BerryWorld's limited-edition Breast Cancer Awareness Month blueberry packs have expanded into EMEA, helping raise funds and awareness for breast cancer charities across Europe and South Africa.  

Extending Reach into EMEA 

BerryWorld UK first partnered with CoppaFeel!, the UK's youth-focused breast cancer awareness charity, in 2024, launching the BOOBERRIES® campaign to encourage consumers to check their chests through the playful on-pack message, "Check out your BOOBERRIES™". 

For every pack sold, BerryWorld UK and Ocado Retail  each donated 5p to CoppaFeel!, allowing shoppers to support the charity through an everyday purchase. 

Now in its third year, the partnership is on track to surpass £30,000 in donations from pack sales alone. BOOBERRIES® are once again available exclusively through Ocado Retail throughout October and November. 

Inspired by the UK, BerryWorld France also partnered with Ma Parenthèse in 2024, a partnership guided by personal experiences within the local team. This year, their Pink October campaign sees €0.05 donated for every 125g pack sold under the BerryWorld brand featuring campaign messaging, with packs available through selected Système U and Intermarché stores. 

Encouraged by the success of the French and British campaigns, other BerryWorld teams across the AgroBerries Group have adapted the concept to support breast cancer causes in their own markets. 

In South Africa, BOOBERRIES launches for the first time this year in partnership with supermarket retailer, Checkers and Discovery Vitality. For every cup of locally produced Booberries™ that are sold exclusively through Checkers stores during October, the retailer and BerryWorld South Africa contribute a combined R2 per cup to support non-profit PinkDrive. The funds support breast-health education and screening services, helping improve access to early detection for underserved communities. Discovery Vitality will also make an additional contribution to the campaign. BerryWorld South Africa have also assured engagement from soil to shelf, bringing the chest checking educational programme to pickers, team members, and shelf edges within the region. 

Meanwhile, BerryWorld Netherlands has introduced BOOBERRIES™ into COOP Norway in support of Pink Ribbon Norway. During October, 1% of all fruit and vegetable sales at COOP Norway are donated to the charity, with BerryWorld Netherlands making an additional €10,000 contribution to support the campaign. 

Turning a Weekly Blueberry Shop into a Force for Good 

BerryWorld’s BOOBERRIES® campaign pairs one of the world’s most popular berries with a simple health message, turning a routine grocery purchase into a way to support breast cancer awareness and fundraising. Bold packaging makes a familiar product a conversation starter, keeping chest checking front of mind this Breast Cancer Awareness Month while letting shoppers back local causes with their weekly blueberry buy.  

As demand for purpose-led brands rises, BOOBERRIES® offers a scalable model that can be adapted across markets, delivering measurable community impact alongside commercial results. With strong backing already from retailers, consumers and BerryWorld teams in every participating market, the campaign shows the appetite for social impact attached to products people know and trust. 

Charlotte Knowles, Marketing & Communications Director, BerryWorld, said: 

"The expansion of BOOBERRIES® demonstrates how strong partnerships between growers, retailers and charities can create meaningful impact. Together, we're turning a simple blueberry purchase into an opportunity to raise awareness, support important causes and engage people across the supply chain in a positive way. We know purpose-led partnerships need to be authentic, and brands, as Kantari suggest, need to “build meaningful difference” to thrive. I am delighted to see breast cancer awareness and education reaching our pickers in South Africa, and to see our BerryWorld teams and leaders across EMEA support this cause through action, be it trekking in the UK, or running in Nantes or through the streets of Madrid. This has really been an initiative that has brought our people together.”