If you’ve never heard of a juneberry, you’re not alone — but farmers across the country want to change that.
The small fruit, which also goes by the name serviceberry, is currently in season. Despite being ripe for the picking, juneberries remain largely unavailable to most consumers in the United States.
Now, a new effort is underway to get more of these berries growing on farms and into the hands of everyday shoppers. Growers are hoping that with more production, the juneberry can finally earn a spot alongside more familiar fruits at markets and grocery stores.
