Celebrating 30 Years of Angus Soft Fruits

Celebrating 30 Years of Angus Soft Fruits

Angus Soft Fruits Ltd, a leading breeder and producer of berries, proudly marks three decades of innovation and growth. Established in 1994 by growers Lochy Porter, Willie Porter, and James Gray, the company’s journey began with a vision to provide customers with the freshest fruit directly from the growers.

Over the past 30 years, Angus Soft Fruits has experienced remarkable growth, both in terms of fruit volume and the expertise of its dedicated team of berry specialists. The company’s commitment to its mission of; delighting customers every day has been unwavering, driving a culture of innovation and continuous improvement. Angus Soft Fruits opened its Evesham Office in Salford Priors in 2010.

Among its many achievements, Angus Soft Fruits pioneered horticultural innovations such as the “Seaton System,” which revolutionized the Scottish berry growing season, extending it from a mere six weeks to an impressive six months. Furthermore, the company’s Breeding Programme has been instrumental in enhancing the flavour, appearance, shelf life, disease resistance, and yield of its berries. The release of the first AVA™ strawberry in 2003 marked a groundbreaking milestone in the industry, paving the way for a series of award-winning AVA™ varieties grown and enjoyed across the globe.

Despite facing numerous challenges, including Brexit, the global pandemic, inflation, and rising costs, Angus Soft Fruits has navigated these obstacles with resilience and integrity. As the company looks to the future, it remains optimistic about the opportunities ahead.

Exciting developments are on the horizon for Angus Soft Fruits, with the imminent launch of two new premium raspberry varieties, AVA™ Monet and AVA™ Dali. These varieties, aptly named as they are works of art, represent the company’s ongoing commitment to innovation and quality.

As Angus Soft Fruits celebrates its 30th anniversary, it reaffirms its dedication to delivering the best berries in the world, driven by its exceptional team of berry specialists. With a bright future ahead, the company is poised to continue its legacy of excellence for the next 30 years and beyond.

Additionally, as part of the anniversary festivities, the Angus Soft Fruits team will came together for a company-wide celebration lunch, complete with specially crafted birthday cakes. This gathering provided an opportunity for reflection on the remarkable achievements of the past three decades and sets the stage for an exciting future ahead. With hearts full of gratitude for the journey thus far, the team eagerly anticipates the next 30 years of growth, innovation, and continued success.


The multi nationality of the ASF staff brings a great diversity and experience to the team. - Maria Baptista, Import Technical Manager ASF