensing and marketing entity with grower network and retailer relationships analogous to Mountain Blue.
• Planasa: Spanish berry genetics and nursery company breeding and licensing blueberry, raspberry, and blackberry varieties globally. Comparable as a berry genetics breeder and nursery with international licensee network and proprietary variety focus.
• Wish Farms: US-based vertically integrated strawberry and blueberry grower-marketer with proprietary varieties and grower partnerships. Comparable as a family-influenced berry producer with branded premium genetics and direct retail relationships.
• Naturipe Farms: US-based grower-owned berry producer and marketer for blueberries, strawberries, raspberries, and blackberries. Comparable as a berry-marketing and grower network entity providing retailer access, similar to The Berry Collective arrangement.
• Hortifrut: Chilean-headquartered global blueberry producer and genetics company with operations across the Americas, Europe, Africa, and Asia. Comparable as an integrated blueberry breeder, nursery, producer, and exporter with proprietary varieties and licensing programs.
• Fall Creek Farm & Nursery: US-based blueberry nursery and genetics company, one of the largest suppliers of blueberry plants and varieties worldwide. Directly comparable as a blueberry-specialist nursery and breeding program selling proprietary genetics to commercial growers.
• Driscoll's: Global berry leader operating a genetics-to-grower licensing model for strawberries, blueberries, raspberries, and blackberries. Directly comparable as the world's largest proprietary berry genetics licensor with a similar plant breeder rights approach.

Regional players

• Sunny Ridge Farm: Australian berry producer (strawberries, blueberries, raspberries) with growing, packing, and marketing operations. Comparable as an Australian berry producer competing in the same domestic supermarket channel but with less emphasis on breeding/genetics licensing.

Broad incumbents

• Costa Group: Australia's largest listed horticultural producer with major berry operations (blueberries, raspberries, strawberries) across multiple regions. Comparable as a large-scale Australian berry producer and nursery operator, though broader in category scope than Mountain Blue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 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 Mountain Blue Marketing