Fruitist secures $150 million to scale premium berries as healthy snacking demand rises

The US-based superfruit company Fruitist has raised $150 million in equity financing to accelerate its global expansion, capitalizing on rising demand for healthy snacking and premium berries. The funding round was led by a vehicle managed by J.P. Morgan Asset Management, alongside new and existing investors, and underscores growing investor confidence in vertically integrated food companies positioned at the intersection of nutrition, technology and sustainability.

The financing was announced as Fruitist continues a period of rapid growth from its headquarters in Los Angeles, expanding production, distribution and data-driven capabilities across multiple continents. The relevance of the deal lies not only in its size, but also in how consumer behavior—particularly among users of GLP-1 weight-loss drugs—is reshaping demand patterns in the fresh produce sector.

Founded in 2012 by Steve Magami, Fruitist began as a blueberry-focused operation sourcing fruit from Peru. Over the past decade, the company has evolved into a global supplier of premium berries, now operating growing regions in Mexico, Chile, India, Morocco, China and the United States, with new acreage coming online in Oregon and California. According to the company, Fruitist supplies more than 12,500 retail outlets across 40 countries, with blueberries remaining its flagship product.

In comments to AgFunderNews, Magami said Fruitist is “seeing demand across the world for more premium blueberries,” a trend he attributed to shifting consumer preferences toward healthier, nutrient-dense snacks. While blueberries account for the majority of the company’s revenue, Fruitist has also expanded into blackberries, raspberries and cherries, which Magami described as “strategic growth areas that complement Fruitist’s core blueberry business.” He added that the company is scaling these categories to build a year-round berry platform across key markets.

A notable driver of recent growth, according to Magami, is the increasing adoption of GLP-1 medications such as Ozempic and Wegovy. These drugs, widely used for diabetes and weight management, appear to be influencing food choices. “Our data show that consumers using GLP-1 treatments increase their berry purchases after starting the medication,” Magami told AgFunderNews. He added that Fruitist delivers incremental growth for retailers, noting that the brand generates new purchases rather than simply shifting market share between suppliers.

This performance has helped strengthen Fruitist’s position with major retail partners. Magami said retailers see “measurable lift” when Fruitist products are added to shelves, reinforcing the company’s appeal as a premium, health-oriented brand. Beyond traditional retail, Fruitist is expanding its reach through e-commerce and sports partnerships designed to connect directly with consumers.

The company recently became the official superfruit snack of USC Athletics and brought in NFL quarterback Caleb Williams as both an investor and brand ambassador. According to Magami, these partnerships are intended to position Fruitist at the center of performance-driven snacking, meeting consumers “from stadiums to online storefronts.” Fruitist reported trailing 12-month sales of $400 million earlier in 2025 and continues to post strong growth, he said.

From an investor perspective, the company’s vertically integrated model was a key factor in the funding decision. Brad Demong, managing director at J.P. Morgan Asset Management, said in a statement cited by AgFunderNews that the firm’s strategy invested in Fruitist in recognition of the “exceptional results” it has achieved. “We believe that Fruitist, with control of its value chain, significant organic growth opportunity ahead, and positioning as a driving force of premiumization of berries and the better-for-you category, will realize durable expansion,” Demong said.

Technology and data as a growth lever

In recent years, Fruitist has increased investment in technology and analytics as a way to differentiate its products and manage a complex, global supply chain. The company recently hired Jim Trahanas as chief technology officer and partnered with Seattle-based RipeLocker to deploy low-atmosphere vacuum chambers that extend the shelf life of berries.

According to Magami, Fruitist is building an intelligence platform powered by proprietary data collected across its vertically integrated operations. “We are building an intelligence platform powered by our proprietary data, millions of monthly berry-level data points,” he told AgFunderNews. These data sets span diverse microclimates and growing environments, allowing the company to refine harvest timing and quality control.

Fruitist’s analytics platform models growing conditions, predicts optimal quality attributes and identifies precise harvest windows, with the goal of delivering consistent quality while reducing waste. Magami said these insights enable more efficient use of labor and resources and support the company’s ability to supply premium berries year-round, even as climate variability increases.

In parallel, Fruitist is also investing in varietal development, focusing on berries that are more flavorful and heat-tolerant, an increasingly important trait as growers contend with rising temperatures and weather volatility.

Premiumization and global expansion

The $150 million raise is expected to support further expansion in both established and developing markets, where demand for high-quality fruit is rising alongside urbanization and income growth. Fruitist’s presence in regions such as India, China and Morocco reflects a strategy aimed at diversifying supply and capturing growth in markets with expanding middle classes.

Industry analysts note that Fruitist’s trajectory highlights a broader shift within the fresh produce sector toward premiumization, branding and data-driven operations—areas traditionally more associated with packaged foods than fresh fruits. By combining control over production, logistics, technology and marketing, the company aims to build resilience in a category often exposed to price volatility and supply shocks.

As consumer interest in health, functionality and convenience continues to shape food choices, Fruitist’s leadership believes berries are well positioned to benefit. The infusion of capital from J.P. Morgan Asset Management and other investors provides the resources to scale this model globally, even as competition intensifies.

For now, the company’s growth story reflects a convergence of trends—from GLP-1-driven dietary shifts to advances in agricultural technology—that are redefining how fresh produce brands compete. As Magami emphasized to AgFunderNews, Fruitist’s ambition is not just to sell more fruit, but to build a platform capable of delivering consistent quality and measurable value across the global food system