CONTEXT Driven by strategic objectives such as regional development, increased domestic value added, improved labour conditions and reduced environmental impacts, a range of actors are pursuing innovation related to the Swedish wild berry value chain. OBJECTIVE Our objective is to analyse the structure, functions and directionality of the Swedish wild berry innovation system and draw implications for ongoing efforts to develop the value chain. METHODS Our study is based on 18 semi-structured interviews, participant observations and a range of secondary sources. We use an analytical framework based on the agricultural innovation systems approach and pay specific attention to reflexivity, directionality and non-human materiality. RESULTS AND CONCLUSION The Swedish wild berry innovation system is fragmented as incumbent berry companies are absent from efforts to develop and reconfigure the value chain. The fragmentation is a result of the partly conflicting objectives among actors in the innovation system. There is a need for broader governance networks to navigate trade-offs and enable the commercialisation of new solutions. Successful innovation likely hinges on institutional change, particularly when it comes to efforts to improve labour conditions for migrant workers. SIGNIFICANCE Our study contributes empirically to research on non-timber forest product value chains and offers insights for actors pursuing innovation related to Swedish wild berries. We contribute to theoretical development in the agricultural innovation systems literature by incorporating attention reflexivity, directionality and non-human materiality.