A decentralized network uniting growers and marketers to deliver year‑round quality fruit with a focus on sustainability and innovation

Frutura Produce is a California‑headquartered platform that brings together a network of growers, packers, and marketers to supply premium fruit year‑round.

Adjacent to one of the world’s most productive agricultural regions, the company operates through a decentralized model that combines local expertise with global reach.

Its portfolio includes operations across the United States, Latin America, Uruguay, Chile, and Mexico, encompassing table grapes, citrus, blueberries, stone fruit, mangos, avocados, berries, and cherries.

By integrating companies such as Agrícola Don Ricardo in Peru, Dayka & Hackett in California, TerraFresh Organics, Frutura Uruguay, Subsole in Chile, Sun Belle, Cerasus, and Black Venture Farm, Frutura aims to ensure a consistent, diversified, transparent, and sustainable supply chain, 365 days a year.

The origins of Frutura date back to 2021, when a group of fruit growers, packers, and marketers decided to unite under a single platform with shared values and objectives.

Driven by a mission to be “a force for good,” the founding members, led by CEO David Krause crafted an operating framework that balances purpose and profit.

From the outset, the company emphasized five core values: Community, Force For Good, Quality, Entrepreneurial spirit, and Walk the Talk.

These principles underpin every decision, from partnerships and acquisitions to sustainability initiatives and product development.

In late 2023, Frutura expanded into the berry category through the acquisitions of Giddings Fruit, a Chile‑based supplier of organic and conventional berries and cherries, and Sun Belle, a U.S. marketer of conventional and organic berries sold under the Sun Belle and Green Belle brands.

The two businesses had collaborated for over 15 years, making their integration an efficient step in scaling the platform.

By retaining the existing management teams founder Julio Giddings as chair emeritus of Giddings Fruit and Janice Honigberg as CEO of Sun Belle the company preserved the expertise that made both firms successful prior to acquisition.

Building on that momentum, Frutura consolidated its berry marketing under the SunBelle brand in December 2024, naming JC Clinard formerly of Wish Farms as CEO of the unified berry division.

Clinard’s leadership is expected to drive the introduction of new berry varieties, leveraging Black Venture Farm’s advanced genetics to enhance the consumer eating experience.

In April 2025, Frutura further strengthened its position in the avocado market by acquiring Montana Fruits, a Colombian packer‑shipper that had supplied fruit to Frutura subsidiaries.

Managed by Dayka & Hackett, Montana Fruits adds the final piece needed for true vertical integration in avocados, enabling Frutura to deliver avocados 52 weeks a year.

With existing avocado acreage through Dayka & Hackett, Agrícola Don Ricardo, and Subsole, the Montana deal cements Frutura’s ambition to make avocados a year‑round asset for customers.

Beyond its expansion strategy, Frutura places strong emphasis on sustainability and social responsibility.

In 2023, the company published its inaugural Impact Statement, outlining a vision built around seven collaboration areas: Empowering Individualized Growth; Enhancing Regional Well‑Being; Biodiversity; Water Security; Climate Stability; Reducing Waste; and cross‑platform knowledge sharing.

These priorities are supported by clear 2025 objectives, such as executing dynamic learning and development plans, achieving GLOBAL G.A.P. certification for all owned production, measuring site‑level water withdrawal with catchment‑informed targets, submitting near‑term SBTi targets for greenhouse gas reduction, and promoting regenerative agricultural practices to restore biodiversity.

Frutura’s Collaboration Framework balances global ambitions with locally appropriate strategies.

Each business unit operates autonomously, applying tailored sustainability tactics that reflect regional environmental and social realities, while Frutura facilitates alignment and optimization across the platform.

For example, Agrícola Don Ricardo became a Certified B Corp in 2024, demonstrating its commitment to high social and environmental impact standards.

Meanwhile, TerraFresh Organics focuses on sourcing from organic farmers across the Americas, and Subsole leverages Chile’s diverse climates to supply table grapes and citrus worldwide.

The company’s promise “healthy, quality produce from reliable sources you can trust” is echoed in its rigorous standards for food safety, environmental stewardship, and community engagement.

Frutura builds “respectful, reciprocal relationships locally and globally,” channelling its value of Community into efforts that benefit workers, customers, consumers, investors, and the environment.

At the same time, its Force For Good ethos drives inclusive growth by engaging stakeholders to assess regional needs and invest in economic and societal well‑being.

While Frutura’s growth has been marked by acquisitions and brand consolidations, its entrepreneurial spirit remains central.

The platform continuously seeks innovation, whether through genetics research at Black Venture Farm, the development of bespoke SunBelle berry varieties, or the operational integration of new partners.

Its decentralized model allows rapid experimentation: successful practices in one region can be scaled across the network, driving broader industry improvements.

Today, Frutura stands out for its combination of scale, specialization, and commitment to sustainability.

By uniting a diverse group of produce companies under a shared mission, it leverages collective expertise to meet consumer demand for high‑quality fruit throughout the year.

Its strategic acquisitions in berries and avocados illustrate a methodical expansion plan, while its impact initiatives reflect an ambition to shape a responsible, resilient food system.