We specialise in breeding, commercialising and marketing berries to international retailers and consumers alike.

Berry World Mixed Berries

The BerryWorld Group was formed in 2015 in response to the expanding global operations and success of varietal releases from the joint venture breeding programme. Our expertise spans the length of the supply chain, from breeding berries in the UK, The Netherlands, France, Spain, South Africa and Australia through to commercialisation of award winning proprietary varieties, to marketing quality berries and prepared fresh fruit products to retailers and consumers alike.

About BerryWorld

Across the globe our portfolio includes all of the major berries, such as strawberries, raspberries, blueberries and blackberries.

Our market-leading varieties, have won “Product of the Year” in The Netherlands, whilst our Jewel raspberries have won “Quality Food Awards” in the UK and continue to impress our consumers.

We also offer a full range of currants and niche berries, from blackcurrants to redcurrants, gooseberries to pineberries and strasberries to bubbleberries. 
Our prepared fruit division, PrepWorld, offers a wide variety of convenient fresh cut fruit combinations and sources across fruit categories including berries, stone fruit, citrus and top fruit as well as exotics.

We are positive, passionate and genuine. We love berries and are excited by what we do. We understand that long term sustainable growth can only come from a hunger to keep moving forwards. We are determined to continue to evolve and relish the excitement that comes from innovation and developing the global berry industry.

Adam Olins, Chief Executive Officer

Adam joined Louis Reece Ltd, the family firm, in 1982.  In 1994, he expanded Poupart’s soft fruit business with the creation of BerryWorld Ltd. Adam was the Managing Director of BerryWorld and in 2007, also became Managing Director of the Poupart Group. In January 2016, Adam relinquished the title of Managing Director of the Poupart Group to fully focus on growing the BerryWorld across the globe as Chief Executive Officer BerryWorld Group.

Adam Olins

Our Directors

  • Adrian Olins

    Commercial Director

    BerryWorld Group

    Adrian is a fourth generation fruit industry professional who joined BerryWorld in 2004. Adrian has been pivotal in developing BerryWorld’s exclusive varieties and business models throughout the world, including growing the group’s production territories and markets.Over the years, Adrian has worked in a number of areas across the business and now sits on the board across the group of companies, as Commercial Director of the BerryWorld Group.

  • Andrea Aburrow

    Finance Director

    BerryWorld Group

    Andrea studied physical geography at the University of Reading where in 1996 she graduated with a BSc. She then went on to work for PwC from 1996 to 2000 where she completed her Chartered Accountancy Exams and is now an FCA, additionally in 2013 Andrea completed an MBA with Cass Business School.

    Andrea commenced working at BerryWorld in 2013, having previously worked at the parent company Fletcher Bay Investment Company for six years. The role at Fletcher Bay enabled her to have a good understanding of the whole group and in particular the growth and attractive market position of BerryWorld. When the chance arose to become Finance Director at Berryworld she jumped in feet first and has not looked back since!

  • Tim Newton

    Technical Director

    BerryWorld Group

    Tim studied Commercial Horticulture at Writtle in Essex which he completed in 1987. Tim went on to work in various technical roles with vegetable and salad crops in Kent, Lincolnshire & Cornwall before being ‘saved’ by Adam Olins and joining Poupart in March 1994.  In November 1994, when BerryWorld was formed, Tim was appointed as Technical Manager and today is Technical Director for the BerryWorld Group.

  • Wil Beekers

    European CEO

    BerryWorld Group

    Wil has been instrumental in growing BerryWorld’s presence in Europe. Having worked for 6 years in vegetable breeding company, Enza, Wil started his own business growing cucumbers in 1992. In 1995, he moved into strawberries, with blackberry and raspberry production following shortly after. Over the late 1990s Wil formed a group of Dutch growers which still represent the strong base of Dutch production today. In 2007, together with VitalBerry Marketing and BerryWorld, he formed VitalBerry BV, which later became BerryWorld Europe in 2008. Following the merger of Wil’s Beekers Holdings BV business into BerryWorld in 2017 and the launch of BerryWorld France in 2018, Wil has most recently assumed the role of European CEO of BerryWorld Group and President of BerryWorld France, focused on driving BerryWorld’s growth across Europe.