A few weeks ago, Berries Paradise announced the start of a direct distribution model in the U.S. and Canada. As part of its ongoing evolution, the company proudly announces the appointment of Manolo Reyes as CEO for North America. With more than 20 years of experience in the fresh produce industry, Reyes will lead the company's transformation toward a model built on direct retail partnerships, agile logistics, and brand differentiation.
"I am truly honored to join this visionary Mexican company. My mission is to build a modern platform that delivers quality, consistency, and added value, transforming the way we serve our customers," says Manolo Reyes, the new CEO North America.
He brings a unique perspective shaped by his leadership roles in both production companies and global retail. Over the course of his career, he sat at the negotiation table with leading chains such as Walmart, Costco, Sam's Club, H-E-B, and Whole Foods. This experience allows him to bridge the reality of the fields with the demands of modern retail, building value-driven connections that now form the foundation of Berries Paradise's North American strategy.
© Berries Paradise S.A.P.I. de C.V.
Manolo Reyes.
Berries Paradise USA has a clear and ambitious vision:
- Scale and market opportunity: In the U.S. alone, the berry category surpassed $965M in sales in July 2025, growing +12.1% in value and +8.2% in volume. Berries Paradise aims to capture accelerated share in this market, which continues to grow at double-digit rates.
- Freshness as a competitive edge: Operating under a pick, pack & ship model in less than 24 hours, the company delivers longer shelf life and maximum quality at the point of sale.
- Differentiated genetics: Exclusive high-flavor varieties provide unique taste experiences, driving consumer preference and loyalty.
- Efficiency and agile logistics: By streamlining the supply chain and reducing layers, BP ensures consistency, traceability, and speed—from its farms in Mexico to shelves across North America.
- A strategic partner, not just a supplier: The company prioritizes direct, long-term retailer relationships, positioning itself as a trusted ally in building category growth.
Reyes expresses his gratitude to Don Paco and the Ortiz family for their trust. "I know I represent not only the company but also the more than 3,000 agricultural workers who dedicate their daily effort in our fields. My commitment is to honor their work and proudly bring it to the shelves of the United States and Canada."
Looking ahead
"What Berries Paradise is building goes beyond expansion—it is a platform of innovation, trust, and added value, demonstrating how a Mexican company can compete, differentiate, and lead in one of the world's most demanding markets."
The company invites clients, partners, and industry colleagues to visit its farms in Jalisco and Michoacán, and experience firsthand how freshness, quality, and innovation are cultivated every day.
For more information:
Yulma Amador Navarro
Berries Paradise
Tel: (+52) 384 733 3200
[email protected]
www.berriesparadise.com
