Fruitist, the global superfruit brand dedicated to redefining healthy snacking, announced the successful closure of $150 million in equity financing led by a fund managed by J.P. Morgan Asset Management, with participation from other new and existing investors. The infusion of capital marks a pivotal milestone in the company’s journey to make fresh, nutritious, and convenient snacking accessible to consumers worldwide.
The new investment will enable Fruitist to accelerate its international expansion, scale its vertically integrated supply chain, and meet rapidly increasing consumer demand for fresh alternatives to processed snacks. The company’s products—renowned for their quality, flavor, and freshness—are now available across major retail channels, including Costco, Giant, Publix, ShopRite, Sprouts, Trader Joe’s, Wakefern, Walmart, and Whole Foods, among others.
Leading the Shift Toward Healthier Snacking
As global diets continue to rely heavily on processed foods, Fruitist has positioned itself as a disruptor in the multi-billion-dollar snacking industry. The company’s mission is to tackle one of today’s biggest nutritional challenges—bridging the gap between convenience and health. According to research published by the National Center for Biotechnology Information (NCBI), snacks account for nearly 42% of added sugar consumption among U.S. children and adolescents. aims to reverse that trend by offering fresh fruit snacks that combine taste, nutrition, and accessibility.
Through innovative branding and consumer education, Fruitist is making fresh produce exciting again—transforming fruit from a traditional grocery item into a premium lifestyle snack. Its signature product line, Fruitist Jumbo Blueberries, has gained widespread recognition for its superior size, flavor, and texture. These berries have become the cornerstone of the company’s global product portfolio, symbolizing the brand’s commitment to quality and consistency.
Expanding Product Offerings
To meet the growing demand for convenient fresh snacks, recently introduced Fruitist Snack Cups—single-serve, grab-and-go blueberry packs designed for busy, health-conscious consumers. These cups make it easier than ever for consumers to enjoy nutritious fruit on the move, without compromising freshness or taste.
In addition to its flagship blueberry line, the company continues to scale its blackberry, raspberry, and cherry categories, broadening its reach within the premium fruit market. Each product line reflects ’s vertically integrated model, which allows the company to maintain rigorous quality control from cultivation to distribution.
“Consumers are rethinking what they reach for between meals,” said Steve Magami, Co-Founder and CEO of Fruitist. “At Fruitist, we’re proving that fresh, flavorful, and nutritious snacks can scale globally. Fruit, when done right, can truly compete with the snack aisle. Consumer demand continues to fuel our growth, and we’re thrilled to welcome J.P. Morgan Asset Management as a well-established partner to help us meet that growing demand.”
Strategic Partnerships Driving Growth
Fruitist’s momentum extends beyond grocery aisles. The company has built strategic partnerships with star quarterback Caleb Williams, USC Athletics, and D.C. United, using these collaborations to promote healthier snacking habits among athletes, students, and active communities. These partnerships emphasize Fruitist’s belief that nutrition and performance go hand in hand—a message that resonates with today’s increasingly health-conscious consumers.
By aligning with influential sports and community organizations, Fruitist is amplifying its brand visibility while encouraging a cultural shift toward wholesome, natural eating. The company’s initiatives demonstrate that fruit-based snacks can be both aspirational and accessible, appealing to a broad demographic that spans athletes, families, and everyday snackers.
J.P. Morgan’s Vote of Confidence
The participation of J.P. Morgan Asset Management in the latest funding round underscores the financial community’s growing confidence in Fruitist’s business model and long-term vision.
“Our strategy has invested in Fruitist in recognition of the exceptional results they’ve achieved and the moat they’ve built around the business,” said Brad Demong, Managing Director at J.P. Morgan Asset Management. “We believe that Fruitist, with control of its value chain, significant organic growth opportunity ahead, and its role as a driving force in the premiumization of berries and the broader better-for-you category, will continue to realize durable expansion.”
This endorsement highlights Fruitist’s strong fundamentals—its vertically integrated supply chain, global footprint, and deep consumer insights—all of which position the company to lead the next era of innovation in healthy snacking.
From Agrovision to Fruitist: Evolving into a Global Brand
Formerly known as Agrovision, the company began as a high-growth agricultural enterprise focused on sustainable farming and supply chain excellence. Over time, it transitioned into Fruitist, a consumer-facing global brand with a mission to make fresh fruit synonymous with modern snacking. This evolution reflects the company’s shift from being an agribusiness to becoming a consumer lifestyle brand rooted in transparency, traceability, and wellness.
Fruitist’s transformation has been supported by a growing roster of institutional investors and a world-class leadership team. In 2025, the company further strengthened its executive ranks with several key appointments:
- Rich Sullivan joined as Chief Financial Officer, bringing decades of financial leadership experience in scaling global consumer brands.
- Thomas Seifert and June Yang were appointed to the Board of Directors, adding strategic and operational expertise to guide the company’s expansion efforts.
- Jim Trahanas was named the company’s first Chief Technology Officer, tasked with advancing the integration of data and digital innovation across Fruitist’s global value chain—from farm operations to consumer engagement.
These appointments reflect Fruitist’s commitment to building a leadership team capable of driving growth at scale while maintaining its focus on quality, sustainability, and innovation.
Technology and Traceability
Fruitist’s vertically integrated structure gives it a unique advantage in managing product quality and sustainability at every step—from cultivation to delivery. The company continues to invest in cutting-edge agricultural technology, data analytics, and automation to enhance efficiency and transparency. With the appointment of a CTO, Fruitist is also expanding its digital ecosystem, incorporating traceability tools that allow consumers to understand where and how their fruit is grown.
This approach not only builds trust but also aligns with a broader movement toward sustainable food systems—a core value for Fruitist since its inception. By connecting growers and consumers more directly, the brand is helping reshape perceptions of what it means to snack responsibly.
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