Royal Highland Show 2024

Royal Highland Show 2024

We are thrilled to share the highlights from the Royal Highland Show 2024, an event that proved to be a big success for AVA Berries. With an astounding 200,000 visitors over four days, making it just short of a Glastonbury Festival.

Throughout the weekend our participation spanned across multiple activities and engagements throughout the weekend which included usual spot at our much-loved AVA™ Berries stand in Scotland’s Larder. Supporting our retailers with engaging activities throughout the show, bringing a bit of science to the show by sampling varieties at the SRUC Sensory bus, meeting with Mairi Gougeon, Cabinet Secretary for Rural Affairs, Land Reform, and Islands and collaborating with the wonderful Jam Bothy.


The feedback we received was overwhelmingly positive. Here are some of the most memorable comments from our visitors:

“Now this is what a strawberry should taste like.”

“We look out for AVA™ whenever we are buying strawberries.”

“We only buy AVA™ in the supermarkets when we are buying strawberries.”

“We look out for you at the show every year and always buy your berries, they are just the best.”

“We always buy AVA™ in Aldi; we just love them.”

“We shop in Costco and only buy strawberries if they are AVA”

“That is the most delicious strawberry I have ever tasted.”

This year, we noticed a significant shift from sampling to selling, indicating growing consumer trust and preference for our varieties.

A special thank you to our brand ambassadors for their hard work and dedication.

The Royal Highland Show 2024 was a tremendous success, strengthening our relationships with consumers, retailers, and the RHS community.


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