Rebecca Scurr, a fourth-generation fruit marketer from Piñata Farms has turned a maternity leave hobby into a vibrant TikTok account influencing a community of millennials to discover more about fresh fruit.
Bec’s TikTok journey started about two years ago while on maternity leave with her second daughter, Alice. Initially focused on sharing mum and fashion content, she found her stride when she began weaving her professional life on the farm into her feed.
“Bec @pinatafruitgirl” now has some 38,000 followers and an average 35,000 views per video. Her most popular clip – a behind-the-scenes look at raspberry picking on the family’s farm in Orielton, southern Tasmania – skyrocketed to more than 11 million views.
"You have to be confident with sharing, and I’ve always been an open book. My generation has been on social media platforms since we were teenagers,” Bec, 35, says.
“My content isn't perfectly curated; it’s instinctive and personal. I only film when I want to and I only film things I like doing or want to see myself. You have to get over 'cringe hill' and be yourself," she says.
Bec creates content up to two hours a day, most days, on top of her demanding role as sales and marketing manager at Piñata Farms. It’s a role that includes regular interstate travel to meet retail customers, visit other Piñata farms or attend industry events. For Bec, these are all opportunities to develop and share content.
The south-east Queensland farm’s packing shed at Wamuran, north of Brisbane is often at the heart of the action where she uses the authentic setting to demystify fresh produce.
From testing sugar levels to sharing pro-tips for selecting and slicing fruit, her content acts as an educational bridge for shoppers. She keeps the tone bubbly, fresh and fast-paced. She also films seasonal crop updates from the family business’s six farms in Queensland, Tasmania and the Northern Territory, providing an everyday glimpse into commercial fruit farming.
Influencing the grocery basket
A popular theme is when she visits her local supermarket in search of Piñata pineapples, strawberries, raspberries and Honey Gold mangoes, inspiring thousands of other shoppers to look for her fruit "babies".
"No-one creates an audience by accident. You have to go where the audience is. I’m not trying to build a separate business – I’m sharing my life. People look for 'Bec’s babies' in-store because they care about the person behind the produce. But I don’t just talk about our fruit, I share what great quality fruit looks like, no matter who grew it, and how the supply chain works."
There have been many highlights in her TikTok journey to date. During the 2025-2026 Australian mango season, more than 2,000 followers reported trying a Honey Gold mango for the first time after watching her videos. And, along with a friend she met on the platform, she attended the 2025 TikTok Awards in Melbourne last November.
“As an app, TikTok can be incredibly educational. If you build your 'for you' page brick by brick, you can learn so much about the things you care about. Standing out and working with the algorithm is about creating niche content on something you know about. That’s seems to be what people engage with.”