U.K.-headquartered BerryWorld and Canada-based greenhouse grower Mastronardi Produce have formed a joint venture for the North American market.

BerryWorld said the venture, which will trade as BerryWorld America, is a “significant and exciting development”.

“Following a successful track record of growth including expansion across Europe, into Africa, Asia and Australia, America presented the next logical and attractive step in our strategy to grow the berry world," said Adrian Olins, BerryWorld’s CCO.

"We have taken the time to carefully consider our approach in the US and are confident that Mastronardi Produce, who pioneered high tech berry growing in 2005, will be a great partner.

"This joint venture will combine our wealth of berry knowledge and our extensive portfolio of berry varieties with Mastronardi Produce’s recognised reputation for growing expertise, excellent customer service, their appetite and ability for scale, and their state of the art logistics platform."

Paul Mastronardi, president and CEO of Mastronardi Produce added that his company saw "significant opportunity for expansion in the category."

"Our track record of game-changing innovation, technological advancements, and fresh produce marketing expertise, combined with BerryWorld’s varieties, category management, and global berry expertise, will make us a unique alternative for the North American berry market," he said.

"We believe the berries we are bringing to the category will change consumer expectations of how a berry should taste.”

The berries are expected to launch in North America soon and will debut at the PMA Fresh Summit this year.