When Steve Magami describes his blueberries, he sounds less like an agriculturist and more like a luxury car salesman.
“They actually pop when you bite into them,” the Fruitist CEO told Fortune. “They’re so firm and crispy, you’ve got to try it to know what I mean, because we’ve never seen anything like this in berries.”
Magami’s company, Fruitist, sells blueberries so large that they border on surreal—“not quite as big as golf balls,” he clarifies, “but close.” The company’s new super jumbo “Legends” line has become a runaway hit, flying off shelves at Trader Joe’s, Whole Foods, Sprouts, and even celebrity-beloved Erewhon.
The growth has created a billion-dollar berry brand, backed by Ray Dalio’s family office and J.P. Morgan Asset Management, which just led a $150 million funding round in the company. Magami didn’t want to comment on Dalio’s investment, but noted the office “isn’t out there making investments in so many things publicly, and so this is certainly something we take a lot of pride in.”
Another partner Magami is proud of: Chicago Bears quarterback Caleb Williams, who recently became the first NFL player ever to throw multiple touchdowns, catch multiple passes, and score a receiving touchdown in a single game during the Bears’ 47–42 win over the Bengals on Nov. 2. Williams’s partnership with Fruitist was announced earlier this fall.
