Goji ripens through summer, very juicy, a little spicy. No berry flavor in goji. This Phoenix Tears variety tastes and looks like a shrunken cross between a mild Tabasco pepper and a Roma tomato. A juicy mild spicy bland vegetable taste with a bush fruit growth habit. Continuous fruiting. Bumble bees pollinate, male and female blossoms on each bush. Phoenix Tears variety in photo, with female and male flowers, white and purple:

Left unpicked, goji berries can dry out on the bush and taste like berries, actually like craisins – sweet and chewy and with none of the added sugar of craisins. Also a bit like licorice: