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.

Your local team

Established in 1993, BerryWorld South Africa is a joint venture between Trevor McKenzie and BerryWorld. Now the largest blueberry exporter in South Africa with access to circa 2,000 hectares, covering low and high chill sites. BerryWorld South Africa supplies the UK, Ireland, Europe, South Africa, Asia and the Far and Middle East.

BerryWorld South Africa works with an expert grower base and have a dedicated R&D trial site to develop improved production systems as well as a dedicated nursery for optimum plant material supply and quality control. Through exclusive breeding programmes and licenses, the grower base has access to leading varieties from Mountain Blue Orchards and BerryWorld Plus, as well as access to both exclusive and non-exclusive varieties from the Fall Creek, University of Florida and University of Georgia breeding programmes.

We pride ourselves on long standing relationships with many of the growers, some of whom share in the ownership of the genetics/varietal licenses. Relationships are built as partnerships focused on mutual success. The grower base operates as a close knit industry and works closely with the technical team, sharing developments and knowledge for the wider benefit of the group.

Meet some of our team, the people behind the packs™, below:

Jason Richardson, Managing Director

Having qualified as a Chartered Accountant in 2002, Jason subsequently spent 15 years in the FMCG environment; the majority of which was focussed on the berry category. In 2005, Jason joined BerryWorld in the United Kingdom and was appointed as Financial Director in 2007. In 2014, he joined BerryWorld South Africa as General Manager, assisting in leading the company through a high growth phase, which included strong expansion of both its grower and customer base. In January 2018, Jason was appointed as Managing Director, South Africa.

Jason Richardson