Steve Magami, inspired by his frustrations with inconsistent berry quality, founded Agrovision and later the berry brand Fruitist. Aiming to create a vertical supply chain, he sought to enhance product quality in the fragmented food production market. Launched in 2020, Fruitist quickly grew, achieving over $400 million in yearly sales, with lifetime sales surpassing $1 billion. By leveraging microclimates, Magami's business addresses the 'berry roulette' phenomenon that consumers often encounter while shopping, aiming to deliver better tasting berries consistently.
"The produce space went in the direction of commodity agriculture, which is an extreme focus on cost and yield to bring cost per kilo down," Magami tells Entrepreneur.
"I saw an opportunity to use these microclimates with a new model to solve that 'berry roulette.'"
"We knew we needed a name that reflected our mission, identity and where we were going," Magami says.
Today, Fruitist's sales generate over $400 million a year, and the brand just surpassed $1 billion in lifetime sales.
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