Weight loss drugs tipped to provide boost to Scottish berry industry
John Gray of Angus Soft Fruits believes the drugs will accelerate demand for nutrient-dense food
The man behind one of Scotland's largest berry producers has identified weight loss jabs as a key growth driver.
John Gray, managing director of Angus Soft Fruits, believes GLP-1 drugs will reshape what consumers put in their baskets, eating less overall, but trading up to nutrient-dense food.
John said: "Raspberries and blackberries are among the highest-fibre fruits you can eat. Strawberries are high in vitamin C. Blueberries and blackberries are rich in antioxidants and polyphenols.
"Berries have moved from being a luxury 15 or 20 years ago to being an everyday product. But there's still a way to go."
Cornell University research found US households cut grocery spending by 5.3 per cent within six months of starting GLP-1 treatment.
The drugs push users towards high-protein, high-fibre choices, and 80 per cent say they will pay more for food with health benefits.
Scottish raspberry production has been in decline for years, but Angus Soft Fruits, which has a turnover of £180m, believes its breeding programme can reverse it.
The company's AVA Berries operation, a decade-long process from initial cross to commercial scale, has brought new proprietary varieties to market over the past two years, led by its AVA Monet variant.
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