Rebecca Scurr of Piñata Farms and BerryWorld Australia was named Next Generation Award winner at BerryQuest International 2025 in Hobart last week.
Ms Scurr, based at Wamuran, south-east Queensland was recognised for her part in developing the profile of Australian strawberries and specialty strawberries and raspberries.
"In order to receive a 'next generation' award there needs to be a generation before you. I’m incredibly aware of how blessed I’ve been to have been given so many opportunities that others may not have been afforded that fueled my passion for our amazing business and more broadly the incredible berry category," Ms Scurr said.
"Many people have encouraged, mentored and guided me, none more so than my uncle Stephen Scurr (general manager tropicals) and dad Gavin Scurr (managing director) who are true family fruit growing pioneers in Australia."
She has been instrumental in developing Australia’s premium berry category since 2017 when Piñata Farms entered a joint venture with the UK’s BerryWorld Group and launched BerryWorld Australia to commercialise exclusive European-bred varieties.
She oversaw the launch of the BerryWorld brand exclusively into Woolworths in 2017, ensuring top-tier positioning to enhance excitement around consumers’ first taste of distinctive strawberries and raspberries. Piñata Farms supplied BerryWorld strawberries and raspberries to Coles for the first time in 2023.
Ms Scurr has elevated the brand profile for all Piñata-grown berry lines produced at two locations in Queensland and one in Tasmania.
She led a major rebrand of Piñata strawberries in 2022 and the development of customised packaging configurations including festive-themed packs and key messaging. The refreshed strawberry brand was designed specifically to present clear space around logo elements, allowing consumers to see fruit better and inform their purchasing decision.
Eight years after launching, BerryWorld strawberries are the only Australian strawberries available in a 350g single layer, heat-sealed, tamper-proof punnet. BerryWorld raspberries set a precedent by becoming the first to be presented in a 125g heat-sealed punnet. All Piñata-grown premium strawberries are sold in heat-sealed punnets.
The award was one of six announced at a gala dinner, ending the February 24-27 conference at the Wrest Point Casino, Hobart. It was created to honour under-40 leaders bringing fresh ideas and innovation to the berry industry.