Key Takeaways
- Fruitist, a global fresh fruit and healthy snack brand, has raised $150 million in equity financing led by a vehicle managed by J.P. Morgan Asset Management, alongside new and existing investors.
- The funding will support Fruitist’s global growth, increased production, and rising demand for fresh, healthy alternatives to processed snacks.
- The brand’s products — including Jumbo blueberries, Snack Cups, blackberries, raspberries, and cherries — are now sold through major U.S. retailers such as Costco, Walmart, Trader Joe’s, Publix, and Whole Foods.
- The company is partnering with Caleb Williams, USC Athletics, and D.C. United to promote healthy snacking among athletes and young consumers.
- The round marks another milestone in Fruitist’s transition from its agricultural roots as Agrovision to a vertically integrated, consumer-focused fresh fruit brand.
$150 Million Funding Fuels Growth in Fruitist's Fresh Produce Snacking
Fruitist announced the close of a $150 million equity financing round to expand its global operations and scale production of its fresh superfruit products. The investment, led by J.P. Morgan Asset Management, follows strong market demand for healthy snacking options and rapid distribution growth across North America and beyond.
The company’s fresh produce line — particularly its Jumbo blueberries — has become a flagship product recognized for consistency in flavor, size, and quality. In 2025, Fruitist expanded its portfolio with the launch of Fruitist Snack Cups, single-serve packs designed for on-the-go consumption.
“Consumers are rethinking what they reach for between meals,” said Steve Magami, Co-Founder and CEO of Fruitist. “We’re proving that fresh, flavorful, and nutritious snacks can scale globally. This investment will help us meet rising demand while continuing to redefine what consumers expect from fruit.”
Fruitist's Backing from J.P. Morgan Asset Management
J.P. Morgan Asset Management led the latest funding round, citing Fruitist’s strong value-chain integration and growth trajectory.
“Fruitist has built a moat around its business and established itself as a leader in the premiumization of berries and the better-for-you category,” said Brad Demong, Managing Director at J.P. Morgan Asset Management. “We believe Fruitist is positioned for durable expansion, supported by control of its value chain and significant organic growth potential.”
Expanding Reach and Brand Visibility
Fruitist’s products are now distributed through major retail partners including Costco, Giant, Publix, ShopRite, Sprouts, Trader Joe’s, Wakefern, Walmart, and Whole Foods. The company has also expanded its marketing presence through partnerships with USC Athletics, D.C. United, and NFL quarterback Caleb Williams, helping promote healthy eating habits to athletes and younger audiences.
Fruitist Strengthening Leadership and Technology Capabilities
Formerly known as Agrovision, Fruitist has evolved from a grower-exporter into a vertically integrated global brand. The company recently appointed Rich Sullivan as Chief Financial Officer and added Thomas Seifert and June Yang to its Board of Directors. Jim Trahanas joined as the company’s first Chief Technology Officer, supporting efforts to leverage advanced data and logistics technologies across the supply chain.
With the new funding, Fruitist plans to expand its operational capacity, reinforce its position in the global fresh produce market, and continue advancing its mission to make nutritious, fresh fruit as convenient and appealing as traditional packaged snacks.
