Cryptic crossword clue
Fruit company initially readily heard over mistake in Times 10

The most common and most likely answer to this crossword clue is the 10 letter word CLOUDBERRY

I've seen this crossword clue in Independent
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Buddy explains!

The straight part
We know that "Fruit" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case fruit = cloudberry.
The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.
This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.

What does CLOUDBERRY mean?

CLOUDBERRY noun
  1. A species of slow-growing bramble.
  2. The fruit of these plants.

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