How Fruitist became a $1B blueberry brand

You may not think of a fruit as being a high-tech operation, but one company is all about it, integrating hardware, software, and AI wherever it can.

And it’s paying off. Agrovision Corp. is an LA-based agtech company that sells blueberries, raspberries, and blackberries under its Fruitist and Big Skye brands at stores including Costco, Trader Joe’s, and Whole Foods. It reached a $1B valuation in August.

Its blueberries — larger and crunchier than many others you’d find in stores — retail for $6-$8 for a 9.8-ounce package, per Bloomberg. That may be slightly pricier than other brands, but co-founder and CEO Steve Magami told The Hustle he views them as a premium snack.

Agrovision… 

… started with blueberries due to their global appeal, longer shelf life, and affordability. The idea was to end “berry roulette,” offering only high-quality berries in every package — no mushy or spoiling ones.

Agrovision is vertically integrated, and doesn’t outsource production, instead overseeing farms in microclimates in locations including Peru, the US, and Morocco. It also implements technologies including: 

• R&D programs that breed berry varietals for flavor, nutrition, climate resilience, and shelf life.
• AI algorithms that predict planting and harvesting timelines, perform QA, and schedule seasonal workers.
• Vacuum storage chambers that preserve freshness for up to 12 weeks through a partnership with RipeLocker.

In the future, Agrovision plans to incorporate more AI and expand its product lines with offerings like seedless cherries or blueberries even richer in antioxidants.

“The ultimate satisfaction for me is when kids walk in the store and they go to the produce aisle. That will tell us that we’ve truly succeeded,” Magami said.

Fun fact: Fruitist is the official snack partner of men’s soccer club DC United.