Magami wanted to start a berry business with a vertical supply chain that would raise the bar for product quality. He and his co-founder, Thomas Snyder, founded Agrovision, a Los Angeles-based agriculture company specializing in berries, in 2012, and introduced its berry brand Fruitist in 2020. Today, Fruitist's sales generate over $400 million a year, and the brand just surpassed $1 billion in lifetime sales. "I saw an opportunity to use these microclimates with a new model to solve that 'berry roulette,'" Magami says. Magami is determined to build Fruitist into a generational business — not one that "stops growing after five years" — and to continue amplifying its brand messaging.