Hortifrut has signed an agreement for its merger with the US company Munger Brothers. The goal is to build a solid foundation for the development of blueberry products that can be available to customers 52 weeks a year, ensuring the supply of blueberries during the winter season for its customers in the southern hemisphere and gaining the opportunity to enter the US market, which is known as the world's largest consumer of this fruit.
This partnership will give Hortifrut the opportunity to become one of the companies with the largest share in the worldwide blueberry market, taking into account that Munger Brothers are leaders on the West Coast of the United States and that over the years the firm has managed to introduce innovations to highly demanded products. Ready to eat blueberries are one of the best examples of this, as this new concept allowed for the creation of a new business area and blueberries were transformed from a simple fruit into a snack.
It is also worth noting that this merger will entail a series of synergies, mainly the transfer of knowledge from Hortifrut and the introduction of a number of patented technologies and innovations from the US company. This will result in a positive impact for both customers and consumers, who will enjoy the product's continuous availability.
Furthermore, the merger will not involve any organizational changes. The only significant change will be that the Munger family will now become a Hortifrut shareholder, with a stake of 20%. The signing of this agreement is the first step, which will be followed by the valuation process carried out by a specialised team. The date when the merger will become a reality has not yet been announced.
