Yumio® debuts at Fruit Logistica: new raspberry variety and international partner club set a new standard in the industry
Berlin, 4 February 2026 – Yumio® was officially launched during Fruit Logistica in Berlin, introducing a new raspberry brand developed to deliver greater predictability, quality and continuity to the fresh produce chain. The brand name was unveiled at the stand of the growers’ cooperative and club partner, FruitMasters. At the same time, the BrightBerries Yumio Club was launched: an international partnership of growers and value-chain partners working together to build a year-round raspberry concept with a single, easily recognisable standard of quality.
The brand launch took place during a private event for BrightBerries Yumio Club partners at the FruitMasters stand. During the event, the brand name was unveiled through a spectacular VR experience that immersed visitors in a futuristic world. Within a virtual berry lab and shop, Yumio came to life, showcasing the brand’s unique USPs. For the remainder of the trade fair, the VR experience was also open to other visitors and business relations.
Less risk and greater predictability
Yumio is the brand behind the Rubin raspberry, developed as part of Dutch company BrightBerries’ breeding programme. This variety combines strong genetics with stable yields, excellent shelf life and consistently high quality. Yumio thus addresses structural challenges in the sector, including climate pressures, labour shortages, market fluctuations and the increasing demands of retailers and consumers. According to Hans Puijk, third-generation soft fruit grower and Berry Innovator at BrightBerries, the future of raspberries calls for a new approach: ‘Traditional raspberry varieties were not future-ready, with quality heavily influenced by external factors, creating risks for growers. From the outset, Yumio was developed as a variety and an integrated supply-chain concept designed to minimise risk, guarantee quality and rebuild confidence within the market and with consumers.’
One variety, one brand, available year-round
Yumio sets itself apart by delivering raspberries year-round with consistent quality, specifications and appearance, regardless of season or origin. This is made possible by producing the same variety across multiple climate zones. The raspberries are characterised by a firm structure without leaks, a sweet, full flavour, long shelf life and a high level of uniformity after harvest.
Establishment of BrightBerries Yumio Club
The event also marked the official launch of the BrightBerries Yumio Club. In this club, leading producers and supply chain partners from various countries collaborate within a fixed structure. The goal is to jointly plan volumes, ensure quality and develop a scalable, international raspberry concept. ‘Delivering on the promise of year-round quality is only possible through close collaboration,’ says Puijk. ‘Within the BrightBerries Yumio Club, we share expertise, align production and present a consistent, recognisable standard of quality to the market.’ The club currently consists of: Belorta (BE), Buuregarte Boog (CH), Chambers (UK), Dearnsdale Fruit (UK), FruitMasters (NL), Frutania (DE), Hall Hunter (UK), Hyldetoftegaard Berries (DK), Knup Beeren (CH), Kronprinz Fruchthandels (AT) and Lehner Beeren (AT). The club is open to new partners who share its vision and are eager to play an active role in Yumio’s further international expansion.
Developed with the entire value chain in mind
Yumio is deliberately positioned as a brand in the market. Not just as a variety, but as an integrated value-chain concept that brings together cultivation, quality, planning and marketing. Joint positioning creates recognition and added value for both trade partners and consumers. With the launch of Yumio and the establishment of the Partner Club, the initiators aim to set a new standard in the raspberry sector: lower risk, greater predictability and sustainable growth for the entire value chain.
