Fruit company initially readily heard over mistake in Times (10)

'fruit' is the definition.
(type of fruit)

'company initially readily heard over mistake in times' is the wordplay.
'initially' indicates taking the first letters.
'readily heard' becomes 'loud' (easily heard).
'over' is a charade indicator (letters next to each other).
'mistake in times' becomes 'berry' (I can't justify this - if you can you should believe this answer much more).
The first letter of 'company' is 'c'.
'c'+'loud'+'berry'='CLOUDBERRY'