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. We’re driven towards growing the berry world together by the idea that the best work is born from appetite, relationships, sustainability and confidence.


Our story roots back to Louis Olins, founder of Louis Reece, who delivered fruit into Spitalfields Market, London 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), with Adam Olins as the founder and CEO.

Today we are a fourth-generation, family-founded, and future focussed, berry company with multi-local international operations across every part of the supply chain the world. 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 year-round.

Meet some of our team, the people behind the packs™, 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.

Paul Cole, Managing Director

Previously spending fifteen years in various sales management roles within a bakery business, Paul joined BerryWorld’s sales team in March 2004, managing various major retailers.

After taking over the management of the sales team, Paul was appointed Sales Director in November 2006 and adopted an in-depth category management approach to drive BerryWorld’s customers in their route to market, whilst increasing BerryWorld’s own business. This included further investment in market data, the creation of a focussed category management team, along with business planning with our customers.

Paul’s passion for the business continues, with his favourite saying being "the soft fruit category is never dull“. In January 2016, Paul was appointed Managing Director, United Kingdom.

Paul Cole