We're People Powered

Here at BerryWorld we love berries and we are genuinely excited by what we do. We're a people powered business and berries make our world go round.

Our award winning berry varieties come from a variety of award winning people across our local teams.

We understand that long term sustainable growth can only come from a hunger to keep moving forwards. Our mission to grow the berry world together is driven by our values and the idea that great work is born from appetite, relationships, sustainability and confidence.


Our story roots back to Louis Olins, founder of Louis Reece, who delivered fruit to London's Spitalfields Market by horse and cart back in 1919.

Roll on to 1994 and, after discovering potential in the berry market, BerryWorld was formed as a joint venture with Edward Vinson Limited, with Adam Olins as the founder and Managing Director.

Today we are a fourth-generation, family-founded, and future focussed, berry company. We have multi-local international teams operating across every part of the supply chain. Through these operations and our close working relationships with growers and customers alike, we ensure a sustainable supply of world class berries that are bursting with goodness all year-round.

Meet some of our team below or get in touch if you think you'd be a berry good fit working for BerryWorld. Please note BerryWorld are not involved in any farm work recruitment.

Adam Olins, Founder & Group CEO

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 appointed Managing Director and remains the Group CEO today, albeit for a company that looks very different to how it did in 1994.

Having started out as a UK based marketing business in partnership with one of the UK’s largest strawberry growing and breeding businesses, Adam has led the business from strength to strength. Today the business operates with multi-local teams across the entire supply chain but based upon the same solid foundations and founding principles of the early days.

Andrea Aburrow, CFO

Andrea started working at BerryWorld in 2013, having previously worked at the parent company, Fletcher Bay Investment Company and prior to that, at the BBC and PWC, where she completed her Chartered Accountancy Exams. Since joining BerryWorld, Andrea has been the Chief Financial Officer for the Group.

In addition to running the Group’s Finance team, Andrea also heads up the Group’s HR, IT, Legal, Corporate Development and Strategy central functions.

Sam Rowe, Varieties Divisional CEO

Sam joined BerryWorld in 2009 as a management trainee, working in various roles from customer to supplier development. Since 2012, Sam has been involved in berry varietal development, including BerryWorld Plus, BerryWorld’s own breeding programme.

Today, Sam is BerryWorld Varieties Divisional CEO. This includes, looking after breeding and varietal development activities, including leveraging BerryWorld’s propriety genetics around the world. It also includes working closely with propagators and growers alike to ensure the supply of high quality plants, which are high yielding for our growers and sweet tasting for our consumers.

Wil Beekers, Growing & Packing Divisional CEO

Wil has been working in fruit and vegetable breeding and growing in Holland since 1985 and has been instrumental in growing BerryWorld’s presence across Europe.

In 2007, together with VitalBerry Marketing and BerryWorld, Wil formed what is today known as BerryWorld The Netherlands. In 2017, Wil’s growing and packing business was acquired by BerryWorld and today Wil is the Growing and Packing Divisional CEO.

Adrian Olins, BerryWorld Divisional CEO

Adrian is fourth generation in the fresh produce industry. He started at BerryWorld in 2004, initially based in Huelva, Spain and quickly understood the potential of BerryWorld outside of the UK.

Since 2007, Adrian has led the internationalisation of BerryWorld as Chief Commercial Officer and today is responsible for the business’ berry marketing and sales businesses globally, as BerryWorld’s Divisional CEO.

Ben Olins, PrepWorld Divisional CEO

Ben is fourth generation in the fresh produce industry. He started at BerryWorld in 2008, following eight years in management consultancy. His work at BerryWorld was initially also in a consultative capacity; however, in 2012, when BerryWorld ventured into prepared fruit, Ben was appointed Managing Director of the new business, PrepWorld.

Today PrepWorld is one of the UK’s leading ready-to-eat businesses and Ben is PrepWorld’s Divisional CEO.