ViBeri Blackcurrants: Building an Organic Brand from Orchard to Customer

Tony and Afsaneh Howey purchased a 72-hectare blackcurrant orchard at Pleasant Point with a vision: the future of blackcurrants was about health and wellbeing, not just commodity production. When industry objectives for nil spray residues were dropped for commercial growers, ViBeri took it further and gradually converted to organics to guarantee zero residues on their berries. The problem? There wasn't a market waiting for them—only small amounts used in Phoenix and Simply Squeezed juices. During initial organic conversion, they experienced stunted growth as they learned to supply nutrient needs without conventional inputs. They needed to create an entire brand from scratch, develop retail products, and establish direct customer relationships while maintaining commercial-level production on organic blackcurrants.

The Howeys created ViBeri (encapsulating Vitamin C, vitamins, and vitality in a berry) as a complete brand based on organics and blackcurrants. For the past three years, they've used AgriSea Foliar Spray as one of their key tools for plant nutrition, applying it twice a year in early and late spring. The early spring application provides the added benefit of frost management by strengthening plant cell walls. They combined AgriSea with encouraging clover growth to supply nutrient needs organically. On the business side, they developed a range of retail products (freeze dried, soft dried, dark chocolate covered blackcurrants, and powder) and built direct customer relationships by attending approximately 20 expos per year throughout New Zealand, selling both domestically and internationally.

ViBeri demonstrates that organic production and commercial success aren't mutually exclusive when you have the right tools and vision. While the industry abandoned nil residue objectives, Tony and Afsaneh Howey saw an opportunity to create something unique. The journey from 72-hectare conventional blackcurrant orchard to organic brand selling freeze-dried berries at 20 expos per year required solving multiple challenges: organic conversion, nutrient management, frost protection, brand creation, product development, and direct customer acquisition. AgriSea Foliar Spray addressed the production side, delivering growth comparable to non-organic operations and eliminating the stunted growth that plagued their initial conversion. The twice-annual applications (early and late spring) provide consistent nutrition, with the added benefit of strengthening cell walls for frost management—a practical example of how good nutrition improves plant resilience. But perhaps most importantly, AgriSea enabled them to maintain commercial production standards while staying true to their organic values and zero residue guarantee. For growers considering organic conversion, ViBeri proves it's possible to achieve excellent growth and build a premium brand. The key is using effective organic inputs like AgriSea combined with integrated soil management. As Tony says, "plants still need to grow—they still need nutrients and water." AgriSea provides those nutrients in a form that supports organic certification while delivering commercial results. The fact that they're growing the product and selling directly to customers who value health and wellbeing makes the entire operation "really cool"—and commercially viable.