Source: https://www.youtube.com/watch?v=fYyY-QZLW0U
Lincoln, NE — Nov. 18, 2025 — A+ Berry, an emerging leader in science-driven functional foods, has been named NUtech Ventures (UNL)’ 2025 Startup Company of the Year. The award recognizes startups that demonstrate exceptional innovation, commercial impact, and successful translation of university research into real-world products.
Founded by University of Nebraska–Lincoln food scientists Dr. Xiaoqing Xie and Dr. Changmou Xu, A+ Berry is transforming one of the Midwest’s most overlooked superfruits: the aronia berry. Native to North America and exceptionally rich in antioxidants, aronia berries are nutritional standouts, but their naturally strong, astringent flavor has historically limited consumer adoption.
To unlock the berry’s potential, Xie and Xu spent two years developing a specialized debittering and flavor-refinement process, inspired by grape and wine science. Through this patented approach, A+ Berry is able to remove harsh notes and reveal aronia’s naturally smooth, rich profile, making it accessible and enjoyable for a broader audience.
Launched in 2021, A+ Berry now offers a growing portfolio of aronia-based products that combine clean-label ingredients, scientific validation, and great taste. From ready-to-drink beverages to powdered functional ingredients and innovative formulations, the company is committed to elevating aronia from a regional secret to a nationally recognized superfruit.
“We’d like to see the aronia berry do for the Midwest what grapes did for California.” — Drs. Xie & Xu, Co-founders of A+ Berry
This award highlights A+ Berry’s rapid progress and the strong foundation built through university innovation, collaborative research, and customer-focused product development. NUtech Ventures cited the company’s scientific leadership, commercialization success, and community impact as key factors in the selection.
“We are honored to be recognized by NUtech Ventures,” said Dr. Xie. “This award reflects the hard work of our team, the support of our partners, and our belief in what aronia can become for the Midwest and for consumers seeking natural, antioxidant-rich foods.”
A+ Berry continues to expand production, strengthen retail partnerships, and explore new product categories. With its roots in research and its vision set on the future of food innovation, A+ Berry is poised to help shape the next chapter of the region’s agricultural and food ecosystem.
About A+ Berry
A+ Berry is a food-tech startup dedicated to advancing the health and flavor potential of the aronia berry, the Midwest’s most powerful superfruit. Using university-developed, science-driven processing methods, the company creates delicious, antioxidant-rich products designed for everyday wellness. A+ Berry was founded in 2021 and continues to lead innovation in clean-label functional foods.
Read more: UNL honors top campus inventors at Innovation Celebration
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