Ready to Talk Berries?

We're excited to be back here at Fruit Attraction & are ready to talk berries with you

Meet the team from around the world with representatives from France, The Netherlands, South Africa, Spain and the UK. You'll discover our full service berry solution, from breeding and plant supply, to growing and packing, to marketing and sales.

Since 1994 we’ve worked with our partners to breed, grow and bring great berries to shoppers. Our R&D teams have tried, tested and developed over 2 million varieties to make sure our berries are always delicious.

We have an appetite to bring food lovers worldwide the very best berries; ones that not only taste great but are sustainable for our growers too. Great berries, for future generations; truly sustainalicious.​ ​

And we don’t stop there. We want every BerryWorld berry to be bursting with goodness. That means bred, grown, picked with care and packed with flavour, for an experience that awakens taste buds and consciences across the world.​

Join our passionate people

🌍Hall 9 Stand 9F04A

🍓Tuesday 09:30 - 19:00

🍓Wednesday 09:30 - 19:00

🍓Thursday 09:30 - 17:00

Try our award-winning berries

We know tasting is believing so we'll be sampling a selection of our exclusive award-winning berries on our stand.

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Meet Our passionate people

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. Meet some of our team below or get in touch if you would like to arrange a meeting.


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.


Franck joined BerryWorld in 2019, with a full background in agro food business both on sales management and marketing, quickly understood the potential of BerryWorld in France.

Today, as General Manager at BerryWorld France, Franck actively contributes to the strong growth of this young company. He is committed to push forward his team in facing the new challenges of the French market.


After 10 years of experience in the fruit and vegetable industry, Johan joined BerryWorld’s sales team in March 2010.

Starting as an Account Manager, he quickly progressed two years later to assume responsibility for the management of the sales team and became Sales Director.

During his time as Sales Director, Johan helped successfully expand the business’ commercial relationships beyond Holland, to include Scandinavia and Central and Northern Europe. With Wil Beekers’ transition to European CEO of the BerryWorld Group, Johan now assumes the role of Managing Director of BerryWorld’s business in The Netherlands.


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
Ivan Leache, Spain

Iván has nearly three decade experience in the berries having worked across the supply chain. After working for over 18 years as Sales and Marketing manager for a leading berry breeding company, establishing multiple international partnerships, he was appointed in 2016 to lead the BerryWorld project in Iberia.

Since then he has had a key role in expanding our growing operations in Spain, Portugal and Morocco onboarding new growers and consolidating operations with our existing grower base whilst developing relationships with key local retailers.

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Paul Cole, United Kingdom

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
Sam Rowe, Divisional Varieties 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.