Join Us in Building a

2 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 3

World with Better Blueberries !

TM
 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 5

TABLE
OF CONTENTS
INTRODUCTION.......................................................................................................................................... 6
A message from the IBO president................................................................................................... 7
Foreword............................................................................................................................................ 9
What is the IBO?.............................................................................................................................. 10
About the Authors............................................................................................................................ 11
Health Research Update.................................................................................................................. 12
Global Pricing Trends....................................................................................................................... 14
Environmental, Social, and Governance (ESG)............................................................................... 17
2024 Global Production Survey...................................................................................................... 20
Industry Trends................................................................................................................................ 23

GLOBAL CULTIVATED.............................................................................................................................29
Global Cultivated Fresh................................................................................................................... 30
Global Cultivated Processed............................................................................................................ 34
Global Cultivated TOP 10................................................................................................................. 37

T A BLE OF CO NTE NTS AMERICAS.................................................................................................................................................. 41

South America.................................................................................................................................. 45
US & Canada..................................................................................................................................... 77
Mexico / Central America............................................................................................................... 105

ASIA / PACIFIC.........................................................................................................................................115
Asia................................................................................................................................................. 118
Pacific............................................................................................................................................. 131
Central Asia / India........................................................................................................................ 146

EMEA............................................................................................................................................................151
Southern Europe / North Africa..................................................................................................... 155
Eastern Europe............................................................................................................................... 172
Western / Central Europe.............................................................................................................. 185
Africa.............................................................................................................................................. 202
Middle East..................................................................................................................................... 213

GLOBAL WILD AND COMBINED PRODUCTION.......................................................................... 220

Global Wild Production.................................................................................................................. 221
Global Wild and Cultivated Combined........................................................................................... 224

CLOSING COMMENTS FROM THE EDITOR................................................................................... 226

Support the IBO............................................................................................................................. 229

SUPPORT.................................................................................................................................................. 230
Acknowledgments......................................................................................................................... 231
About The Data.............................................................................................................................. 232
2024 Cover Design ........................................................................................................................ 236
2023 Reader Survey...................................................................................................................... 238
 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 7

A MESSAGE
FROM THE IBO PRESIDENT

It is with gratitude and a full commitment to the legacy generated by those that have led the IBO
since its inception, that I write this first message for the 2024 IBO Report, a document that is an
example of cooperation, creativity, high-level execution and value.

Reviewing some of the reflections and trends presented in past reports, many themes remain cur-
rent: growth and new production areas, market expansion, impact of breeding programs, weather
patterns, and the global nature of blueberries. Yet, as shared with the IBO Board in Berlin this year,
it would seem that we could be reaching an inflection point where much of what has been an oppor-
tunity could become a challenge if not analyzed, managed, worked and acted upon in an organized
and integrated manner.

IN TRO DU CTIO N Increased volumes have resulted from planted areas coming into production, and these should be
increasing significantly from 2025 onwards as an expansion of growing areas continues at an accel-
erated rate not only in Peru, but also in other more traditional areas like Eastern Europe, the Medi-
terranean, parts of North America, and China. New regions in Asia, both west and east, are emerging,
and in Africa recent plantings beyond Morocco and South Africa will add to what is expected to be a
preliminary total industry volume (fresh and processed, 000 MT) of 2,050.00 for 2024, compared to
1,873.32 in 2022 and 1,818.55 in 2023.

As we look ahead, many of the following ideas have been analyzed within the industry trends section
of the Report, these are the areas we believe will remain, will be elevated, or will be incorporated
into our global blueberry industry:

1. Expansion of growing areas in traditional and new regions, generating further diversi-
fication of sourcing and closing the remaining relevant gaps in year-round production.

2. Variety introductions and the reconversion of older genetics will continue to elevate
the quality offering, which will be good for consumers and should allow for expansion
in current and new markets.

3. Being creative in defining the next central message of what makes blueberries unique,
and having a coordinated effort with retailers and other customers to promote it, should
be one of our central strategies.
8 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 9

FOREWORD
4. We should become even more obsessed with two fundamental areas:

a. How to generate value for our production, avoiding commoditization and what This report exists to empower participants throughout the partnered with Cort Brazelton to co-lead the project. At the
Dr. David Hughes has referred to as “don’t let blueberries go bananas”, being blueberry industry with improved information. We hold a con- conclusion of that project, it became clear this project needed
able to compete and keep ahead of other produce offerings like table grapes, viction that a more informed industry and market is a healthier a broader team. The IBO Board was in full support and ap-
kiwifruit, avocados, mangoes, and certainly other berries. one. This project is producer focused and intended as a tool proved the new expanded team and approach in early 2020.
for producers large and small in making decisions such as how
b. Increasing our efficiency in terms of costs of production and distribution, and of and where to bring their fruit to market, whether to expand Many thanks to the IBO board for this opportunity to serve
resources used, with water and labor being essential focus areas. their production or invest in their operations, or to change va- the industry. Also, many thanks to the many contributors
rieties or growing methods. The international nature of this who magnanimously and often anonymously gave their time
5. Weather impacts will continue to increase, as exemplified by what happened in Peru report is also intended to help offer perspective on how the to provide useful insights and information. As always, please
with El Niño during the 2023-2024 production season, or by Agadir reaching 52°C in
supply and market trends of one region are comparable to and forgive the errors and generalizations which fall short of de-
August of 2023, and heat spells in many other locations. Information sharing as to
affect others. We thank you for your interest and support. sired precision. They are not intentional. We hope readers can
impacts on volumes and to plan distribution and changes to sales and marketing strat-
egies, will be even more relevant. make good use of this year’s product and, if they are not mem-
This report follows an established methodology seeking to
bers of the IBO, are inspired to join the effort!
complement interviews from experts and industry leaders
6. As consistently communicated by Peter in previous messages, we should continue to
strive for free and open trade. We must ensure that all members of the industry, from on the ground with the most reliable data available. These We would like to extend a special thanks to Leslie Wada from
production through the supply chain and into the markets, follow fair and proper social, tools have proved adept at telling the story of the industry the USHBC for her contribution on the health research update
environmental and food safety practices and standards which will become even more as it has grown and continues to evolve as one of the most
and Tamara Muruetagoiena from the IFPA for insights on ESG
relevant. “Reporting” based on the Corporate Sustainability Reporting Directive is now desirable categories in the produce aisle. New to this year's
and general sustainability trends in fresh produce. Thank you
a reality and an obligation. As also addressed on a previous message, we must respect version of the report is the producer survey, helping add a
to all Country Members for their contributions in the coun-
legal frameworks, particularly the protection of intellectual property genetics IP qualitative dimension to the global industry unavailable in
try sections.
previous versions.
7. As interest in the sector continues and the financial community expands its support in
Blueberries are a truly special crop, bringing a healthy choice
several regions, we need to remember that it is about the money but it is not about the Background on this Report: This 2024 IBO Report represents
money, as the nature of our activity is an expression of farming at its best with a very to consumers around the globe while presenting an incredible
the 12th iteration under the current editor. The project began
special opportunity to respond to consumer needs, expectations and demands. development opportunity to improve the lives of people and
under the direction of the United States Highbush Blueberry
their local economies. Those of us who work in service of this
Council and North American Blueberry Council in 2007. Re-
8. Based on these perspectives, we will certainly be presented with more significant chal- wonderful fruit, our many blueberry colleagues around the
sponsibility was transferred to the IBO as the organization
lenges and opportunities in the coming years. It is also important to recognize that the world, and those who enjoy it are truly blessed.
came into its own in the early 2010’s. The transition from
idea of forming IBO by Cort Brazelton, Peter Mcpherson, Mark Villata, Andres Arm-
strong, Steve Taylor, and Trevor Mckenzie, over 12 years ago was useful and relevant, the USHBC oversight to the IBO arena was made in consid-
Until next time, best wishes and happy reading.
it has to be accepted that what IBO represents, implies and provides today has to be eration of the increasingly global nature of the industry and
strengthened and consolidated. the need for a comprehensive and global perspective. The
scale and scope of the 2007 project was markedly smaller
Cort Brazelton
9. We can all agree that this 2024 IBO Report is one example of the Organization at its when compared to what the endeavor has come to involve in IBO SOTIR, Chief Editor
best, to which we can add our Industry Summit, the next one to be held in South Af- recent years. As the industry grows and expands in current
rica in September of 2025, and our new industry reception in Madrid during Fruit At- and new geographies, both new consuming markets and new Colin Fain
traction 2024. production regions, the task of ensuring this project is com- Report Team Leader
prehensive becomes ever more daunting. From 2007 through
Mario Steta the 2017/18 report, the project was produced and led by Cort Matt Ogg
IBO President Brazelton. For the 2019 report, Colin Fain of Agronometrics Narrative and Lead Writer
10 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 11

WHAT IS THE IBO? ABOUT THE AUTHORS

This report has been elaborated on behalf of the IBO by Agronometrics, with the
Who we are The 10 Objectives of the IBO help, guidance and support of Cort Brazelton.

The IBO is a global voluntary organization bringing together 1. To collect and share blueberry information.
leaders from around the blueberry world in all segments of Report Team
the industry, including blueberry producers and marketers, 2. To foster the common goal of increased worldwide
consumption of blueberries in all forms.
affiliated business, social groups, and governmental organi-
zations worldwide.
3. To provide the opportunity for a united voice on is-
sues in an international forum.
We come together to learn, share, increase understanding,
distribute information, address mutual challenges, coordinate
4. To provide representatives of blueberry-producing
potential solutions and explore opportunities. Ultimately, the
nations a consultative forum for better mutual un-
organization exists to advance the health and sustainability of derstanding of items of common interest.
the blueberry industry.
5. To maximize the IBO´s sphere of influence within
The IBO board consists of official industry commissions, the blueberry industry.
guilds, and associations from members’ countries. CORT BRAZELTON COLIN FAIN MATT OGG
6. To promote a better understanding of the common Editor Report Team Leader Narrative
Association members consist of companies and other entities interests of the blueberry producers and marketers IBO Board Member & Co-Founder CEO Agronometrics Journalist Agronometrics
who wish to support the IBO and access the growing suite of and affiliated businesses, social and governmental
data and services offered to members. Associate members organizations throughout the world.
pay an annual fee for access to the expanding library of data
and intelligence as well as promotional opportunities created 7. To encourage the compilation and publication
of production and non-proprietary marketing
by the platform.
information.

8. To encourage worldwide free trade of blueberries

Mission and associated by-products, and to dissociate itself
with the artificial protection of markets.
Our mission is to collect and share blueberry information, fos-
tering a common goal of increased worldwide blueberry con- 9. To assist countries in mitigating regularity items
sumption in all forms. that can inhibit growth of the industry, e.g., artificial
competition barriers and pesticides registration.
CLAUDIO RIQUELME VIOLETA RODRIGUEZ SARAH ILYAS
The IBO seeks to promote a better understanding of the
Digital Infrastructure Editorial Design Data Collection/Narrative
common interests shared by all participants in the blueber- 10. To target assistance in order to maximize the contin-
CTO Agronometrics Chief Digital Officer Agronometrics Data Scientist Agronometrics
ry industry. ued success of the international blueberry industry.
12 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 13

About Agronometrics
Agronometrics has the Organization (IBO), the US National Mango Board and some of rating of calmness improved in the blueberry group after the women for over a decade. The women recorded their diet,
mission of helping the the world’s most important fresh produce companies. acute meal. including blueberry intake, and filled out annual question-
fresh produce industry naires on health outcomes. Their data on over 35,000 women
make data-driven com- Our analytics products range from market reports synthesiz- The researchers acknowledged that in other studies that showed that women who ate > 1 serving of blueberries weekly
mercial decisions, identify ing global trade data to interactive dashboards automatically have reported an effect of blueberry supplementation on had a significant 28% reduction in total AMD, but not visually
market opportunities and project market trends to help deci- updated daily, and everything in between. This wide range cognitive function, those participants often had some degree
significant AMD. Blueberry intake has increased significantly
sion makers best position themselves in an ever-changing of products has honed our skills in data acquisition, man- of pre-existing cognitive impairment, whereas these partici-
agement, and interpretation, allowing us to bridge the gap from the early 1990’s when this survey was conducted, and
commercial landscape. Our team has been working as a con- pants did not.
sulting firm within the industry since 2012, getting our start in between technical implementation, academic theory and ac- it would be interesting to see the effect in a larger group of
Chile working with avocado producers. Since then, our prod- tionable insights for an increasingly demanding industry. women with higher intakes.
Another recently published study (2) looked at blueberry in-
uct line has expanded to 21 different fresh commodities
take and age-related macular degeneration (AMD) in women.
across a global audience including the International Blueberry For more information visit the website: This past year, members of the Health Research Advisory
AMD causes the blurring of central vision and is a significant
www.agronometrics.com Board, USHBC Executive Committee and the Chair of the Pro-
cause of blindness worldwide. It is the leading cause of vision
motions Committee met to develop a health research doctrine
loss for Americans sixty-five years of age and older and can
Special Thanks impact daily activities such as driving, viewing television, or
to guide long term strategic plans for the health research

reading text on a computer, phone or newspaper (3).

Given that the vision of the USHBC is to empower the indus-
Special thanks Cristian Crespo for his support on data collection, as well as Pablo Cortes and Thomas Grandperrin for their help in
For many years there has been speculation that blueberry in- try to make blueberries the world’s favorite fruit, the Coun-
setting up the sponsorships and advertising that is financing this report.
take is associated with eye health. Dr. Howard Sesso and his cil will continue to identify health research studies that have
team in the Division of Preventive Medicine at Brigham and the potential to drive measurable demand of blueberries
Women’s Hospital and Harvard Medical School evaluated data both domestically and internationally while also maintaining
from the Women’s Health Study, a large-scale study in which the quality of research that the Council has funded over the

HEALTH RESEARCH UPDATE

a team of investigators followed a large cohort of middle-aged past 20 years.

REFERENCES:

1. Curtis CJ, van der Velpen V, Berends L, Jennings A, Haag L, Minihane A, Chandra P, Kay CD, Rimm EB, Cassidy A. Chronic and
By Leslie Wada postprandial effect of blueberries on cognitive function, alertness, and mood in participants with metabolic syndrome-results
Leslie presents this update for 2024 as the Senior Director of Nutrition and Health from a six-month, double-blind, randomized controlled trial. American Journal of Clinical Nutrition 2024, 119:658-668.
Research at the USHBC/NABC
2. Sesso HD, Rautiainen S, Park SJ, Kim E, Lee I, Glynn RJ, Buring JE, Christen WG. Intake of blueberries, anthocyanins, and risk
Health Research continues to be a focus and priority of the that 6 months of daily supplementation with the equivalent of of eye disease in women. Journal of Nutrition 2024, 154:1404-1413.
U.S. Highbush Blueberry Council. Human clinical studies re- 1 cup of fresh blueberries resulted in cardiovascular benefits
quire many years to complete and despite the delays in prog- such as an increase in the flexibility of blood vessels, and an 3. Centers for Disease Control and Prevention. (2020). Learn About Age-Related Macular Degeneration. Centers for Disease Con-
ress during the Covid years, we now have studies that are increase in HDL levels. trol and Prevention.
completed and being published in scientific journals.
In this additional study, the researchers evaluated the effect https://www.cdc.gov/vision-health/about-eye-disorders/age-related-macular-degeneration.html?CDC_AAref_Val=https://www.
One recent publication (1) describes a study that was a sub- of blueberry feeding on cognitive performance in these partic- cdc.gov/visionhealth/resources/features/macular-degeneration.html
study of the original Circle Study. The original Circle Study ipants after chronic 6-month feeding and after an acute feed-
enrolled 115 participants with Metabolic Syndrome and no ing of a high-fat, high-sugar liquid meal. They did not observe For other blueberry-related scientific studies, please visit
self-reported cognitive dysfunction. The results demonstrated an effect on cognitive performance, however self-reported https://healthprofessionals.blueberry.org/research/
14 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 15

GLOBAL PRICING TRENDS

Please note that global border crossing prices for imports are used as a corollary for general pricing trends as the data are more
reliable and widely available. At this juncture there is insufficient data on pricing for blueberries produced and sold ‘in market’ to
incorporate into this data.

The 2022/23 witnessed disruptions to global fresh blueberry to increase. The mismatch between expectations and reality Peru’s decrease in volume had global ramifications with ev- dependent on South America for their imports, with limited
pricing. Various issues in multiple origins contributed to the sent the average global price to $7.01, a level we haven't seen ery single region seeing an increase in price in 2023. Peru, alternative sources of supply, saw the second highest jump in
elevated prices we saw as an industry, but the most significant before, exceeding the previous highpoint of $6.48 in 2016. however, was not the only region which influenced pricing. prices. Finally, the Americas, driven primarily by US imports,
by far was the El Niño climate event in the Eastern Pacific. The
The biggest percentage jump in prices were seen in Europe, saw modestly less increase in prices than the other two re-
effects of the warmer temperatures felt by Peru, the world's Taking 2016 as a point for comparison, and even account-
where production issues in Morocco and Spain added to gions, but prices also increased substantially and roughly in
biggest exporter, saw exports from the country reduce by 23% ing for the decrease in volume in 2023, the category today is

compared to the previous season, while many importers were worlds away from what it was 8 years ago, with a measured the complexity of a season which was then further impact- line with the other major regions, which can be appreciated in

expecting, and perhaps counting on, imports from the origin increase in imports of 226% over that time period. ed by the lack of fruit from Peru. Asia, which is more heavily the chart above.
16 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 17

ENVIRONMENTAL, SOCIAL,
AND GOVERNANCE (ESG)
In today’s business landscape the demonstration of Environ- Different retailers will place different emphases on these dif-
ment, Social and Governance (ESG) credentials is multi-fac- ferent components of ESG, but it has become a standard prac-
eted, and has become increasingly pertinent to maintaining tice that questions will be asked on these matters, whether it
a mandate to operate in the eyes of investors, partners, cus- be through questionnaires or data collection applied compa-
tomers and consumers. ESG comprises a nuanced arena of ny-wide or to the specific farm operations that are supplying
disparate subjects that are difficult to measure, and where the berries.

relativism abounds. Therefore, there is no prescriptive action

The area that has arguably been the most active over the past
that a grower, marketer, retailer or supplier must undertake in
12 months is packaging as government-led change went into
order to best address this responsibility. As a rule of thumb, a
overdrive. “In 2023 the whole world decided to create new
proactive approach to assessing the environmental and social
packaging regulations all at once, and they’re all contradicto-
impacts of operations – whether it be from packaging, trans-
ry,” Muruetagoiena explained.
port, energy supply, agronomic practices, water usage, labor
treatment or community engagement – is a good start, and Whilst the European Union has often been the flag bearer of
where possible the execution of programs, activities or prac- change with its Green Deal and a whole roster of waste and
tices that will engender improvement. ESG is not just another packaging regulations, last year Canada suddenly introduced
narrative tool for marketing purposes; it requires being ahead the most stringent of all packaging regulations globally. The
of the curve and being transparent about a company or indus- initial document in Canada indicated that by 2026, 75% of all
try’s efforts to make a positive difference, and its faults. produce in supermarkets would be voided of plastic, and that
percentage would rise to 95% by 2028. In the absence of dra-
If we look at global import pricing on a monthly basis it offers It should also be mentioned that the measures used in this
After previous editions whereby ESG had been a sub-header matic technological advancements in packaging materials and
a picture in time of some of the challenges that the industry analysis are by no means a perfect representation of the in-
within the industry trends section, last year the decision was processes, numbers like this are nothing short of threatening
faced this year. In the first half of the year as weather issues dustry as a whole. For one, imports by definition exclude all
made based on stakeholder requests to give this topic more to the survival of the blueberry industry which relies heavily
impacted the production of Morocco and Spain, prices began movement of blueberries in the internal market. In the case
prominence as its own section. There have been numerous on plastic clamshells or punnets. Under such regulatory con-
to rise. In the middle of the year markets normalised as sup- of volume and value, they also don't exclude re-exports from ditions, blueberries and other berries would need to share
countries such as the Netherlands and Hong Kong, meaning contributions to this subject from the interviews undertaken
pliers generally had improved availability (although the pacific that 5% space allowed for plastic with a myriad of produce
that some unit sales and their values will be double count- with industry stakeholders (see Acknowledgments section),
northwest in the US also had a very short crop), then pricing items that are heavily reliant on plastic including high-volume
ed. This does not invalidate the use of this data for analysis and we have also sought insights from the International Fresh
again began to deviate from expectations with less volume items like pre-made salads and table grapes.
as it has been used consistently for some time and currently Produce Association’s (IFPA) director of sustainability, Ta-
than expected from Canada, Peru and Chile resulting in mark- mara Muruetagoiena.
represents the most complete data set available to under- The resistance from industry to such plans is not one borne
edly higher prices, the defining feature of the 2023 season.
stand the impact of pricing on the industry at a global scale. out of stubbornness or a desire to cut costs. The blueberry in-
This is an indicator of an industry need, to secure an accurate The IFPA now has 130 members within its Sustainability Coun- dustry, which itself has a very low environmental footprint rel-
Noteworthy in these numbers is the relationship between cil, and has working groups on the following five key areas:
measure of year round pricing data from all sources. Global ative to other foodstuffs, has endeavoured to lift its game on
Value and volume. 2023 saw a growth in Value (Price x Vol- industry pricing will need to be complemented by other data/ multiple environmental fronts including packaging, and slow
ume) of exports at a stable 8.03%, compared with 7.26% last information. Keen observers who are comparing this analysis y Climate change progress is being made such as the increased use of sealable
year. This suggests that the global demand for blueberries is to last year might notice a slightly different trend in movement y Packaging lids and also large packaging sizes; initiatives that ultimate-
growing at a steady pace and the high prices observed are in in prices, the cause of this is a shift in methodology to include y Regenerative agriculture ly reduce the amount of plastic used per kilogram or pound
line with expected impact on price given the shortfalls in sup- organic volume and pricing into our global averages, offering a y Food Waste of blueberries sold. In Germany now there are two retailers
ply observed. more representative picture of global movements. y Social responsibility that will not accept traditional clamshells with berries and will
18 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 19

only receive plastic packages with a thin seal top, which takes but this is effectively what selling berries in bulk would mean in the ESG space, and further research revealed that leading different states. At the time of writing this project is in the on-
some of the bulk and volume out of the unit, and therefore to the far less capitalized businesses dealing with berries. fresh blueberry player Hortifrut Chile achieved this certifica- boarding stage, but it is understood that blueberry companies
reduces the volume of plastic. tion in 2019, and in that same year another Chile company, have signed on.
Another alternative is compostable packaging with innova- frozen market-focused Fruticola Olmue, also received this
Around 8% of berry packaging in the U.S. is from recycled tions being led greatly by packaging companies in the United distinction. The process of applying for B Corp certification, Blueberries are a very labor-intensive crop, directly generat-
plastic, and it is likely that percentages are similar in other de- States, although regulators in the world’s most green-forward even in the way it requires leaders to think and reflect on their ing a livelihood for hundreds of thousands of people world-
veloped world markets. Experimentation has also taken place market the European Union are reluctant to embrace this company’s impact, has been described as a beneficial exer- wide and with an indirect economic impact of hundreds of
with paper or cardboard packaging and this occupies a niche given adequate systems have not been set up for a compost- cise even for organizations that may not be ready to meet its thousands or more. From harvest workers, to packhouse em-
space of the market, but for the large-scale commerce of blue- ing economy like they have been for recycling. Compostable stringent requirements. ployees, to all of the people who service the sector, and all of
berries there is a consensus that this type of packaging would packaging is also made from plant materials that may struggle the industries in regional areas where itinerant workers and
be unviable given pulp-based materials absorb moisture, and with high temperatures and UV radiation in the field, and the There are many ways in which blueberries stand to benefit staff spend their earnings. Schools, health clinics, chemical
would thus have impacts on shelf life and food waste. Rela- strain of rapid temperature fluctuations from that environ- from the impetus around ESG. Yes, there are challenges with run-off mitigation schemes, sound environmental planning,
tively less extreme than a reduction in all plastic would be a ment to the cold store. the industry’s carbon footprint and the food miles associated and vocational training for local populations are all ways that
ban on single-use plastics, although its effect would still be with global shipping (hence the ongoing trend of preferences the blueberry industry is making a positive contribution, illus-
extreme on berries. The trouble with using recycled plastic in One seldom discussed use of plastic in the industry is also around proximity to market, whether that’s local or peri-lo-
trating its long-term benefits not just for the health and well-
berry punnets (not to mention the more intractable challenge field plastic. On the one hand plastic beds help prevent ero- cal), and one Dutch retailer is even completely rejecting any
being of consumers, but the communities where the fruit is
of creating a system where they could be reused) is that when sion on farms, aid with water management, and assist with fruit that is shipped by air. But blueberry bushes themselves
grown as well.
plastic is recycled it loses some of its transparency, making it managing weeds, thus implying fewer herbicides, but they have a role to play in carbon capture through the photosyn-
more difficult for consumers to see the product, and thus has do ultimately lead to plastic waste. Thankfully these are fair- thesis of the plants, and they are not as demanding of water
Almost anywhere you go, something has changed in the
implications for sales unless a bold retailer or marketer were ly long-life products, but when they do reach their end of life as other crops. That said, in some regions there has been
weather conditions that affect blueberry production. Growers
to attempt turning that negative into a positive through effec- there is not much demand from recyclers as they are both perhaps an overuse of non-renewable underground water re-
who planted particular varieties targeting certain production
tive sustainability-focused marketing. The economic viability dirty and difficult to recycle. Plastic hoops used for shad- sources, and this gives even more reason for farms to attempt
windows are finding their plans disrupted by variable weath-
of recycled plastic punnets also fluctuates with the price of oil ing purposes also have a fairly long usage life, and have the to find new ways to find water that can be renewed, such as by
er conditions, which come in many forms. It could be warmer
which is used to make new plastic. added benefit that with the right design they can be used for using reverse osmosis plants. “Low till and no till practices are
winter spells that induce bloom before a cold snap hits the
rainwater capture to reduce irrigation requirements. Plastic is the building blocks of regenerative agriculture,” as noted by
plants, reducing fruit yields; more frequent rains during har-
In Europe, Canada and other markets there is an impetus from also used in the pots that are commonly being deployed in Muruetagoiena in an interview for the 2023 report, and luckily
vest that didn’t used to happen 10 years ago; increased pest
regulators to eliminate single-use plastic and sell more fresh substrate farming for blueberries, although this method also blueberries are a crop that fits this mold.
produce in bulk, which is also very complicated for fruit and pressures due to warmer temperatures or unseasonal rain; in-
has environmental benefits regarding water efficiency and soil
vegetable suppliers, particularly in the berry category. Any in- creasingly earlier harvests due to warmer weather; or drought
protection as it isn’t planted directly into the ground (however, Carbon farming is another of the hot-button topics discussed
dustry stakeholder reading this would understand very well which is a pressing concern in many regions throughout the
the substrate and its composite nutrients still need to be ex- in the industry at the moment, and this could present great
how brands seek to demarcate their products from others, opportunities to blueberry farmers wanting to lift their envi- world, leading to increased utilisation of desalination plants
tracted from somewhere).
in the hope of gaining a premium or at least more sales as a ronmental credentials to build soil carbon and also prevent for dry, coastal farms. These are all trends that have been
return on investments they made in ensuring high quality ber- Today’s consumer cares much more about the supply chain nitrous oxide emissions. felt for many years now, but they were greatly accentuated in
ries, as well as the negative shelf life and food waste implica- of what they eat, and the impact of their purchasing decisions 2023, as referenced throughout this report.
tions of selling in bulk, which are very high and would likely on the world. This is why retailers – especially in Europe – are Microbial technologies have been developed that maximize
damage sales severely. As a peripheral comment, such a shift so demanding in terms of social certifications, and blueberry carbon sequestration in the soil, often to the benefit of yields, Climate change, climatic unpredictability, and the increased
to bulk would put more buying power in the hands of retailers growers worldwide are meeting those stricter requirements. but the companies driving these developments tend to focus frequency of intense weather events that comes with it, will
over suppliers, which is also a growing challenge for food sup- For last year’s report, one industry representative described much more on larger-scale row crops due to the easily scal- undoubtedly have an impact on the blueberry industry at a
pliers everywhere who are struggling to achieve the margins the various certifications available as like “passports” to gain able impact that is possible in this space of agriculture. The production level. This will shape the kind of approaches grow-
necessary to stay afloat. But such a scenario would also be access to retail nowadays, noting the most relevant ones are fresh produce industry, including the blueberry sector, ought ers take when it comes to crop protection, growing structures
completely against the interests of supermarkets, for whom those that require strict and independent auditing. to engage more with the businesses deploying these technol- to protect against the elements, and varietal selection. Given
the berry section is an influential factor of sales growth and ogies to convince them of the strong business case in horti- the high cost of desalination and the role southern highbush
customer retention. The idea itself has been likened to asking One of the impressive revelations from interviews in this re- culture. One very significant development is the receipt by blueberries in warmer, drier environments have played in the
Coca Cola and Pepsi to share a common fountain where shop- port was that a major U.S. berry company was in the final stag- the IFPA of a $15 million grant from the U.S. Government to industry’s recent growth, the search for drought-hardy blue-
pers can fill up their bottles – no doubt a ludicrous proposition, es of securing B Corp certification – one of the hardest to attain have a climate-smart carbon farming project with farmers in berry varieties will also be a consideration in the future.
20 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 21

2024 GLOBAL
PRODUCTION SURVEY
The International Blueberry Organization, in collaboration with Agronometrics, is
pleased to present the findings from its second Global Production Survey. Factors Affecting Global Blueberry Production in 2023

The survey results represent the volunteered opinions of :

163
respondents
Overall Evaluation of the 2023 Season

The first question asked of participants was: Over all, how prices abroad. Europe showed a generally positive trend, with
would you evaluate the previous blueberry season (crop, several countries rating the season highly. Despite the shock
yield, costs, operating environment, pricing, etc). The evalu- that Peru gave the world, promoting prices to spike, they also
ation of the previous blueberry season varied across different had predominantly positive evaluations, most likely helped by
geographies. The overall response shows a surprising decline the positive effect that the same highprices had on exporters'
on last year's rating closer to neutral, which is a move in con- One striking observation is the general positive shift observed improvement in 2022. Transport costs in particular showed
bottom line. On the other hand, the United States had a range
trast with most of the individual parameters identified in the
of responses with some states like North Carolina and Mich- nearly across the board. From Growth in Demand to the cost an important improvement in 2023 compared to the previ-
following question.
igan reporting positive feedback, whereas states like Oregon of consumables such as Fertilizers and Petrol, the industry's ous year, however, in 2024 it is anticipated to worsen due to
and New Jersey had lower evaluations. Chile had mostly pos- perception is a marked improvement compared to the 2022 the closure of the Red Sea to container traffic, which has in-
Where we had sufficient respondents we are able to offer
greater depth for each origin. In Mexico, where producers itive responses, reflecting a successful season overall. Simi-
season. The biggest improvement came from Sales Price creased spot maritime shipping prices, further straining the
saw production decrease due to a particularly warm spring, larly, South Africa, Australia, and Morocco showed favorable
prices further enhancing the economic viability of blueber- supply chain. Despite these challenges, the consistent posi-
responses were mixed with evaluations mostly on the neutral outcomes. Countries like Serbia and Poland had lower ratings,
ry production. However, challenges were evident with labor tive ratings for demand growth, new genetics, and promotion-
side. China saw more positive responses, particularly from indicating potential challenges faced during the season. Over-
Yunnan, whose southern highbush crop began seeing signif- all, the evaluations indicate a varied experience across differ- availability, and the costs of fertilizers, and petrol, all showing al campaigns highlight key areas of strength and opportunity
icant exports for the first time in 2023 fetching significant ent regions, highlighting areas of success and those negative impacts on production, albeit all of them showing an for the blueberry industry.
22 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 23

Blueberry Industry Net Promoter Score

INDUSTRY TRENDS

4.32
NPS Score for
the 2023 Report
The following Trends section provides the report team’s North America’s Pacific Northwest also suffered greatly due to
summary of predominant themes which stood out most con- yet another year of problematic weather.
sistently in interviews with industry participants around the
world, as well as integrating the team’s own knowledge and But it was the disruption caused by Peru’s short crop that was
Looking at the industry in a more holistic sense, the Net Pro- opportunities within the blueberry sector and nearly half are experience. The following trends do not represent the opin- the dominant issue in almost all discussions with sources re-
ion of the IBO, nor that of any individual team member, but lating to this report – such is the influence of this titan of the
moter Score reflects the industry's appeal and potential for strong advocates of the category. This is the first year that this
rather seek to synthesize and summarize. Any given trend is blueberry industry, which is really the only jurisdiction that can
growth as perceived by those within it. The survey posed the measure has been taken. As we continue to collect and mea- unlikely to apply to all growing regions or markets, or even make or break markets to such a degree. El Niño’s disruption
question: "How likely are you to recommend a friend or col- sure the Net Promoter Score from the industry over time we all growers or traders in the regions and markets where they to the market was relative, as Peru’s volumes shipped in 2023
league to invest in, join, or work in the blueberry industry?". will be able to add depth and meaning to the metric as it helps have been observed. were still similar to figures for 2021 and much higher than any
year prior to that; the shortfall could only be described as such
An NPS of 4.32 indicates a very positive sentiment, suggest- us gain a better measure of the direction the industry is mov-
in relation to the prior 2022 season and industry expectations
ing that the majority of respondents see significant value and ing in relation to previous years. Weather events disrupt markets with
for further growth in 2023.
supply shortages, prompting indus-
try introspection throughout the value In the wake of disruption of such scale, opinions abound
chain about what this means for the global blueberry industry, but
here are a few consequences and learnings:

Respondents By Industry Sector With such a high dependence on Mother Nature, it is inevitable
-The instigation or reinforcement of sourcing diversifi-
that a global crop like blueberries will always face some dis- cation strategies: Retailers and marketers need to hedge
The IBO primarily functions as a producer organization, a fact
ruption from weather events at least somewhere in the world. against events like this, and many are taking further steps to
reflected in the survey respondents, of whom 58% identified What made 2023 unique was the scale and severity of weath- strengthen their relationships with growers in other regions,
themselves as producers or exporters. The opinions gathered er events across numerous geographies, most notably the as well as those in emerging cultivation regions. This has also
originate from individuals who are best positioned to guide impact of the El Niño phenomenon on Peru. The South Amer- emboldened existing initiatives from growers and investors to
ican country is the world’s leading exporter of the fruit and plant blueberries in completely new production regions, given
and influence the industry, with 'CEO' being the most com-
supplies practically year-round, but its peak window between the ability of new genetics to grow almost anywhere; usually
monly reported job title among the respondents.
September and December has come to galvanize demand af- these areas have relative proximity to major markets.
ter the Northern Hemisphere season has finished, helping to
ensure a continued pattern of consumption before Chile en- -Price rises were not just attributable to supply gaps: The
ters the market. Mexico and Morocco then play similar roles view from some of the most brilliant minds and experienced
regarding supply continuity in major markets in the Northern hands in the blueberry industry is that whilst the high prices of
Hemisphere springtime before the U.S. and European seasons the past year can be attributable to the supply shortage, that
begin. Both these countries have also faced weather difficul- is not the full story. The momentum experienced by the in-
ties of their own, with elevated heat pressure putting plants dustry in recent years has flowed through to a robust demand
Respondents By Origin under stress in Mexico, and Morocco suffering from a heat scenario that kept rotation high even as pricing was much
spell at the start of 2023. South Africa, whose peak runs a more expensive year-on-year, while pricing remained buoyant
Another defining characteristic of the IBO is its internation-
little bit later than Peru’s but still has significant overlap, was even as volume started to stabilize. In the U.S. in particular
al scope. This is evidenced by the responses collected from unable to fully capitalize on its competitor’s shortfall due to the retail sector must be commended for the way it stuck to
participants in 34 countries, representing the most significant a prolonged cold and wet winter that delayed the crop, but larger pack sizing relative to other markets even as the price
blueberry growing regions worldwide. the relative scarcity was still very remunerative for South Af- per pound was up significantly; the U.S. proved itself to have
rican growers, and even more so for their earlier neighbors in the most inelastic demand of the world’s top markets, mean-
Zimbabwe (in fact, the shortfall was also highly remunerative ing it has the greatest appetite and consumers are willing to
for Peruvian exporters courtesy of strong pricing). Growers in pay much more if they have to when supply is low.
 24 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 25

-Certain varieties perform better than others under pres- numbers and processes than the decision of any individual or
sure: One reason El Niño’s impact was so severe in Peru is individuals to tailor specific messages for the market.
the industry’s continued reliance on certain public varieties
that are more susceptible to reverting to vegetative growth These take-aways from the Peruvian season could have par-
instead of fruit growth when faced with hot conditions. Usu- allels and consequences in any number of jurisdictions, and
ally this comment relates to the dominant Biloxi and Ventura we would welcome the further contribution of ideas from
varieties, although whether or not Ventura should be lumped stakeholders.
in with Biloxi in this regard is disputed as on some farms it
fared substantially better. Overall it can be stated that El Niño Higher benchmarks on quality
‘sorted out the wheat from the chaff’, to use a another agri-
cultural analogy. Varieties that have been bred for resilience
to hot conditions performed very well, which proved the value The blueberry industry still has a long way to go in achieving
consistency on fruit characteristics, but the sector has picked
– in certain microclimates – of growing truly no-chill varieties
up its game on quality when it comes to such attributes as
rather than low-chill varieties. The Peruvian section discusses
firmness (a function of both genetics and post-harvest prac-
this, and the impact on different microclimates, in greater de-
tices to lengthen shelf life), flavor (either sweetness, achiev-
tail. Similar principles can be applied to other regions at risk
ing a certain sweetness-to-acidity ratio, or triggering the fla-
of extreme weather events as well, although ‘no-chill vs low-
vor sensations created by certain chemical compounds called
chill’ will obviously not always be the deciding factor as every
‘metabolites’), texture, and eye appeal, which are all essential
region has its own unique weather risks.
to encourage repeat purchases. In parallel, and certainly part
of the eye appeal aspect, there has been a greater prevalence
-Disruptions reinforced a pre-existing priority for the in-
of larger berries or jumbos; another desired attribute in the
dustry to improve its real-time data gathering and predic-
market which tends to attract a premium, although sizing is
tive capabilities: The wide-reaching effects of El Niño took
not to be conflated with quality because it does not neces-
the industry by surprise, but they didn’t have to. The Peruvi-
sarily have implications for flavor. The ultimate goal is to de-
an industry simply hadn’t existed for long enough to predict
light consumers every time they buy blueberries, and this is
what transpired, although some experts – both Peruvian and
no easy task.
non-Peruvian – had a strong inkling from the vegetative growth
they saw in the fields, and particular operations have invested In this regard, corners of the industry worry about the empha-
heavily in on-field crop prediction capacity in order to present sis on sizing as an indicator of a berry’s premium nature. “You
the best possible forecasts to their retail partners. Growers don’t want to eat by the slice,” as one source quipped, but
that lacked such capacity will likely be taking note, and exe- super jumbo blueberries with good firmness and flavor can
OXBO.COM cuting similar strategies if resources permit. However, under attract astronomical prices.
conditions of uncertainty it also pays to consider what else
may have occurred. Observations from one company that has At times throughout the past two years the industry has re-
The fresh market quality you need. The capacity and performance you expect. high-level predictive capacity for its own fields cannot neces- verted to the “if it’s round and blue it moves” approach to
sarily be extrapolated to apply to others in the same country. blueberries in light of shortages of supply. One observation

BECAUSE EVERY BERRY MATTERS. The fruit industry has historically been rife with instances of
speculation of major crop losses that actually never trans-
though is that as supply dynamics shift and greater volumes
comes on board, there tends to be more drastic drops in price
pired, or were isolated to specific areas, leading to unnec- for what could be described as standard or even sub-standard
essarily high prices and retailers dedicating less shelf space fruit, whereas premium-grade blueberries tend to hold their
than they would have done with better information. In other value. Segmentation has been described as more prevalent
words, an underestimation of supply can have just as negative now than it was 12 months ago, and has even extended to
effects as an overestimation of supply, so a prudent strate- emerging markets within Asia and South America, with Co-
gy for growers and industry associations is to take caution in lombia and Ecuador referenced as markets that have surpris-
their pronouncements to avoid setting off false alarm bells. ingly embraced a more tiered system on quality.
This is why calls for more precise data analysis and real-time
data transparency have been embraced by so many industry Broadly speaking, there is a major drive for improvement and
associations and stakeholders, putting the onus more on the some of this can already be seen by virtue of the maturing

SOFTSURFACE
26 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 27

of fields with newer genetics planted, predominantly with taste, so consumers are left taking a gamble every time they independent breeders and the internal research of companies Some higher yielding varieties simply have larger berries,
southern highbush varieties although in certain regions – from purchase blueberries unless they know of certain brands or and cooperatives. which has implications from a labor efficiency perspective as
Michigan in the U.S. to Romania in Eastern Europe - one can retailers that always meet their expectations, and ideally on if there are the same number of berries on a bush but each
start to see the emergence of more premium northern high- a year-round basis. Breeders lay the groundwork for IP liti- one is larger, in the same time a picker can harvest a heavier
bush plantings with genetics that have been sought to mim- weight in berries. Genetics companies are also focusing on
gation
ic some of the desired attributes of their southern highbush The next wave of varietal conversion the detachability of berries so they come off the stems more
counterparts. easily (but at the right time when they are at the optimum
This is arguably the most controversial trend within the report, ripeness and not still green), which also makes the job easier
This push to premium northern highbush blueberries is an Whilst most of core fundamentals driving varietal conversion but one that could not be ignored. The matter of alleged intel- for pickers.
emerging trend whose impacts may only be felt 3-5 years have already been described, the current aggressive roll-out lectual property (IP) infringements has been alluded to in past
from now. Following the boom in southern highbush genet- of new genetics from a couple of companies in particular war- reports, but the tone and level of intent within private conver- Overlaying all of this is a larger trend of economies of scale
ics that has transformed the industry by opening up warmer rants its own sub-header. Readers will note that in this report sations this year has escalated. This report does not intend and consolidation; the companies that are driving the huge
regions to blueberries, some of the sector’s largest, most in- we tend to lean toward descriptors of companies rather than to cast aspersions on any particular company or take sides in increases in volume worldwide are not setting up the small,
fluential companies have their sights on significant northern providing their names in most instances, in order to avoid this issue, but certain corners of the breeding industry have family-run operations the industry was originally built on;
highbush variety renewal as the next transformational wave. what could be perceived as branding or the reflection of bi- expressed serious grievances of alleged copyright infringe- these are highly capitalized operations established with effi-
There is some reticence around this in the grower commu- ases that ultimately favor particular entities. What’s most im- ments. These allegations take on two dimensions, targeting ciency and productivity in mind, with the associated benefits
nity about the suitability of cultivars to their specific geogra- portant is the story at hand and what it means for the broader growers that have allegedly planted IP-protected material of high yields across large tracts of land, and very often inte-
phies or the economics of conversion given the lengthy time it industry, but in this instance it is difficult to omit the fact that without the right knowingly, and also breeders that have al- grated supply chain operations that go all the way to retail.
takes for this class of blueberries to change over, but there is two, less exclusive varietal programs – Sekoya and Planasa legedly used IP-protected material in breeding their selec-
a portion of the retail segment that is encouraging this trend – are dramatically changing the face of the industry through tions and released those selections to the market. Industries in countries that have relatively lower wages than
in order to lift quality benchmarks for berries grown closer to rapid expansion and replanting of their varieties all over the their target markets, ideal growing conditions, and ease of
leading markets such as the USA, Canada and Western Eu- world. When new plantings of their varieties reach full matu- It is uncertain at this stage what nature of legal actions will transport (for example Mexico and Morocco) have flourished
rope. This push also helps retailers avoid the emergence of rity, an unprecedented step-change in fruit quality is due to take, which companies exactly they will target, and what the despite the challenges of input inflation, and a great deal of
seasonal premiums for imported fruit and helps foster higher occur at a scale that hasn’t been seen before, enabling more ultimate consequences will be. This will be a matter for the new planting is occurring in areas that have these attributes,
quality year-round. advanced genetic selections to become more ‘mainstream’ courts and regulators to decide, and our only hope as neutral including others that are further from their target markets.
than they have been previously. It is worth noting that this is observers is that regardless of the verdicts there can be an or-
Views vary on the benefits of southern highbush versus north- not just a self-interested claim made by representatives of derly and legally-binding response that does not disrupt mar- In countries with higher wages, machine harvesting for fresh
ern highbush varieties, usually drawn along climatic lines, these companies, but rather an accepted likelihood claimed kets or cause excessive division in an industry that has taken remains a priority. Where possible, it is used for a portion of
with many stakeholders in cooler climes who either grow or by industry stakeholders the world over, including those with impressive strides in achieving unity towards common goals. the crop but not necessarily all of it, depending on price points
sell northern highbush genetics extolling the positive impacts no connection to either company (although of course, due to and how well-suited the varieties in any particular farm are
of more extreme temperature variance on sweetness. a competitive spirit that exists, comments range from circum- Field optimization and productivity re- suited to this practice. Most leading genetics companies are
spection about the significance to singing their praises). Not breeding for ‘machine-harvestability’ and some are reporting
all will agree that Sekoya and Planasa should be lumped to-
main in focus
Southern highbush renewal with new genetics is also in full encouraging results in this regard, although for most of the in-
swing. With the exception of South Africa and to some extent gether, because they are very different companies, but what dustry currently – based on the mix of genetics that is planted
Morocco (both countries with a high percentage of vertically they share is this similar theme of rapid expansion and a more As mentioned in the previous report, the blueberry sector has – the status quo is that the practice leads to a deterioration
integrated export operations built around proprietary genet- open accessibility model – at a fee – than their incumbent been forced to rethink the unit cost of production per pound of packouts, even though proponents would argue otherwise
ics), most of the world’s fastest-growing blueberry regions competitors. or kilogram of blueberries, per hour of labor worked, and per with the right farm management and equipment.
were established with a focus more on filling in supply gaps hectare (or even per square metre or square foot) of land uti-
than necessarily having the most premium-quality fruit. That Demand for these companies’ plants is sky high, but the same lized. Growers are continuing to push the limits of yield in the If successful (i.e. with few rejections) and if a grower can af-
does not mean the fruit is of poor quality, but that varieties can be said of companies that have traditionally occupied way that they structure their farms (whether that’s in open ford the capital cost of the machine or machines, renting one,
that consistently garner that “wow” factor are not in the ma- the more premium end of the market, which to date remains field or substrate farms), how they prune or plant for certain or sharing it across several farms, their cost base can be re-
jority. Now that the investments in volume have come to bear, a niche and is by no means mainstream. The leaders in this harvest timing windows, how they space out picking to ensure duced As the blueberry industry climbs up the steep learn-
transitions to new cultivars have become part and parcel with exclusive space, in no particular order, are MBO, Hortifrut/Na- they have enough workers at peak harvest times, how they ir- ing curve of machine harvesting for fresh, the impact of the
planning for future prosperity. turipe, OzBlu and Driscoll’s/Costa Group, all of which are see- rigate to optimise water usage so that every drop counts, what practice on yield varies greatly, as does the choice of variety
ing exceptional results. On a more public front, there has also formulas they combine in their pest control programs, and and orchard structure. As it stands currently it is almost guar-
The growth in new varieties has led to an identity crisis for been a significant proliferation of new varieties from universi- many other considerations. The aforementioned varietal con- anteed that a portion of machine harvested blueberries will be
blueberries, now a more heterogeneous product on the shelf ties, especially the University of Florida which has generated version plays into this from an agronomic perspective as well wasted due to fruit damage, as well as the fact the harvesters
than ever. The difference in the eating experience between va- excitement in the U.S. Southeast. There are also multiple oth- as an eating quality perspective, aiming for superior yields to will take off berries that are unripe and would otherwise have
rieties can vary greatly, and size is by no means an indicator of er breeding programs across several jurisdictions led by both alleviate margin pressure after years of inflation. been handpicked later. Some specialists in the area attest that
28 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024

they are able to achieve the same pack-outs and retail accep- maintain flexibility regarding field structure and density,
tance as they would for handpicked fruit (one even says the better manage irrigation, and often to grow blueberries in
results are better because human beings do not necessarily areas with sub-optimal soil for the crop. But growing in pots
handle fruit so carefully, and there are hygiene implications of with substrate is a more expensive endeavour than planting
not a single berry being touched by a person before it reaches in an open field, and in the early days it was quite common
the clamshell), while others are adamant that the practice is to plant in 25-liter pots. What has been observed with the
negative for the category and will not deliver the high quality passage of years is that this pot size, whilst cheaper and still
required to grow demand. enabling rapid production, is likely too small to get the best
performance out of the plants and there are now instances
Plants need to be trellised and pruned such that the struc- of yield reductions as the roots are constricted, and even
ture stays upright and machines can gently detach berries as what has been described as ‘pot die-off’. As a rule of thumb,
they’re moving through the row, and northern highbush vari- these problems are being observed at the 7-8 year mark since
eties have a comparative advantage over southern highbush planting, but growers assert that with the correct agronom-
in that they tend to require fewer runs in the rows throughout ic management, a careful transition to larger 40-litre pots or
the season due to harvest concentration. bags can be undertaken in a way that extends the useful life of
the bushes and maintains good plant health. In isolated cases

GL O B A L
Machine harvesting experimentation – from equipment de- producers are even opting to transplant potted plants directly
sign, to varieties, some robotics, and new growing techniques into the soil, and have found this works well. It is also worth
– is underway across the developed world, but remains a di- noting that views vary greatly about which mix of nutrients

C U L T I VA T E D
visive topic with regards to the quality consistency angle the and core substrate materials (such as coir or peat) are optimal
industry is striving for. However, most growers turning to this for growing blueberries, and this is likely a result of different
harvesting technique are doing so because they have to and experiences and varieties that may show a preference for one
not necessarily because they want to, and in the short-term at substrate type over another.
least it is still unclear to what degree its adoption will impact
volumes of marketable fresh fruit due to bruising, damage,
Environment, Social and Governance
and reduced shelf life. There is a consensus among leading
(ESG)
breeders and growers that successful machine harvesting for
fresh will likely involve technology, equipment, varieties, and
field design that are not in wide-scale commercial use today. Climate change, sustainability and social license are all ma-
jor themes in the blueberry industry globally, with the former
The recalibration of pots and substrate layouts has become an most evident in the erratic and severe weather conditions and
emerging trend within the theme of field optimization, across events that are affecting growers more often in different parts
several jurisdictions that have witnessed a boom in this pro- of the world. For the second time since its introduction last
duction method. In essence, the practice of growing blue- year, this report includes a separate ESG section which we
berries in pots came about as a way to expedite production, would encourage all stakeholders to peruse.
30 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 31

GLOBAL CULTIVATED FRESH

Global Cultivated Hectares by Subregion
Planting and Production Data, Figures & Commentary
Global Cultivated Hectares Planted 2023 Production (000) MT
(Denominated in Hectares and Thousands of Metric Tons)
Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total

Americas 94,886 99,042 105,649 107,119 112,819 601.49 201.44 802.93

2023 Global Cultivated Production by Country South America 31,619 37,187 40,928 41,555 41,631 329.03 60.17 389.20

US & Canada 56,532 53,915 55,578 54,118 59,170 208.07 137.99 346.06

Mexico / Central America 6,735 7,940 9,143 11,446 12,018 64.39 3.28 67.67

Asia / Pacific 67,461 74,405 80,233 85,985 92,677 325.84 283.81 609.65

Asia 64,279 70,804 76,241 82,095 88,527 295.26 282.81 578.07

​
Pacific 2,737 3,106 3,430 3,277 3,350 24.23 0.70 24.93
​ ​

Central Asia /
​ ​
​ ​

445 495 562 613 800 6.35 0.30 6.65

​ ​ ​
​

Indian Subcontinent
​ ​ ​ ​
​ ​
​
​ ​ ​ ​
​ ​ ​
​ ​ ​ ​ ​ ​ ​
​
​ ​ ​ ​ ​
​ ​ ​ ​ ​

EMEA 36,470 41,764 47,282 52,484 56,921 338.06 31.62 369.68

​ ​ ​ ​ ​ ​
​ ​ ​ ​ ​
​ ​ ​ ​
​ ​
​ ​​ ​ ​
​
​ ​ ​​ ​ ​ ​
​

​ ​
​ ​

​​
​ ​ ​
So. Europe / N. Africa 10,428 10,924 11,689 12,822 14,150 146.54 14.13 160.67
​
​ ​ ​ ​ ​ ​
​ ​ ​

Eastern Europe 16,635 20,268 25,219 28,436 30,912 113.56 5.75 119.31
​
​ ​ ​ ​
​ ​ ​ ​ ​ ​
​ ​ ​ ​ ​
​ ​ ​ ​ ​
​ ​ ​ ​ ​ ​ ​
​ ​​ ​ ​ ​ ​ ​ ​

Western / Central Europe 5,920 6,084 5,894 6,316 6,186 30.64 8.15 38.79
​ ​ ​ ​
​ ​ ​ ​ ​
​ ​ ​
​ ​ ​ ​ ​
​ ​ ​ ​ ​ ​ ​
​ ​ ​ ​ ​
​ ​ ​
​ ​

Africa 3,126 3,998 3,801 3,692 3,645 41.24 3.20 44.44

​ ​ ​ ​
​ ​
​ ​ ​
​ ​ ​
​ ​ ​
​
​ ​

Middle East 360 490 680 1,218 2,028 6.08 0.39 6.47
​ ​ ​
​
​ ​
​ ​ ​ ​ ​
​ ​

Global Cultivated Totals 198,817 215,211 233,163 245,588 262,417 1,265.39 516.87 1,782.26
​ ​
​ ​
​
​ ​
​ ​
​

​
​
​
Source: IBO
​

​ Global Cultivated Hectares by Region Global Cultivated Hectares by Status

300k 300k
262
​262 417 262
​262 417
Production in (000) MT 233
​233 163
​245 588
245
233
​233 163
​245 588
245

215
​215 211 215
​215 211
198
​198 817 198
​198 817
200k 200k
178
​178 100 178
​178 100
0 200 400 600 157
​157 605 157
​157 605

Hectares

Hectares
​137 796
137 ​137 796
137
129
​129 701 129
​129 701
Source: IBO 115
​1 15 902 115
​1 15 902

100k 100k

0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years

Americas Asia/Pacific EMEA In Production Not in Production

Source: IBO Source: IBO
32 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 33

2023 Global Cultivated Hectares by Region 2023 Global Cultivated Production by Region

​EMEA: 21.7%
EMEA: EMEA:
​E MEA: 20.7%

Americas:
​Americas: 43.0%
Americas:
​Americas: 45.1%
Global Cultivated Production by Subregion (000) MT

Global Cultivated 2021 2022 2023

Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total
​Asia/Pacific: 34.2%
Asia/Pacific:
Americas 666.23 287.45 953.68 671.89 248.76 920.65 601.49 201.44 802.93 ​Asia/Pacific: 35.3%
Asia/Pacific:
Source: IBO Source: IBO

South America 382.78 87.80 470.58 404.30 85.81 490.11 329.03 60.17 389.20

US & Canada 210.35 198.15 408.50 192.34 162.01 354.35 208.07 137.99 346.06
Global Cultivated 2023 Production Metrics
Mexico / Central America 73.10 1.50 74.60 75.25 0.94 76.19 64.39 3.28 67.67 Global Cultivated Yield by Region
12.5k Hectares Planted: 262,417 Ha
Asia/Pacific 264.14 247.60 511.74 297.53 270.48 568.01 325.84 283.81 609.65
10k
Hectares in Production: 225,235 Ha
Asia 238.68 246.60 485.28 270.46 269.48 539.94 295.26 282.81 578.07
Production: 1,782.26 (000) MT
7.5k
Pacific 21.40 0.70 22.10 22.13 0.70 22.83 24.23 0.70 24.93 Growth in Production¹: ▼-73.05 (000) MT (-3.94%)

KG/Ha
5k
Central Asia / Growth from Hectares²: ▲135.07 (000) MT (184.89%)
4.06 0.30 4.36 4.94 0.30 5.24 6.35 0.30 6.65
Indian Subcontinent
2.5k Growth from Yield³: ▼-208.08 (000) MT (-284.85%)
EMEA 277.76 28.44 306.20 335.98 30.67 366.65 338.06 31.62 369.68 Yield: 7,912.82 (Kg/Ha)
0
2014 2016 2018 2020 2022
So. Europe/N. Africa 134.86 13.50 148.36 142.07 13.61 155.68 146.54 14.13 160.67 Years Source: IBO and Agronometrics

Eastern Europe 79.35 5.61 84.96 119.42 6.08 125.50 113.56 5.75 119.31 Global Cultivated Average Americas Asia/Pacific EMEA ¹ Volume change compared to previous season
Source: IBO
² Change in volume due to hectares entering or leaving production
Western/Central Europe 28.93 6.96 35.89 33.62 8.02 41.64 30.64 8.15 38.79 ³ Change in volume due to field productivity (yields)

Africa 31.37 2.20 33.57 36.11 2.70 38.81 41.24 3.20 44.44

Middle East 3.25 0.17 3.42 4.76 0.26 5.02 6.08 0.39 6.47

Global Cultivated Totals 1,208.13 563.49 1,771.62 1,305.40 549.91 1,855.31 1,265.39 516.87 1,782.26
Global Cultivated Fresh
Source: IBO Report Team Narrative
In 2023, the global production of fresh blueberries experi- significant contributions from China, continued to be a major
Global Cultivated Production by Region Global Cultivated Production by Use enced a decline. The total global production amounted to ap- driver of this growth. The Pacific subregion also saw a slight
2000 2000 proximately 1,302,000 MT, representing a decrease of around increase, producing 24,000 MT.
6% compared to the 1,323,000 MT recorded in 2022.
1500 1500
The EMEA region exhibited robust growth in 2023, with fresh
The Americas experienced a notable reduction in fresh blue- blueberry production rising to 376,000 MT from 353,000 MT
(000) MT

(000) MT

1000 1000 berry production, falling to 601,000 MT in 2023 from 672,000 in 2022, an increase of around 6.5%. Southern Europe and
MT in 2022, marking a decrease of about 11%. This decline Northern Africa led this growth with production reaching
was primarily driven by a substantial reduction in production
500 500
164,000 MT. The production in Africa saw a significant growth,
in South America, which collectively produced 329,000 MT,
contributing 44,000 MT. Eastern Europe showed a modest in-
down from 404,000 MT in 2022. This sharp decline can be
crease, producing 131,000 MT, up from 134,000 MT in 2022.
0 0
2014 2016 2018
Years
2020 2022 2014 2016 2018
Years
2020 2022
attributed to adverse weather conditions, notably the El Niño
phenomenon, which severely impacted yields in Peru. Despite
Sum Americas Asia/Pacific EMEA Sum Fresh Processed
these challenges, South America maintained its position as a Against a backdrop of lower global production in 2023, the
Source: IBO Source: IBO

major producer. Mexico and Central America saw a marginal continued expansion of fresh blueberry consumption is en-
decline, producing 64,000 MT in 2023, compared to 75,000 couraging. Established regions like Peru faced challenges, but
MT in 2022. The US and Canada saw a growth of about 8.3%. emerging regions such as Africa and the Indian subcontinent
are progressively contributing to the global market. This di-
The Asia/Pacific region demonstrated strong growth in fresh versification and resilience in consumption patterns highlight
blueberry production, increasing to 324,000 MT in 2023 the potential for future growth and stability in the blueber-
from 297,000 MT in 2022, a rise of about 9%. Asia, led by ry industry.
34 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 35

GLOBAL CULTIVATED PROCESSED

Global Cultivated Processed
Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons)
Report Team Narrative
While the global blueberry industry tends to focus most of its covid-19 pandemic and many people saw frozen blueberries
Global Cultivated Processed Production by Region(000) MT attention on the fresh category, given fresh blueberries are as a budget-friendly option to help lift immunity, and probably
the highest-paying segment and are the target of practically grew a preference for the taste as well in the process. Even
Global Processed 2021 2022 2023 all new plantings, the processed sector acts as an important though the pandemic is now over, that momentum continues
channel of value capture that growers can turn to if weath- – many might be surprised to know that in 2023, despite a
Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total er events render part or all of their crops unfit for the fresh fresh blueberry supply shortfall from Peru that plagued the
Asia/Pacific - 247.60 247.60 - 270.48 270.48 - 283.81 283.81 market, or if markets become oversupplied. Indeed, numer- market in the second half, there were 9% more frozen blue-
ous mature industries, from the Pacific Northwest to Chile and berries imported around the world than in the previous year,
Asia - 246.60 246.60 - 269.48 269.48 - 282.81 282.81 Argentina (although these South American countries less so and the USA (the world’s largest shipper of frozen blueberries)
in 2023), have increased their portions of processed-oriented exported more than ever before. Most of this was shipped
Pacific - 0.70 0.70 - 0.70 0.70 - 0.70 0.70 orchards of blueberries as an adaptation to the commercial to Canada, which was far ahead of the next-biggest market
Central Asia/Indian Sub- and competitive realities they face – broadly speaking, rela- South Korea, followed by Japan, one of the world’s best-pay-
- 0.30 0.30 - 0.30 0.30 - 0.30 0.30 tively lower market prices and higher costs of production.
continent ing markets and one where a technical error led to U.S. ex-
porters missing out on a tariff reduction that applied to their
Americas - 287.45 287.45 - 248.76 248.76 - 201.44 201.44
The substitution effect of frozen blueberries with their fresh fresh and dried products, but not frozen. This puts U.S. frozen
US & Canada - 198.15 198.15 - 162.01 162.01 - 137.99 137.99 counterparts remains an important buffer for the industry as a blueberry exporters at a disadvantage to their Canadian and
whole, especially as it grapples with the overall trend of rising Chilean counterparts in the Japanese market.
South America - 87.80 87.80 - 85.81 85.81 - 60.17 60.17
supply growth and changing retailer preferences within the
Mexico/Central America - 1.50 1.50 - 0.94 0.94 - 3.28 3.28 fresh category. Consumers tend to show a preference for the
This lift in exports was aided by very low frozen blueberry
more perishable fresh category, hence its price premium, and
EMEA - 28.44 28.44 - 30.67 30.67 - 31.62 31.62 pricing in mid-2023, much to the chagrin of already struggling
an increase in fresh volume is cited as the biggest challenge to
growers in the Pacific Northwest, at a time when there was
So. Europe/N. Africa - 13.50 13.50 - 13.61 13.61 - 14.13 14.13 the processed sector. On the other hand, the rising tide of vol-
a reported inventory overhang from 2022 that needed to be
ume way well “lift all boats” if it translates to a corresponding
Eastern Europe - 5.61 5.61 - 6.08 6.08 - 5.75 5.75 sold, and no real awareness of the frozen blueberry volume
transfer from the fresh into the processed category, with that
Western/Central Europe - 6.96 6.96 - 8.02 8.02 - 8.15 8.15 declines that would come as a result of firm sales, and the El
critical mass of volume potentially opening the door for more
Niño-induced supply shortfall from Peru which had a domi-
Africa - 2.20 2.20 - 2.70 2.70 - 3.20 3.20 price and volume stability for recipe and food development;
no effect of diverting more would-be frozen supply from Chile
in other words, an opportunity to get more people consuming
Middle East - 0.17 0.17 - 0.26 0.26 - 0.39 0.39 (and to an extent Argentina) into the fresh market, leading to
blueberries in a wide variety of ways, from yogurts to muffins
to smoothies to even pet food. an increase in prices year-over-year in early 2024, with Chile
Global Cultivated Processed recording its third-highest monthly exports ever for frozen
- 563.49 563.49 - 549.91 549.91 - 516.87 516.87
Totals
blueberries in April 2024.
To showcase the potential of blueberries beyond just as a
Source: IBO
fresh product, and also to lift general awareness, at the time
of writing one U.S. industry leader is currently involved in The fact that so many blueberry growers in North America
shooting a television series in the Great Lakes that will raise sold their fruit to processors at such low prices in the summer
Global Cultivated Processed Production by Region awareness of blueberries by visiting farms and covering busi- of 2023, before a shortfall would lift pricing dramatically, illus-
600
nesses that use the fruit in unique and exciting ways, from trates the speculative and challenging nature of this sub-seg-
blueberry sausage makers to blueberry breweries. ment of the blueberry industry. Even as the USDA was report-
400
ing near-record inventory levels earlier this year, the market
These novelties may be just a small part of the overall market, appeared to be behaving as if this weren’t the case with indi-
(000) MT

but every new channel explored is an opportunity for growth. cations of improved pricing and contracts for the 2024 North
200
As referenced in the South America section of this report, American season.
even in a country like Colombia where blueberries were rel-
0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
atively unknown a decade ago, the fruit is increasingly being Whilst the USDA and industry stakeholders try to produce es-
Years used in more fast-moving consumer goods (FMCG) and food- timates, the data is currently incomplete and leads to deci-
Sum Africa Asia Central Asia/Indian Subcontinent Eastern Europe service products. The “health halo” effect of blueberries, that sions that benefit or disadvantage stakeholders on opposing
Mexico/Central America
US & Canada
Middle East
Western/Central Europe
Pacific So. Europe/N. Africa South America
was previously such a major driver of consumption growth sides of any transaction, with strategy and luck playing more
Source: IBO
in the 90’s and early 00’s, came back with force during the of a role than they arguably should.
36 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024

GLOBAL CULTIVATED TOP 10

It is against this backdrop of volatility and unclear informa- No doubt there is room for further downstream integration in
tion that the USHBC and NABC are collaborating with indus- the industry. Examples of this happening today include grow- Planting and Production Data, Figures & Commentary
try stakeholders to gather more regular data in the interest of ing and packing companies introducing new dried and infused (Denominated in Hectares and Thousands of Metric Tons)
transparency, in moves that mimic what they have achieved products as well as some new ‘fresh like’ ready-to-eat (RTE)
in the fresh market, which has been to the great benefit products. Looking to the future it is not unreasonable to as-
of growers. sume that there will be a substantial opportunity to create 2023 Top 10 Cultivated Hectares by Country
new uses for the market. The question remains as to whether
“Everybody wants a better cold storage report,” said one ex- this innovation can also be led by organizations which actually 2020 2021 2022 2023
# Country
pert who is involved in this initiative, which is in its early stag- have established supply chains close to the raw product. Hectares Hectares Hectares Hectares
es at the time of writing.
1 China 66,400 71,781 77,641 84,420
Industry efforts to boost consumption of processed blueber-
It is hoped by many in the industry that improvements in the ries are a key piece of the puzzle for lifting demand and re- 2 United States 42,219 43,214 42,084 46,709
transparency of cold storage stock in North America will ex- turns for growers. As the product is less difficult to ship than 3 Peru 15,406 18,381 19,500 20,000
tend through to other major industry players in South America. highly perishable fresh blueberries, export market develop-
At the same time as transparency will help growers make bet- ment is a logical pathway to lifting demand, but there is also a 4 Chile 18,185 18,802 18,375 18,071
ter decisions, the dynamics of increased supply present great need to push more food manufacturing channels within cate- 5 Poland 9,500 11,000 11,913 12,594
opportunities and challenges to the industry. Regarding the gories such as baking, confectionery, smoothies and yogurts.
To be effective, large-scale incorporation is required for this 6 Canada 11,696 12,364 12,034 12,461
aforementioned ‘critical mass’ effect, greater reliability could
end up being factored into the decision-making of prospective strategy to have a real impact as often a finished food such as 7 Mexico 7,900 9,100 11,400 11,970
foodservice buyers wishing to implement large-scale roll-outs a muffin or a protein bar has a very low gram-count of blue-
berries. What is also problematic is that whilst the fresh mar- 8 Ukraine 4,383 5,318 5,500 5,700
with new menu items. The blueberry industry is now reaching
the scale whereby marketers or packers of processed product ket is increasingly seeking out larger-sized berries, some food 9 Spain 4,210 4,570 4,810 5,496
would be able to commit with greater confidence to contracts manufacturers such as bakers tend to seek out smaller-sized
10 Morocco 2,850 3,136 3,800 4,300
at a critical mass level. The diversity of different blueberry frozen blueberries, leaving less margin of error for fresh-ori-
varieties present in the market could work against this de- ented growers that shift to larger cultivars.
velopment (but not necessarily), as product developers are
highly scientific in their assessments of a berry’s brix, soluble One sub-division of the processing industry that has strug- 2023 Top 10 Cultivated Production by Country (000) MT
solids, color consistency, size consistency, pH levels, and how gled the most is juice-grade concentrate, for which invento-
the components of the fruit interact with ingredients like sug- ries are at times high relative to demand. Unlike their peers 2020 2021 2022 2023
# Country
ars, emulsifiers, stabilizers or guar gums. It could well be that in crops such as pomegranates, the industry has been unable Production Production Production Production
these results vary if they use a Duke or a Bluecrop, or south- to achieve the same levels of success for blueberry juice even
1 China 347.20 468.22 525.31 563.46
ern highbush cultivars like Biloxi or Ventura, to name a few though the product has similarly flavorful and high-antioxidant
examples. Ultimately, for the processed blueberry industry to attributes. Worthy of inclusion is also the example of the Bra- 2 United States 282.64 328.18 278.19 282.82
succeed, flavor must be one of the top priorities and ought to zilian acai industry, which has capitalized on the Amazonian
3 Peru 179.58 261.73 299.67 233.87
be a core point of focus, regardless of the variety. fruit’s high antioxidant content with acai bowls and smoothies
sold in far-flung trendy cafes and eateries across the devel- 4 Chile 195.76 185.44 166.35 132.33
The IQF (individually quick frozen) market remains the pri- oped world. When concentrates are considered across the 5 Spain 55.66 73.94 69.19 70.86
mary target at the higher end of the processed market. This full spectrum of the berry category, blueberries feature at the
marks very little change over the last two decades with limited lower end of the price scale, and therefore would present a 6 Mexico 57.67 74.20 75.87 67.32
innovation on the product side among the growing, packing, reasonable opportunity for new product developers. 7 Canada 82.42 80.32 76.16 63.24
and first handler side of the business. While there are excep-
8 Poland 54.10 55.50 68.50 62.00
tions, the majority of the value creation in processed blueber- “I think long term, we're going to begin to see some excite-
ries is done by CPG (consumer packaged goods) companies ment around the lower grades – concentrates and purees – 9 Morocco 35.96 47.21 56.50 56.06
(small and large) with the packing industry filling the role of just because the price point is so low, and I think that’ll help
10 South Africa 15.80 26.00 30.50 35.00
an input supplier or at best a vendor of IQF polybags to retail. blueberries,” as one source noted.
38 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 39

2023 Top 10 Cultivated Fresh Production by Country (000) MT

2020 Fresh 2021 Fresh 2022 Fresh 2023 Fresh

# Country
Production Production Production Production

1 China 171.66 223.57 258.53 283.35

2 Peru 162.73 243.53 285.58 223.87
3 United States 153.03 177.06 159.73 173.95
4 Chile 138.78 123.04 101.35 86.27
5 Spain 49.80 66.71 62.57 64.38
6 Mexico 57.00 72.70 74.93 64.04
7 Poland 52.10 52.50 65.50 59.00
8 Morocco 33.85 44.44 53.51 52.51
9 Canada 31.72 33.29 32.61 34.12
10 South Africa 15.33 24.00 28.00 32.00

2023 Top 10 Cultivated Processed Production by Country (000) MT

2020 Processed 2021 Processed 2022 Processed 2023 Processed

# Country
Production Production Production Production

1 China 175.54 244.65 266.78 280.11

2 United States 129.61 151.12 118.46 108.87
3 Chile 56.98 62.40 65.00 46.06
4 Canada 50.70 47.03 43.55 29.12
5 Peru 16.85 18.20 14.09 10.00
6 Spain 5.86 7.23 6.62 6.48
7 Germany 1.70 4.20 5.70 5.70
8 Argentina 4.80 7.02 6.50 4.00
9 Morocco 2.11 2.77 2.99 3.55
10 Mexico 0.67 1.50 0.94 3.28
40 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024

2023 Top 10 Fresh Cultivated Exports by Country (000) MT

# Country 2020 Exports 2021 Exports 2022 Exports 2023 Exports

1 Peru - 215.20 285.77 217.21

2 Netherlands - 91.52 117.28 95.18
3 Mexico - 72.46 75.90 83.16
4 Chile - 111.86 104.16 80.37
5 Morocco - 42.01 51.84 49.09
6 Spain - 55.23 57.69 46.01
7 South Africa - 21.89 26.91 26.31
8 United States - 22.38 20.55 23.44
9 Canada - 19.48 18.83 22.59
10 Poland - 21.05 23.09 21.89

2023 Top 10 Fresh Cultivated Imports by Country (000) MT

AMERICAS
# Country 2020 Imports 2021 Imports 2022 Imports 2023 Imports

1 United States 214.30 253.54 289.24 248.26

2 Netherlands 101.23 115.47 149.58 104.39
3 Germany 61.49 62.29 70.72 61.86
4 United Kingdom 54.73 63.39 60.37 58.04
5 Canada 46.58 55.89 51.62 47.03
6 Spain 29.87 33.30 42.77 36.19
7 China 25.16 29.60 42.85 29.59
8 Poland 9.91 14.25 21.44 18.20
9 France 11.51 13.63 14.27 15.67
10 Hong Kong 18.61 27.41 25.39 15.29

GLOBAL CULTIVATED
PRODUCTION FORECAST
Unfortunately the Global Cultivated Production Forecast is not being made available this year as our
methodology is being retooled to better account for the complexity that our industry continuously
challenges us with. Please stay tuned next year for an updated forecast published in time for the IBO
Summit in South Africa.
42 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 43

AMERICAS Americas Cultivated Production by Subregion Americas Cultivated Production by Use

1250 1250

Planting and Production Data, Figures & Commentary

1000 1000

(Denominated in Hectares and Thousands of Metric Tons) 750 750

(000) MT

(000) MT
500 500

Americas Cultivated Hectares by Subregion 250 250

Americas Hectares Planted 2023 Production (000) MT 0

2014 2016 2018 2020 2022
0
2014 2016 2018 2020 2022
Years Years
Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total
Sum Mexico/Central America South America US & Canada Sum Fresh Processed
Source: IBO Source: IBO

South America 31,619 37,187 40,928 41,555 41,631 329.03 60.17 389.20

US & Canada 56,532 53,915 55,578 54,118 59,170 208.07 137.99 346.06

Mexico/Central America 6,735 7,940 9,143 11,446 12,018 64.39 3.28 67.67
2023 Americas Cultivated Hectares by Subregion 2023 Americas Cultivated Production by Subregion
Americas Totals 94,886 99,042 105,649 107,119 112,819 601.49 201.44 802.93 Mexico/Central
​M exico/Central America: 10.7% Mexico/Central
​M exico/Central America: 8.4%

Source: IBO

Americas Cultivated Hectares by Subregion Americas Cultivated Hectares by Status US

​US & Canada: 43.1%

125k 125k
112
​112 819 112
​112 819
​US & Canada: 52.4%
US
105
​1 05 649 107
​107 119 105
​1 05 649 107
​107 119
​99 042
99 ​99 042
99
100k ​94 886
94 100k ​94 886
94 South
​S outh America: 36.9%
85
​85 625 85
​85 625
​79 724
79 ​79 674
79 ​79 724
79 ​79 674
79
​75 990
75 ​75 990
75 South
​S outh America: 48.5%
75k 71
​7 1 187 75k 71
​7 1 187
Hectares

Hectares

50k 50k
Source: IBO Source: IBO

25k 25k

0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years

Mexico/Central America South America US & Canada In Production Not in Production Americas 2023 Production Metrics
Source: IBO Source: IBO

Americas Cultivated Yield by Subregion Hectares Planted: 112,819 Ha

15k

Americas Cultivated Production by Subregion(000) MT Hectares in Production: 102,610 Ha

Production: 802.93 (000) MT
Americas 2021 2022 2023 10k

Growth in Production¹: ▼-117.72 (000) MT (-12.79%)

KG/Ha
Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total
5k Growth from Hectares²: ▲37.72 (000) MT (32.04%)
South America 382.78 87.80 470.58 404.30 85.81 490.11 329.03 60.17 389.20
Growth from Yield³: ▼-155.41 (000) MT (-132.02%)
US & Canada 210.35 198.15 408.50 192.34 162.01 354.35 208.07 137.99 346.06 0
2014 2016 2018 2020 2022 Yield: 7,825.12 (Kg/Ha)
Mexico/Central America 73.10 1.50 74.60 75.25 0.94 76.19 64.39 3.28 67.67 Years
Source: IBO and Agronometrics
Americas Average Mexico/Central America South America US & Canada
Americas Totals 666.23 287.45 953.68 671.89 248.76 920.65 601.49 201.44 802.93 Source: IBO
¹ Volume change compared to previous season
² Change in volume due to hectares entering or leaving production
Source: IBO
³ Change in volume due to field productivity (yields)
 Integrated GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 45

blueberry solutions:
Post harvest to pack
With over 2,800 lanes of optical sorting and installations
in over 35 countries, TOMRA Food is the leader in SOUTH AMERICA
integrated solutions for the Blueberry industry.
Our integrated packhouse solutions are suitable for all Planting and Production Data, Figures & Commentary
sizes of operations. In addition to size, color, softness, (Denominated in Hectares and Thousands of Metric Tons)
bruising, decay, dehydration, peeling and scarring, we also
offer artificial intelligence systems for superior grading and South America Cultivated Hectares by Country
advanced defect detection.
South America Hectares Planted 2023/2024 Production (000) MT

Growth Totals 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024 Fresh Process Total

Peru 12,292 15,406 18,381 19,500 20,000 223.87 10.00 233.87

KATO 260 with LUCAi Chile 15,784 18,185 18,802 18,375 18,071 86.27 46.06 132.33

The advanced, industry-leading Argentina 2,650 2,515 2,500 2,300 2,100 6.40 4.00 10.40

precision grading system powered Colombia 320 500 600 600 766 8.36 - 8.36
by artificial intelligence. Gentle,
Ecuador 80 120 185 320 350 3.00 - 3.00
versatile and fast with sorting
speeds of up to 286 or 572 berries Brazil 220 220 220 220 220 0.70 - 0.70
per second. Uruguay 273 241 240 240 124 0.43 0.11 0.54

South America Totals 31,619 37,187 40,928 41,555 41,631 329.03 60.17 389.20

TOMRA Neon Source: IBO

The ultimate in pre-grading South America Cultivated Hectares by Country South America Cultivated Hectares by Status
technology for machine- CURO 60k 60k

harvested blueberries for For consistent, high-speed filling of 40k 37

​37 187
​40 928
40 41
​41 555 41
​41 631
40
​40 928 41
​41 555 41
​41 631

the fresh market. Removes 40k ​37 187

37

Hectares
31
​31 619

punnets, cups, clamshells, or boxes at

26
​26 847 31
​31 619

Hectares
​25 150
25
21
​21 381 22
​22 972

over 95% of clusters and

19
​1 9 822 ​25 150
25 26
​26 847
20k 22
​22 972

target weights. Available in varieties 19

​1 9 822 21
​21 381
20k

over 90% of green and red

of 2, 8, 12 and 16 filling stations. 0

berries, ensuring maximized

4
01

01

01

01

01

02

02

02

02

02
0

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
optical grader efficiency.

14

15

16

17

18

19

20

21

22

23

4
20

20

20

20

20

20

20

20

20

20

01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
Years

14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20
Argentina Brazil Chile Years
Colombia Ecuador Peru
South America Others Uruguay In Production Not in Production
Source: IBO Source: IBO

For more information, visit:

www.tomra.com/food
46 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 47

South America Cultivated Production by Country(000) MT

South America 2021/2022 2022/2023 2023/2024

Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total South America 2023/2024 Production Metrics
Peru 243.53 18.20 261.73 285.58 14.09 299.67 223.87 10.00 233.87
Hectares Planted: 41,631 Ha
Chile 123.04 62.40 185.44 101.35 65.00 166.35 86.27 46.06 132.33 South America Cultivated Yield by Country Hectares in Production: 36,586 Ha
Argentina 10.69 7.02 17.71 6.28 6.50 12.78 6.40 4.00 10.40 20k
Production: 389.20 (000) MT
Colombia 3.40 0.11 3.51 7.46 0.20 7.66 8.36 - 8.36 Growth in Production¹: ▼-100.91 (000) MT (-20.59%)

KG/Ha
10k
Ecuador 0.75 - 0.75 2.78 - 2.78 3.00 - 3.00 Growth from Hectares²: ▼-3.87 (000) MT (-3.83%)
Brazil 0.60 - 0.60 0.60 - 0.60 0.70 - 0.70 Growth from Yield³: ▼-97.04 (000) MT (-96.17%)
0

Uruguay 0.77 0.07 0.84 0.25 0.02 0.27 0.43 0.11 0.54 Yield: 10,638.17 (Kg/Ha)

4
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14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20
South America Years Exports: 322.32 (000) MT
382.78 87.80 470.58 404.30 85.81 490.11 329.03 60.17 389.20
Totals
South America Average Argentina Brazil
Chile Colombia Ecuador Imports: 2.63 (000) MT
Source: IBO Peru South America Others Uruguay
Source: IBO
Source: IBO and Agronometrics

¹ Volume change compared to previous season

² Change in volume due to hectares entering or leaving production
South America Cultivated Production by Country South America Cultivated Production by Use
³ Change in volume due to field productivity (yields)
750 600

500
(000) MT

400
(000) MT

250
200 South America Exports by Partner Subregion (000) MT
0

Subregion 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024

5

4
01

01

01

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02

02

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02

0
/2

/2

/2

/2

/2

/2

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/2
14

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21

22

23

4
20

20

20

20

20

20

20

20

20

20

01

01

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01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
Years
US & Canada 138.42 167.43 187.69 206.37 175.03
14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

Years 20
Sum Argentina Brazil
Chile Colombia Ecuador
Peru South America Others Uruguay Sum Fresh Processed Western/Central Europe 77.89 98.50 106.64 120.70 98.18
Source: IBO Source: IBO

Asia 31.48 30.63 41.62 50.98 40.11

2023/2024 South America Cultivated Hectares by Country 2023/2024 South America Cultivated Production by Country So. Europe/N. Africa 2.73 3.01 3.33 4.47 3.43
Uruguay:
​Uruguay: 0.3% Argentina:
​A rgentina: 5.0% Uruguay:
​U ruguay: 0.1% Argentina:
​A rgentina: 2.7%

Brazil:
​B razil: 0.5% Brazil:
​B razil: 0.2%
South America 0.57 0.58 1.32 1.64 2.83

Others 0.69 1.64 1.95 2.12 2.75

Chile:
​C hile: 34.0%

Peru:
​Peru: 48.0%
South America Totals 251.78 301.80 342.55 386.28 322.32
Chile:
​Chile: 43.4%
Source: Agronometrics Global Trade Data
Peru:
​Peru: 60.1%

​Colombia: 2.1%
Colombia:

Ecuador:
​Ecuador: 0.8% Colombia:
​C olombia: 1.8% ​Ecuador: 0.8%
Ecuador:
Source: IBO Source: IBO
48 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 49

South America
500
South America Cultivated Fresh Export by Partner Subregion Report Team Narrative
400

300
(000) MT

For an in-depth review of the leading producing countries of South America, please see
200
the individual reports including official country member reports and IBO Report Team
100
narratives for:
0

h Peru
2014 / 2015 2015 / 2016 2016 / 2017 2017 / 2018 2018 / 2019 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023 2023 / 2024
Years

Sum Asia Others So. Europe/N. Africa South America US & Canada Western/Central Europe h Chile
Source: Agronometrics Global Trade Data

h Argentina

South America Exports by Reporter (000) MT

As Ecuador and Colombia now have nascent blueberry indus- slow rate of new plantings. To understand how strong the do-
Subregion 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
tries, the IBO team has collected the following information to mestic industry has become, in 2023 imports rose 29-fold
Peru 129.26 173.81 227.84 296.82 230.15 year-on-year to 352MT, with most coming from Peru plus a
complement the South America narrative.
Chile 108.94 116.62 106.17 85.18 85.71 small volume from Chile.
Argentina 12.28 9.84 7.59 3.96 5.83
Colombia The major rise follows a dip in import volumes the previous
Uruguay 1.07 0.94 0.56 0.19 0.30
year, but it is still almost triple the previous annual import re-
Colombia 0.21 0.55 0.37 0.12 0.30
Colombia may not yet be a substantial player in the global
cord set in 2021. Furthermore, in the first two months 2024
Others 0.02 0.06 0.01 0.02 0.03 blueberry industry, but the country’s close proximity to the
Colombia’s imports were up 136% to reach 130MT, which
South America Totals 251.78 301.80 342.55 386.28 322.32 USA, its interesting local consumption story, and its ability to
in a short period is greater than all imports in 2021. What
Source: Agronometrics Global Trade Data produce blueberries practically year-round have made it an
makes this recent statistic more noteworthy is the fact that it
emerging industry of interest for several years now, particu-
immediately followed Colombia’s highest-volume production
South America Cultivated Fresh Export by Reporter South America Cultivated Fresh Export by Reporter
larly considering Colombia’s recent proven export success in
600 80 months of November and December, and came as the country
other fruit crops such as avocados, limes and physalis/gold- exported 99MT in January 2024 – a record for that month by
60
enberries. The operation and logistics models of the highly
400
a wide margin, representing almost a monthly record for the
(000) MT

(000) MT

200
40 competitive cut flower industry also provide both reference as country overall as it was just shy of the 100MT shipped in De-

20
well as strong horticulture industry operators. cember 2020.
0
5

4
01

01

01

01

01

02

02

02

02

02

Colombia’s blueberry export industry is yet to start on any These are not significant numbers for exports, and for context
/2

/2

/2

/2

/2

/2

/2

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/2

/2

0
14

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16

17

18

19

20

21

22

23

Jul. 23 Sep. 23 Nov. 23 Jan. 24 Mar. 24 May. 24

20

20

20

20

20

20

20

20

20

20

Years Month
substantial upward trajectory, due primarily to supply being are still magnitudes lower than even Argentina which itself has
Sum Argentina Chile Colombia Others Peru Uruguay Sum Argentina Chile Colombia Others Peru Uruguay
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
unable to keep up with rising domestic demand but also the been on a downward export trend over the past decade. But
50 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 51

sales volumes domestically are rising strongly. Even though Last year market access was gained for the Canadian market, more reminiscent of Central Mexico no-chill evergreen pro- largest of these is a Colombian grower that has accounted for
many Colombians buy their fruit in open markets that are un- where the first trial shipments were sent in early 2024, while duction but without the punctuation of seasonality. There are the highest share of an incipient export program, predomi-
likely to see the highest-quality blueberry varieties being sold, there is evidence of a very small degree of export diversifica- approximately three peaks in production, the first and larg- nantly focused on the USA. Larger plantings are in the pipeline
sources have indicated more premium blueberries being sold tion away from the United States in Thailand and Saudi Arabia, est being in November-December, then May-June, and again over the next two years from domestic and foreign investors,
in certain supermarkets. as well as nearby Panama and Curaçao. in September. including a joint venture with Australian proprietary varieties
that intends to reach 50ha planted within two to three years
“I’m seeing differentiation in Colombia, I’m seeing differenti- The domestic supply gap is further impeded by a lack of avail- Most of this production sits in the mountainous plains of
as well as various American and Chilean supported ven-
ation in Ecuador. The supermarkets are now prepared to pay ability of plant material, particularly proprietary varieties. As Boyacá and Cundinamarca to the north of Colombia’s capital
tures underway.
for a much better product, which I’ve never seen before,” as in many nascent industries, there is a predominance of the Bogota, where very little difference in daylight hours through-
one source noted. Biloxi variety, followed by Emerald, Legacy and Victoria – cul- out the year allows for pruning to induce production as de-
tivars that are increasingly falling out of favour with retail- sired by farm managers. It is a challenging region to produce Ecuador
Approximately 95% of Colombia’s domestic volume stays ers; growers would rather plant other cultivars, but there are in however, with growers needing to contend with cold, rainy
in-country with most of that sold fresh, but there is also a long backlogs in the order books of nurseries that propagate Ecuador’s industry is much younger, having begun in 2015
nights and warm days. Open field is the standard production
growing industrial processing market with more and more material for newer genetics. Companies affiliated with large with its production spread along the Andes Mountains in var-
method for most crops in Colombia, including blueberries, but
processed foods including blueberries as an ingredient. blueberry companies or breeders from the U.S., Chile, Spain ious locations on both sides of the equator. There are also
for those who do grow under protected systems, macro-tun-
and Australia are producing limited volumes of proprietary ge- trial plantings in coastal areas such as Santa Elena, Manabi
nels similar to what are utilised in Mexico have become the
Meanwhile, Colombia’s export prospects depend on executing and El Oro; the latter two being more often associated with
netics, and are also undergoing trials. No more than 30ha of preferred choice over greenhouses, for which there is also a
a systems approach for its main market, the U.S., with select Ecuador’s world-leading banana export sector. Like Colom-
new blueberry orchards were planted in the past year, mostly portion of production.
growers currently undergoing monitoring and testing to deliv- bia, Ecuador is able to produce blueberries year-round, and
comprising the open varieties Emerald and Legacy, but there
er on this ambition. Currently the protocol options for shipping it has a nascent export industry although most fruit is sold
are reports that nurseries are expecting greater order num- The remainder of plantings is split between the department
to the USA are either the less preferred methyl bromide treat- domestically.
bers for the 12 months ahead. Antioquia – where a recent census revealed there was less
ment on arrival, or cold treatment in transit for 14 days. In
planted than previously thought - and in the country’s south
2023 there was a breakthrough with industry representatives While blueberry cultivation in Colombia technically dates Around 95% of volume from Ecuador’s estimated plantings
near the border with Ecuador.
advising that the U.S. had approved a systems approach, but back to the 1980s, the industry’s incipient growth began in are currently concentrated in the Andes, and most of those

it was expected this would take two years to be implemented. earnest in the late 00’s. Unlike the South American sector’s Blueberry plantings have increased around tenfold since plantings are still very young. Both Ecuadorian and multina-

That would pave the way for a potential seven-day timeframe northward push into Peru that relied on low-chill genetics 2016 in Colombia with an industry that is now much larger tional companies are conducting trials and tests with new

from harvest to arriving in the ports of Florida. However, truck- along the coast, the international ventures from Chile, the U.S. than longstanding South American producer Uruguay, for ex- varieties with the goal of meeting demand in overseas mar-

ing within Colombia itself is expensive, so when that is com- and elsewhere that entered Colombia have planted between ample, but still much smaller than Argentina, to put its size kets. The varietal mix is around a third Biloxi, 27% Atlas Blue

bined with the cost of sea freight the difference versus ship- 2,600-3,000 meters above sea level, under the moniker of into perspective. There are an estimated 600 growers in the and 13% Emerald, with other varieties planted include Apolo,

ping via air is not so pronounced as in other growing regions. ‘tropical blueberries at altitude’. The growing systems are country but only three that have farms larger than 20ha. The Stellar, Presto, Jewel, Legacy, Star, Eureka and Dazzle.
52 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 53

BLUE PERU

ZONE
Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons)

Peru Cultivated Hectares by Status Peru Cultivated Production by Use

30k 400

20
​20 000 300
​19 500
19
20k ​18 381
18

(000) MT
Hectares
​15 406
15

FOR LONGER SHELF-LIFE 10k

12
​1 2 292 200

​ 690
7
6
​ 041 100
​ 926
3
​ 500
2
​1 073
0 0

How does it work?

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20
Years Years

In Production Not in Production Sum Fresh Processed

Source: IBO Source: IBO

Field Picked Quality

store at fresh-picked condition for
optimum quality to market
Peru 2023/2024 Production Metrics

Hectares Planted: 20,000 Ha

Extend Blueberry Season >56 Days
Organic: 13.00%
slow senescence and suppress decay, Peru Cultivated Yield by Country
Under Structure: 3.00%
double storage duration for longer shelf-life 20k

Hydroponics: Not Reported

15k
New Genetics: Not Reported
Integratable within Existing Cold Chain

KG/Ha
10k Hectares in Production: 18,342 Ha
hold 500 lbs of fruit in a pallet-sized chamber 5k
Production: 233.87 (000) MT
movable, stackable, worry-free storage Growth in Production¹: ▼-65.80 (000) MT (-21.96%)
0
Growth from Hectares²: ▼-4.38 (000) MT (-6.66%)

4
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Predictive Data Analysis Growth from Yield³: ▼-61.42 (000) MT (-93.34%)

14

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17

18

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22

23
20

20

20

20

20

20

20

20

20

20
Years

manage, maintain, and monitor the health Yield: 12,750.52 (Kg/Ha)

Peru Average

of the fruit in real-time, 24/7

Source: IBO
Exports: 230.15 (000) MT
Imports: 0.00 (000) MT
Source: IBO and Agronometrics
Overcome Logistics Challenges
¹ Volume change compared to previous season
long-term storage capabilities allow for ² Change in volume due to hectares entering or leaving production
access to new and distant markets via ³ Change in volume due to field productivity (yields)

ocean shipping instead of costly air freight

www.ripelocker.com
54 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 55

Peru
Peru Cultivated Fresh Exports by Partner (000) MT Country Member Summary
Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
Adapted from a Report by the Peruvian Blueberry Growers & Exporter As-
United States 71.70 93.50 124.63 159.95 129.61 sociation, ProArándanos
Netherlands 30.36 45.22 52.98 73.26 48.55
Commentary
China 11.70 10.93 11.55 24.43 16.61
2023 was a very particular year for our industry with a competitive, with a clear focus on genetic innovation,
United Kingdom 9.31 11.32 13.19 14.77 13.52 fall in production for the first time in more than a de- diversifying markets, optimizing international logistics,
cade of sustained, unprecedented growth. The El Niño as well as being the industry and origin of reference in
Hong Kong 3.02 6.83 17.33 14.21 10.66
phenomenon and Cyclone Yaku significantly lifted min- sustainability policies. And even though this last sea-
imum temperatures, altering the phenological cycles son had a deterioration in production due to the afore-
Others 3.17 6.02 8.15 10.20 11.20
of the plants and impacting the production of our blue- mentioned factors, Peru remained a leader in global
Peru Totals 129.26 173.81 227.84 296.82 230.15 berries. This situation was most evident in the northern blueberry exports with more than 220,000 metric tons
region, especially harming blueberry varieties that ge- (MT) exported directly to 30 countries, and with around
Source: Agronometrics Global Trade Data
netically require a higher quantity of cold hours, which 18,500 hectares of blueberries nationwide growing
suffered from large falls in production. 65 varieties. Due to Peruvian blueberries’ high level of
participation in global commerce, the lower production
The last campaign leads us to reflect upon the impor- had a very positive impact on global pricing.
Peru Cultivated Fresh Export by Partner Peru Cultivated Fresh Export History tance of not letting our guard down and being ever more
400 100

General Statistics
300
75
(000) MT

200
(000) MT

50
Evolution of blueberry exports until the 2023-24 campaign
100

25
0 Blueberries are part of a Peruvian agricultural export Peru went from exporting a total of 12,951MT at the
5

industry that has grown significantly in recent years in end of the 2015-16 season to 224,889Mt in the 2023-
01

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0
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18

19

20

21

22

23

7 8 9 10 11 12 1 2 3 4 5 6
20

20

20

20

20

20

20

20

20

20

Years Months response to growing global demand. This growth would 24 season, with a decline of 21% compared to the
Sum China Hong Kong Netherlands 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023 not have been possible without the professionalism of 2022-23 season, which is the first time that exported
Others United Kingdom United States 2023 / 2024
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data the Peruvian industry’s agricultural operations, the phy- volume has decreased.
tosanitary care, and the opening and improvement of
access to international markets, amongst other deter- In the same way, Peru consolidated its fifth consecu-
mining factors. tive campaign as the main exporter of fresh blueberries
globally. The figures and growth percentages can be
However, last year exported volumes were affected by found in the graph below:
El Niño with high temperatures year-round, affecting
fruit production.
56 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 57

2021-22 season this benchmark was exceeded for 16 consecutive weeks (weeks 33 to 48) and in 2020-21 it was
for 15 consecutive weeks (weeks 34 to 48).

Source: SENASA
Elaboration: PROARANDANOS

In terms of annual export values, during the 2023-24 season Peruvian fresh blueberry exports reached $1.676 bil-
lion, representing 19% growth over 2022-23 when exports were US$1.404 billion (Source: SUNAT).
Source: PROARANDANOS
Elaboration: PROARANDANOS

With regards to organic blueberries, 22,874MT were exported, representing 10% of the total volume of fresh blue-
berry exports. This volume represents a decline of 35% compared to the previous season. At the same time, the U.S.
continues to be the main destination for this type of blueberry with a 95% share.

The graph below shows Peru’s total exports of frozen and processed blueberries:

Source: SENASA
Elaboration: PROARANDANOS

The export peak during the 2023-24 campaign occurred in week 43 with a total of 10,833MT, representing a 49%
decline compared to the previous season’s peak at 21,333MT.

During the 2023-24 season there were weekly exports of more than 5,000MT for 22 consecutive weeks (from week Source: SUNAT
35 to week 4). In the 2022-23 season this was achieved for 17 weeks (from week 31 to weeks 46 and 48); in the Elaboration: PROARANDANOS
58 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 59

Main export destinations for Peruvian blueberries in the 2023-24 season

The main destination was the United States receiving 56% of the total exported volume, followed by Europe (ex-
U.K.) with 22%, China with 12%, the U.K. with 6%, and others with 4%. Peru sent shipments to 38 destinations China
globally during the 2023-24 campaign, compared to 33 in the previous season.
During the 2023-24 campaign 26,292MT of fresh blueberries were exported to Chi-
na, representing a 29% reduction compared to the prior season when 36,973MT
were exported.

Others

Exports to other export destinations rose to 9,172MT, representing growth of 31%

compared to the previous season, being the only destination group that saw an in-
crease in these figures.

Export regions for blueberries and varieties

Source: SENASA
Elaboration: PROARANDANOS

United States

During the 2023-24 season 125,692MT of fresh blueberries were exported to

the U.S., representing a reduction of 18% compared to the previous season when
153,178MT was shipped.

Europe

During the 2023-24 campaign 50,048MT of fresh blueberries were exported to

Europe (ex-U.K.), representing a 33% reduction compared to the prior season
with 74,859MT.

United Kingdom Source: SENASA

Elaboration: PROARANDANOS
During the 2023-24 campaign 13,685MT of fresh blueberries were exported to
the United Kingdom, representing a 4% reduction compared to the prior season
with 14,237MT.
 60 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 61

BERRYWAY &
BERRYSCAN G7
Automatic Infeed

Blower & Small Fruits Eliminator

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The regions of Peru with the most blueberry exports during the 2023-24 season were La Libertad with a 52% rep-
Prealigner in 3 steps
resentation, consolidating itself as the most important export region for this crop, followed by Lambayeque with
Bicone System 18% and Ica with 11% of the total. The remaining 19% is found in the regions of Piura, Ancash, Lima, Arequipa
Berryscan G7 (External / Internal quality) and Moquegua.
Insight (Brix level)

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1. More intuiive 2. Greater autonomy 3. Clear visualizaaon 4. Increased system

interface, easy to to customize of defects power
set up and use analyses Source: SENASA
Elaboration: PROARANDANOS

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62 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 63

Blueberry export companies

During the 2023-24 season there were 105 Peruvian blueberry export companies registered, with Camposol having
the highest participation in terms of volume at 16% with 35,351MT, followed by Hortifrut Peru (12%), Agrovision
Peru (7%) and Complejo Agroindustrial Beta (7%).Below is a ranking of the top 10 companies that exported the
highest volume of blueberries during the 2023-24 season:

In 2023 there was a certified total of 65 different blueberry varieties in Peru – a significant varietal increase consid-
ering that in 2016 there were just 13 varieties certified and in 2019 there were 32 registered. In the table below you
can see the hectarage for each variety at the close of 2023 by region:

Source: SENASA

Peru
Report Team Narrative
The international blueberry market disruption caused by low- Indeed, the decline of 25% is clearly significant in that con-
er production from Peru, occasioned by the El Niño weather text, but this number by itself does not fully reflect the vicis-
phenomenon, was by far the biggest talking point in the indus- situdes of the season itself. In Peru’s peak export months of
try in the second half of 2023 with the ripple effects continu- September and October, shipments were down 55% and 36%
ing at the time of publication. As one industry source noted, respectively, with the shortage prompting buoyant pricing that
“Peru is the only country in the world that has an ability to continued even as Peru started to improve tonnages year-
impact the world price.” over-year from November onwards.
Source: SENASA
Peru’s blueberry volumes in the 2023-24 season fell by 25% To emphasize the financial benefit gained by exporters in a
scarce market, in October returns for Peruvian exporters were
to 215,000MT – a “dramatic” fall according to industry body
up 38% year-on-year. In November, export volume was up
ProArandanos, although the headline number is still well above
marginally by 2.9%, yet value surged by 85%, bringing the
the 2020-21 campaign and only just shy of the 222,971MT
Peruvian industry an incremental return of US$151 million in
exports achieved in 2021-22. It is important to note that while
that month alone versus November 2022. In December the
Peru’s final 23-24 season shortfall was not as drastic as some rebound in volume and value growth continued. The reve-
industries have experienced during major climatic disruptions nue increase experienced by the Peruvian blueberry industry
(some have seen more than 50% drops), the reallocation of just in November and December – of approximately US$289
timing of the volume was significant. What took the industry million – is almost equivalent to the entire 2023 export cam-
by surprise was the rupture to a previously unbroken trend of paign from Spain. As occurred in other jurisdictions affected
upwards growth for Peru, which in 2019 overtook Chile as the by weather problems this past year, there was a belief among
world’s largest blueberry exporter. The movement of substan- some industry parties that the volume would merely be de-
tial volumes out of the Northern Hemisphere fall window into layed with a rush of volume towards the end of the cam-
the winter and early spring was impactful. paign, only it didn’t eventuate quite that way. Peru did indeed
64 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 65

experience a relative influx in late volumes, which clashed much worse falls than others. What became apparent in 2023
with supply from Chile and Mexico, but this nowhere near is that whilst low-chill and no-chill blueberries will tend to
compensated for the volume declines experienced earlier in both grow fairly well under normal conditions in warmer cli-
the campaign. mates, that can only be said around average conditions within
the bell curve; at the high extremes of that bell curve with hot

CHILE
But why did this happen? And could the industry have better weather, the zero-chill varieties tend to prove their worth due
prepared for the shock? Many industry stakeholders were al- to breeding that has conditioned them for heat tolerance, and
ready aware that a short season was likely afoot around April a genuine lack of need for cool nights to spur fruit bud and
and May when it became apparent that vegetative growth in flower differentiation for production.
plants was much more pronounced than in previous years due
to hot conditions, which generally indicates less fruit growth. Whilst such discussions tend to lump Biloxi and Ventura to-
Planting and Production Data, Figures & Commentary
Downward projections were communicated to supermarkets gether, one grower claims that of those two varieties in their (Denominated in Hectares and Thousands of Metric Tons)
by certain Peruvian companies that had made the invest- operations, the drop-off for Ventura (-50%) was far greater
ments to conduct in-depth analysis in the field (following bud than for Biloxi (-15%), which actually proved quite resilient Chile Cultivated Hectares by Status Chile Cultivated Production by Use
production with flower counts), but that said, the industry also for their specific farms. It must be emphasized that this is the 20k
​18 185
18 18
​18 802 18
​18 375 18
​18 071
300

hadn’t been around long enough to adequately understand localized comment of one grower and may not apply to oth-
15
​1 5 559 15
​15 679 15
​15 800 15
​15 754 15
​15 708 15
​15 784
15k
the consequences of an El Niño like this with such prolonged ers, but in this case it has prompted plans by some growers 200

(000) MT
Hectares
warm temperatures. Many did not pay great importance to the to keep Biloxi as a reliable buffer for such weather events. For 10k

physiological signs that were appearing in blueberry bushes, that company, and others, pruning is usually undertaken to 100
5k
knowing well the overall upward trajectory that Peru had been
produce Ventura first so that its relatively larger-sized berries
on (and remains on). Save for a minority of experts, the indus-
can be shipped to China at the start of the season, but as a 0 0

try at large outside of Peru had no idea what was coming.

4
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kind of “insurance” policy that same producer will be aiming

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for later production of Ventura so that it can build up more Years Years
The extent of negative effects on blueberry fields in Peru var-
cool hours, and instead will prune the Biloxi bushes earlier for In Production Not in Production Sum Fresh Processed
ied according to geography, altitude and variety. As a rule of
targeting the Chinese market.
Source: IBO Source: IBO

thumb, but by no means consistently across the board, the

further north you were the worse it was, the higher you were
In general, the industry – particularly larger growers - has
into the Andes the better it was, and those with proprietary
been recalibrating over the course of recent years to “flatten
genetics designed for heat tolerance also fared much better; Chile 2023/2024 Production Metrics
the curve” from its traditional peaks of September and Octo-
the latter actually reaped enormous rewards (as did most
ber, and there is often a relatively strong focus on supplying
growers in southern Peru) with largely stable production while Hectares Planted: 18,071 Ha
Asia in July, and sending more to Europe over the Northern
national volume fell and prices rose. As one breeder noted, Organic: 25.00%
Hemisphere winter. This is an important trend to watch as Pe-
“In Peru we had no impact on timing or volume or anything”, Chile Cultivated Yield by Country
ruvian companies, particularly in the regions in a closer band Under Structure: Not Reported
and this sentiment was echoed by many representatives of 15k
to the equator, do have the option of manipulating production Hydroponics: Not Reported
leading genetics programs. Thus, the appetite in Peru for new
timing through pruning, fertility and other practices, more so New Genetics: 30.00%
plantings of high quality genetics or conversions to them re- 10k
than lower latitude growers in in the 15-25 degree photoperi-
mains strong, from practically every global breeding company

KG/Ha
Hectares in Production: 15,000 Ha
of note and also autochthonous Peruvian companies that have od band such as Central Mexico, where more moderate swings
in timing can be achieved via such means. As labor becomes
5k
Production: 132.33 (000) MT
their own genetics programs.
less available and the need to increase efficiencies with exist- Growth in Production¹: ▼-34.02 (000) MT (-20.45%)
0
Despite the relatively better performance for growers in ing infrastructure increases, many large companies anticipate Growth from Hectares²: 0 (000) MT (0.00%)

4
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the need to extend their season and flatten their curve.

/2

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/2

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/2

/2

/2
southern Peru, geographic diversification southward in re- Growth from Yield³: ▼-34.01 (000) MT (-99.98%)

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17

18

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21

22

23
20

20

20

20

20

20

20

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20

20
sponse to this El Niño year seems unlikely, aside from the Years
Yield: 8,822.53 (Kg/Ha)
generalized trend seen over recent years of more plantings It has also been noted that Peru is well positioned for Chi- Chile Average

na-bound exports in the future - this has the potential to be

Source: IBO
Exports: 85.71 (000) MT
outside of where the industry began in La Libertad, although
this diversification has occurred in both the north and south of reinforced by a Chinese backed port project in Chancay north Imports: 0.00 (000) MT
the country. One of the hotbeds of Peru’s industry growth in of Lima which has many elements of ‘belt and road’ initiative Source: IBO and Agronometrics
recent years, Olmos, which around a decade ago was opened projects elsewhere in the world. It is reported that operations
¹ Volume change compared to previous season
up by a large-scale irrigation project that activated new plant- from this port will be able to serve vessels with 18-day voyag- ² Change in volume due to hectares entering or leaving production
ings from some of the world’s largest blueberry companies, es to China, which compares to the current duration of circa ³ Change in volume due to field productivity (yields)
was particularly badly affected by the El Niño phenomenon. 30 days, implying great logistical benefits for improving the
freshness and quality of blueberries arriving in China, pro-
A large portion of Peru’s surface area dedicated to blueber- vided that vessels are allocated. There is also tempered op-
ries comprises the varieties Biloxi and Ventura, and it is the timism after India cut tariff rates for blueberries from 30% to
industry consensus that overall these varieties suffered from 10% this year.
66 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 67

Chile Cultivated Fresh Exports by Partner (000) MT

Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024

United States 54.84 61.88 53.68 42.30 39.33

Netherlands 19.51 21.39 24.09 18.53 17.77

United Kingdom 9.53 10.31 7.31 6.44 6.74

Germany 3.80 5.45 4.48 4.83 7.54

China 12.17 6.35 6.83 4.75 4.62

Others 9.10 11.22 9.79 8.33 9.71

Chile Totals 108.94 116.62 106.17 85.18 85.71

Source: Agronometrics Global Trade Data

Innovadoras soluciones UNITEC Chile Cultivated Fresh Export by Partner Chile Cultivated Fresh Export History

para la clasificación de la calidad externa e interna 150 50

de tus arándanos
40
100

(000) MT
30

(000) MT
50
20

Con Blueberry Vision 3 y UNIQ Blueberry tus arándanos tienen más valor. 0 10

4
Nada ha sido dejado al azar gracias a una eficaz y completa clasificación de las calidades:

01

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20
calidad externa, calidad interna, defectos de forma, además del calibre óptico y del color.
Years Months

Sum China Germany Netherlands 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023
Others United Kingdom United States 2023 / 2024
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

UNITEC Chile
Manuel Montt 2960 - Barrio Industrial KM 90, Bodega 1 y 3 - Rancagua - Chile - Ph. +56 72 227 5040 - unitecchile@unitec-group.com
UNITEC Headquarters
Via Prov.le Cotignola, 20/9 - 48022 Lugo RA - Italy - Ph. +39 0545 288884 - unitec@unitec-group.com
unitec-group.com
68 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 69

Chile
Report Team Narrative

Chile For decades Chile enjoyed a position as the world’s leading

blueberry exporter before its relatively competition-free win-
Unlike Peru, Chile’s fresh blueberry exports declined margin-
ally (and much less than initially expected) in 2023-24 as ex-
Country Member Summary dow was squeezed by Peru and others such as Mexico and
Morocco. The country has faced difficulties with profitability
porters sought to capitalize on higher global prices, including
growers who had previously shifted their focus to processing
Adapted from a Report by the Chilean Blueberry Committee, ASOEX and market positioning for several years, amidst a slow-mov- due to low prices but reverted to the fresh market opportu-
ing transition to better-performing cultivars that is yet to gain nistically; an outcome that was predictable under the circum-
the necessary traction for its impact to be felt globally and im- stances, but also undermined serious efforts to improve the
Chilean fresh blueberry exports exceeded 86,000MT in the 2023-2024 season, representing an increase compared prove the industry’s fortunes. reputation of Chilean blueberries. As referenced in last year’s
report, the Chilean Blueberry Committee has introduced a
to the initial estimate and a change in the adjusted trend for the Chilean supply in recent years. The initial estimate
This change has been slow-moving due to a multitude of fac- non-mandatory ‘traffic light’ system to guide growers on which
pointed to a new decline, basically due to the balance of hectares uprooted and planted, as well as the migration of tors, including the “atomized” nature of a sector characterized varieties to export. The guidance is subject to ongoing reclas-
by many smaller growers and exporting companies. It is worth sification and comes with the important caveat that field and
orchards that no longer have space in the fresh market into the frozen industry. noting that a Rabobank report shows industry consolidation post-harvest management as well as geographical selection
on the handling side with the number of exporting firms de- are also highly important, but on the simplest level it compris-
clining from 190 to 110 in the five years to 2022-23. Other es ‘green light’ varieties both new and old that are known to
However, the supply situation in the market generated opportunities for Chilean exporters that allowed exports to
influencing factors include a climate that is more conducive to perform well on longer journeys and are well received in the
increase above the initial estimates, marking the importance of Chile’s supply for global markets. During the first mid and high chill northern highbush type cultivars that have a market, ‘yellow light’ varieties which can be exported but re-
longer timeline from field establishment to commercial yield quire more care, and a batch of ‘red light’ varieties whereby
stage of the season the quality was very good, and the delay in the fruit ripening allowed harvesting at a good pace it is recommended not to export, selling to the frozen market
when converting to new varieties (although southern high-
or the domestic fresh market instead. It should also be noted
and being able to reach the markets with very good quality and consistency. Then came the much-announced de- bush are grown in certain areas), and the challenging com-
that the domestic market continues to grow strongly and does
mercial cocktail of increased costs, labor constraints, lower
layed production from Peru, which, together with the highly concentrated volume from Chile, generated aggregated not only comprise export rejects; some growers of proprietary
market prices, and higher interest rates, which all conspire
varieties are even finding that early in the season, around Oc-
against the procurement of loans to invest in new varieties.
volumes in export markets that were higher than in previous seasons, with the consequent impact on prices. tober, they can receive export-level prices for a limited vol-
In summary, margin compression and distinct ROI dynamics
ume locally.
together with cautious industry psychology have conspired to
The Chilean blueberry industry must continue to think about a well-supplied market, where there is supply from create a lag in response to competitive positioning opportuni-
It is remarkable to note that despite the opportunities to be
ties in the Chilean industry. In response, medium-sized grow-
different origins and where the firmness and flavor of the fruit are key factors to participate in this industry. From the gained from high market prices, and in a year when Chilean ex-
ers are increasingly receiving loans from export businesses to ports were up overall, the volume of “red light” varieties was
Chilean Blueberry Committee’s perspective, we continue working with growers and exporters to promote a competi- pay for the replanting of orchards. still down 27%. This likely reflects growers pulling out these
less desirable cultivars and/or diverting them to processing,
tive offering from Chile. With current conditions requiring quality and productivity, we are seeking logistical improve- Chile’s industry and talent helped pave the way for the 52- while an only marginal increase in “green light” varieties is a
week blueberry supply dynamic the industry experiences to- product of the delay for new plantings of newer proprietary
ments and new technologies in different parts of the productive chain, which will allow us to generate space for the
day. Its investors and agronomists (together with American genetics to reach maturity.
Chilean supply in order to grow again. and Spanish colleagues) were instrumental in the develop-
ment of Peru’s sector, received some alleviation from its woes Indicative of Chile’s future prospects, the presence of some
in the 2023-24 season thanks to the shortage of supply from of the world’s leading plant genetics companies shows that
We have the experience of years and data to make the best decisions in terms of technologies and varieties, whose its northern neighbor due to the El Niño weather phenome- opportunity abounds for successful varietal transition, and
replacement is already beginning to show a varietal mix exported from Chile that is renewed year after year. non; hot weather that didn’t affect Chilean production nearly there are proven examples that the industry would like to
to the same degree. see given more prominence in discussions with growers as
70 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 71

a shining light to follow, and also banks when assessing loan is 8MT/ha, however such a figure is inevitably driven down by
ARGENTINA
applications. the prevalence of younger plantings with new varieties that

are still in the early stages of maturity; a fact itself which is Planting and Production Data, Figures & Commentary
The genetic introductions taking place in Chile can be put into
encouraging. (Denominated in Hectares and Thousands of Metric Tons)
two categories: higher chill genetics that represent most of
Argentina Cultivated Hectares by Status Argentina Cultivated Production by Use
the change taking place and driven primarily by North Ameri- Looking at the numbers during Chile’s peak export months of 3k 30
​2 662 ​ 640
2 2
​ 650 2
​ 700 2
​ 700 ​ 650
2
2
​ 515 ​ 500
2
can partners; and low-chill genetics with a more diverse glob- January and February, exports were higher by 8.9% and 1.9% ​ 300
2
​ 100
2
2k 20
al participation from a variety of continents. The southerly respectively, although the average price increase is reflected

(000) MT
Hectares
limit for planting of the latter is regarded as the Maule region, in respective value jumps of 24.8% and 16.5% respective- 1k 10

which is about 100km north of Chile’s blueberry epicentre ly. Unlike in previous years where we have highlighted an
0 0
around Chillan in the region of Ñuble. The northerly band for increased importance on the organic market, the sentiment

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23

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23
such low-chill varieties is around the nation’s capital Santia- now is that this category is no longer as attractive due to a

20

20

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20

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20

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20
Years Years

go, as well as in limited volumes a few hours’ drive north of narrowing gap between conventional and organic prices for In Production Not in Production Sum Fresh Processed
Source: IBO Source: IBO

there in Ovalle. Such low-chill genetics have been grown in fresh blueberries. In frozen, however, the difference is greater,

Chile since around 2014 in pots and under tunnels, or at least and even in fresh, the vast majority is exported to the United

under netting depending on the microclimate. This fruit com- States. For the category overall, one interesting development
Argentina 2023/2024 Production Metrics
petes with Peru, but is generally targeted at markets where this past season was a 10% lift in exports to Europe (including
Hectares Planted: 2,100 Ha
Peru does not have much of a presence, and if it does compete the UK), while exports to the United States and Asia declined.
Organic: 70.00%
with Peru it is mostly up against open Biloxi varieties which Whilst many growers who are normally in the frozen category Argentina Cultivated Yield by Country
Under Structure: 60.00%
10k
are not as highly regarded on flavor or size. shifted to fresh, frozen exporters received improved returns Hydroponics: Not Reported
thanks to a surge in pricing. 7.5k
New Genetics: 5.00%
One consultant who is assisting in Chile’s varietal transition

KG/Ha
5k Hectares in Production: 2,100 Ha
claims that in order for the country to be competitive, new Despite these windfalls in 2023-24, the message that the in- Production: 10.40 (000) MT
2.5k

cultivars introduced must be able to yield 18-20MT/ha, and dustry is giving growers is more circumspect, describing the Growth in Production¹: ▼-2.38 (000) MT (-18.62%)
0
importantly, at least 80% of that yield must be “exportable”, past season as an anomaly and encouraging stakeholders to Growth from Hectares²: ▼-1.11 (000) MT (-46.69%)

4
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Growth from Yield³: ▼-1.27 (000) MT (-53.31%)

14

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20

21

22

23
meaning it would comply with all the market requirements anticipate a return to extraordinarily large Peruvian volumes

20

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20

20

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20

20

20

20

20
Years
Yield: 4,952.38 (Kg/Ha)
around a truly desirable fruit that would encourage repeat in the future and continue on the path to recalibrating their Argentina Average
Source: IBO
Exports: 5.83 (000) MT
sales. Currently the Chilean supply is dominated by the Duke operations around quality genetics and improved shelf life. In
Imports: 0.21 (000) MT
variety which only tends to yield around 10MT/ha, while Leg- the words of one source, if Peru had exported what was ini-
Source: IBO and Agronometrics
acy can yield up to 30MT/ha but is seen as less attractive to tially forecasted last year, the difference alone was equivalent ¹ Volume change compared to previous season
many global buyers. Based on Chile’s current surface area to the total campaign from Chile, so productivity and quality ² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
and production, it has been estimated that the average yield must continue to be top of mind.
72 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 73

Argentina
Country Member Summary
Argentina Cultivated Fresh Exports by Partner (000) MT
Adapted from the report by the Argentinean Blueberry Commit-
Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
tee Argentine
United States 6.96 6.19 3.61 1.18 2.53

Netherlands 2.25 1.85 1.77 1.71 1.35

Overview of the 2023 Export Campaign
Spain 0.72 0.51 0.74 0.38 0.54

United Kingdom 0.28 0.22 0.02 0.02 0.42 The 2023 Argentine blueberry export campaign saw a remarkable increase, with total exports rising nearly 20%

Ireland 0.08 - - - 0.27 compared to the previous year. Argentina exported 10,224 metric tons (MT) of blueberries in the 2022 season of

Others 1.98 1.08 1.44 0.68 0.72 which 6,336MT were fresh and 3,888 MT were frozen, while around 4,000MT were destined for the domestic market.

Argentina Totals 12.28 9.84 7.59 3.96 5.83

Source: Agronometrics Global Trade Data

Fresh Blueberry Exports

One of the most notable achievements of the 2023 campaign was the substantial increase in the export of fresh
Argentina Cultivated Fresh Export by Partner Argentina Cultivated Fresh Export History
blueberries. There was a 50% increase in fresh blueberry exports compared to the previous year. This surge was pri-
20 8

15
6
marily driven by a decrease in blueberry volumes from Peru during Argentina's peak season, providing a competitive
(000) MT

10
advantage for Argentine exporters. Argentina could respond to the markets on time by using air transport providing
(000) MT

2 certainty and predictability.

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7 8 9 10 11 12 1 2 3 4 5 6
20

20

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20

20

20

20

20

20

20

Years Months

Sum Israel Netherlands Others 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023
Key Export Markets
Spain United Kingdom United States 2023 / 2024
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

The European Union continues to be the leading market for Argentine fresh blueberries, accounting for 50% of

the total export volume (3,145 MT). This consistent demand from the EU underscores the quality and reliability of

Argentine blueberries in the European market. There was a significant increase in exports to North America (United

States and Canada). The volume of fresh blueberries exported to these markets rose by an impressive 121% com-

pared to the previous year, representing 45% of the total export volume (2,717 MT).
74 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 75

Transportation Logistics
This campaign was also characterized by a high volume of air shipments, accounting for 90% of the total. This shift
towards air transport was driven by market demands, ensuring the timely delivery of fresh produce to meet consum-
er expectations.

Commercial Strategy
For the past five years, the national blueberry sector in Argentina has shifted towards a triple-impact business mod-
el. This approach emphasizes not only the taste and quality of the product but also the methods of production. As
part of this strategy, a due diligence system focusing on decent work conditions and the promotion of education
has been developed. Currently, 50% of the production is certified under these standards. This commitment allows
Argentina to position itself in more demanding markets and to tap into niche markets that seek and value these
sustainable and ethical production processes

Organic Production and Market Trends

Another aspect to highlight from this campaign is the volume of organic blueberry production, which reached nearly
50%. The principal destination for organic blueberries is Europe, which absorbs 92% of Argentina’s total organic
exports. Within Europe, Germany and the United Kingdom showed the most significant growth, with increases of
445% and 125% respectively. Some companies have achieved 100% organic production, reflecting a growing trend
towards sustainable production models.

Argentina
Report Team Narrative

Argentina was perhaps the first producing country to feel Between 2016 and 2022, Argentina’s annual exports of fresh
the heat of Peru’s ascendance as a serious blueberry export- blueberries fell 74% to 4,280MT, however – as referenced
er. As one of the pioneers of South American production at by the Argentinean Blueberry Committee (ABC) in its country
the turn of the Millennium, harvesting earlier than Chile with member summary for this edition – exports of fresh blueber-
a privileged position in overseas markets in September and ries rose by more than half in 2023 to 6,336MT. This uplift
early October. But the rise of Peru eroded this timing advan- was in direct response to the shortage of Peruvian blueberries
tage, forcing Argentina to lift its competitiveness through in global markets during Argentina’s prime window with over-
various means. seas sales starting in August, peaking in October, and carrying
76 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 77

US & CANADA
Planting and Production Data, Figures & Commentary
through to December in limited volumes. Unlike other supplier Buenos Aires, which represents part of Argentina’s production
(Denominated in Hectares and Thousands of Metric Tons)
countries that capitalized on these market opportunities, Ar- but the majority is grown in the Northeast (Corrientes, Entre

gentina’s average pricing for the season was practically un- Rios) and Northwest (Salta, Tucuman, Catamarca). US & Canada Cultivated Hectares by Country
changed, which likely reflects the pivots made by some many US & Canada Hectares Planted 2023 Production (000) MT
Following a 32% uptick in the previous year for fresh blue-
growers who had originally planned to send their fruit to pro-
Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total
berry volume sold domestically, the export boost offset some
cessing or to the local market (with relatively lower shelf life
United States 43,530 42,219 43,214 42,084 46,709 173.95 108.87 282.82
of this momentum but also not to a great degree with just a
requirements) ended up shipping that same fruit abroad as
Western: 15,095 16,268 17,361 17,604 18,299 68.43 75.34 143.77
minimal drop of around 2.5%.
fresh product. In contrast to trends over many years where
Washington 6,758 8,053 8,175 9,024 9,926 18.50 43.16 61.66
the share of shipments sent to the U.S. (its traditional market)
For several years now the industry has been attempting to re- Oregon 5,382 5,463 5,666 5,342 5,500 26.53 26.75 53.28
has been on the decline (actually falling below the Nether-
duce its costs through a higher share of sea-freight shipping,
California 2,954 2,752 3,521 3,238 2,873 23.40 5.43 28.83
lands in 2022), it returned to the number one spot last year
but these efforts were hampered by the pandemic’s disrup-
Southern: 14,871 14,097 15,093 13,919 16,722 69.32 12.31 81.63
with a 43% share (versus 30% in 2022).
tion to maritime services – an issue that was felt keenly to-
Georgia 6,556 7,203 7,810 6,799 8,660 36.00 8.15 44.15
ward the end of the 2021 season. Even as logistical services
It is worth mentioning that the overall decrease in Argenti- North Carolina 3,521 2,954 2,995 3,035 3,764 18.37 3.94 22.31
for air and seafreight improved, some exporters opted to only
na’s blueberry export on the trend line belies improvements
Florida 2,064 2,145 2,469 2,266 2,469 12.00 - 12.00
send fruit by plane to capitalize on niche opportunities in very
in yield and operational efficiency for the country, which has
Texas 600 655 720 720 725 1.50 0.00 1.50
specific markets that can be accessed quickly by air, thus
seen a large reduction in surface area dedicated to the crop
Miss/Louisiana 1,850 850 809 809 815 0.90 0.22 1.12
preserving shelf life; Israel, the UAE and Southeast Asia are
over the past decade, with several high-profile exits over the
prime examples of this strategy. This approach was seen prior Southern Others 280 290 290 290 290 0.55 0.00 0.55
past couple of years.
to the El Niño year and was accentuated in 2023 amidst the MidWest: 9,282 7,889 7,281 7,038 8,016 22.46 17.60 40.06

The industry’s relatively small operations have embraced shortage in Peru – as noted by the committee, it accounted for Michigan 8,336 6,961 6,151 5,908 6,839 20.40 17.24 37.64

technology and vertical integration. With a climatic tenden- 90% of shipments. Indiana 300 283 485 485 530 1.36 0.36 1.72

cy towards rain and hail events, the majority of blueberry or- Midwest Others 645 645 645 645 647 0.70 - 0.70
The adoption of new varieties has been another strategy for
chards are now planted in protected systems. Most Argentine Northeastern: 4,283 3,964 3,479 3,522 3,671 13.74 3.62 17.36
Argentina’s growers to lift their competitiveness. A U.S.-head-
growers close the containers for export within their own pack- New Jersey 3,723 3,399 2,914 2,954 3,100 13.60 3.62 17.22
quartered nursery led the way in introducing new cultivars to
houses, but not all have been able to keep pace with the rapid
New York 560 565 565 568 571 0.14 0.00 0.14
the country in the 90s and its genetics contributed to a boom
operational changes required to survive.
Canada 13,002 11,696 12,364 12,034 12,461 34.12 29.12 63.24
around 14 years ago and has a new lines it is rolling out ag-
British Columbia 12,140 10,705 11,215 10,810 11,300 30.12 29.12 59.24
Due to the opportunistic pivot to fresh, the numbers were gressively, while one leading Australian breeder has an Argen-
Canada Other 862 991 1,149 1,224 1,161 4.00 - 4.00
down in 2023 for frozen, but not by all that much (-12%). The tine partner that had its first commercial crop with new genet-
US & Canada Totals 56,532 53,915 55,578 54,118 59,170 208.07 137.99 346.06
infrastructure that exists for processing is predominantly in ics in 2022 and has expressed intentions to rampover time.
Source: IBO
78 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 79

US & Canada Cultivated Hectares by Country US & Canada Cultivated Hectares by Status US & Canada Cultivated Production by Country US & Canada Cultivated Production by Use
80k 80k 500 500

59
​59 170 59
​59 170 400 400
60k ​56 532
56 55
​55 578 60k ​56 532
56 55
​55 578
52
​52 772 ​53 248
53 53
​53 915 ​54 118
54 52
​52 772 ​53 248
53 53
​53 915 ​54 118
54
​51 325
51 49
​49 770 ​51 325
51 49
​49 770
48
​4 8 777 48
​4 8 777
300 300
Hectares

Hectares

(000) MT

(000) MT
40k 40k

200 200

20k 20k
100 100

0 0 0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022 2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years Years Years

Canada United States In Production Not in Production Sum Canada United States Sum Fresh Processed
Source: IBO Source: IBO Source: IBO Source: IBO

US & Canada Cultivated Production by Country(000) MT

US & Canada 2021 2022 2023

2023 US & Canada Cultivated Hectares by Country 2023 US & Canada Cultivated Production by Country
Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total
Canada:
​C anada: 18.3%
Canada:
​C anada: 21.1%
United States 177.06 151.12 328.18 159.73 118.46 278.19 173.95 108.87 282.82

Western: 90.50 104.00 194.50 75.12 104.50 179.62 68.43 75.34 143.77

Washington 30.00 56.00 86.00 23.14 56.25 79.39 18.50 43.16 61.66

Oregon 31.50 40.50 72.00 28.57 42.81 71.38 26.53 26.75 53.28

California 29.00 7.50 36.50 23.41 5.44 28.85 23.40 5.43 28.83

Southern: 50.11 25.47 75.58 43.59 11.80 55.39 69.32 12.31 81.63
United
​U nited States: 78.9%
​United States: 81.7%
United
Georgia 23.00 20.15 43.15 17.23 7.26 24.49 36.00 8.15 44.15 Source: IBO Source: IBO

North Carolina 12.15 5.10 17.25 12.02 4.54 16.56 18.37 3.94 22.31

Florida 12.00 0.00 12.00 11.38 - 11.38 12.00 - 12.00

Texas 1.65 0.00 1.65 1.50 0.00 1.50 1.50 0.00 1.50

Miss/Louisiana 0.81 0.22 1.03 0.91 0.00 0.91 0.90 0.22 1.12

Southern Others 0.50 0.00 0.50 0.55 0.00 0.55 0.55 0.00 0.55 US & Canada 2023 Production Metrics
US & Canada Cultivated Yield by Country
MidWest: 20.30 17.65 37.95 27.27 0.34 27.61 22.46 17.60 40.06 Hectares Planted: 59,170 Ha
10k

Michigan 18.00 17.50 35.50 25.15 0.26 25.41 20.40 17.24 37.64 Hectares in Production: 55,086 Ha
7.5k Production: 346.06 (000) MT
Indiana 1.60 0.15 1.75 1.42 0.08 1.50 1.36 0.36 1.72
Growth in Production¹: ▼-8.29 (000) MT (-2.34%)

KG/Ha
Midwest Others 0.70 - 0.70 0.70 - 0.70 0.70 - 0.70 5k
Growth from Hectares²: ▲37.20 (000) MT (448.75%)
Northeastern: 16.15 4.00 20.15 13.75 1.82 15.57 13.74 3.62 17.36 2.5k Growth from Yield³: ▼-45.47 (000) MT (-548.53%)
New Jersey 16.00 4.00 20.00 13.61 1.82 15.43 13.60 3.62 17.22 Yield: 6,282.02 (Kg/Ha)
0

New York 0.15 0.00 0.15 0.14 0.00 0.14 0.14 0.00 0.14 2014 2016 2018 2020 2022 Exports: 46.03 (000) MT
Years
Imports: 295.29 (000) MT
Canada 33.29 47.03 80.32 32.61 43.55 76.16 34.12 29.12 63.24 US & Canada Average Canada United States
Source: IBO Source: IBO and Agronometrics
British Columbia 30.04 47.03 77.07 29.03 43.55 72.58 30.12 29.12 59.24
¹ Volume change compared to previous season
Canada Other 3.25 - 3.25 3.58 - 3.58 4.00 - 4.00 ² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
US & Canada Totals 210.35 198.15 408.50 192.34 162.01 354.35 208.07 137.99 346.06
Source: IBO
80 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 81

US & Canada Exports by Partner Subregion (000) MT US & Canada Imports by Origin Subregion (000) MT

Subregion 2019 2020 2021 2022 2023 Origin 2019 2020 2021 2022 2023
US & Canada 47.60 40.56 41.17 38.71 44.98 South America 154.97 159.47 191.38 225.88 166.34
Asia 1.26 1.44 0.25 0.22 0.31 Mexico/Central America 44.49 55.96 70.72 74.37 81.78
Mexico/Central America 0.11 0.08 0.15 0.35 0.29 US & Canada 50.75 45.40 47.25 40.51 46.38
Pacific 0.18 0.08 0.05 0.02 0.16 So. Europe/N. Africa 0.01 0.04 0.08 0.11 0.76
South America 0.03 0.02 0.06 0.06 0.13 Western/Central Europe 0.00 0.00 - - 0.02
Others 0.21 0.08 0.19 0.03 0.15 Others 0.01 0.00 0.00 - 0.02
US & Canada Totals 49.39 42.26 41.87 39.38 46.03 US & Canada Totals 250.24 260.88 309.44 340.86 295.29
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

US & Canada Cultivated Fresh Export by Partner Subregion US & Canada Cultivated Fresh Imports by Origin Subregion US & Canada Cultivated Fresh Imports by Origin Subregion
60 400 60

300
40 40

(000) MT

(000) MT
(000) MT

200

20
20 100

0 0
0 2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Years Month
Years
Sum Mexico/Central America Others Sum Mexico/Central America Others
Sum Asia Mexico/Central America Others Pacific South America US & Canada So. Europe/N. Africa South America US & Canada So. Europe/N. Africa South America US & Canada
Source: Agronometrics Global Trade Data Western/Central Europe Western/Central Europe
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

US & Canada Exports by Reporter (000) MT

US & Canada Imports by Reporter (000) MT
Subregion 2019 2020 2021 2022 2023
Reporter 2019 2020 2021 2022 2023
United States 19.22 22.00 22.38 20.55 23.44
United States 207.98 214.30 253.54 289.24 248.26
Canada 30.17 20.26 19.48 18.83 22.59
Canada 42.25 46.58 55.89 51.62 47.03
Others - - - - -
Others - 0.00 - - -
US & Canada Totals 49.39 42.26 41.87 39.38 46.03
US & Canada Totals 250.24 260.88 309.44 340.86 295.29
Source: Agronometrics Global Trade Data
Source: Agronometrics Global Trade Data

US & Canada Cultivated Fresh Export by Reporter US & Canada Cultivated Fresh Export by Reporter
US & Canada Cultivated Fresh Imports by Reporter US & Canada Cultivated Fresh Imports by Reporter
60 20
400 60

15
40 300
40
(000) MT

(000) MT

(000) MT

(000) MT
10
200

20
5 20
100

0 0
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23 0 0
Years Month 2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month
Sum Canada United States Sum Canada United States
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data Sum Canada United States Virgin Is. (US) Sum Canada United States
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
 82 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 83

US & Canada
Report Team Narrative
IN PARTNERSHIP WITH
HOME OF EUREKA GENETICS
Here we provide an in-depth review of the state of the industry in the United States and
Canada. Please visit the following country reports:

h United States
We are cultivating excellence in h Canada
blueberry genetics & expanding
with growers to meet rising
demand! UNITED STATES
Planting and Production Data, Figures & Commentary
Growing & International (Denominated in Hectares and Thousands of Metric Tons)
Marketing Rights
United States Cultivated Hectares by Status United States Cultivated Production by Use
60k 400

da
na
​46 709
46
43
​43 530 ​42 219
42 43
​43 214 ​42 084
42 300
​39 303
39 40
​40 582 40
​40 333
40k 36
​3 6 807 ​37 195
37
Ca

(000) MT
Hectares
200

20k
100

0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years

In Production Not in Production Sum Fresh Processed

Source: IBO Source: IBO

Per
u

ni United States 2023 Production Metrics

U

te d
States
United States Cultivated Yield by Country
Hectares Planted: 46,709 Ha
10k

Hectares in Production: 42,927 Ha

7.5k Production: 282.82 (000) MT
Growth in Production¹: ▲4.63 (000) MT (1.66%)

KG/Ha
5k
Growth from Hectares²: ▲28.83 (000) MT (622.65%)
2.5k Growth from Yield³: ▼-24.18 (000) MT (-522.31%)
Yield: 6,588.06 (Kg/Ha)

559.591.6280
M e xico 0
2014 2016 2018
Years
2020 2022 Exports: 23.44 (000) MT
Imports: 248.26 (000) MT
United States Average
Source: IBO Source: IBO and Agronometrics
sales@familytreefarms.com ¹ Volume change compared to previous season
² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
www.familytreefarms.com
84 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 85

United States Cultivated Fresh Exports by Partner (000) MT

Reporter 2019 2020 2021 2022 2023

Canada 17.55 20.44 21.78 19.96 22.53
Mexico 0.10 0.07 0.14 0.35 0.29
Japan 0.19 0.11 0.03 0.02 0.16
Australia 0.12 0.07 0.04 0.01 0.16
South Korea 0.59 0.68 0.09 0.09 0.08 United States
Country Member Summary
Others 0.67 0.63 0.31 0.13 0.23
United States Totals 19.22 22.00 22.38 20.55 23.44
Source: Agronometrics Global Trade Data Adapted from the report by the North American Blueberry Council (NABC)

USA Blueberries 2023 Season Production and Historical Trends

United States Cultivated Fresh Export by Partner United States Cultivated Fresh Export History
30 8 2023 brought challenging growing conditions for both domestic producers and importers. According to the 2023
NABC Crop Report, the U.S. market, between domestic and import supply, saw production/market volume decrease
6
20 by 9.6% compared to the previous year.
(000) MT

(000) MT
4

10
Table 1. Highbush Blueberry U.S. Production and Imported Volumes in
2023 (in millions of pounds)
2

0
2014 2016 2018 2020 2022 0
Years 1 2 3 4 5 6 7 8 9 10 11 12
Months Total lbs (MM) Volume % Change
Sum Australia Canada Japan Mexico
Others South Korea 2019 2020 2021 2022 2023
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
2023 vs. 2022 vs. 2021

Domestic 637.2MM +3.3% -6.2%

United States Cultivated Fresh Imports by Origin (000) MT
Import 489.1MM -26.5% +7.7%
Reporter 2019 2020 2021 2022 2023
Peru 68.60 83.56 111.02 146.60 109.23 Total 1,126.3MM -9.6% +0.8%
Mexico 41.23 51.17 63.09 66.50 72.63
Source: NABC CROP REPORT 2023
Chile 60.49 52.33 55.67 55.70 40.92
Canada 30.05 20.12 19.39 18.75 22.45
Argentina 6.96 6.23 3.57 1.20 2.56 Total blueberry imports from Peru were down 25% in total volume from 2022 to 2023, with a flatter distribution
Others 0.65 0.90 0.80 0.49 0.47 curve and a peak month of November in 2023 compared to October in 2022. The challenge of El Niño pushed the
United States Totals 207.98 214.30 253.54 289.24 248.26 Peruvian season later and resulted in less volume overall. The top importing countries into the U.S. were Peru at

Source: Agronometrics Global Trade Data

44%, Mexico at 29%, Chile at 16%, and Canada at 9%, with total imports in 2023 reaching 547,324,649 pounds.

On the supply side, the U.S. had a record year for exports, reaching 120 million pounds of fresh and processed blue-
United States Cultivated Fresh Imports by Origin United States Cultivated Fresh Imports by Origin berries, surpassing the previous record of 108 million pounds. Of these exports, 79% went to Canada, 11% to Korea,
3% to Australia, and 3% to Japan. This made 2023 a record-breaking year for U.S. blueberry exports.
400 50

40
300

30 2023 Overview: Performance at Retail

(000) MT

(000) MT

200

20 Despite rising inflation reducing the purchasing power of some consumers, blueberry consumption in the United
100
10
States showed strong positive trends in 2023. Total blueberry sales (including fresh and frozen) increased by 7.8%
in dollars, adding an additional $242 million in value to the retail category, demonstrating significant growth in
0 0
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month

Sum Argentina Canada Chile Mexico Others Peru Sum Argentina Canada Chile Mexico Others Peru
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
The Next Blue
86 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 87

Wave Is Coming! market value. Fresh blueberry sales saw an impressive 8.1% increase in dollars despite a slight 0.4% decrease in
volume, indicating strong price resilience and consumer willingness to pay more for fresh blueberries.

The blueberry industry is expecting an Frozen blueberry sales also exhibited positive trends, with a 1.4% increase in dollars, showing steady demand even
with a 2.4% decrease in volume. Blueberries continue to grow their share of the total berry market. In comparison
unprecedented crop to come to market over to other berries, fresh blueberries saw a 7.8% dollar increase over 2022, while other fresh berries increased by only

the next three years. Are we prepared? 2.3% in dollars. Additionally, blueberries’ presence in the frozen berry market is notable, with a 1.4% advantage
in dollar growth over other frozen berries. This underscores blueberries’ robust position and growing importance
within the overall berry category.
The U.S. Highbush Blueberry Council (USHBC) leads the industry in ensuring
blueberries make their way onto shopping lists and into consumers’ carts. We’re Domestic and imported blueberries create a year-round market for blueberries in the United States, which helps
the industry's only organization dedicated to growing consumer demand for keep blueberries top-of-mind and at the top of consumers’ weekly shopping lists. Continuous access to high-quality

blueberries through direct consumer marketing and promotions, empowering fresh and frozen blueberries remains a driver for retailer enthusiasm to prominently feature and promote blueber-
ries in the berry patch and the frozen aisle.
the industry to make blueberries the world’s favorite fruit!

Be part of ALL the inspiring possibilities! Table 2. Blueberry Annual Retail Sales: 2023 vs. 2022 and 2021

Dollars ($) % Dollar Chg. Volume (Lbs) Volume % Chg.

2023 vs. 2022 vs. 2021 2023 vs. 2022 vs. 2021

Total Category $3,110,004,776 +7.8% +5.5% 593,426,389 -0.5% +2.0%

Visit ushbc.blueberry.org to learn more about the
extraordinary progress we’ve made as an industry
and the inspiring possibilities that lie ahead.
Fresh Segment $2,969,891,405 +8.1% -0.4% 565,017,777 -0.4% +1.7%

Frozen Segment $140,113,371 +1.3% +13.6% 28,408,612 -2.4% +8.9%

Source: SPINS MULO TOTAL US & NATURAL CHANNELS

Growing Consumer Demand

USHBC’s Grab a Boost of Blue marketing program continued to drive consumer enthusiasm and demand for blueber-
ries in 2023 (USHBC 2023 Annual Impact Report). To remind consumers of the healthy boost they get from a handful
of blueberries, USHBC’s strategic positioning and call to action, “Grab a Boost of Blue,” was featured in advertising,
at point of sale, in social media channels and on packaging.
88 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 89

Thank you to the following MOU Signatory Organizations for

their leadership and support:

ACP Agro Driscoll's

Agriculture Capital/Firestone Pacific Foods Family Tree Farms

Agroberries/BerryFresh LLC
Hortifruit
Berries Paradise
North Bay Produce
Berryhill Foods

California Giant Inc. The Fruitist Company

USHBC’s marketing and retail efforts in 2023 were strategically aligned with power periods, including American

Heart Month, which featured participation from nine retailers operating nearly 1,600 stores; and National Blueberry Camposol Wish Farms

Month, with participation from 30 retailers who collectively operate 9,400 stores.

Health Research Commercialization Engine

USHBC’s health research and marketing programs work together as a coordinated commercialization effort to max-

imize the value of the industry’s investment in health research and drive daily consumption of blueberries across
United States
consumer and stakeholder audiences. In 2023, several new USHBC sponsored research studies were published,

highlighting the many health benefits of blueberries. These studies included:

Report Team Narrative

Whilst the El Niño phenomenon in Peru had the greatest im- Supply-side factors within the USA blueberry industry will
y New Research Illustrates Change in Habitual Intakes of Eating More Flavonoid-Rich
pact on global blueberry markets in 2023, the USA market be explored later in this section, but it is the state of de-
Foods Like Blueberries and Mortality
proved itself once again to be the most critical piece in the mand that is the country’s standout feature of the past 12
industry puzzle – a mainstay where supermarkets and con- months, assisted by several campaigns from industry to in-
y New Research Links Blueberries to Gut Health Benefits
sumers are more likely than anywhere else to, at scale, pay crease awareness of the fruit (such as the ‘Grab a Boost of

y New Research Illustrates That Daily Consumption of Blueberries Improves Endo- more when supply is short, and where larger pack sizing is Blue’ marketing campaign discussed in the past edition) and
retained to the greatest degree in such scenarios of scar- business-to-business (B2B) initiatives that improve market
thelial Function in Postmenopausal Women With High Blood Pressure
city. This last observation is in contrast to years past when clearance, industry decision making and value creation, such
shortages would prompt most to scale-down to 6oz and as the North American Blueberry Council’s (NABC) real-time
4.4oz clamshells; a response that certainly still occurred in data platform that now has the majority of the sector’s lead-
MOU Funding - Providing More To Accomplish More 2023 (especially on the open market), but as one industry ing players signed up, and the council’s Business of Blueber-
sourced noted, “the game’s changed” with multiple retailers ries podcast that fosters high-level and practical discussion
The USHBC also greatly benefited from the contributions of a growing list of companies that remain committed to
sticking to their respective larger packaging despite the sig- within the sector. The aims of the IBO Report are of a similar
unified success of the blueberry category.
nificantly higher prices per pound – a decision that is more spirit for B2B enhancement, albeit from a global standpoint.
conducive to the category’s long-term growth from a volume
The NABC’s Memorandum of Understanding (MOU) was established in 2021 with leading importers to support driv- perspective, and a repeat purchase perspective if quality is An appreciation of just how well the USA blueberry market
ing profitable demand of fresh and processed blueberries. In 2023, the MOU raised over $2.5 million, with over $2.2 sufficient. While also a global trend, the US market leads the rose to the challenges of negative supply shocks in 2023 can
million going to USHBC to increase demand-driving marketing opportunities, advance nutrition affairs and improve way in the growing trend of more inelastic demand and the be gained from a few simple statistics: fresh blueberry im-
blueberry category becoming a fundamental staple item in port volume declined by 15%, which is a much less accen-
the blueberry industry’s data and analytics.
the produce category. tuated drop than the other leading markets of Central and
90 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 91
92 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 93

Western Europe (-19%) and Asia (26%), signifying the rel- phenomenon, but both states and British Columbia saw sig-
ative attractiveness of the USA for selling blueberries; and nificant declines in volume. All these regions traditionally
even though import volume was down, import value rose by have yields that are very high by the standards of the USA and
2% to almost $1.8 billion. One in every three dollars spent Canada, and have sizeable blueberry processing industries
on imported blueberries worldwide takes place in the USA. too although in 2023 Oregon’s industry shifted a large por-
tion of its volume to the fresh market than in past years. Both
The average price per pound of imported blueberries was up Oregon and Washington State often sell a sizeable volume of
40% for the year overall, although it varied greatly by month
late-season fruit in the September window, but that was not
with the price practically doubling year-on-year in Septem-
the case in 2023 as weather effects prevented them from
ber, and almost tripling versus the same month in 2022.
capitalizing on the scarcity induced by Peru. Michigan, how-
Domestically, states that grow earlier in the season such as
ever, which has been undergoing aggressive varietal renewal
Florida and Georgia benefited from higher pricing in the pe-
with younger plantings starting to increase their yields, saw a
riod from March to May, but by June the average price was
five-fold increase in its volume shipped in September at av-
down year-over-year, and in July the reduction was drastic,
erage prices that were 51% higher. This does not mean that
spurred in part by a late peak for California that ran six weeks
all is well in the Michigan industry, as challenges for smaller
later than normal; the state experienced flooding in late 2022
operations, succession planning issues for longstanding in-
and early 2023, and it is understood that heavy rain during
tergenerational farms, and a real estate boom in areas with
the blueberry bushes’ pollination period is what caused the
proximity to Lake Michigan (which many blueberry farms
delay, and thus an unprecedented level overlap with other
have) are all contributing to a decline in acreage.
growing regions. The total market movement in June was
up by almost half with 39% of all volume sold in that month
There is a desire from some in the Pacific Northwest to re-
coming from Central California as the market leader in that
plant new genetics as well, and indeed private breeders
month. In July, the total volume of blueberries sold in the
that are aiming to revolutionize the quality standards of the
USA was up 9%, while in August it was down by 10%, with a
Northern Hemisphere summer supply (as covered in last
huge jump in supply from Michigan offset by Peru’s shortfall
year’s IBO Report) are targeting this region as well as Mich-
and relatively less later-season fruit from the Pacific North-
igan and New Jersey. But after five years of problems with
west, a region that had yet another extremely challenging
Mother Nature, the economics of such a transition have been
year – its fifth in a row – due to weather-related problems.
put under strain. Many are opting to wait and observe what
transpires with new varieties in machine picking for fresh,
Variable effects from as well as what the latest developments in the technology
Mother Nature around this practice can achieve. “As you look forward for
the next 10-15 years. you really get one shot at replacing va-
One industry representative said the yield in Oregon was rieties, and certainly you’ve got to get it right,” as one source
the poorest they had seen in 25 years, wrought by a mix of explained. At the time of writing the situation for 2024 was
cool, rainy days and also very hot days both deterring pol- looking better for this region, where under “normal” condi-
Keen to learn more? Contact us…
linators in different ways. The Oregon blueberry industry is tions it is possible that they would ship 100 million pounds
enquiries@unitedexports.com.au
more concentrated geographically than in Washington State, more into the market than in 2023, although that won’t nec-
www.ozblu.com so its volumes were relatively more affected by this weather essarily be the case this year.

‘Top Performance from OZblu® Magica in Peru’, Fruitnet.com, June 2023.

[1]

[2]
‘OZblu® Magica Stands Up to El Nino’, Fruitnet.com, October 2023.
[3]
‘OZblu® Claims Record Blueberry Sea Voyage Length’, Freshfruitportal.com, June 2021.
[4]
Machine harvesting for fresh tested successfully on a commercial scale close to point of consumption.
94 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 95

In the Southeast, both North Carolina and Georgia bounced part of the state, while unprecedented temperatures over citrus greening disease, and could be converted to blueber- market with the longest haul being a trans-continental truck
back from terrible freeze events in 2022 to harvest very the Christmas period of 2022 also affected some of the early ries if the economic viability were to change. drive. Shipping across the Pacific Ocean is a different under-
strong crops in 2023 – a record crop in Georgia’s case, and at crop from central Florida to north Florida. In the end the crop taking, and mistakes can be costly for reputations.
the time of writing the state is expecting yet another record was about 20% short of what the industry was hoping for, But Florida is not the only state undergoing renewal – it is a
year in 2024. Georgia currently has one of the largest acreag- but leading into the 2024 season there were no such weather process that is occurring to some degree in every blueber- Select growers and particularly vertically integrated grower/
es of blueberries in the country, but its yield lags well behind events to such an extreme – as a result, at the time of writ- ry-growing state, and even in states not traditionally asso- packer/shippers have long been building relationships with
the western states. That said, there has been an expansion ing the sector is forecasting a significant rebound in 2024, ciated with the crop in light of advances in growing methods overseas importers, but for most, export development is still
of new acres for southern highbush amidst a decline in the although the final number will still be short of initial expecta- and genetics. One of the world’s fastest-growing genetics on the to-do list. This is the case even for some major play-
surface area dedicated to rabbiteyes, which have not only tions as many growers leave late-season fruit on the bushes program has a firm emphasis on its partners needing to in- ers that are experienced in facilitating moving of blueberries
become less desirable for marketers but are also showing due to low market pricing and high costs of labor. clude plantings in their portfolio that are able to service the from Peru or Chile into Asian markets, and therefore have the
signs of age with a large portion of rabbiteye farms in Georgia North American market during the summer, which lends expertise to execute successful programs if they are able to
being 15-20 years old. There has been a lot more planting Florida is one of the most cited states in the USA for the revi- itself to more local-for-local introductions of mid or high align their learnings with U.S. growers.
of the reportedly machine-harvestable-for-fresh Optimus talization of fields with new genetics, and 2024 was expect- chill cultivars that exhibit the same attributes as some of
variety and others from the University of Florida, while the ed to be the first year where commercial volumes of new- the southern highbush material that has taken the world by Outside of Canada, leading U.S export markets for fresh blue-

Farthing variety is widely adopted as the leading Southern er releases – from a variety of public and private breeders storm, and in fact some retailers are requesting growers con- berries include South Korea (where only Oregon has access),

Highbush cultivar in Georgia. – would be visibly seen, as many are now in their third year sider this opportunity. Japan (which almost tripled in 2023) and Mexico (which has
since planting. Florida is diverse in terms of its grower profile had volume go up by 2.5x since 2021). Following a great deal
2023 was a year of reprieve for North Carolina, which was versus other states, with a lower proportion of intergenera- of industry excitement a few years ago for Southeast Asia in
very close to matching previous crop records after several tional farms, and the number of operations with more than Exports rebound in Asia particular, especially Vietnam, Asia-bound fresh blueberry
years of windborne freezes that so frequently plague the in- 50, 100 or 200 acres has increased in recent years. With a exports last year were around half their 2020 levels but were
dustry in the springtime and are unable to be mitigated by prevalence of farms with plants that are 10-12 years old, As referenced in the U.S. Country Member Summary provid- showing signs of a rebound with 58.7% year-on-year growth,
overhead irrigation. The state managed to largely avoid this many are being changed to higher-yielding varieties from the ed by the North American Blueberry Council, 2023 was a re- the bulk of which was driven by Japan. The Japanese market
problem last year, but it isn’t going away; the industry car- University of Florida/IFAS breeding program with a particu- cord year for export with Canada continuing to be the leading has historically been much more relevant for shipping frozen
ries the legacy of a previous strategy oriented towards early lar focus on machine harvestability, but also private compa- destination market and a key source of growth. As explored blueberries (despite tariff challenges referenced in the Pro-
production, so there is a large portion of plantings that, until nies from all over the world. One company with a focus on in the Canadian section of this report, this is partly due to a cessed section), but if 2023 trends were to continue the gap
replaced with other cultivars, will always be susceptible to substrate blueberry production is now taking their learnings large drop in the 2023 crop from British Columbia, but is also between fresh and frozen would have the potential to close.
March freezes, and even if they do get through those chal- from Mexico and applying them in Florida. The state now oc- due to strong demand from a country that has a very high lev- Regarding Southeast Asia, one industry stakeholder has rec-
lenges they still have to compete with an increasingly larg- cupies just 10% of a March-April-May window in which it used el of blueberry consumption per capita. Industry stakehold- ommended the industry go beyond standard sampling tac-
er crop from Georgia. “On the highbush side there’s also a to account for practically 100% of supply, but the industry ers are bullish on the role that Canada will continue to play in tics and digital marketing into more consumer advertising to
trend towards varieties that ripen later, but it’s a really slow appears intent on clawing some of that market share back. driving sales volume of the crop, and this is also facilitated by support branding and pricing strength.
process to take acres out and replant,” as one North Caroli- the USA’s proximity for shipping.
na stakeholder noted. “That’ll be a long, slow trend to take For an industry that often has to leave fruit on the trees for In 2020 market access was gained in China for the U.S. in-
out the early bloomers.” At the time of writing, North Caro- later picks if the market price isn’t high enough (as seems to Cognizant of the fact that exports can take the pressure off dustry, although only West Coast growers are able to do so
lina’s industry is anticipating a large decline in its total crop be the case in 2024) because the cost of labor is too high, a booming domestic market, the U.S. industry is well aware without fumigating the fruit. The combination of high tariffs
shipped, both due to weather factors and a big drop in pricing a wider adoption of machine harvesting could represent a of the imperative to lift exports but this also requires a high and supply chain problems have meant little progress has
year-on-year. step-change for the Florida blueberry industry, which could degree of caution to ensure quality standards are met. Un- been made on capitalizing on this opportunity to date, not
potentially enable another ‘boom’ as there are large tracts like sectors in South America and Southern Africa that have to mention the fact the Pacific Northwest partially overlaps
Further south, in Florida a hurricane in the fall of 2022 had of land in the state’s central and southern areas that are been developed around long shipping times, U.S. blueberry with a period of large domestic blueberry volumes in China.
a very significant impact on production in the south-central currently dedicated to citrus groves but are struggling with farmers have had the relative luxury of proximity to their core Exports of note were shipped there in 2021, but steadily
96 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 97

declined to tiny levels last year; this is true of both mainland leading retailers affirmed that machine harvesting for fresh
China and Hong Kong. blueberries would be critical for the future of the category.
To quote one northwest grower, “every variety is a machine
It is worth noting some of the regions that have been hit the harvest variety when you can’t get labor”.
hardest by imports in the U.S. – such as Florida, Georgia and
California – harvest during periods of relative scarcity in Asia If this harvesting method becomes successful, and if a grow-
more broadly. In terms of improving Chinese market access, er can afford the capital cost of the machine or machines,
Florida was one of three states (also Michigan and New Jer- renting one, or sharing it across several farms, their cost
sey) where data has been collected on a systems approach base can be reduced. However, the cost-benefit analysis is
without methyl bromide to treat blueberry maggot, but this is often framed as a matter of necessity as to date there are no
yet to go through the review process with Chinese phytosan- reported examples of machine harvesting at scale improving
itary authorities. blueberry quality.

Another recent breakthrough is that India - a market with As the blueberry industry climbs up the steep learning curve
very high barriers to entry - has this year instituted a 20% of machine harvesting for fresh, the impact of the practice on
tariff reduction on fresh U.S. blueberries, alongside tariff yield varies greatly, as does the choice of variety and orchard
cuts for Peru and Chile. The U.S. industry would have to build structure. As it stands currently it is almost guaranteed that a
from scratch in developing this market for fresh blueberries, portion of machine harvested blueberries will be wasted due
although there could be opportunities to leverage an exist- to fruit damage, as well as the fact the harvesters will take
ing presence with frozen blueberries, as well as consumer off berries that are unripe and would otherwise have been
knowledge of blueberries from other origins.
handpicked later.

Machine harvesting Plants need to be trellised and pruned such that the struc-
ture stays upright and machines can gently detach berries as
development they’re moving through the row, and northern highbush vari-
eties have a comparative advantage over southern highbush
Machine harvesting for fresh has become a lot more main- in that they tend to require fewer runs in the rows through-
stream in the USA. No definitive data exists as to how much out the season due to harvest concentration. The other ad-
of the fresh crop is picked by machine, and most sources can vantage lies in the fact the Pacific Northwest growers have
only hazard a guess as to what portion of growers in a partic-
been doing machine harvesting for fresh for longer than
ular state might use the technology, which does not mean the
elsewhere, and have worked on techniques with established
same thing as using the technology for the entire crop, but
commercial varieties that are, according to grower contribu-
rather an undefined portion of it. The highest level is likely in
tors to this report, more conducive, such as Duke, Blue Rib-
the Pacific Northwest where sources have cited percentag-
bon, Draper, Calypso, Top Shelf, Envoy, and Titanium, as well
es of 60-65% of growers using it for a portion of their crops
as hybrids like Legacy. Various new high chill cultivars, many
when labor is short, compared to 40% in California’s Cen-
developed in the Pacific Northwest, are under trial for ma-
tral Valley, while the practice is also common in Florida and
chine harvest fresh potential with hopes for a step change
Georgia. Industry stakeholders were emboldened this year
in quality and shelf life using the practice with these new ge-
at a meeting where a representative from one of the USA’s
netics. Some Southern highbush cultivars are demonstrating
98 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 99

machine-harvest potential include Meadowlark, Suziblue NABC believes the methodology for calculating this rate is
and Optimus, but many leading breeders worldwide are fo- flawed, and the surveys it is based upon that are conducted
cusing on up-and-coming varieties in this space that are yet by the USDA were not made for this purpose. Some also em-
to be named. Some producers, marketers and breeders how- phasize that the surveys themselves don’t cover enough of
ever are skeptical about the quality assurance (QA) implica- the industry to be fully reflective, while the timeframe for the

tions of this trend. setting of new rates is generally not enough for growers to
adequately prepare for the change. The NABC has been urg-
The outcome of machine harvest fresh while targeting im- ing politicians to revisit this policy, and at the time of writing
proved quality remains a key objective for industry leaders, there are bills before the House of Representatives and the
and many see the breakthrough coming in the high chill cate- Senate to put a two-year freeze on further AEWR increases.
gory first due to unique physiological attributes of the plants, In other labor challenges, in 2023 Oregon joined Washington
the capacity for concentration, and advances in fruit quality, State and California in having time-and-a-half rules for over-

together with detachment at ripeness and adhesion when time, so if a worker does anything more than 40 hours a week

green and red. New and innovative machine harvest technol- it must be paid at a rate of 1.5x.

ogy has begun to enter trials at scale in the U.S. A Dutch com-
Regarding other advocacy efforts, the NABC is also pushing
pany backed by an investment from a U.S.-headquartered
for the next Farm Bill to include funding for research and de-
nursery and genetics company has recently entered the U.S.
velopment (R&D) into mechanization and automation tools,
industry with a new machine which challenges many of the
and provide more support for crop insurance. The NABC’s
industry norms of blueberry harvest machines, and together
argument is that if the Farm Bill could provide premium sup-
with new genetics and field design, industry experts believe
port for 80% coverage (above the current level of 65%), more
the next 10 years will see a paradigm shift. Leading breed-
growers would be able to afford it, and as a consequence the
ers from various companies are actively trialing this machine
industry would rely less on ad hoc disaster programs. “We
within their breeding program to assess potential of the com-
need to redirect resources and invest in crop insurance so
bined tools.
that more producers are buying a coverage level that ade-
quately protects them,” one stakeholder says, noting that
this request is being made at a time when natural disasters
Increase labor costs and are happening almost on an annual basis.
advocacy efforts
The United States blueberry industry is one that continues to
What is underpinning the trend towards machine harvest- attract excitement and gather momentum, despite its many
ing is the increased cost of labor. Over recent years more challenges with weather and the growing pains of increased
growers have become dependent on the H2A visa program supply and varietal adaptation. Demand is among the world’s
to ensure they can secure a sufficient workforce, but every highest, but as one source noted, “half the country’s buy-
year the Department of Labor sets what is known as an ‘Ad- ing them, half aren’t. Even if we focus on just the half that
verse Effect Wage Rate’ (AEWR), which comes into effect at are and if they all buy an extra clamshell, that’s what we’re
the start of the year and has been increasing every year. The looking for.”
100 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 101

CANADA Canada Cultivated Fresh Exports by Partner (000) MT

Reporter 2019 2020 2021 2022 2023

Planting and Production Data, Figures & Commentary United States 30.05 20.12 19.39 18.75 22.45
(Denominated in Hectares and Thousands of Metric Tons) Croatia - - - - 0.12

India - 0.00 0.00 0.02 0.01

Taiwan (CN) 0.00 0.01 - 0.01 0.00

Canada Cultivated Hectares by Status Canada Cultivated Production by Use

UAE - 0.00 - - 0.00
15k
​12 915
12 13
​13 002
100
Others 0.12 0.13 0.09 0.05 0.00
12
​12 190 12
​12 575 ​12 364
12 ​12 461
12
11
​1 1 970 12
​12 022 11
​11 696 ​12 034
12

75 Canada Totals 30.17 20.26 19.48 18.83 22.59

10k
Source: Agronometrics Global Trade Data
(000) MT
Hectares

50

5k
25
Canada Cultivated Fresh Export by Partner Canada Cultivated Fresh Export History
40 20
0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years 30 15

In Production Not in Production Sum Fresh Processed

(000) MT

(000) MT
Source: IBO Source: IBO 20
10

10
5

0
2014 2016 2018 2020 2022 0
Years 1 2 3 4 5 6 7 8 9 10 11 12
Months
Sum Croatia India Japan
Others South Korea United States 2019 2020 2021 2022 2023
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Canada 2023 Production Metrics

Canada Cultivated Yield by Country
Hectares Planted: 12,461 Ha
10k Canada Cultivated Fresh Imports by Origin (000) MT
Hectares in Production: 12,159 Ha
7.5k Production: 63.24 (000) MT Reporter 2019 2020 2021 2022 2023

Growth in Production¹: ▼-12.92 (000) MT (-16.96%) United States 20.47 25.16 27.69 21.56 23.89
KG/Ha

5k
Growth from Hectares²: ▲8.37 (000) MT (64.80%) Peru 8.85 9.74 12.92 16.67 9.41
2.5k Growth from Yield³: ▼-21.29 (000) MT (-164.79%)
Mexico 3.22 4.77 7.63 7.87 9.15
Yield: 5,201.58 (Kg/Ha)
0 Chile 8.26 5.78 7.20 5.17 3.59
2014 2016 2018 2020 2022 Exports: 22.59 (000) MT
Years
Morocco - - 0.00 0.11 0.69
Imports: 47.03 (000) MT
Canada Average
Source: IBO Source: IBO and Agronometrics Others 1.44 1.13 0.45 0.24 0.29

¹ Volume change compared to previous season Canada Totals 42.25 46.58 55.89 51.62 47.03
² Change in volume due to hectares entering or leaving production
Source: Agronometrics Global Trade Data
³ Change in volume due to field productivity (yields)
102 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 103

Canada Cultivated Fresh Imports by Origin Canada Cultivated Fresh Imports by Origin
60 20

15 Varieties and New Plantings:

40
(000) MT

(000) MT
10
‘Duke’ comprises more than half of the current acre- of volume as new acreages enter production. A small
20
5
age and is the most widely planted cultivar, followed amount of ‘Top Shelf’ and ‘Valor’ are still being planted
by ‘Bluecrop’, ‘Elliott’, ‘Calypso’, and ‘Draper’. ‘Elliott’ in smaller blocks, but growers continue to look for new
0 0 fields are starting to be removed in favour of other cultivar opportunities. Consequently, ‘Duke’ remains
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month cultivars, primarily ‘Calypso’, which will soon become consistent as a “go-to” cultivar for new plantings be-
Sum Chile Mexico Morocco Sum Chile Mexico Morocco the third most important cultivar in the region in terms hind ‘Calypso’.
Others Peru United States Others Peru United States
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Production Challenges and Opportunities:

Variable weather patterns continue to impact plant de- entire plantings to minimize the spread of the Blueber-
velopment, making it difficult to predict the size of the ry Scorch Virus. Fungal diseases such as Phomopsis
crop and the timing of harvest each year. Pollination and Godronia cankers, mummyberry and Botrytis, and
is often impacted when cool and rainy or overly warm Anthracnose fruit rots can be challenging to control in
weather conditions coincide with bloom. Moreover, this region due to the high precipitation in the spring
there is an insufficient number of honeybee colonies and fall. Spotted-Wing Drosophila (SWD) and root wee-
available for rental in the region to pollinate the crop. vils are the most difficult insect pests to manage in

Canada - British Columbia The rising cost and limited labor availability are primary
this region.

Country Member Summary concerns for producers. Costs of production are high in
BC due to high labor costs, land values, and prices for
To deal with these production challenges, BC growers
have invested in applied field research in the areas of
Adapted from the report by the British Columbia Blueberry Council (BCBC) agricultural inputs, particularly for pollination services
pest, disease, and horticultural management as well as
and pesticides. High costs of production have pushed
improving pollination and developing new varieties. The
growers towards more efficient methods of production.
Season Overview: British Columbia Blueberry Council (BCBC)’s breeding
Over half of BC’s blueberry crop is harvested by ma-
program aims to develop new varieties that are locally
chine for processed markets, and machine harvesting
The British Columbia (BC) blueberry crop was down Hand harvest started in the Fraser Valley in the first adapted, tolerant of pests, higher yielding, and possess
for fresh market has been steadily increasing as well.
significantly in 2023. The 2023 season was character- week of July, with machine harvest starting in mid-Ju- superior fruit quality traits including suitability for ma-
ized by cool early spring conditions followed by a very ly. Peak harvest occurred in the last two weeks of July.
sudden onset of heat during bloom and subsequently Blueberry Scorch Virus is prevalent, particularly in older chine harvest (e.g., increased fruit firmness and resis-
In many ‘Duke’ fields, there wasn’t much fruit left after
dry summer. plantings, and is resulting in reduced yields and plant tance to bruising and splitting). Advanced selections
the first pick and fruit size was smaller than average.
‘Calypso’ harvest started at the end of July and ‘Elliott’ decline in some fields. BC blueberry growers are prior- are currently in grower trials, the final step prior to their
Most blueberry fields came out of the winter with good itizing aphid control and removal of infected plants or future commercialization.
harvest started in mid-August.
flower bud set and potential for a large crop, and bloom
was delayed until May in many regions due to the cool
Overall, fruit quality was average, fruit size was small,
spring weather. When abnormally hot weather came on
and spotted wing drosophila (SWD) pressure was rela-
Market Trends and Projections:
suddenly in mid-May, with daily maximum tempera-
tures exceeding 30° ◦C for a few days in May, pollination tively low throughout the harvest season. Fruit firmness
was severely impacted. was an issue due to leader berries ripening earlier than BC has approximately 600 growers, primarily produc- BC growers are looking to early and mid-season vari-
the main crop in some varieties. ing conventional blueberries, and there are around 30 eties (July and August harvesting dates), especially for
The cool spring and sudden onset of high temperatures large-scale packers and processors. The industry will marketing fresh products, to reduce the overlap with
caused a very concentrated bloom period in most re- Scorch Virus symptoms were less apparent in 2023 likely see consolidation in the coming years as small- fresh blueberry imports from Peru in the late season.
gions of the Fraser Valley. Early and mid-season variet- than in the two previous years. ‘Bluecrop’, in particular, scale producers with less than 20 acres are finding it
ies entered bloom in early May and petal fall occurred performed much better in 2023 than in 2022. Field ob-
by early June. Pollination experts believe that these difficult to compete. Depending on the size of the crop, between 45-65% of
servations suggest that plant stress may play a role in
high temperatures during bloom led to adverse effects BC’s production goes to the processed market.
on pollen viability, pollen-tube growth, and bee activity symptom expression. It is possible that extreme heat in
In years with adequate pollination, the abundance of
as well as concentration of the bloom period, all likely 2021 and early-season cold stress in 2022 accentuated
Blueberry Scorch Virus symptom expression in 2022, blueberry fruit that hits the market across the Pacific The US is the largest market for BC’s exports, but other
contributing to poor fruit set and small fruit size. The
impact varied depending on the region of the Fraser and that a lack of these stresses leading into 2023 re- Northwest during BC’s ‘Duke’ season puts significant important markets include Japan, South Korea, Viet-
Valley and the cultivar. sulted in less severe symptom expression. strain on both fresh packing and processing capacity. nam, India, and Taiwan.
104 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 105

Canada
Report Team Narrative

Canada, one of the world’s highest if not the highest consum- This shortfall, combined with other shortages during the sum- authors could find to corroborate that claim felt outdated in are indications that a lot of cultivars are being replaced with
ers of blueberries per capita, has been reckoning with severe mer in parts of the USA, incentivized British Columbian grow- a rapidly-changing global consumption environment. This newer varieties with greater consumer appeal, including
weather challenges over several years in its predominant cul- ers to shift more of their production to fresh over processed.
claim cannot thus be confirmed. However, what can be said those mentioned in the industry’s summary as well as others,
tivation region of British Columbia that accounts for the lion’s Despite the lower production, fresh blueberry exports rose
with certainty is that Canada’s consumption of imported fresh with the Sekoya program indicating ambitious plans to roll out
share of production. Every year the industry appears to be slightly with 93.5% sent to Canada’s southern neighbor the
grappling with a different climatic problem, although difficul- USA, and the remainder spread across multiple markets such blueberries per capita in 2023 was almost double that of the proprietary high-chill genetics in British Columbia (as well as
ties with pollination and excessive heat are common themes. as the European Union and South Korea, the latter more than USA at approximately 1.46kg, and also substantially higher
other proprietary high chill cultivars from the same breeding
According to one source, the 2023 season was initially thought quadrupling off a low base as tariffs were cut to zero. Canadi- than the United Kingdom which imports more per person than
program), and an interest from Canadian retailers to lift local
to be shaping up to be a “barn burn” with huge volume and an fruit also has had fresh market access to China since 2016, the USA. In fact, while Canada’s population is roughly 57% of
even concerns that the industry wouldn’t have the capacity but exports have been limited due to high tariffs and the con- supply with characteristics that have come to be more com-
the UK’s, their total fresh blueberry import volume levels are
to pick, pack and store all the fruit. Those expectations came gested Chinese blueberry market. monly associated with premium southern highbush cultivars.
fairly similar.
crashing down at the end of the blooming period, with a lot of On the other end of the spectrum, the economic woes inflicted
growers left asking themselves: ‘Where are all the berries?’ It is understood that growers selling within the processed
Whilst benefiting from such high demand at home for the fruit, by years of challenging weather and markets have meant that
blueberry market received low pricing for their fruit, especial-
The reasons for this are described in depth within the Brit- ly in retrospect given what would transpire with Peru and the Canada’s blueberry industry is at a crossroads as its mostly there are still many blueberry farms for sale in Canada as pro-
ish Columbia Blueberry Council’s Country Member Summary, domino effect on Chilean processed blueberries supplies; an open varieties fall further out of favor with retailers, but there ducers opt to exit the industry.
pertaining to an extreme heat spell’s impact on pollination. issue that is discussed in greater depth within the processed
section of this report. From a fresh market standpoint, for Ca-

MEXICO / CENTRAL AMERICA

Whilst perspectives around global blueberry production in nadian growers selling in the USA their prices were much low-
2023 have inevitably homed in on the shortfall from Peru, er year-on-year when the season began in in July, but prices
with its exports down 21% on the prior season due to the picked up in August and for the late season fruit the average
consequences of the El Niño phenomenon, far fewer have price in September (a period accounting for 28% of exports)
referenced the drastic drop in volume from Canada as a key was up 42.6%. Planting and Production Data, Figures & Commentary
event, most likely due to the industry’s limited impact outside (Denominated in Hectares and Thousands of Metric Tons)
of Canada and the USA. But the country is nonetheless tradi- In a year when most Northern Hemisphere markets saw their
tionally in the Top 5 for both blueberry production and planted import volumes go down significantly due to the events in Mexico/Central America Cultivated Hectares by Country
hectares of the crop. Peru, Canada was a rare exception with its imports actually
Mexico/Central America Hectares Planted 2023/2024 Production (000) MT
slightly rising (although certainly not from Peru, which was
It is astounding to observe that levies collected indicate a down significantly). Most of that stability is explained by up- Growth Totals 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024 Fresh Process Total
crop of just 104 million pounds for British Columbia in 2023, ticks from the USA – likely to offset Canada’s own volume Mexico 6,700 7,900 9,100 11,400 11,970 64.04 3.28 67.32
signifying a precipitous drop of nearly 39%. To contextualize shortfall - and Mexico.
the (literal) weight of this, Canada’s blueberry shortfall was Guatemala 35 40 43 46 48 0.35 - 0.35

equivalent to the entire 2023 export season from South Africa In one interview Canada was referred to as having the world’s Mexico /
6,735 7,940 9,143 11,446 12,018 64.39 3.28 67.67
Central America Totals
and Zimbabwe combined. highest blueberry consumption per capita, and any data the
Source: IBO
106 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 107

Mexico/Central America Cultivated Hectares by Country Mexico/Central America Cultivated Hectares by Status 2023/2024 Mexico/Central America Cultivated Hectares by 2023/2024 Mexico/Central America Cultivated Production by
15k 15k ​Country ​Country
​12 018
12 ​12 018
12
11
​1 1 446 11
​1 1 446 Guatemala:
​G uatemala: 0.4% Guatemala:
​G uatemala: 0.5%

10k 9
​ 143 10k 9
​ 143
7
​ 940 7
​ 940
Hectares

Hectares
6
​ 735 6
​ 735
​ 530
5 ​ 530
5
​ 755
4 ​ 755
4
5k ​ 980
3 5k ​ 980
3
​ 284
3 ​ 284
3
​2 588 ​2 588

0 0
5

4
01

01

01

01

01

02

02

02

02

02

01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
14

15

16

17

18

19

20

21

22

23

14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
Years Years

Guatemala Mexico In Production Not in Production Mexico:

​M exico: 99.6% Mexico:
​M exico: 99.5%
Source: IBO Source: IBO Source: IBO Source: IBO

Mexico/Central America 2023/2024 Production

Metrics
Mexico/Central America Cultivated Yield by Country
Mexico/Central America Cultivated Production by Country(000) MT 15k
Hectares Planted: 12,018 Ha
Hectares in Production: 10,938 Ha
Mexico/Central America 2021/2022 2022/2023 2023/2024 10k Production: 67.67 (000) MT

KG/Ha
Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total Growth in Production¹: ▼-8.52 (000) MT (-11.18%)
5k
Growth from Hectares²: ▲4.38 (000) MT (51.44%)
Mexico 72.70 1.50 74.20 74.93 0.94 75.87 64.04 3.28 67.32
Growth from Yield³: ▼-12.90 (000) MT (-151.36%)
0
Guatemala 0.40 - 0.40 0.32 - 0.32 0.35 - 0.35 Yield: 6,187.24 (Kg/Ha)

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
14

15

16

17

18

19

20

21

22

23
Mexico / Exports: 73.08 (000) MT

20

20

20

20

20

20

20

20

20

20
73.10 1.50 74.60 75.25 0.94 76.19 64.39 3.28 67.67 Years
Central America Totals
Mexico/Central America Average Guatemala Mexico
Imports: 1.15 (000) MT
Source: IBO
Source: IBO and Agronometrics
Source: IBO

¹ Volume change compared to previous season

² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)

Mexico/Central America Exports by Partner Subregion(000) MT (Inferred from Partners)

Mexico/Central America Cultivated Production by Country Mexico/Central America Cultivated Production by Use
100 100
Subregion 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
75 75 US & Canada 52.30 69.87 75.63 88.23 71.71
(000) MT

(000) MT

50 50
Asia 1.08 1.47 1.29 1.30 0.93
Western/Central Europe 0.15 0.11 0.21 0.27 0.22
25 25

Mexico/Central America 0.04 0.13 0.16 0.27 0.23

0 0
Middle East 0.00 - - 0.00 -
5

4
01

01

01

01

01

02

02

02

02

02

01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

Others 0.00 - 0.00 0.00 0.00

14

15

16

17

18

19

20

21

22

23

14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

Years Years

Sum Guatemala Mexico Sum Fresh Processed

Mexico/Central America Totals 53.57 71.58 77.29 90.07 73.08
Source: IBO Source: IBO

Source: Agronometrics Global Trade Data

108 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 109

Mexico/Central America
Mexico/Central America Cultivated Fresh Export by Partner Subregion
Data inferred from trade partners
100

75
Report Team Narrative
(000) MT

50

25

0
2014 / 2015 2015 / 2016 2016 / 2017 2017 / 2018 2018 / 2019 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023 2023 / 2024
For an in-depth review of the leading producing countries of Mexico/Central America, please
Years

Sum Asia Mexico/Central America Middle East Others US & Canada Western/Central Europe
see the individual reports including official country member reports and IBO Report Team
Source: Agronometrics Global Trade Data

narratives for:

h Mexico
Mexico/Central America Exports by Reporter(000) MT (Inferred from Partners)

Subregion 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024

Below is a brief review on the other commercial source of sup- north of the Mason-Dixon line, prohibiting imports in ports
Mexico 53.51 71.49 77.20 89.92 72.92 ply today in Central America, Guatemala.
such as McAllen, TX or Miami, FL.
Guatemala 0.06 0.09 0.09 0.13 0.14

Costa Rica 0.00 0.00 0.01 0.02 0.02 Guatemala Since its emergence around 2005 and having been built on

El Salvador - - - - 0.00 the variety Biloxi, the Guatemalan sector has been turning to

Honduras 0.00 - 0.00 - - Whilst pre-clearance protocols have been approved by the new varieties and production techniques such as growing un-

Others - - - - - U.S. Animal and Plant Health Inspection Service (APHIS) for der tunnels with substrate. Volume is led by a small group of

blueberries from Guatemala - the only noteworthy produc- companies, most of which also produce blackberries, sugar
Mexico/Central America Totals 53.57 71.58 77.29 90.07 73.08
er of the fruit in Central America – the program has not yet snaps, and other produce for export. The growing regions are
Source: Agronometrics Global Trade Data
come to fruition due to limited budgets and the need to train at a lower latitude but higher altitude than Central Mexico.

inspectors.
With a production window traditionally between November
Mexico/Central America Cultivated Fresh Export by Reporter Mexico/Central America Cultivated Fresh Export by Reporter
Data inferred from trade partners Data inferred from trade partners To date Guatemala has been limited in its export options, and February, Guatemalan growers have felt increased com-
100 20

shipping small volumes to neighboring countries such as Hon- petitive pressure from Peru and Mexico, while their logistical
15

duras, El Salvador and Nicaragua, as well as to the U.S. where channels to reach the Americas’ largest market - the USA -
(000) MT

50
(000) MT

10

shipments need to have undergone treatment such as meth- are more challenging. There are also limitations around the
5
0 yl bromide – a chemical that is difficult for growers to secure availability of large extensions of land suitable for the crop, so
5

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

0
outside of programs administered by Guatemalan phytosan- whilst plantings have grown somewhat in recent years it has
14

15

16

17

18

19

20

21

22

23

Jul. 23 Sep. 23 Nov. 23 Jan. 24 Mar. 24 May. 24

20

20

20

20

20

20

20

20

20

20

Years Month

Sum Costa Rica El Salvador Guatemala Honduras Mexico Sum Costa Rica El Salvador Guatemala Mexico itary authorities. Fruit exported to the U.S. must also arrive been at a very slow rate.
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
110 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 111

MEXICO
Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons)

Mexico Cultivated Hectares by Status Mexico Cultivated Production by Use

15k 100

​11 970
11
​11 400
11
75
10k 9
​ 100

(000) MT
7
​ 900

Hectares
6
​ 700 50
​ 500
5
​ 733
4
5k ​ 965
3
​ 272
3 25
​2 579

0 0

4
01

01

01

01

01

02

02

02

02

02

01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
14

15

16

17

18

19

20

21

22

23

14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
Years Years

In Production Not in Production Sum Fresh Processed

Source: IBO Source: IBO

Mexico 2023/2024 Production Metrics

Hectares Planted: 11,970 Ha

Organic: 8.00%
Mexico Cultivated Yield by Country
Under Structure: 80.00%
15k
Hydroponics: Not Reported

10k New Genetics: 15.00%

KG/Ha
Hectares in Production: 10,892 Ha
5k Production: 67.32 (000) MT
Growth in Production¹: ▼-8.55 (000) MT (-11.27%)
0
Growth from Hectares²: ▲4.36 (000) MT (51.00%)

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
Growth from Yield³: ▼-12.90 (000) MT (-150.92%)

14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20
Years
Yield: 6,181.23 (Kg/Ha)
Mexico Average
Source: IBO Exports: 72.92 (000) MT
Imports: 0.30 (000) MT
Source: IBO and Agronometrics

¹ Volume change compared to previous season

² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
112 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 113

Mexico Cultivated Fresh Exports by Partner (000) MT (Data inferred from trade partners)

Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024 This has been an extraordinary year in every sense of the word for Mexican berries. On the one hand, it is extraordi-
nary to see the boom that has continued and increased within global diets and palates, as this category is increas-
United States 48.16 62.85 67.73 78.08 64.24
ingly showing greater acceptance among both overseas and domestic consumers, who are increasingly showing
Canada 4.12 7.00 7.90 10.15 7.47 greater interest in the benefits that berries bring to a balanced and delicious diet, as well as perceptions around
product being 100% Mexican.
Japan 0.76 1.09 1.08 1.16 0.89

United Kingdom 0.09 0.07 0.19 0.23 0.18 What is also extraordinary is the progress that the production chain shows not only in the implementation of tech-
nologies, research and development, but also in the adaptability of the sector to face the extraordinary challenges
Guatemala 0.00 0.03 0.06 0.12 0.08
that we must overcome, which brings me to the next point.
Others 0.38 0.44 0.24 0.19 0.06
It has been an extraordinary season in the sense of its challenges, because after more than 10 years in which the
Mexico Totals 53.51 71.49 77.20 89.92 72.92 sector showed positive growth year after year, today we face a reality whereby volumes have decreased; a situation
Source: Agronometrics Global Trade Data that forces us to be concerned rather than alarmed, as it is an opportunity to face environmental and labor challeng-
es, and to push further to continue being an orderly sector that invests in its people, and that above all is united and
associated.
Mexico Cultivated Fresh Export by Partner Mexico Cultivated Fresh Export History
100 20
This new year, change comes for everyone, and that is why Aneberries as an association has implemented changes
15 in its foundations, with a restructuring of our mission, vision and values that are in our very soul. Changes in our
(000) MT

50 operations seek to bring all of us closer to each step within the productive chain of Mexican berries, and these are
(000) MT

10
changes we are proud to work on as a family. Without further ado, let's take advantage of this new season to work in
5 favor of those changes that are coming, and that allow us to evolve.
0
5

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

0
14

15

16

17

18

19

20

21

22

23

7 8 9 10 11 12 1 2 3 4 5 6
20

20

20

20

20

20

20

20

20

20

Years Months

Sum Canada Guatemala Japan 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023
Others United Kingdom United States 2023 / 2024

Mexico
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Report Team Narrative

As a natural extension of the world’s most significant fresh around 3-4% of plants on some farms. These factors also led
blueberry market, the United States, Mexico continues to to delays of two to three weeks.
be a hotspot of blueberry industry activity – a fact that is
not fully reflected in recent export statistics due to produc- In addition, interest rates are very high in Mexico which makes
tion challenges and transitions underway, both in varietal re- it harder for local companies to invest, and this challenge is
placement and the agronomic learning curve associated with compounded by the fact that the relative positioning of inter-

Mexico certain growers attempting to shift volume concentration out

of the winter-spring harvest window into spring, in order to
est rates to those of other countries have an influence on ex-
change rates, with the Mexican peso now much stronger than
Country Member Summary avoid clashing with competition from Peru; a supply source
that was undersupplied during the period last year, leading to
has historically been the case, leading to lower returns from
exports in the domestic currency. Moreover, labor scarcity is
“extraordinarily high” pricing for growers who had persisted in a pressing problem for Mexican farming in general, and the
Adapted from the report by Juan José Flores García, general director of the targeting the September-November window, but one that for difficulties of agriculture could be exacerbated by new laws
the longer term will likely return to put pressure on markets in that place greater burdens on farming employers, requiring
National Association of Berry Exporters (Aneberries) that time of the year. they provide medical, schooling and childcare services to
the families of workers if such services are not readily avail-
Amidst this new year of collaborating in the berry industry, experience has taught me a couple of lessons, the most In 2023 the sector had to contend with not only the usual able in the area. What radius is applied to determine whether
important being that nothing should be taken for granted in this or any project; everything is in a state of con- threats posed by the pest thrips, but also elevated tempera- such services are “nearby” is as yet unclear according indus-
stant change. tures that put plants under stress and even induced plant try sources, with the finer details of these policies in need of
death in some cases – an issue that was felt more acutely in more accurate definition. There are also new rules around
Sinaloa but was nationwide, and did not affect large swathes how long a farmworker is allowed to be standing, with require-
of orchards but in particular cases was reportedly killing off ments around supported seating and work breaks that have
114 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024

implications for how farm operations are organized. In short, outside their more natural window of September to Novem-
Mexico’s economy is maturing and with that comes industry ber. There is also operational knowhow to be attained by
challenges. growers attempting to move away from this fall window, and
the potential for mistakes to be made around optimising pick-
Factors influencing recent year-on-year declines in Mexican ing times, agronomic methods, and so on.
blueberry shipments are thus multi-pronged, pertaining to
weather and pest-related issues, and also the more structural Mexico’s exports have risen more than 10-fold in the past de-
change of temporarily lower yields occasioned by a large-scale cade, and current plantings indicate they will grow much fur-
transition to new blueberry varieties. For a sector that used to ther despite recent setbacks. From around 2005, pioneering
be dominated by open varieties, the cultivar make-up of Mex- nurseries, marketers, growers and breeders from Chile and
ico’s blueberry has been overhauled to an extent with 70% of the U.S. teamed up with Mexican producers and agronomists
cultivated hectares now comprising proprietary varieties with to ‘tropicalize’ southern highbush blueberries in the states of
practically every single global blueberry genetics company of Jalisco and Michoacan, fine tuning practices around pruning,
note having a presence in Mexico with proactive plans in the varietal selection, chemistry, soil management and protective
pipeline for both the reconversion of existing hectares and the systems such as tunnels. The latter is critical in Central Mex-
planting of new ones. One particular early-producing variety ico as radiation has the potential to burn the berries, but in
from a leading U.S.-headquartered nursery and genetics com- Sinaloa there is less need and one is more likely to encounter
pany has gone from representing around 5% of Mexico’s blue- open fields or less capital-intensive protective infrastructure
berry surface area to projections of reaching 15% by the end such as shaded netting.
of the year. In contrast, the predominant open variety Biloxi
accounted for more than a third of farms two years ago but As noted earlier Jalisco is the leading producing area, and is
now that share is down to 20%. a part of the country where there is a prevalence of farms un-
der tunnels with a mix of both substrate and in-ground farms.
A large proportion of these proprietary variety plantings are Meanwhile, some of the world’s leading blueberry companies
still young and are therefore in the early stages of the expo- invested heavily in the northern state of Sinaloa in recent
nentially rising yield curve, implying lower volumes in the years; a state where investors are more likely to find large,
short-term, and – if expectations are met – higher yields contiguous tracts of land than in Central Mexico where land

ASIA / PACIFIC
and quality in the medium-to-longer term. Jalisco, which is sizes tend to max out at about 40-50ha. The cost of produc-
home to around 40% of Mexico’s surface area dedicated to tion is also cheaper in Sinaloa as tunnels are mostly not need-
blueberries, has a lower percentage growth rate than many ed, and the majority of fruit is grown in substrate and is har-
other states but is still the growth leader in absolute terms vested slightly later than in Central Mexico. That said, it has
with some estimates that it will grow by 800ha in 2024 alone. been noted that there is not the same appetite for increased
High levels of growth were also seen last year in more under- production in Sinaloa as there was just a few years ago, due to
developed states in terms of blueberries: Guanajuato, where weather-related challenges and thrips.
there are various local players and the presence of a major
British-American partnership with domestic industry, and The USA remains Mexico’s leading export market, account-
a few companies looking to develop new plantings from a ing for almost 88% of the total in 2023, with Canada also re-
different U.S. company; and Puebla, where a Mexican com- maining a key market. Stakeholders view exports to Europe as
pany has been conducting trials for a few years and is now more of an opportunistic endeavor when Spain and Morocco
ramping up plantings. Other key states for the industry also are short on supply, while exports to Japan have been steady
saw double-digit growth last year, such as Michoacan (20%) over time with Mexico holding a leading position in the coun-
Sinaloa (27%) and Baja California (38%). Further to the point try’s import market by a significant margin.
of substrate-pot optimization referenced in the trends section
of this report, it is estimated that around 90% of substrate Encouragingly, Mexico’s domestic market for blueberries is
plantings in Mexico are in smaller pots of 25-30 litres in size. growing. Aneberries is attempting to raise domestic con-
Whilst expert observations are that larger pots of 35-40l are sumption amongst Mexico’s population of more than 120
preferable, these are mainly being deployed in new plantings, million people. The hope is that this could pave the way for
but plants in existing pots are not being transplanted to larger a year-round program in Mexican supermarkets, encouraging
ones to any great degree. more counter-seasonal imports which last year rose by 45%
(for fresh blueberries) with almost the entirety of that volume
As referenced in last year’s report when we highlighted an coming from the USA. Sources report high rates of growth in
export slowdown from Mexico, this was attributed to Central domestic consumption with blueberries mostly sold in 6oz
Mexican growers shifting away from the fall production win- packs, although the fruit is sometimes sold in 9.8oz jumbo
dow of September to December in favour of the industry’s packs and pints in club stores. Notably, growers are also send-
more ‘natural’ timing of late winter into the spring with peak ing high-quality, proprietary genetics to domestic supermar-
volumes in March and April. On the other hand, for growers kets as well in a bid to enhance the consumer experience and
located at higher altitudes such as parts of Michoacan, the encourage market development. Consumption per capita still
likelihood of hail and frosts impedes their ability to change remains very low at approximately 70g per person.
116 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 117

ASIA / PACIFIC
Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons)

Asia/Pacific Cultivated Hectares by Subregion Asia/Pacific Cultivated Production by Subregion Asia/Pacific Cultivated Production by Use
800 800

Asia/Pacific Hectares Planted 2023 Production (000) MT

600 600

Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total

(000) MT

(000) MT
400 400

Asia 64,279 70,804 76,241 82,095 88,527 295.26 282.81 578.07

200 200

Pacific 2,737 3,106 3,430 3,277 3,350 24.23 0.70 24.93

0 0
Central Asia/Indian Subcontinent 445 495 562 613 800 6.35 0.30 6.65 2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years

Asia/Pacific Totals 67,461 74,405 80,233 85,985 92,677 325.84 283.81 609.65 Sum Asia Central Asia/Indian Subcontinent Pacific Sum Fresh Processed
Source: IBO Source: IBO

Source: IBO

2023 Asia/Pacific Cultivated Hectares by Subregion 2023 Asia/Pacific Cultivated Production by Subregion
Asia/Pacific Cultivated Hectares by Subregion Asia/Pacific Cultivated Hectares by Status
Pacific:
​Pacific: 3.6% Pacific:
​Pacific: 4.1%
100k 100k
92
​92 677 92
​92 677
Central
​C entral Asia/Indian ​Central Asia/Indian
Central
85
​85 985 85
​85 985
80
​80 233 80
​80 233 Subcontinent:
​S ubcontinent: 0.9% Subcontinent:
​S ubcontinent: 1.1%
74
​74 405 74
​74 405
75k 75k
67
​67 461 67
​67 461
​61 695
61 ​61 695
61
53
​53 142 53
​53 142
Hectares

Hectares

50k 50k
36
​36 666 38
​38 203 36
​36 666 38
​38 203
30
​3 0 934 30
​3 0 934

25k 25k

0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years
Asia:
​A sia: 95.5% Asia:
​A sia: 94.8%
Source: IBO Source: IBO
Asia Central Asia/Indian Subcontinent Pacific In Production Not in Production
Source: IBO Source: IBO

Asia/Pacific Cultivated Production by Subregion(000) MT Asia/Pacific 2023 Production Metrics

Asia/Pacific Cultivated Yield by Subregion
Hectares Planted: 92,677 Ha
Asia/Pacific 2021 2022 2023 15k

Hectares in Production: 79,022 Ha

Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total Production: 609.65 (000) MT
10k

Asia 238.68 246.60 485.28 270.46 269.48 539.94 295.26 282.81 578.07 Growth in Production¹: ▲41.64 (000) MT (7.33%)

KG/Ha
Growth from Hectares²: ▲43.36 (000) MT (104.12%)
Pacific 21.40 0.70 22.10 22.13 0.70 22.83 24.23 0.70 24.93 5k

Growth from Yield³: ▼-1.72 (000) MT (-4.13%)

Central Asia /
4.06 0.30 4.36 4.94 0.30 5.24 6.35 0.30 6.65 Yield: 7,714.71 (Kg/Ha)
Indian Subcontinent 0
2014 2016 2018 2020 2022
Source: IBO and Agronometrics
Years
Asia / Pacific Totals 264.14 247.60 511.74 297.53 270.48 568.01 325.84 283.81 609.65
Asia_Pacific Average Asia Central Asia/Indian Subcontinent Pacific ¹ Volume change compared to previous season
Source: IBO Source: IBO ² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
118 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 119

Asia Cultivated Hectares by Country Asia Cultivated Hectares by Status

100k 100k
88
​88 527 88
​88 527
82
​82 095 82
​82 095
76
​76 241 76
​76 241

ASIA
75k 70
​70 804 75k 70
​70 804
64
​64 279 64
​64 279
​58 901
58 ​58 901
58

Hectares

Hectares
50
​50 487 50
​50 487
50k 50k

34
​34 482 35
​35 633 34
​34 482 35
​35 633
28
​2 8 970 28
​2 8 970
25k 25k

Planting and Production Data, Figures & Commentary 0 0

(Denominated in Hectares and Thousands of Metric Tons) 2014 2016 2018

Years
2020 2022 2014 2016 2018
Years
2020 2022

China Japan South Korea Viet Nam In Production Not in Production

Source: IBO Source: IBO

Asia Cultivated Hectares by Country Asia Cultivated Production by Country(000) MT

Asia Hectares Planted 2023 Production (000) MT Asia 2021 2022 2023

Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total

China 60,300 66,400 71,781 77,641 84,420 283.35 280.11 563.46 China 223.57 244.65 468.22 258.53 266.78 525.31 283.35 280.11 563.46

Guizhou 15,000 15,000 15,008 15,016 15,090 11.98 109.36 121.34 Guizhou 11.39 102.53 113.92 11.97 107.74 119.71 11.98 109.36 121.34

Liaoning 7,560 7,800 8,149 8,530 8,843 25.91 60.13 86.04 Liaoning 22.17 51.72 73.89 24.59 57.37 81.96 25.91 60.13 86.04

Sichuan 5,800 6,667 7,522 8,453 9,271 76.32 8.59 84.91 Sichuan 56.10 6.23 62.33 67.71 7.52 75.23 76.32 8.59 84.91

Yunnan 5,232 6,573 7,900 9,344 12,000 55.20 6.13 61.33 Yunnan 38.43 4.27 42.70 48.49 5.39 53.88 55.20 6.13 61.33

Shandong 6,308 7,333 8,028 8,785 9,392 29.85 29.85 59.70 Shandong 23.00 23.00 46.00 26.37 26.37 52.74 29.85 29.85 59.70

Anhui 6,000 6,667 7,636 8,692 9,500 33.43 13.96 47.39 Anhui 30.80 13.20 44.00 32.34 13.86 46.20 33.43 13.96 47.39

China Others 4,210 5,513 6,251 7,054 8,185 14.65 21.89 36.54 China Others 12.00 18.00 30.00 13.47 20.20 33.67 14.65 21.89 36.54

Jilin 4,000 4,000 4,000 4,000 4,020 5.53 13.07 18.60 Jilin 5.22 12.18 17.40 5.48 12.79 18.27 5.53 13.07 18.60

Hubei 2,400 2,667 2,778 2,899 2,945 12.12 5.54 17.66 Hubei 9.84 4.22 14.06 11.48 4.92 16.40 12.12 5.54 17.66

Jiangsu 1,950 2,000 2,100 2,209 2,301 6.38 6.75 13.13 Jiangsu 5.94 5.94 11.88 6.24 6.24 12.48 6.38 6.75 13.13

Zhejiang 650 700 817 944 1,015 7.97 0.91 8.88 Zhejiang 5.85 0.65 6.50 6.62 0.74 7.36 7.97 0.91 8.88

Chonqing 900 1,150 1,241 1,341 1,454 3.84 3.91 7.75 Chonqing 2.70 2.70 5.40 3.62 3.62 7.24 3.84 3.91 7.75

Shaanxi 290 330 350 372 404 0.17 0.02 0.19 Shaanxi 0.13 0.01 0.14 0.15 0.02 0.17 0.17 0.02 0.19

South Korea 2,600 3,000 3,000 3,000 2,600 9.00 2.00 11.00 South Korea 12.60 1.40 14.00 9.00 2.00 11.00 9.00 2.00 11.00

Japan 1,375 1,400 1,455 1,448 1,500 2.90 0.70 3.60 Japan 2.50 0.55 3.05 2.92 0.70 3.62 2.90 0.70 3.60

Viet Nam 4 4 5 6 7 0.01 - 0.01 Viet Nam 0.01 - 0.01 0.01 - 0.01 0.01 - 0.01

Asia Totals 64,279 70,804 76,241 82,095 88,527 295.26 282.81 578.07 Asia Totals 238.68 246.60 485.28 270.46 269.48 539.94 295.26 282.81 578.07

Source: IBO Source: IBO

120 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 121
Asia Imports by Origin Subregion (000) MT

Origin 2019 2020 2021 2022 2023

South America 39.00 46.87 60.32 72.15 48.41

Africa 0.62 1.13 1.91 2.10 3.69
So. Europe/N. Africa 0.96 0.97 0.95 0.87 1.36
Asia Cultivated Production by Country Asia Cultivated Production by Use
800 800
Mexico/Central America 1.19 1.17 1.56 1.18 1.06

Asia 0.10 0.12 0.22 0.22 0.66

600 600

Others 3.82 3.41 2.36 1.64 2.05

(000) MT

(000) MT
400 400
Asia Totals 45.69 53.66 67.31 78.16 57.23
200 200 Source: Agronometrics Global Trade Data

0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years Asia Cultivated Fresh Imports by Origin Subregion Asia Cultivated Fresh Imports by Origin Subregion
100 10
Sum China Japan South Korea Viet Nam Sum Fresh Processed
Source: IBO Source: IBO
8
75

(000) MT

(000) MT
50
4

25
2
2023 Asia Cultivated Hectares by Country 2023 Asia Cultivated Production by Country
0 0
Viet
​V iet Nam: 0.0% Viet
​V iet Nam: 0.0% 2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23

South
​South Korea: 2.9% South
​South Korea: 1.9% Years Month

​Japan: 1.7%
Japan: ​Japan: 0.6%
Japan: Sum Africa Mexico/Central America Sum Africa Mexico/Central America
Others Pacific So. Europe/N. Africa Others Pacific So. Europe/N. Africa
South America South America
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Asia Imports by Reporter (000) MT

Reporter 2019 2020 2021 2022 2023

China:
​C hina: 95.4% China:
​C hina: 97.5% China 22.05 25.16 29.60 42.85 29.59
Source: IBO Source: IBO

Hong Kong 15.40 18.61 27.41 25.39 15.29

South Korea 2.43 3.08 3.01 3.19 2.94

Taiwan (CN) 0.74 1.23 1.45 2.58 2.07

Singapore 1.47 1.88 1.39 1.34 2.36

Asia 2023 Production Metrics Others 3.62 3.71 4.45 2.81 4.98
Asia Cultivated Yield by Country
Hectares Planted: 88,527 Ha Asia Totals 45.69 53.66 67.31 78.16 57.23
10k

Hectares in Production: 75,155 Ha Source: Agronometrics Global Trade Data

7.5k Production: 578.07 (000) MT
Growth in Production¹: ▲38.13 (000) MT (7.06%)
KG/Ha

5k Asia Cultivated Fresh Imports by Reporter Asia Cultivated Fresh Imports by Reporter
Growth from Hectares²: ▲41.83 (000) MT (109.69%) 100 10

2.5k Growth from Yield³: ▼-3.69 (000) MT (-9.69%) 8

75
Yield: 7,691.54 (Kg/Ha)
6
(000) MT

(000) MT
0
2014 2016 2018 2020 2022 Exports: 12.22 (000) MT 50

Years 4

Imports: 57.23 (000) MT 25

Asia Average China Japan South Korea Viet Nam 2
Source: IBO
Source: IBO and Agronometrics
0 0
¹ Volume change compared to previous season 2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23

² Change in volume due to hectares entering or leaving production Years Month

³ Change in volume due to field productivity (yields) Sum China Hong Kong Others Singapore Sum China Hong Kong Others Singapore
South Korea Taiwan (CN) South Korea Taiwan (CN)
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
122 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 123

Asia CHINA
Report Team Narrative
Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons)
For an in depth complement to the happenings in the most established regions of Asia, please
China Cultivated Hectares by Status China Cultivated Production by Use
visit the following country reports:
100k 600

84
​84 420

h China 75k
66
​66 400
71
​71 781
77
​77 641

60
​60 300 400
​55 347
55

(000) MT
Hectares
50k 46
​46 893

Apart from China (See China Report Team Narrative) which

32
​32 000
In 2023 South Korea’s import volume of fresh blueberries 26
​2 6 067
31
​31 214
200
25k
is, according to official Chinese data, the world’s largest blue- was around nine times greater than that of Japan, which has
berry producer and a major import market, the only country been a relatively static import market in recent years. Last
0 0
in Asia with a sizable level of production is South Korea – a year Mexico accounted for around half the supply (and its 2014 2016 2018 2020 2022 2014 2016 2018 2020 2022

nation whose hectarage and volume in 2022 was just below volume was higher still in early 2024), followed by the United
Years Years

that of Germany. States and Chile.

In Production Not in Production Sum Fresh Processed
Source: IBO Source: IBO

South Korea’s production volume has been steadily increasing For a country with a population of more than 125 million peo-
since overtaking Japan in 2016, doubling in size over the three
ple, Japan’s per capita blueberry production and imports are
years that followed to 2019. Much of this growth has come
now much smaller than their Korean neighbors and have been
from higher-yielding early season southern highbush variet- China 2023 Production Metrics
static for years. This may signal opportunities for growth with
ies under tunnels as plantings mature, although the shift in
concerted efforts, especially considering Japan’s strong horti- China Cultivated Yield by Country
timing has led to a return in interest towards earlier northern Hectares Planted: 84,420 Ha
cultural reputation in other crops such as strawberries. 10k
highbush cultivars for open field production. A lot of the vari- Hectares in Production: 71,094 Ha
etal conversion in Korea is being led by a private nursery and
Southeast Asia has been a focal point for market development 7.5k Production: 563.46 (000) MT
genetics company from the U.S. Pacific Northwest.
amongst blueberry export industries worldwide, as evidenced Growth in Production¹: ▲38.15 (000) MT (7.26%)

KG/Ha
Varietal and agronomic changes have led to a generalized im- by the fact non-protocol import markets attract supply from 5k
Growth from Hectares²: ▲43.15 (000) MT (113.10%)
provement in fruit quality, with local Korean blueberries avail- all corners of the globe.
2.5k Growth from Yield³: ▼-5.00 (000) MT (-13.10%)
able from January to October, competing against imported
Chilean blueberries in the early season and usually at higher Singapore’s blueberry imports surged by 73% year-on-year Yield: 7,925.33 (Kg/Ha)
prices to reflect a consumer preference for local fruit. in 2023 to an all-time high. South Africa accounted for more 0
2014 2016 2018 2020 2022 Exports: 1.01 (000) MT
than two-fifths of the total, with the rest spread amongst nu- Years
Imports: 29.59 (000) MT
South Korea’s fresh blueberry imports were down marginal- merous sources, led by Peru, Australia, China (whose market China Average

ly in 2023, which bucks the trend of Northern Hemisphere presence in Singapore is a recent phenomenon as a byproduct
Source: IBO
Source: IBO and Agronometrics
markets overall. With higher prices paid on average, Kore- of increased quality in China and competition from its prov- ¹ Volume change compared to previous season
ans spent more on imported fresh blueberries than ever be- ince of Yunnan, combined with concerted marketing strate- ² Change in volume due to hectares entering or leaving production
fore (+7% on 2022). More than 91% of imported value was gies from leading Chinese producers) and Chile. Furthermore, ³ Change in volume due to field productivity (yields)
attributed to Chilean supply, and that momentum carried the Singaporean fresh blueberry import market notched a
through to early 2024 with Chilean imports far exceeding pre- monthly record in November 2023, and then again in March
vious monthly records in both January and February. At levels China Cultivated Fresh Exports by Partner (000) MT
2024. For the spike seen in March, most of the volume came
far below those of Chile, Canada and the USA were the sec- Reporter 2019 2020 2021 2022 2023
from Hong Kong so it can be reasonably deduced that these
ond- and third-leading import suppliers respectively for fresh
were re-exports; without being able to determine the exact Hong Kong - - - - 0.31
product, with Oregon as the only U.S. state that is allowed to
origins of this fruit, we can point out that Hong Kong’s imports
ship to the market. Singapore - - 0.00 0.00 0.25
almost doubled in that month year-on-year, with a massive
jump in particular for Peruvian blueberries and to a lesser ex- Russia 0.07 0.11 0.12 0.15 0.22
Reflecting broader demand for the category, imported vol-
umes of frozen blueberries achieved new records in 2024 as tent Moroccan blueberries. Thailand - - - - 0.10
well, up almost 17% year-on-year and surpassing a previous Malaysia - - 0.00 - 0.05
record set in 2014. Chile overtook the USA as the leading sup- In terms of other markets in the region, Thailand’s fresh blue-
Others - - - 0.02 0.08
plier in this category for the first time since 2019, although berry imports rose strongly for the fourth consecutive year in
when including Canada, North America would be considered 2023, more than doubling since 2020 with Peru accounting China Totals 0.07 0.11 0.12 0.18 1.01
as the leading source of frozen blueberry supply in the Ko- for three-quarters of supply and other suppliers of note in- Source: Agronometrics Global Trade Data
rean market. cluding China, Australia and Chile.
124 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 125

China Cultivated Fresh Export by Partner China Cultivated Fresh Export History
1.25 0.25

1 0.2

0.75

(000) MT
0.15

(000) MT
0.5
0.1

0.25
0.05

0
2014 2016 2018 2020 2022 0
Years 1 2 3 4 5 6 7 8 9 10 11 12
Months
Sum Hong Kong Malaysia Others Russia
Singapore Thailand 2019 2020 2021 2022 2023
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

China Cultivated Fresh Imports by Origin (000) MT

Reporter 2019 2020 2021 2022 2023

Peru 11.92 14.54 23.27 35.89 25.05

Chile 10.05 10.62 6.32 6.96 4.53

Canada 0.07 0.00 - - 0.00

United States - 0.00 0.00 0.00 0.00

Others 0.01 0.00 - - -

China Totals 22.05 25.16 29.60 42.85 29.59

Source: Agronometrics Global Trade Data

China Cultivated Fresh Imports by Origin China Cultivated Fresh Imports by Origin
60 8

6
40

(000) MT

(000) MT
4
20

0
2014 2016 2018 2020 2022
Years 0
Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23

Sum Argentina Canada Chile Month

Korea (DPRK) Mexico Netherlands Peru
United States Uruguay Zambia Sum Canada Chile Peru United States
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
126 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 127

China
Report Team Narrative
An air of optimism and momentum pervades the Chinese and private blueberry genetics programs globally in pursuit of other markets in their earlier phases of development. For Chi- much of the new growth in blueberry plantings will be taking
blueberry industry, where two years ago the mood was one new options. na the great distinction is the role of fruit, particularly quality place by converting existing orchards of other crops already
of frustration over restrictions in converting crops to non-es- and specifically sweet fruit, in the culture as traditional sugary classified as non-essential. This new dynamic has profoundly
sential crops such as berries, and COVID lockdowns that lim- The state of an industry is not defined by the activities of in- sweet foods are less common and quality fruit is viewed as impacted the growth dynamics for domestic and international
ited sales in major coastal cities. The same land use restric- tellectual property companies, but we have chosen to lead highly desirable, often given as a gift in a gift-giving culture. In firms alike. Investment continues but with so many land ac-
tions remain (see below for further details), and the demand with this narrative this year because it is one indicator of the blueberries, the rewards have been high for players creating cess controls in place, there are strong incentives for higher
amongst growers to plant new blueberry hectares is high degree of bullishness in the sector; a sector that is notorious- premium quality in China, while those pursuing a more stan- capital expenditures and operational efficiency to increase
when they are able to procure the space to do so, but the sec- ly challenging to adequately gauge for non-Chinese and Chi- dard approach have generally secured less momentum and output per hectare/Mu as well as moving up market in pursuit
nese stakeholders alike, with the former sometimes baffled compelling returns. of genetics the market considers to be premium. As a result
tor is still replete with growers who already have thousands of
by the fact that China is now the largest blueberry grower
blueberry hectares planted and are interested in converting to yield increases on a per hectare basis are anticipated in many
and market in the world, and one that keeps on growing. But The heady pace that has historically accompanied so many
higher-yielding genetics with better flavor, size and shelf-life growing regions. An extension of production to a more diverse
China is a land of big numbers, and its population size means growth spurts for a variety of industries in China led to what
characteristics. number of provinces with acceptable climates and available
that market penetration and per capita consumption of this some have described as a “wild west” scenario for the conver-
land is also underway.
antioxidant-rich superfruit remain very low -including pro- sion of farmland to uses other than staple agricultural crops,
Some international genetics companies are engaged in China,
cessed and fresh blueberries, probably just 200g per person whether it be for the development of advanced horticultural
and a few – primarily from the US, Australia and Spain – are One question which has not been answered is the impact
as a rough estimate, but the average Chinese citizen does not systems and greenhouses or even commercial property. Both
ramping up their introduction of new varieties and plant ma- these new land access dynamics will have on the extent of
know much about them. food security concerns and societal backlash (by Chinese
terial, although there are some notable absences from par- illegal plantings of proprietary genetics. If land available for
standards) over so-called ‘nail house’ hold-outs against large
ticular global leaders in this space (as well as inclusions from blueberries remains scarce, and IP infringement begins to
China’s market is frequently described as “bimodal” for blue- developments led to an adjustment in land use policy from
up-and-comers who are reluctant to divulge their plans). This have consequences, the pressure to mitigate legal risk on
berries and other high-value produce items, indicating that Beijing that has placed a greater emphasis on utilizing arable
is happening at the same time as the intensity has lifted on usable land could increase. To reference one industry expert
high quality fruit is handsomely rewarded on price, and aver- land for rice, wheat, and corn, whilst also giving more negoti-
investigations into illegal plantings of proprietary plantings interviewed, “if there are favorable rulings in the interest of
age-quality fruit is punished on price without much gradation ating power to individual plot holders; a major issue because
(see Discrepancies in Status of Intellectual Property below for breeders rights, there will be a rush to clean up the industry. If
between the two. There are several reasons for this; one is the establishment of new blueberry farms often involves the
more Information). there are not, this will get more complicated and may impact
the great wealth that exists in certain pockets of the popula- agglomeration of sometimes hundreds of small landowners
tion where consumers are willing to pay significant premiums the speed at which the Chinese industry gains access to new
to negotiate with a local government enterprise that then
Movement of plant material into China remains complex. After and better genetics in future.”
for healthy and flavorful food of all types, while for consumers signs a lease to the prospective grower, often with significant
a series of years during which companies were “scraping by”
outside this demographic who may buy blueberries they will financial compensation from US$30,000-100,000 per hect-
to get an import permit, some companies have developed sys- Blueberries were first introduced to China in the 1980s in
always be at a high price relative to the household budget. are required.
tems to bring in material. While still complex, many have in- This puts premium blueberries in more of a luxury category the northeastern province of Jilin and the province of Jiang-
vested in having a local presence such that business in China of consumption, and psychologically this is an important dis- In recent decades, land in categories such as “Basic Farm- su to the north of Shanghai. But it wasn’t until around 2010
is now more economically viable. The aforementioned Span- tinction in understanding the Chinese consumer; if you are land” were available for use in a variety of agricultural and that an exponential rise in production started to be seen with
ish company has bought out the joint venture with its Chinese buying a product that fits into an expensive or luxury category, horticultural endeavors. During the pandemic, the restriction the province of Shandong as a major focal point, built mainly
nursery partner and its supply is “sold out” at the time of writ- the highest qualities are built into expectations and there is for high-value horticultural use changed suddenly. Important- around northern highbush varieties. In 2012 China’s largest
ing, while a major U.S.-based group has secured facilities to minimal tolerance for defects. Just because some consumers ly, local governments, in an effort to effectively comply with blueberry grower at the time, based in Shandong’s largest
propagate more plants while working towards its own wholly are willing to pay high prices, blueberry exporters targeting new policies set out by Beijing, continue actively recategoriz- city Qingdao, was acquired by a large corporate fruit compa-
owned expanded operations to meet future needs. Both these China take this for granted at their peril; at a certain price lim- ing land which may have been available for horticultural (e.g. ny owned by the parent of Lenovo Group. That company then
companies have more and more licensees setting up opera- it, and especially if the fruit is not of high enough quality, it the “Garden Land” category) to ensure minimum quotas of merged three years later with China’s largest fruit distributor,
tions in China from all over the world, while planting contin- will not move as traders (especially in 2nd, 3rd and 4th tier basic farmland and hectares/Mu planted in food staple crops and in that same year it had entered into a joint venture with
ues amongst affiliates from other genetics ecosystems. There cities) are less willing to take on the risk of thin or negative are met. In practice, this has made securing farmland very the world’s largest blueberry company – based in Chile – to
are also reports of Chinese businesses reaching out to public margins in-market. This niche status has some reference in difficult as laws are now applied more strictly, and implies bolster production of the crop in China with leading genetics.
128 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 129

That joint venture partnership is now one of many that are cultivars that mainly go to juice grade processing with minimal around half that level. Yunnan, in contrast, has much higher blueberries deep into the country but most commonly still
growing IP blueberries successfully in the southwestern prov- impact on the fresh blueberry market. yields that are more akin to what is achieved in Morocco, ac- in smaller pack sizes of 125g, although certain retailers sell
ince of Yunnan, the figurative engine room of China’s modern cording to industry sources. larger pack sizes of between 300-500g. As a niche innovative
fresh blueberry industry, where open varieties are nonethe- Despite this, because of the high saturation of plantings in concept that is gaining traction in China, and garners high pre-
less the norm. Yunnan’s blueberry production starts in De- Yunnan and agricultural land restrictions more broadly, grow- In Shandong, where the varieties Bluecrop and Duke predom- miums, more brands are selling blueberries in clusters, simi-
cember with small volumes, peaks from February to mid-April ers are investigating the potential of other warm – although inate, the industry was hit by floods for several seasons but larly to how grapes are sold, evoking a ‘fresh field picked’ aes-
and continues until May, although the timing extremes are much more humid - regions for southern highbush blueberry conditions were better in 2023, although there was an ex- thetic and experience. Opinions vary regarding the practices
progressively being extended – to November at the earliest production, including Guizhou, Guangxi and Guangdong. treme heat spell in June and early July that led to incidences that underpin this marketing method, although many assert

stage and June at the late stage. There are reports of Yunnan of fruit shrivel. In general, the season in Shandong and the that it makes harvesting more efficient (especially with more
China’s fresh blueberry prices usually start to plummet surrounding provinces winds up when rains come in August, sensitive varieties) and requires less labor; an issue that, like
growers producing mid and high-chill blueberries at 2,000
when large volumes of blueberries from the Yangtze River and this was the case last year as well. so many jurisdictions, is also affecting China’s industry.
meters above sea level in the hope of hitting the market in the
Delta area near Shanghai (Jiangsu, Zhejiang, Anhui) and the
scarcest months of September and October, although this is
Shandong province come on-line. The season finishes in the Frosts tend to be more prevalent in Liaoning and Jilin, which As volumes from Yunnan increase with berries exhibiting lon-
rather an anomaly at this point in time and yields are report-
northeastern provinces of Liaoning and Jilin, often winding are to the north of Shandong and are a bit later in their produc- ger shelf life, an emerging trend has been the increased pres-
edly affected due to the low photoperiod at that latitude. The
up in August when late summer rains arrive. Some northern tion, and when it comes to open field production such weather ence of Chinese fresh blueberry exports in other Asian mar-
reason Yunnan has an extended season is due to its richness
growers start earlier as growers cultivate their blueberries in events often lead to crop diversions towards processing (as kets such as Singapore and Thailand; a phenomenon that may
of microclimate diversity, proximity to the equatorial latitude
greenhouses to induce earlier production and protect their did the aforementioned fruit shrivel problems for a portion of also stem from cost competitiveness and proximity to market
band, and mild growing conditions, from the lower altitude given it has also been seen with other Chinese-grown fruit.
crop from the harsh winter and spring climatic events. Many the Shandong crop).
tropical area around Xishuangbanna to Jianshui at 1,500m In 2023 blueberry exports from mainland China rose nearly
of these greenhouses follow the traditional ‘half hoop’ design
and Qujing at 2,000m. The area has a latitude, elevation, and As proximity-to-market becomes of increasing importance six-fold to more than 1,000MT, while in March and April alone
with north-facing earthen walls, used for decades in other
climatic tendencies reminiscent of, but not identical to, Cen- crops as well. for the global fruit trade, some industry experts believe these in 2024 this same level was almost achieved at more than
tral Mexico. northeastern provinces have the potential to consolidate their 800MT, which bodes well for a further significant increase in
As mentioned earlier, Shandong was where China’s modern strength in summer months, and genetics companies with exports this year. Singapore has been a major driver of this
Industry stakeholders estimate a 10-15% increase in pro- blueberry industry began, selected for its sandy and acidic soil growth, with one of the Chinese JV partners growing in Yun-
northern highbush varieties have this region in their sights (al-
duction for Yunnan in the 2023 season, largely due to the im- conditions in select locations of the province, and a more tem- though they emphasize and desire to explore growing regions nan having been very proactive with supermarket promotions
pact of maturing fields because the province was affected by perate coastal climate than other more extreme areas of the with better conditions in the country), albeit not to the same and outdoor advertising in the city state. Like Singapore, Hong
weather-related challenges, including a cold snap in January northeast, where distant vaccinium cousins of wild blueber- extent as Yunnan currently. Such varietal conversion would Kong lacks the adequate land or conditions to grow blueber-
that heavily impacted crops in certain areas, especially those ries already grow naturally. It is important to note that while directly compete with Peruvian imports, which have shown a ries, and is also starting to become a market for blueberries
with open fields. comparatively mild, the coastal growing regions of the north- trend over recent years of focusing on China at the start of from mainland China. The rise of Chinese exports into great-
east still have harsh winter cold conditions with intense dry their season in July, although in terms of absolute volume they er Southeast Asia provides an indication of the broader long
In close proximity to Yunnan, the province of Sichuan is also winds as well as disruptive spring freezes and untimely sum- usually peak in November and December. Peru’s exports to term market potential for the entire region.
characterized by high altitudes and has a colder climate, mer rains. Liaoning and Shandong play a critical role in ser- China declined significantly in 2023 due to the El Niño phe-
which has implications for the varietal mix that can be plant- vicing China during summer with production in June and July,
ed with a slightly later season. But the province is known for while Shandong growers producing in greenhouses with back
nomenon (down 30%), but the fairly limited volumes in July
and August were higher year-on-year
Discrepancies in Status
its spring rains and heat during the harvesting period, with a walls are able to achieve overlap with Yunnan with a March of Intellectual Property
broad reputation for inconsistent quality. The same could be to late May window. However, this growing method only rep- Demand continues to exceed supply in China, but there is a
The current dynamics regarding IP, draws into question the
said of some other southern highbush-growing provinces such resents around 10% of the planting area, with most Shandong belief within the industry that the market will become more
risk-reward considerations as IP holders seek to effectively lit-
as Anhui and Guizhou. Readers will note that Guizhou has the production grown in open fields under tunnels. Yields and fruit selective about quality over the next three to five years. Brands
igate under Chinese law. The hope among some is that a more
highest plantings of blueberries in China, but for context most quality vary greatly in the region with more sophisticated op- take precedence over B2B company names and are often ap-
effective litigious environment for protecting plant breeders
of its production is from small growers producing rabbiteye erations yielding 15MT per hectare while smaller farms yield plied within retail segmentation strategies. You can now find
130 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 131

PACIFIC
rights is in the offing in that regard. It cannot be ignored that and registered to prove novelty, will soon be required to occur
the infringement of proprietary varieties in China today is con- in China to secure protection and variety registration and no
siderable, with local industry participants estimating between longer accept international DUS data. This is unique as most Planting and Production Data, Figures & Commentary
3,000-5,000 hectares of illegal plantings in Southwestern countries will accept DUS testing data as part of the registra- (Denominated in Hectares and Thousands of Metric Tons)
China today alone (a similar number may be established in tion process from other International Union for the Protection
the north but less data beyond anecdotes and online rumours Pacific Cultivated Hectares by Country
of New Varieties of Plants (UPOV) countries. Furthermore,
is available). It has been reported that an estimated 7-9 lab
there is growing concern that slight variances in phenotype
Pacific Hectares Planted 2023/2024 Production (000) MT
and nursery companies provide the illegal young plants with
expression in China is being treated as grounds for an existing
relative impunity, mainly via complex subsidiary structures as Growth Totals 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024 Fresh Process Total
registered genotype to be considered “distinctive and unique”.
they gain renown for being a source of such material. The re-
This is playing out in real time in the country’s variety registra- Australia 2,002 2,386 2,680 2,537 2,602 20.23 - 20.23
sults of the legal actions against allegedly infringing nurseries
tions. There are more than 600 blueberry varieties currently
and growers underway will have a profound impact on indus- New Zealand 735 720 750 740 748 4.00 0.70 4.70
try dynamics in years to come. Recent rulings in proprietary being registered in China with more coming. Many registra-
Pacific Totals 2,737 3,106 3,430 3,277 3,350 24.23 0.70 24.93
apple varieties may be a harbinger of what’s to come in blue- tions are from known breeders and known varieties from
around the world. Surprisingly, there are substantial numbers Source: IBO
berries, but the outcomes are not certain.
of registrations from organizations associated with compa-
Some plant IP protection experts remain highly skeptical on nies, as well as company-university partnerships, in China. Pacific Cultivated Hectares by Country Pacific Cultivated Hectares by Status
the degree to which plant breeders IP rights will actually be Some of the registered “varieties” from this group of local 4k 4k
3
​ 430 3
​ 350 3
​ 430 3
​ 350
3
​ 277 3
​ 277
respected in China for a number of reasons. Speaking confi- registrants have been observed in commercial fields in recent 3k 2
​ 737
​ 106
3
3k 2
​ 737
​ 106
3

dentially, their assessment of the terrain is somewhat differ-

​ 411
2 ​ 376
2 2
​ 398 ​ 411
2 ​ 376
2 2
​ 398

years, and according to some sources appear to actually be

Hectares

Hectares
​ 020
2 ​ 020
2
2k ​1 820 2k ​1 820
ent from others. Politically, there are unique protections for
existing varieties belonging to another company from abroad.
small growers in China and the government at all levels is 1k 1k

Additionally some of these parties registering varieties have

unlikely to take action against this group (it is the larger and 0 0
colored histories in plant supply. “It is very possible that the
more professional companies that the government is more

4
01

01

01

01

01

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same varieties are being registered multiple times by different

14

15

16

17

18

19

20

21

22

23

14

15

16

17

18

19

20

21

22

23
willing to subject to authority and regulatory enforcement of

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
Years Years
parties, by the owner and non-owners” said one source. “We
all forms). More concerning is the trend in the actual imple- Australia New Zealand In Production Not in Production

mentation of UPOV and plant breeders rights in the country. have seen this in some other crops and now it may be happen- Source: IBO Source: IBO

Distinctive, Uniformity and Stability (DUS) testing, a tradi- ing in blueberries. Worst scenario case [sic], it is thus possible

tional pre-modern DNA fingerprinting and genomic mapping that even if plant breeders rights were enforced some day in Pacific Cultivated Production by Country(000) MT
process by which individual genotypes are observed in an en- China, that the plant breeders themselves may not be able to
Pacific 2021/2022 2022/2023 2023/2024
vironment and their unique physical attributes are recorded own any rights on the varieties they developed.”
Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total

Note - Information in the section above was gleaned from interviewing broader experts in IP in China observing the blueberry space Australia 17.40 - 17.40 18.13 - 18.13 20.23 - 20.23
towards the end of the production of this report. The perspective shared was current but not fully investigated, but the point of view
New Zealand 4.00 0.70 4.70 4.00 0.70 4.70 4.00 0.70 4.70
appeared sufficiently important that the report team chose to publish. This issue is anticipated to be an area of consistent focus
Pacific Totals 21.40 0.70 22.10 22.13 0.70 22.83 24.23 0.70 24.93
when reporting on China in the coming years due to the profound impact development in plant breeders rights and plant IP have on
Source: IBO
the industry.
132 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 133

Pacific Exports by Partner Subregion (000) MT

Pacific Cultivated Production by Country Pacific Cultivated Production by Use
Subregion 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
30 30

Pacific 1.75 1.60 1.28 0.87 1.38

20 20
(000) MT

(000) MT
Asia 0.49 0.46 0.58 0.49 1.08
10 10
US & Canada 0.00 - 0.00 0.00 0.01

0 0 Western/Central Europe 0.00 - 0.00 - -

5

4
01

01

01

01

01

02

02

02

02

02

01

01

01

01

01

02

02

02

02

02
Middle East 0.00 0.00 0.00 0.00 0.00
/2

/2

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/2
14

15

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17

18

19

20

21

22

23

14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
Years Years
Others 0.01 0.00 - 0.00 0.00
Sum Australia New Zealand Sum Fresh Processed
Source: IBO Source: IBO

Pacific Totals 2.26 2.06 1.86 1.37 2.47

Source: Agronometrics Global Trade Data

2023/2024 Pacific Cultivated Hectares by Country 2023/2024 Pacific Cultivated Production by Country

New
​New Zealand: 18.9%
New
​New Zealand: 22.3%

Pacific Cultivated Fresh Export by Partner Subregion

3

(000) MT
1

Australia:
​Australia: 77.7%
Australia:
​Australia: 81.1%
Source: IBO Source: IBO
0
2014 / 2015 2015 / 2016 2016 / 2017 2017 / 2018 2018 / 2019 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023 2023 / 2024
Years

Sum Asia Central Asia/Indian Subcontinent Middle East Pacific US & Canada Western/Central Europe
Source: Agronometrics Global Trade Data

Pacific 2023/2024 Production Metrics

Pacific Cultivated Yield by Country
Hectares Planted: 3,350 Ha
15k
Pacific Exports by Reporter (000) MT
Hectares in Production: 3,331 Ha
10k Production: 24.93 (000) MT Subregion 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
KG/Ha

Growth in Production¹: ▲2.10 (000) MT (9.20%)

New Zealand 1.87 1.71 1.34 0.86 1.39
5k
Growth from Hectares²: ▲0.91 (000) MT (43.11%)
Growth from Yield³: ▲1.19 (000) MT (56.89%) Australia 0.38 0.35 0.52 0.50 1.08
0
Yield: 7,484.24 (Kg/Ha) Solomon Is. - - 0.01 - -
5

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/2

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/2

Exports: 2.47 (000) MT

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20

21

22

23
20

20

20

20

20

20

20

20

20

20

Years Cook Is. - 0.00 - - -

Imports: 1.59 (000) MT
Pacific Average Australia New Zealand
Others 0.00 - - - -
Source: IBO
Source: IBO and Agronometrics

¹ Volume change compared to previous season Pacific Totals 2.26 2.06 1.86 1.37 2.47
² Change in volume due to hectares entering or leaving production
Source: Agronometrics Global Trade Data
³ Change in volume due to field productivity (yields)
134 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 135

Pacific Imports by Reporter (000) MT

Pacific Cultivated Fresh Export by Reporter Pacific Cultivated Fresh Export by Reporter
Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
3 0.6

Australia 1.64 1.53 1.23 0.79 1.31

2
(000) MT

0.4
Indonesia 0.08 0.08 0.07 0.15 0.22

(000) MT
1
Philippines 0.01 0.01 0.00 0.01 0.04
0.2

0
New Caledonia 0.00 0.00 0.00 0.00 0.00
5

4
01

01

01

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02
/2

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/2
14

15

16

17

18

19

20

21

22

23
0
Kiribati - 0.00 - - 0.00
20

20

20

20

20

20

20

20

20

20
Years Jul. 23 Sep. 23 Nov. 23 Jan. 24 Mar. 24 May. 24
Month
Sum
New Zealand
Australia
Philippines
Cook Is.
Solomon Is.
Fiji Indonesia
Sum Australia New Zealand
Others 0.01 0.00 0.01 0.01 0.01
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Pacific Totals 1.74 1.64 1.31 0.96 1.59

Source: Agronometrics Global Trade Data

Pacific Imports by Origin Subregion (000) MT

Origin 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024 Pacific Cultivated Fresh Imports by Reporter Pacific Cultivated Fresh Imports by Reporter
2 0.6
Pacific 1.68 1.56 1.28 0.86 1.40

South America 0.02 0.05 0.01 0.04 0.01

(000) MT
0.4
1

(000) MT
So. Europe/N. Africa 0.01 0.02 0.02 0.02 0.00
0.2

Asia - - 0.00 0.02 0.14 0

4
Africa - 0.00 - - 0.02

01

01

01

01

01

02

02

02

02

02
/2

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0

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22

23
Jul. 23 Sep. 23 Nov. 23 Jan. 24 Mar. 24 May. 24

20

20

20

20

20

20

20

20

20

20
Years Month
Others 0.03 0.01 0.00 0.01 0.02
Sum Australia French Polynesia Guam Sum Australia French Polynesia Guam
Indonesia Others Philippines Indonesia Others Philippines
Pacific Totals 1.74 1.64 1.31 0.96 1.59 Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Source: Agronometrics Global Trade Data

2
Pacific Cultivated Fresh Imports by Origin Subregion
0.6
Pacific Cultivated Fresh Imports by Origin Subregion
Pacific
Report Team Narrative
(000) MT

0.4
1
(000) MT

0.2
0
For an in-depth complement to what is happening in the Pacific please visit the following
5

4
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02

02

02

country reports:
/2

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0
20

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20

20

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20

20

20

Years Jul. 23 Sep. 23 Nov. 23 Jan. 24 Mar. 24 May. 24

Month
Sum
Pacific
Asia
So. Europe/N. Africa
Others
South America Sum Africa Asia Others
h Australia
US & Canada Pacific South America US & Canada
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data h New Zealand
136 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 137

Australia Cultivated Fresh Exports by Partner (000) MT

Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024

Hong Kong 0.23 0.18 0.28 0.28 0.53

Singapore 0.07 0.11 0.19 0.14 0.35

AUSTRALIA
Indonesia 0.03 0.03 0.03 0.06 0.07

Thailand 0.04 0.02 0.01 0.02 0.08

Malaysia 0.01 0.00 0.00 0.00 0.03

Planting and Production Data, Figures & Commentary Others 0.01 0.00 0.00 0.00 0.02

(Denominated in Hectares and Thousands of Metric Tons) Australia Totals 0.38 0.35 0.52 0.50 1.08

Source: Agronometrics Global Trade Data

Australia Cultivated Hectares by Status Australia Cultivated Production by Use Australia Cultivated Fresh Export by Partner Australia Cultivated Fresh Export History
3k 30 1.5 0.4
​ 680
2 2
​ 602
2
​ 537
2
​ 386

2
​ 002 1 0.3
2k 20

(000) MT
1
​ 671 ​ 631
1 1
​ 648
(000) MT
Hectares

(000) MT
1
​ 283 0.2
​1 085 0.5
1k 10

0.1
0
0 0

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0
5

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22

23
01

01

01

01

01

02

02

02

02

02

01

01

01

01

01

02

02

02

02

02
7 8 9 10 11 12 1 2 3 4 5 6

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Years Months
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20

20

20

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20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
Years Years
Sum Hong Kong Indonesia Malaysia Others 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023
In Production Not in Production Sum Fresh Singapore Thailand 2023 / 2024
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
Source: IBO Source: IBO

Australia Cultivated Fresh Imports by Origin (000) MT

Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024

Australia 2023/2024 Production Metrics
New Zealand 1.64 1.51 1.22 0.79 1.31
Australia Cultivated Yield by Country
Hectares Planted: 2,602 Ha
Others 0.00 0.02 0.01 - -
15k Hectares in Production: 2,583 Ha
Production: 20.23 (000) MT Australia Totals 1.64 1.53 1.23 0.79 1.31
10k
Growth in Production¹: ▲2.10 (000) MT (11.58%) Source: Agronometrics Global Trade Data
KG/Ha

Growth from Hectares²: ▲0.72 (000) MT (34.41%)

5k

Growth from Yield³: ▲1.38 (000) MT (65.59%)

Australia Cultivated Fresh Imports by Origin Australia Cultivated Fresh Imports by Origin
0 Yield: 7,831.98 (Kg/Ha) 2 0.6
5

Exports: 1.08 (000) MT

01

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02
/2

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/2

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18

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20

21

22

23
20

20

20

20

20

20

20

20

20

20

Imports: 1.31 (000) MT

(000) MT
Years
1 0.4

Source: IBO and Agronometrics

(000) MT
Australia Average
Source: IBO

¹ Volume change compared to previous season 0.2

0
² Change in volume due to hectares entering or leaving production
5

4
³ Change in volume due to field productivity (yields)
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

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/2
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22

23
20

20

20

20

20

20

20

20

20

20
Years 0
Jul. 23 Sep. 23 Nov. 23 Jan. 24 Mar. 24 May. 24

Sum Australia Chile Iran Month

Namibia New Zealand Serbia United Kingdom
United States Sum New Zealand
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
138 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 139

Australia
Report Team Narrative
Australia
Country Member Summary As a “natural laboratory” for blueberry development, the breeding companies are trialling and/or commercializing new
Australian industry may not have sufficient volume to make a varieties in this region, with a view to roll them out interna-
real dent in the global market but it certainly punches above tionally in geographies with similar conditions. The emer-
Adapted from the report by the Australian Blueberry Growers Association
its weight in its contribution to the varietal transformation gence of FNQ as an Australian growing region has success-
at play worldwide in warmer climates. Australia is home to fully targeted the March to May window, albeit with limited
After a few years of extreme weather, 2023 saw a understanding of the pollination dependence of differ-
three of the leading low chill blueberry breeding companies volumes. Also in Queensland there is a large operation in
return to more ‘normal’ conditions for the Australian ent varietals on honeybee pollination.
that have helped fuel the exponential rise in low- and no-chill Mundubbera, a region better known for its citrus and table
blueberry industry. This meant yields were up consid-
The Berries Australia Executive Director had the privi- genetics around the world. One of these, Australia’s largest grapes, as well as smaller farms in the macadamia-growing
erably from the year before, however this saw a drop in
lege of attending the IBO Congress in Poland in 2023. It vertically integrated fresh produce company Costa Group, area of Bundaberg.
value in the domestic category as supply was outstrip-
was an excellent learning and networking experience. was acquired this year by an overseas consortium including
ping demand at certain points of the year. Production
leading berry company Driscoll’s, a pre-existing shareholder. Western Australia (WA) is another growth region worth
volumes from July 2023 to April 2024 were up 30.9% It was interesting that many delegates had the mis-
Meanwhile there is also an emerging fourth Australian blue- watching. The state has a dry climate with fewer pest pres-
from the year before, but retail dollar value only in- conception that the Australian horticulture industry is
berry genetics player currently in the early stages of its com- sures than in the country’s concentrated east, with a wide
creased by 12.7%. For comparison, the average retail anti-imports, which is not the case. As we are an island
mercialization journey, established by a former co-owner of variety of microclimates. It is here that one of Australia’s and
price/kg was AUD $21.79 (USD $14.14) in April 2024 nation with unique flora and fauna and freedom from
one of the incumbents. the world’s leading blueberry breeders is based, and is de-
compared with more than AUD $25/kg (USD $16.66) some significant berry pests, we do have extremely ro-
veloping new farms with next-generation genetics between
in April 2023. bust biosecurity requirements for fresh produce. How-
A wide variety of micro-climates allowed Australia to become Gingin north of Perth and Manjimup in the state’s Southern
ever, it should be noted that we are a net importer of
the first blueberry-growing nation to achieve 52-week sup- Forests region. Last year the same company had its second
Exports have increased but domestic consumption frozen blueberries and New Zealand blueberries have
ply, with aggressive planting in the Coffs Harbour region of commercial crop for a 50ha farm entirely focused on pre-
remains dominant as many phytosanitary markets are access to Australia. With our year-round production,
New South Wales (NSW) responsible for much of the growth mium genetics harvested for the fresh market by machine,
not open to Australian fruit. That said, Australian vari- relatively small population and reputation for quality
in recent years and consumer demand that has responded in reporting high quality even amidst consecutive hot periods
etals continue to be considered among the best in the berries, the market opportunity for overseas berries is
kind, albeit with a heavy concentration of volume between with temperatures above 45°C (113°F); this fruit also formed
world and are consumed by millions globally. We also not high, but we are certainly not ‘protectionist’ and
August and November. part of a very successful export season. It is expected the
have the distinction of the world’s biggest blueberry look forward to being a more significant player globally
company will escalate similar plantings within WA. The same
being grown in Australia’s Coffs Harbour region at 4cm in the premium space in years to come.
Outside of this window volumes tend to dwindle, but the mar- company is also rolling out its reportedly machine harvest-
wide and weighing in at 20.4g
ket opportunities in other months or even during shoulder able genetics in the United States, Spain and Portugal. At the
The BerryQuest conference being held in Hobart in
periods have led growers to explore geographical diversifi- time of writing, another leading Australian genetics compa-
The varroa mite response, which had been a major February 2025 represents the perfect opportunity to
cation. One region targeting a slight window extension, and ny is set to utilize the latest machine harvesting technology
element of the previous season, ended as the pest get to know the Australian berry industry better. We
where there have been recent plantings, is the Nambucca from Europe, also being rolled out in the U.S., at some of its
was unfortunately determined to be unable to be are excited to be hosting a range of international and
Valley to the south of Coffs Harbour. Hotspots of growth are farms in northern NSW, on varieties that have already per-
eradicated. The long-term consequences of this on local speakers along with farm tours in northern and
geographically dispersed, with the northernmost plantings of formed well with other machine harvesters.
the industry will take many years to realise and the southern Tasmania. We absolutely welcome interna-
note being around the mango- and banana-producing region
industry is investing heavily into research into alter- tional delegates so please check the berries.net.au for
of the Atherton Tablelands of tropical Far North Queensland, Whilst Australian blueberry production has risen by roughly
native pollinators, best practice pollination, improved more information.
and to its west where conditions are drier. At least two major 30% this past season, as referenced in the country member
140 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 141

summary, this followed a 16% decline for the previous sea-

son due to wet weather, pollination challenges and disease
who have access (namely Australians and New Zealanders),
although much of that benefit is offset by labor costs in Aus-
NEW ZEALAND
issues. The average retail price in 2023 and early 2024 was tralia that are also among the highest in the world with min-
down even though quality was reportedly much higher, but imum casual rates for a fruit picker now at close to AUD$30
Planting and Production Data, Figures & Commentary
one trend noted was that varieties targeting the premium end (US$20.30) an hour. In addition, a piece floor has been in-
(Denominated in Hectares and Thousands of Metric Tons)
of the market held their pricing quite well, and that most of stituted to ensure less productive pickers still make this

the decline was for standard-grade fruit. amount, implying a higher cost per kilogram in such cases.

New Zealand Cultivated Hectares by Status New Zealand Cultivated Production by Use
Progress has been made in the premium label segment for a To rise to the challenge of a high-cost environment, Austra- 1000 6

few marketers, and the growers with more advanced genet- lian blueberry growers are not only pushing the envelope on 750
​735
735 738
​738 740
​740 745
​745 750
​750 ​735
735 ​720
720
​750
750 ​740
740 748
​748

4
ics and post-harvest systems during periods of scarcity are fruit quality but have become much more ambitious on yield.

(000) MT
Hectares
500

able to secure attractive prices both at home and air-freight- As explained by one breeder:
2
250

ing into Asian markets; a trend that was boosted significant-

“Seven years ago you were doing really well if you were pro- 0 0
ly from its low base this past year as Australia’s exports of
ducing 20MT/ha. Now it’s changed so that if you aren’t tar-

4
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/2

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/2

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/2

/2

/2

/2

/2

/2

/2

/2
fresh blueberries more than doubled to 1,089MT, with by far

14

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21

22

23

14

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18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
geting 30-40MT/ha at least, you're not in the ballpark.” Years Years
the largest volumes going to Hong Kong and Singapore. In In Production Not in Production Sum Fresh Processed

September and October the numbers roughly tripled year-

Source: IBO Source: IBO

Where the Australian production mix is really lacking is in its

on-year. As noted by one producer, the intention had origi- cooler climates to service the market from December to May -
nally been to divert some supply overseas during the glut in a timeframe when the industry has historically struggled with
October and November, but from the start of exports in late sub-optimal quality. December and January are two months
New Zealand 2023/2024 Production Metrics
July the export season continued “all the way through to the when almost all the domestic supply is from public variet-
end of January”. Even as retailers were being offered vol- Hectares Planted: 748 Ha
ies including rabbiteyes, even though the industry’s share
Organic: Not Reported
umes from Peru that were relatively larger than Australia’s, of proprietary varieties is expected to continue to increase.
New Zealand Cultivated Yield by Country
Under Structure: Not Reported
“the orders kept on growing” for airfreighted premium eating Some domestic and international breeders are attempting to 10k

Hydroponics: Not Reported

varieties from Australia. bridge this gap through the development or introduction of
7.5k
New Genetics: Not Reported
hybrid mid-chill blueberries in the southern states of Victoria

KG/Ha
The industry is also currently in the process of negotiating a 5k Hectares in Production: 748 Ha
and Tasmania, although this is a process that could take sev-
protocol with Vietnam, and is hoping to emulate the immense Production: 4.70 (000) MT
eral years. One company also has a breeding program in the 2.5k

Growth in Production¹: (000) MT (0%)

success achieved by their counterparts in the Australian ta- Alpine region of Victoria where the intention is to replicate 0
Growth from Hectares²: ▲0.18 (000) MT (0.00%)
ble grape industry with a “realistic” hope that it could be- some of the characteristics of successful southern highbush

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
Growth from Yield³: ▼-0.18 (000) MT (0.00%)

14

15

16

17

18

19

20

21

22

23
come the industry’s top overseas market.

20

20

20

20

20

20

20

20

20

20
varieties in low-chill cultivars that would be suitable for much Years
Yield: 6,283.42 (Kg/Ha)
cooler climates such as Poland and Canada. New Zealand Average

But to put Australia’s blueberry overseas shipments into per-

Source: IBO
Exports: 1.39 (000) MT

spective, its export volume is less than Zimbabwe’s levels Imports: 0.00 (000) MT
Whilst northern highbush is also grown in Victoria and Tas-
Source: IBO and Agronometrics
five years ago. The domestic market will continue to be the mania, southern highbush genetics have been identified that
¹ Volume change compared to previous season
main point of focus, and Australia remains one of the high- perform well in their more temperate areas, such as around
² Change in volume due to hectares entering or leaving production
est paying fresh blueberry markets globally for the farmers Launceston in northern Tasmania. ³ Change in volume due to field productivity (yields)
142 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 143

New Zealand Cultivated Fresh Exports by Partner (000) MT New Zealand

Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
Country Member Summary
Adapted from the report by Blueberries New Zealand (BBNZ)
Australia 1.70 1.55 1.23 0.80 1.29
Industry Statistics and Focus
Viet Nam 0.08 0.10 0.06 0.04 0.07
The New Zealand Blueberry industry (BBNZ) consists of 68 Growers, 13 Associate members, and 5 exporting
groups. The most recent figures known for yield produced is 3040 tonnes (2020) with the industry encompassing
Indonesia 0.01 0.01 0.02 0.01 0.00
800 hectares roughly (2020). BBNZ has a number of focuses including:

Thailand 0.04 0.03 0.01 0.00 0.01

y General upskilling of growers and packhouse groups
French Polynesia 0.00 0.00 0.00 0.00 0.00 y Market Access
y Development of new pre-harvest and post-harvest controls for pests and diseases
Others 0.03 0.02 0.02 0.01 0.01
y Development of unified systems and processes

New Zealand Totals 1.87 1.71 1.34 0.86 1.39 • Field Scouting Protocols
• Packhouse Inspection Protocols
Source: Agronometrics Global Trade Data
• Ethyl Formate Fumigation Use
• Pest and Disease Thresholds for different markets
• Export Market Strategy Documents
New Zealand Cultivated Fresh Export by Partner New Zealand Cultivated Fresh Export History
3 0.75
y Industry cohesion, retention and recognition of industry value
2
• In 2023, grower numbers were 125, exporting groups were 9.
(000) MT

0.5
(000) MT

1 • The major weather events can likely be the cause of the large drop off of growers.
0.25

0
y Biosecurity
5

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

0
14

15

16

17

18

19

20

21

22

23

7 8 9 10 11 12 1 2 3 4 5 6
20

20

20

20

20

20

20

20

20

20

Years Months

Sum Australia Guam Indonesia Others 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023
2023/2024 Season Review
Thailand Viet Nam 2023 / 2024
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
The 2023/2024 season was a stark contrast to the prior season which saw major weather events like intensive frost,
flooding events, and Cyclone Gabrielle. This season, the weather was relatively mild allowing a much more condu-
cive growing season. Many growers reported highest yields in some blocks than ever before.

Given the lower impacts of rain, disease and pathogen pressure was lower this season. This in turn resulted in a
larger amount of marketable fruit and reduced lower grade fruit (i.e. jam quality). However, while disease/pathogen
pressure was reduced, invertebrate pest pressure increased with the favourable weather. For growers only servicing
144 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 145

the local/domestic markets, their usual control regimes were sufficient. However, for groups wishing to export, a State and British Columbia tend to be selected for that part The aforementioned Northland region is also home to vari-

more stringent approach and higher agrichemical input was required. Currently the biggest issue facing the export of New Zealand. ous operations including one of New Zealand’s leading fruit

side of the industry is the presence of unidentified invertebrate eggs, of which growers and packhouse groups have companies, which can start production in limited volumes in
While Rabbiteye volumes are dismissed as outdated by much
late June or early July.
no suitable control measures for 74% of failed consignments to Australia were caused by invertebrate eggs.
of the global industry, those New Zealand producers who
grow locally developed varieties insist the fruit has appeal- Certain growers in New Zealand tend to capitalize on the rel-
Prices in the local market were NZD $19 - $32 (USD $12 - $20) for 12 x 125g tray from the beginning of December
ing flavor characteristics that are well received by the mar- ative scarcity of supply in Australia from February to March,
to the end of April for field grown fruit, while BBNZ’s other major market, Australia, saw prices ranging from NZD
ket. A Crown Research Institute (CRI), which has achieved and the market continues to represent the lion’s share of
$26 - $40 (USD $16 - $24) for 12 x 125g trays. The higher prices were at the end of the season when little production great success globally in developing cultivars of other fruits all of New Zealand’s blueberry shipments overseas. Export
was available. As stated above, this Australian market is a challenge with NZ and Australia having extremely strict that have become some of the biggest brands in the fruit in- volumes bounced back this year with February and March
border Biosecurity procedures in place, this challenge is not helped even when we share many common pest issues. dustry, bred three Rabbiteye blueberries for New Zealand’s aligned with 2022 levels, while exports in April were sub-
climate that have proven popular domestically and have wit- stantially higher than they ever had been, up more than 50%
nessed incipient interest from growers abroad. This breeding on what is traditionally exported in that month, and also at
programme is very small by international standards but has
historically higher prices than in previous years. This is de-
resourced up in recent years, and in the past year has also
spite New Zealand’s fresh produce industry more broadly,
released three southern highbush varieties.
including blueberries, having difficulties with Australian bi-
New Zealand Growers are increasingly turning to locally-bred varieties,
osecurity. Due to the detection of unidentified mites, it is es-

Report Team Narrative not only due to the fact that trials have already taken place
timated that around 30% of shipments going into Australia

are fumigated, with ramifications for shelf life.

in New Zealand’s unique conditions, but that NZ’s strict phy-
tosanitary rules for importing plant material make the pro-
After several difficult production years due to weather in- New Zealand has its peak production period from February Even though the Australian market pays attractive prices,
cess slow with delays that can last several years.
cluding a particularly severe 2022-23 campaign that was hit to May, although through the use of agronomic techniques, growers are cognizant of their neighbor’s efforts to close the
by frosts, floods and a cyclone., New Zealand’s blueberry varietal selection, varietal cropping and geographical diver- gaps of scarcity with domestically-grown fruit (having also
There is still a high prevalence of public varieties in the cul-
industry had a much more positive 2023-24 season charac- sity (the fruit is grown from Northland to Southland, close to seen how quickly Australia was able to rapidly ramp up its
tivar mix. Historically, most of the genetic material provided
terized by mild, reasonably dry conditions, good yields, and 2,000km apart) New Zealand is now approaching a 52-week
has come from one major U.S. breeder and American univer- own production of a previously almost non-existent Austra-
an ample supply of labor from Pacific Islander workers and supply scenario if weather conditions are conducive to it, al-
sities, Varieties from a major Australian breeding company lian crop that NZ used to dominate - green kiwifruit). This
the traditional backpacker travellers on working holiday vi- beit with a dip in June-July.
have also been adopted, while a well-known U.S. blueberry along with issues at the border have reinforced a desire to re-
sas who have returned after a COVID lull. The industry is for-
grower is one of the biggest investors in NZ’s blueberry indus- duce export dependency on Australia, and the country made
This production window extension is aided by a concentra-
tunate in that its peak season does not coincide to any great
try with protected operations under greenhouses and glass- a big breakthrough in this regard recently with South Korean
tion of growth in the northern parts of the North Island where
degree with the country’s leading fruit crops, kiwifruit and
fruit can be produced earlier. There used to be a peak in the houses in Hawke’s Bay. This allows for production through to officials agreeing in principle to a protocol, which at the time
apples, and any subsequent competition for labor.
Southern Hemisphere summer but that has flattened out the end of May, whereas frosts earlier in the month tend to of writing is yet to be signed off but is cause for optimism.

In the main growing regions of the Waikato and Hawke’s somewhat in recent years with southern highbush varieties signal the end of the season for many growers in the region. Under the one-fruit-at-a-time system for Chinese market ac-

Bay it was a “stellar season” from a production standpoint, planted to capture the August-September-October window. It can also be said that much of New Zealand’s growth can cess negotiations, New Zealand blueberries are currently at

according to one source, although oversupply during the In the South Island conditions are more similar to North also be attributed to relatively new hectarage dedicated to the front of the line for talks. There are also five countries

post-Christmas period led to weak, effectively “breakeven” America’s Pacific Northwest, albeit with reduced tempera- more premium market-oriented southern highbush varieties that have sought market access protocols for blueberries in
pricing for six weeks. ture extremes, so varieties suited to Oregon, Washington produced under tunnels, from a variety of genetics providers. New Zealand – the USA, Mexico, Peru, Chile and Morocco.
146 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 147

CENTRAL ASIA / INDIA

Planting and Production Data, Figures & Commentary
Central Asia/Indian Subcontinent Cultivated Production by Country Central Asia/Indian Subcontinent Cultivated Production by Use
(Denominated in Hectares and Thousands of Metric Tons) 8 8

Central Asia/Indian Subcontinent Cultivated Hectares by Country 6 6

(000) MT

(000) MT
Central Asia/Indian Subcontinent Hectares Planted 2023 Production (000) MT 4 4

Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total
2 2

India 260 300 342 383 550 5.20 0.30 5.50

0 0
Uzbekistan 95 95 95 95 98 0.66 - 0.66 2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years

Kazakhstan 90 100 125 135 152 0.49 - 0.49 Sum India Kazakhstan Uzbekistan Sum Fresh Processed
Source: IBO Source: IBO
Central Asia /
445 495 562 613 800 6.35 0.30 6.65
Indian Subcontinent Totals
Source: IBO 2023 Central Asia/Indian Subcontinent Cultivated Hectares by 2023 Central Asia/Indian Subcontinent Cultivated Production by
​Country ​Country

Uzbekistan:
​Uzbekistan: 12.2% Uzbekistan:
​U zbekistan: 9.9%

Central Asia/Indian Subcontinent Cultivated Hectares by Country Central Asia/Indian Subcontinent Cultivated Hectares by Status
1000 1000 Kazakhstan:
​K azakhstan: 7.4%

​800
800 ​800
800

750 750
​Kazakhstan: 19.0%
Kazakhstan:
613
​613 613
​613
562
​562 562
​562
Hectares

Hectares

495
​495 495
​495
500 445
​445 500 445
​445
396
​396 396
​396

​280
280 ​280
280
250 250
​144
144 164
​164 ​159
159 ​144
144 164
​164 ​159
159 ​IIndia:
ndia: 68.7%

​IIndia:
ndia: 82.7%
0 0 Source: IBO Source: IBO
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years

India Kazakhstan Uzbekistan In Production Not in Production

Source: IBO Source: IBO Central Asia / Indian
Subcontinent 2023 Production Metrics
Central Asia/Indian Subcontinent Cultivated Production by Country (000) MT
Hectares Planted: 800 Ha
Central Asia/Indian Subcontinent Cultivated Yield by Country
Central Asia / Hectares in Production: 537 Ha
2021 2022 2023 20k
Indian Subcontinent
Production: 6.65 (000) MT
Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total 15k
Growth in Production¹: ▲1.41 (000) MT (26.91%)
India 3.00 0.30 3.30 3.83 0.30 4.13 5.20 0.30 5.50 Growth from Hectares²: ▲0.62 (000) MT (44.31%)

KG/Ha
10k

Uzbekistan 0.66 - 0.66 0.66 - 0.66 0.66 - 0.66 Growth from Yield³: ▲0.78 (000) MT (55.40%)
5k
Yield: 12,388.44 (Kg/Ha)
Kazakhstan 0.40 - 0.40 0.45 - 0.45 0.49 - 0.49
Exports: 0.13 (000) MT
Central Asia / 0
4.06 0.30 4.36 4.94 0.30 5.24 6.35 0.30 6.65 2014 2016 2018 2020 2022
Indian Subcontinent Totals Years Imports: 0.90 (000) MT
Source: IBO Central Asia/Indian Subcontinent Average India Kazakhstan Uzbekistan Source: IBO and Agronometrics
Source: IBO

¹ Volume change compared to previous season

² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
148 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 149

Central Asia/Indian Subcontinent Imports by Origin Subregion (000) MT Central Asia/Indian Subcontinent Cultivated Fresh Imports by Central Asia/Indian Subcontinent Cultivated Fresh Imports by
​Reporter ​Reporter
Origin 2019 2020 2021 2022 2023 1.5 0.15

South America 0.02 0.03 0.10 0.21 0.73

1 0.1

Western/Central Europe 0.02 0.04 0.22 0.65 0.02

(000) MT

(000) MT
Africa - 0.00 0.00 0.02 0.05 0.5 0.05

Middle East 0.06 0.00 0.00 0.04 0.02

0 0
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
So. Europe/N. Africa - 0.00 0.01 0.00 0.03 Years Month

Sum India Kazakhstan Kyrgyzstan Maldives Sum India Kazakhstan Kyrgyzstan Maldives
Others 0.00 0.00 0.06 0.04 0.04 Others Uzbekistan Others Uzbekistan
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Central Asia/Indian Subcontinent Totals 0.10 0.07 0.40 0.96 0.90

Source: Agronometrics Global Trade Data

Central Asia/Indian Subcontinent Cultivated Fresh Imports by Central Asia/Indian Subcontinent Cultivated Fresh Imports by
Central Asia/India
1.5
​Origin Subregion
0.15
​Origin Subregion
Report Team Narrative
1 0.1
(000) MT
(000) MT

India is the world’s largest producer of many fruits, but and is currently producing blueberries in several locations
0.5
0.05
blueberries are not yet one of them. Whilst the nation has in central and northern India. The aim for that company is
diverse microclimates and mountainous regions that do to first establish 500ha of farms, spread over multiple plots
0
0
2014 2016 2018 2020 2022
Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23 have cold weather, for the most part it comprises tropical that are 50-100ha in size given the difficulty in securing large
Month
Years and sub-tropical climates coupled with summer monsoons. landholdings in India.
Sum Africa
Sum Africa Middle East Central Asia/Indian Subcontinent Others To adapt to these conditions, India’s emerging blueberry
Others So. Europe/N. Africa South America So. Europe/N. Africa South America
Western/Central Europe Western/Central Europe industry has planted primarily low-chill southern highbush There have been announcements around several joint ven-
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

varieties, utilizing a mix of cultivar selection and agronom- ture partnerships over the years between local and inter-
ic techniques to avoid heavy rains with a main season that national investors, but the most advanced at this stage was
runs from mid-February to early June. Trials and small to established five years ago between India’s largest fruit im-
medium-sized commercial projects are ongoing throughout porter and Australian investors with expertise and premi-
Central Asia/Indian Subcontinent Imports by Reporter (000) MT the vast and diverse country with no conclusive consensus um genetics. This year that same JV announced the world’s
among contributors as to the regions which are most suited largest blueberry grower, headquartered in Chile, would join
Reporter 2019 2020 2021 2022 2023
for competitive quality, unit costs, and logistics. the partnership. With its farms based in the central state of
India 0.08 0.04 0.34 0.86 0.79 Madhya Pradesh, the operation had its first small harvest
Uzbekistan - - 0.00 0.02 0.06 A declared intention of a company interviewed for this report last year, but at the time of writing its volume was expected
provides a sense of industry ambitions, hopes, and expec- to rise quite significantly in the 2023 season.
Kazakhstan 0.01 0.02 0.02 0.03 0.02
tations for the future of blueberries in india. One US-head-
Maldives 0.01 0.01 0.01 0.02 0.02 quartered company conducting trials in the country aims to Meanwhile there are numerous blueberry farms of 5-20ha in
produce for six to eight months of the year in India. As the size scattered throughout India which is likely to grow as a
Kyrgyzstan - 0.00 0.01 0.04 0.00
leading exporter of Peruvian blueberries to India (and Peru’s cottage industry in the near future, given the advances that
Others 0.00 0.00 0.00 0.00 0.00 exports there rose 10-fold, overtaking Chile, in 2022), this have been made in producing blueberries in a wide range
Central Asia/Indian Subcontinent Totals 0.10 0.07 0.40 0.96 0.90 company aims to combine these two sources of supply to of conditions, proximity to a potentially large market, and
complete a 52-week season for the growing Indian market cheap labor costs, although the warm weather does create
Source: Agronometrics Global Trade Data
150 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024

pest pressures and it is understood more expensive protect- country is being spoken about as a more serious opportunity
ed farming systems have been deployed. From a competitive in industry dialogue from players around the world.
standpoint, Indian growers are also insulated to a degree as
they are protected by high tariff duties on imports. Also important to note is the current status of intellectual
property in blueberries in India. To date blueberries are not a
One of the world’s largest substrate coir companies reports protectable crop in the country and varieties thus cannot be
larger Indian companies are showing increasing interest in protected by PVR’s or other means in the country. There are
blueberry production as well, with trials or potential oper- some concerns that the lack of a legal framework to protect
ations planned in locations ranging from Pollachi in Tam- breeders rights may at the very least slow the rate of access
il Nadu to the foothills of the Himalayas, as well as further to better genetics to a broader industry.
interest in Madhya Pradesh where the aforementioned JV is
present. Maharashtra is another state with known commer- Off a low base, fresh blueberry imports to India grew by
cial plantings and plans for trials from domestic farmers in 149% in 2021. Officially, more than two-thirds of that vol-
collaboration with foreign partners, ranging from South Afri-
ca to the United States.
ume came from the Netherlands, but that was unlikely to be
the original source of the fruit as it is a known re-export hub,
and the peak months for arrivals in February and November
EMEA
There is an understanding amongst India’s more sophisticat- are outside of the Dutch blueberry season. (EUR OPE, MID D LE EAST & AF R ICA)
ed farming companies that blueberries require a significant
amount of knowhow and pilot projects to test which varieties Price points can be a challenge in India due to high import
and growing methods work in certain regions, and at the time tariffs, although a few years ago Chile’s customs tariff was
of writing there are currently plans to organise a delegation of cut from 50% to 15%. The two countries have a preferen-
Indian growers to visit a major blueberry nursery and genet- tial trade agreement (PTA) in place, and in terms of other
ics company with operations in Mexico to learn more about blueberry-exporting nations, the Australia-India Economic
how to best grow the crop. Cooperation and Trade Agreement (ECTA) was signed last
year. Blueberries in India are mostly sold in 125g punnets
In light of the Indian market’s scale as a nation of 1.4 billion and consistency tends to be lacking, but management of the
people including a large, growing middle class with a taste for fruit is improving and dedicated importers and distributors
premium fresh produce, investors who plan to develop blue- are attempting to raise the bar of consumer experience with
berry projects have bold ambitions to put in motion as soon the support of better cold chain infrastructure.
as they are comfortable with the feasibility of their plans.
Elsewhere in the Indian subcontinent, there is currently ear-
India has frequently been likened to how China was 10 years ly-stage planning underway for blueberry cultivation trials
ago from a blueberry industry development perspective. Pio- in Sri Lanka.
neering projects in China have illustrated what is possible for
domestically grown blueberries in populous, emerging mar- In Central Asia, Kazakhstan and Uzbekistan are the main
kets, but at the same time new developments in China have producers of blueberries with fairly small industries, al-
faced limitations in recent years due to land use laws. This though even in these isolated countries there are internation-
has only accentuated the relative attractiveness of India for al companies moving in with offerings of proprietary blueber-
new developments from outside investors. Nonetheless, the ry genetics.
152 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 153

EUROPE, MIDDLE EAST & AFRICA (EMEA)

Planting and Production Data, Figures & Commentary 60k
EMEA Cultivated Hectares by Subregion
60k
EMEA Cultivated Hectares by Status

(Denominated in Hectares and Thousands of Metric Tons)

​56 921
56 ​56 921
56
​52 484
52 ​52 484
52
​47 282
47 ​47 282
47
​41 764
41 ​41 764
41
40k ​36 470
36 40k 36
​36 470
EMEA Cultivated Hectares by Subregion

Hectares
​30 780
30

Hectares
30
​30 780
​24 789
24
​24 789
24
​19 868
19
EMEA Hectares Planted 2023 Production (000) MT 20k
13
​1 3 781
17
​17 046
20k 17
​17 046
​19 868
19

13
​1 3 781

Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total 0
2014 2016 2018 2020 2022 0
2014 2016 2018 2020 2022
So. Europe/N. Africa 10,428 10,924 11,689 12,822 14,150 146.54 14.13 160.67 Years
Years
Africa Eastern Europe Middle East
So. Europe/N. Africa Western/Central Europe In Production Not in Production
Eastern Europe 16,635 20,268 25,219 28,436 30,912 113.56 5.75 119.31 Source: IBO Source: IBO

Africa 3,126 3,998 3,801 3,692 3,645 41.24 3.20 44.44

Western/Central Europe 5,920 6,084 5,894 6,316 6,186 30.64 8.15 38.79
EMEA Cultivated Production by Subregion(000) MT
Middle East 360 490 680 1,218 2,028 6.08 0.39 6.47
EMEA 2021 2022 2023
EMEA Totals 36,470 41,764 47,282 52,484 56,921 338.06 31.62 369.68

Source: IBO Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total

So. Europe/N. Africa 134.86 13.50 148.36 142.07 13.61 155.68 146.54 14.13 160.67

Eastern Europe 79.35 5.61 84.96 119.42 6.08 125.50 113.56 5.75 119.31

Africa 31.37 2.20 33.57 36.11 2.70 38.81 41.24 3.20 44.44

Western/Central Europe 28.93 6.96 35.89 33.62 8.02 41.64 30.64 8.15 38.79

Middle East 3.25 0.17 3.42 4.76 0.26 5.02 6.08 0.39 6.47

EMEA Totals 277.76 28.44 306.20 335.98 30.67 366.65 338.06 31.62 369.68

Source: IBO

EMEA Cultivated Production by Subregion EMEA Cultivated Production by Use

400 400

300 300

(000) MT

(000) MT
200
200

100
100

0
2014 2016 2018 2020 2022 0
Years 2014 2016 2018 2020 2022
Years
Sum Africa Eastern Europe
Middle East So. Europe/N. Africa Western/Central Europe Sum Fresh Processed
Source: IBO Source: IBO
154 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 155

SOUTHERN EUROPE / NORTH AFRICA

2023 EMEA Cultivated Hectares by Subregion 2023 EMEA Cultivated Production by Subregion Planting and Production Data, Figures & Commentary
​Western/Central Europe: 10.9%
Western/Central Africa:
​A frica: 6.4% Western/Central
​Western/Central Europe: 10.5% Africa:
​A frica: 12.0%
(Denominated in Hectares and Thousands of Metric Tons)

So. Europe/N. Africa Cultivated Hectares by Country

Southern Europe /
So.
​S o. Europe/N. Africa: 24.9% Hectares Planted 2023 Production (000) MT
North Africa
Eastern
​E astern Europe: 32.3%

So.
​So. Europe/N. Africa: 43.5%
Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total
Eastern
​E astern Europe: 54.3%

Middle
​Middle East: 3.6%
Spain 4,030 4,210 4,570 4,810 5,496 64.38 6.48 70.86
​Middle East: 1.8%
Middle
Source: IBO Source: IBO Huelva 3,059 3,089 3,310 3,532 4,200 53.00 5.80 58.80

Spain Other 971 1,121 1,260 1,278 1,296 11.38 0.68 12.06

Morocco 2,675 2,850 3,136 3,800 4,300 52.51 3.55 56.06

Portugal 2,480 2,490 2,490 2,590 2,620 19.05 3.00 22.05

Italy 1,200 1,300 1,390 1,490 1,580 10.00 1.10 11.10

Greece 41 70 99 128 150 0.56 - 0.56

EMEA Cultivated Yield by Subregion EMEA 2023 Production Metrics
20k
Tunisia 2 4 4 4 4 0.04 - 0.04
Hectares Planted: 56,921 Ha
15k
Hectares in Production: 43,603 Ha So. Europe /
10,428 10,924 11,689 12,822 14,150 146.54 14.13 160.67
N. Africa Totals
Production: 369.68 (000) MT
KG/Ha

10k
Source: IBO
Growth in Production¹: ▲3.03 (000) MT (0.83%)
5k
Growth from Hectares²: ▲53.99 (000) MT (1,781.90%)

0 Growth from Yield³: ▼-50.95 (000) MT (-1,681.66%) So. Europe/N. Africa Cultivated Hectares by Country So. Europe/N. Africa Cultivated Hectares by Status
2014 2016 2018 2020 2022 15k 15k
Years Yield: 8,478.26 (Kg/Ha) ​12 822
12
14
​14 150
​12 822
12
14
​14 150

11
​11 689 11
​11 689
EMEA Average Africa Eastern Europe Source: IBO and Agronometrics 10
​1 0 429
​10 924
10
10
​1 0 429
​10 924
10
Middle East So. Europe/N. Africa Western/Central Europe
10k 9
​ 263 10k 9
​ 263
Source: IBO
¹ Volume change compared to previous season

Hectares

Hectares
7
​ 779 7
​ 779
² Change in volume due to hectares entering or leaving production 6
​ 083 6
​ 083
³ Change in volume due to field productivity (yields) 5k
​ 041
5
5k
​ 041
5
​3 843 ​3 843

0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years

Greece Italy Morocco Portugal Spain Tunisia In Production Not in Production

Source: IBO Source: IBO
156 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 157

So. Europe/N. Africa Cultivated Production by Country(000) MT

Southern Europe /
2021 2022 2023
North Africa

Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total So. Europe/N. Africa 2023 Production Metrics
So. Europe/N. Africa Cultivated Yield by Country
Spain 66.71 7.23 73.94 62.57 6.62 69.19 64.38 6.48 70.86 Hectares Planted: 14,150 Ha
20k

Hectares in Production: 12,263 Ha

Huelva 51.38 6.42 57.80 52.00 6.00 58.00 53.00 5.80 58.80
Production: 160.67 (000) MT
Spain Other 15.33 0.81 16.14 10.57 0.62 11.19 11.38 0.68 12.06

KG/Ha
10k
Growth in Production¹: ▲4.99 (000) MT (3.21%)
Morocco 44.44 2.77 47.21 53.51 2.99 56.50 52.51 3.55 56.06 Growth from Hectares²: ▲18.68 (000) MT (374.37%)

Portugal 15.42 2.60 18.02 15.50 3.00 18.50 19.05 3.00 22.05 Growth from Yield³: ▼-13.69 (000) MT (-274.26%)
0
2014 2016 2018 2020 2022
Yield: 13,102.15 (Kg/Ha)
Italy 8.00 0.90 8.90 10.00 1.00 11.00 10.00 1.10 11.10 Years

Southern Europe/North Africa Average Greece Exports: 105.14 (000) MT

Greece 0.27 - 0.27 0.46 - 0.46 0.56 - 0.56 Italy Morocco
Portugal Spain Imports: 51.82 (000) MT
Tunisia
Tunisia 0.02 - 0.02 0.03 - 0.03 0.04 - 0.04 Source: IBO
Source: IBO and Agronometrics

So. Europe / ¹ Volume change compared to previous season

134.86 13.50 148.36 142.07 13.61 155.68 146.54 14.13 160.67 ² Change in volume due to hectares entering or leaving production
N. Africa Totals
³ Change in volume due to field productivity (yields)
Source: IBO

So. Europe/N. Africa Cultivated Production by Country So. Europe/N. Africa Cultivated Production by Use
200 200

So. Europe/N. Africa Exports by Partner Subregion (000) MT

150 150

Subregion 2019 2020 2021 2022 2023

(000) MT

(000) MT

100 100

50 50
Western/Central Europe 54.95 51.55 68.44 67.63 58.58

0 0 So. Europe/N. Africa 17.74 26.15 31.73 40.45 35.81

2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years
Eastern Europe 3.67 3.61 4.74 10.53 8.43
Sum Greece Italy Morocco Portugal Spain Tunisia Sum Fresh Processed
Source: IBO Source: IBO

Asia 0.79 0.81 0.85 0.65 1.09

2023 So. Europe/N. Africa Cultivated Hectares by Country 2023 So. Europe/N. Africa Cultivated Production by Country
US & Canada 0.01 0.04 0.08 0.11 0.76
Tunisia:
​Tunisia: 0.0% Greece:
​G reece: 1.1% ​Tunisia: 0.0%
Tunisia: Greece:
​G reece: 0.3%

​Italy: 11.2%
Italy: ​IItaly:
taly: 6.9%
Others 0.15 0.10 0.11 0.16 0.47

Spain:
​S pain: 38.8% So. Europe/N. Africa Totals 77.31 82.27 105.95 119.53 105.14
Spain:
​Spain: 44.1%

Morocco:
​Morocco: 34.9% Source: Agronometrics Global Trade Data
Morocco:
​Morocco: 30.4%

Portugal:
​Portugal: 18.5% Portugal:
​Portugal: 13.7%
Source: IBO Source: IBO
158 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 159

Southern Europe/North Africa

So. Europe/N. Africa Cultivated Fresh Export by Partner Subregion
150

100
Report Team Narrative
(000) MT

50

For an in depth complement to developments and trends in Southern Europe/North Africa

0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
please visit the following country reports:
Years

Sum Asia Eastern Europe Others So. Europe/N. Africa US & Canada Western/Central Europe
Source: Agronometrics Global Trade Data
h Spain
h Morocco

So. Europe/N. Africa Exports by Reporter (000) MT Driven by new plantings and varietal conversion, exports other parts of the Mediterranean, most notably Portugal which
from the countries of Southern Europe and Northern Africa is featuring more and more in the plans of blueberry market-
Subregion 2019 2020 2021 2022 2023 rose eight-fold between 2013 and 2022, with the bulk of that ers, retailers and breeders wishing to address the market
growth coming from Morocco with a 10-fold jump in annual shortfall in June.
Morocco 24.66 32.69 42.01 51.84 49.09 shipments over the period, and Spain whose shipments ap-
proximately quadrupled in size in parallel to the development Despite difficult growing conditions with the ongoing effects
Spain 45.99 41.27 55.23 57.69 46.01
of a more meaningful domestic market channel. As referenced of drought last year, Portugal’s industry avoided an overall de-
Portugal 4.17 5.47 5.74 7.13 7.07 in the Spanish and Moroccan sections of this report, both cline with volume remaining flat, likely due to yield reductions
these industries suffered from weather-related challenges in being offset by the effects of younger, maturing plantings. To
Italy 2.12 2.36 2.81 2.79 2.91 2023, and combined export volumes reverted to 2021 levels contextualize the industry’s growth over the past decade, Por-
that were still more than 100,000MT, compared to less than tugal now accounts for 13% of total fresh blueberry exports
Slovenia 0.22 0.23 0.07 0.06 0.03 50,000MT in 2017. Higher average prices also meant that the from the Iberian Peninsula, compared to just 1.7% in 2013.
steady rise in export value over the past decade continued
Others 0.15 0.24 0.11 0.03 0.04 Average price rises in 2023 meant that Portugal’s export value
uninterrupted.
lifted considerably, although its average price was still below
So. Europe/N. Africa Totals 77.31 82.27 105.95 119.53 105.14 those of Morocco and Spain.
“A good Moroccan and Iberian season sets everybody on the
Source: Agronometrics Global Trade Data right foot, gets consumers behind blueberries early,” says one
The Italian blueberry industry has not grown as much as many
industry source.
industry stakeholders had hoped a few years ago, and its vol-
ume is still roughly half the size of Portugal’s. Northern Italian
The rise of Spain and Morocco has meant that the European
growers centered around Piedmont, who start harvesting in
So. Europe/N. Africa Cultivated Fresh Export by Reporter So. Europe/N. Africa Cultivated Fresh Export by Reporter market, and increasingly other destinations, have an ample
late June, have seen their margins put under pressure by in-
150 40
late winter/springtime supply of blueberries between Feb-
ruary and May, although the 2023 experience would indicate creased competition from Serbia amidst rising costs of inputs
30
that markets remain insatiable for more. Both nations already and labor. A nascent industry is also emerging in southern It-
100

produce blueberries in smaller volumes well before that, but aly, particularly in Sicily, where season timing coincides with
(000) MT

(000) MT

Morocco’s peak in March, but the impact of these plantings is

20
aggressive varietal conversion and planting programmes in
50
Morocco are aimed at expediting the onset of more significant yet to be significantly felt in the European market and are pri-
10

volumes earlier. marily targeting a developing domestic Italian market where

0 0
consumption is growing strongly each year. Nonetheless, It-
aly’s June 2023 export volumes exceeded their previous re-
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month An historical gap in supply between the end of Huelva’s
Sum Italy Morocco Others Portugal Slovenia Spain Sum Italy Morocco Others Portugal Slovenia Spain
(southern Spain) season in early June and larger volumes cord for that month by almost 20%, and in value terms the
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
from Northern Europe in July has galvanized production in record was exceeded by 37%.
160 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 161

with other regions including Emilia Romagna, Tuscany, problems, especially for the significant Duke crop in June. At
Portugal Italy Marche, Lazio and Campania. the time of writing the 2024 season was expected to be short
of the industry’s potential, due to, a mild and dry 2023-24
As a long country with diverse climates within a short dis- From an industry that began in the 1960’s as a frozen-focused Amongst Italian fruit traders there is a feeling that their blue- winter that led to early flowering, followed by rain and cold
tance, Portugal is fast becoming a viable blueberry supply al- sector in Italy’s northwestern Piedmont region, the cooper- berry export opportunities are being put under pressure from weather in April that induced poor fruit set, some cold damage
ative-led horticultural model Italy is known for has driven competition and Northern European retailer expectations at flowering time, and some degree of botrytis in berries.
ternative for European supermarkets in the late spring, early
most of the production increase in the north, predominantly around varieties, making domestic market development a
summer period, featuring in the origin stable of a few major
in the pre-Alpine climes of Piedmont and Trentino, in addition greater imperative. Domestic consumption has been grow-
global grower-marketers.
to plantings in Veneto and Lombardy as far as northern Italy ing despite higher prices in the market, and growth is more Greece
The geography in Portugal is such that one could have a low- is concerned. skewed to the north where knowledge of the fruit is closer to

chill blueberry farm within just a few hours’ drive of a high- that of northern Europe, whereas in southern Italy blueberries Blueberry production in Greece is still limited compared to the
Harvests start in late June for the northern region and contin- are culturally less known.
chill variety farm in the country’s north. Southern Portugal has Western Mediterranean, but in recent years the country’s su-
ue until August, and while there is a concentrated presence of
a similar although milder climate to Huelva with much pro- permarkets have been increasingly requesting the fruit from
early varieties like Duke, some growers are planting new vari- “It’s been quite amazing. We had an increase in terms of vol-
duction under protected tunnels, whereas in the hilly north established strawberry growers in the Patras region which
eties. This replanting is pronounced in the later-season north- umes – not because the volume per buyer has increased but
there are more open field farms with mid-chill and high-chill has a similar climatology to Huelva in Spain but with much
east where old plantings of Brigitta Blue are being taken out in because the penetration has increased, so there’s still a lot
varieties such as Duke,Legacy and new proprietary genetics favor of alternative cultivars. Modern, high-chill genetics are more rainfall.
of people stepping into blueberries as consumers,” says one
in that category. in demand in the region with varieties being grown from two local analyst.
Oregon-based genetics companies. Growers of other fruits Unlike these southern Greek growers who are focused on
As has been the lesson learned elsewhere, an industry can such as peaches and kiwifruit, the latter having been through the domestic market, three years ago a large cherry-export-
On the other side of the coin, research found that each individ-
only survive on lucrative windows for so long and Portugal’s a difficult decade or more with vine-killing disease Psa, have ing group from the northeastern Rhodope region near Turkey
ual family in Italy that had purchased blueberries previously
success will depend on its ability to adopt next-gen varieties also been converting their fields to blueberries in central and embarked on trials with a view to tap into the June window.
bought less last year, signifying that new consumers were re-
– a process that is currently happening with cultivars from a northern Italy. Peach and pear growers are also converting to This led to commercial plantings in 2021 with the first crop
sponsible for the rise in overall sales.
handful of major players. Like Spain but not beginning the har- this crop, and the new planting that is occurring is increasingly harvested last year with small volumes sent alongside cherry
vest as early, Portugal has the advantage of proximity to ma- with substrate growing methods. Almost all of Italy’s crop is consignments to existing Western European customers. This
“It’s a bit threatening though because existing customers
jor European markets and can produce fruit from March until protected by nets or plastic. group has since encouraged more growers in the area to fol-
are not supporting the industry,” the analyst says. “We’re
the end of July, although with pruning of modern genetics it probably not doing enough in order to keep the existing con- low suit, and to date the primary varieties planted have been
is possible that smaller quantities could be made available in There is quite a bit of buzz around southern Italy, especially in older traditional cultivars such as Duke, Chandler and Legacy.
sumers happy.”
October-November in direct competition with Peru. Sicily but also in Calabria and Puglia, as a prospective growth
region for blueberries, spearheaded by large cooperatives
It must be clarified that filling market gaps is not the only from the country’s center and north. Southern Italian growers
Opinions vary within the industry about the level of quality
that is sent to Italy, but there is the belief in some circles that
Tunisia
can grow during a similar timeframe as Morocco and Spain,
motivator for the Portuguese blueberry industry’s develop- the country is receiving sub-standard fruit relative to other
covering the end of winter and carrying on through the spring- As it now becomes apparent that previous industry musings
ment; one key player with links to South America has two European countries, which may explain the waning repeat
time. Two southern highbush-focused genetics companies around developing blueberry plantings in other Mediterra-
Portuguese farms in different geographical zones that cover purchase statistics for blueberries, which are predominantly
from Spain have introduced their varieties for trials in warmer
a large land area by European standards of 160 hectares, and sold in 125g packs. A source says that only one Italian su- nean countries such as Turkey and Egypt have now taken on a
regions of Italy, in addition to one of the aforementioned US
a varietal mix and farm practices that allow for the continuity permarket has introduced segmentation with a premium line, more serious tone (see Middle East section), other countries
breeders that has been actively rolling out a new club of va-
of supply starting from mid-February all the way until the first which indicates many Italian consumers are not being given with warm growing conditions and proximity to Europe and
rieties worldwide, but the genetic transition is less visible in
Polish blueberry volumes arrive in the summer. the option to buy the high-grade genetics that have lifted the the Middle East are also under consideration although some
Italy than in other growing regions. In Sicily which is the geo-
industry elsewhere. Overall, Italy’s blueberry imports rose stakeholders are not revealing too much about their inten-
graphic focal point of these low-chill operations, at least 90%
Like Spain and Morocco, Portugal also struggles with water of plantings still comprise the open Ventura variety. marginally in 2023. tions. At least two large Spain-headquartered companies are
availability and this is driving innovations in water efficiency eyeing Tunisian market development, one of whom already
such as installing systems to harvest rainwater from tunnels Another great benefit of producing blueberries in Italy is its The Italian production season in 2023 was characterized by has operations in raspberries and strawberries in the coun-
that cover crops, although that is specifically in the area of mix of microclimates and the possibility of playing with al- one of the hottest summers ever with extremely hot and dry try’s north which this year has plans to plant 20ha of blueber-
Odemira where tunnel production is in wider use due to a his- titude to achieve different agronomic outcomes. Each year conditions, which in June led the fruit to ripen very quick- ries, which itself would already represent five-fold growth on
tory of raspberry production. more and more regions are adopting blueberry production, ly and together, followed by some rains that caused quality the IBO’s 2022 figures for hectarage.
162 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 163

SPAIN
Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons)

Spain Cultivated Hectares by Status Spain Cultivated Production by Use Spain Cultivated Fresh Export by Partner Spain Cultivated Fresh Export History
6k 100 80 25
5
​ 496

​ 810
4
4
​ 570 20
​ 210
4 75 60
4
​ 030
4k 3
​ 720
3
​ 333

(000) MT
15

(000) MT
Hectares

(000) MT
40
​ 682
2 50
2
​ 132 10
2k ​1 746
20
25
5

0
0 0 2014 2016 2018 2020 2022 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022 1 2 3 4 5 6 7 8 9 10 11 12
Years
Years Years Months
Sum Germany Italy Netherlands
In Production Not in Production Sum Fresh Processed Others Poland United Kingdom 2019 2020 2021 2022 2023
Source: IBO Source: IBO Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Spain 2023 Production Metrics Spain Cultivated Fresh Imports by Origin (000) MT
Hectares Planted: 5,496 Ha
Reporter 2019 2020 2021 2022 2023
Spain Cultivated Yield by Country
Hectares in Production: 4,570 Ha
20k
Morocco 15.13 23.47 26.61 33.69 28.52
Production: 70.86 (000) MT
15k Growth in Production¹: ▲1.67 (000) MT (2.41%) Portugal 0.54 0.60 1.05 1.48 1.71
Growth from Hectares²: ▲5.54 (000) MT (331.53%)
Peru 1.07 1.17 1.63 3.05 1.30
KG/Ha

10k
Growth from Yield³: ▼-3.86 (000) MT (-231.26%)
Netherlands 0.61 0.85 1.20 1.90 1.22
5k Yield: 15,505.47 (Kg/Ha)
Exports: 46.01 (000) MT South Africa 0.16 0.52 0.58 0.58 1.13
0
2014 2016 2018 2020 2022 Imports: 36.19 (000) MT
Years Others 1.78 3.26 2.22 2.07 2.30
Source: IBO and Agronometrics
Spain Average
Spain Totals 19.28 29.87 33.30 42.77 36.19
Source: IBO
¹ Volume change compared to previous season
² Change in volume due to hectares entering or leaving production Source: Agronometrics Global Trade Data
³ Change in volume due to field productivity (yields)

Spain Cultivated Fresh Exports by Partner (000) MT

Spain Cultivated Fresh Imports by Origin Spain Cultivated Fresh Imports by Origin
Reporter 2019 2020 2021 2022 2023 60 10

Germany 22.13 19.12 30.60 19.73 14.89 8

Netherlands 6.19 4.65 6.18 10.03 6.15 40

6
(000) MT

(000) MT
United Kingdom 8.60 8.69 4.72 5.50 5.79
4
20
Poland 2.02 1.59 2.21 5.77 3.90
2

Italy 1.01 1.28 2.59 3.41 3.06

0 0
Others 6.03 5.95 8.92 13.24 12.21 2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month

Spain Totals 45.99 41.27 55.23 57.69 46.01 Sum Morocco Netherlands Others Peru Sum Morocco Netherlands Others Peru
Portugal South Africa Portugal South Africa
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
164 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 165

Pioneers
by Nature
Spain
Country Member Summary
Adapted from report by Freshuelva
(the association representing the Spanish industry)

Evolution of the 2023 campaign

In the 2023 season the surface area for blueberries in the province of Huelva experienced a slight increase that
keeps productive land at around 4,000 hectares of the crop. The incorporation of earlier-growing varieties has al-
lowed us to expand the range of our market and have production from January, thus gaining market share from
other sources.

Blueberries have again consolidated their position as the second berry of our province behind strawberries, despite
the fact that in this case it faces great competition from third countries, mainly Morocco, during the months of spring.

The climatic conditions over the course of the campaign were not favorable for the crop, as in terms of temperatures
the minimums produced in November, December and January were above the average for those months, which did
not favor the accumulative process for cold hours. All of this led to a decline in production of around 25%. In addition
to this reduction in production, the cold of the last weeks of February and the first weeks of March led to a decrease
in berry sizing.

Problems with water have added to these climatological conditions, as a factor that is very limiting for the crop as its
reduction in allotments has led to negative repercussions so that the quality parameters for a good development of

COSMICA
the crop are not present, with the water in some areas having high saline concentrations.

The weather and commercial conditions in the last phase of the season meant that it could be lengthened, which
Redefining Crunchiness
IMPERIAL allowed for a recovery from the decline in production that had dragged down the first months, and thus reduced the
margin of difference against the 2022 season.
Biggest Quality
The recovery in production during April and May, however, clashed with strong competition in markets, especially
with countries like Morocco, leading to an oversupply, a collapse in prices, and a lower supply in June with a conse-
quent rise in prices. All of these circumstances meant that the 2023 season was the most irregular of recent years.

In terms of production costs, these have remained just as elevated as in the 2022 campaign, in which there was a
significant increase due to the situation with the war in Ukraine. The availability of labor is, together with water, one
of the limiting factors for the crop, and this season it has become a difficult problem to manage not just in blueberries
but in berries in general, and one that the sector in the province of Huelva has managed through the procedure of

LAZULISKY
TM contracting at origin.

Blooming Flavor Evolution of exports in 2023

In terms of exports, Germany is again the leading destination for Spanish blueberries. The Netherlands holds second
place in the rankings after overtaking the United Kingdom in the previous campaign. Even so, the United Kingdom

LAZULISUN
TM
continues to be one of the three main destinations for our blueberries. Exports are concentrated in the second quar-
ter with the highest volumes in May.
Crispy Sensation

Revolutionizing Berries
www.hortifrut.com
166 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 167

Production in Huelva also has a history of highly concentrat- of plant health recovery, and sources have pointed to both an
Despite this, Spanish exports in 2023 declined 15% compared to the previous season. This decline is generalized,
affecting mainly exports to the Netherlands, followed by Belgium and Germany. ed production – between 70% and 80% - occurring within a early season and delays, which, depending on the region and
three-week period in April and May, so those who can afford varieties concerned, may both be true. Early statistics in Feb-
it and see the option as economically viable have explored ruary showed a 60% year-on-year uptick in Spanish blueberry
Evolution of imports in 2023 switching up their cultivar mix in pursuit of a more spread out exports in February, although this is amidst a large jump in
In terms of Spanish imports, these are concentrated in the second quarter of the year with Morocco as the main campaign with different windows, the earliest being in late Moroccan shipments and could therefore include re-exports.
importer compared to other countries. Until the 2022 season the evolution of imports had been experiencing year- November in limited volumes. Other traits growers reportedly Late reports coming in from the season’s close indicate signifi-
on-year growth, however in 2023 there was a decline in imports from Morocco, Peru and the Netherlands.
seek include higher yields, greater heat tolerance, and char- cantly higher yields for the Spanish season and consistently
acteristics that are more valued by the market (such as taste, good pricing throughout most of the season, indicating strong
In contrast, it must be highlighted that imports from South Africa in 2023 were almost 92% higher than in the previ-
ous season, followed by Portugal whose increase was slightly higher than 40%. size, firmness and shelf life). and sustained demand.

During 2023 Freshuelva and companies have continued to promote berries in general, and blueberries in particular, Spain has been dealing with one of its worst droughts since Aside from Huelva, blueberries are also grown in Galicia in
to incentivize consumption of the product with an objective centred on the domestic market with the understanding 1997 and irrigation restrictions have been placed on industry. northern Spain where high-chill blueberries are grown with
that it is a market with a wide margin for growth. It is frequently the case that blueberry growers produce other
production oriented towards June and July. One large global
berries, and when faced with water limitations they may be
fruit company that is based in Spain is now looking to alterna-
incentivized towards cutting back on berry crops that require
tive regions within the country to grow blueberries, with the
annual planting rather than blueberry bushes that need to be
northeastern region of Zaragoza under serious consideration.
maintained over time. This trade-off however contrasts with
Spain’s comparative advantage in the proximity to market that Spain is often referred to by blueberry industry stakeholders
Spain favors its strengths in more perishable fruits like strawber- as an emblematic market of new consumption growth, and

Report Team Narrative

ries or raspberries versus blueberries which are much more
the double-digit consumption growth has continued despite
transit-robust with minimal implications of 1-2 days extra
the overall market shortage witnessed in 2023. This is en-
journey time.
couraging in a country where just a few years ago it was not
As a mature yet fragmented industry that pioneered south- which notes climatological factors that impacted yields, to normal to see blueberries on the shelves of supermarkets
Rainfall levels have improved since October 2023, but dams
ern highbush varieties in Europe, Spain remains a leading such an extent that volume was down even though the surface year-round. One domestic retailer that accounts for a major
and reservoirs are not yet at a satisfactory level for water re-
source of the crop during the springtime. The Spanish blue- area dedicated to blueberries was actually higher. portion of the Spanish retail market, Mercadona, was an early
strictions to change, although the occurrence of rain has at
berry industry finds itself at a critical juncture facing several adopter of stocking blueberries on the shelves and now most
least meant that water restrictions haven’t tightened further.
Weather does not explain the reduction entirely however, as others have followed suit.
challenges, among them water shortages that have impeded The combination of uncertainty around water, and the less
both growers’ expansion and varietal conversion plans, whilst varietal transition efforts over the past few years mean there stringent varietal requirements from retailers in a scarce
Not only is it normal now to see blueberries sold throughout
contending with competition from Morocco where labor costs is a large portion of young fields that are in the early stages supply year of 2023, has delayed actions around replanting
the year all over Spain, but in times of more stable supply dy-
are relatively cheaper than in Spain where agricultural wages of their upward yield curve. We do not have exact data to de- versus where growers would have intended under different
namics there are larger packaging sizes too with 400g or 500g
have risen by approximately 50% over the past five years. fine exactly what this proportion is, but major international circumstances.
seen as the norm just as it is in other parts of Western Europe
and domestic genetics programs are active in Spain, and one
In terms of other field-level trends, there have been reports – a trend which was less able to flourish in 2023 as pack sizes
Competitive pressure was less pronounced in 2023 as both grower cooperative that accounts for almost a third of Span-
of some Spanish growers purchasing mechanical harvesting were downgraded on average due to scarcity. In Spain, more
Spain and Morocco experienced delayed seasons and produc- ish blueberry production has already converted a third of its
machines, although there have been questions around how people are discovering blueberries, consumers are purchas-
tion declines, in contrast to the dynamics of supply peaks the hectares to new cultivars. One can then easily extrapolate that
their deployment would look given the majority of Huelva’s ing blueberries more often, and they are buying more than be-
industry had become accustomed to in recent years over the even if no one else were replanting, the renewal from this co- fore; all trends that are facilitated by counter-seasonal supply
blueberry sector is under tunnels, which would need to be re-
months of April and May. Growers benefited from higher pric- operative alone would account for at least 10% of the industry and the promotional efforts of local industry.
moved to facilitate these machines.
es with a marginal lift in total export value for both, though with yield growth that is yet to be materialized.
not all growers experienced sufficient price increases to offset 2023 saw a very hot summer though fortunately reports are It is also worth noting that one of the world’s fastest-grow-
yield shortages. The industry’s main two varieties are the early-season Snow- that although fields suffered from abnormally extended pe- ing berry nursery and genetics companies which has an active
chaser and the early-midseason Ventura, both which have be- riods of extreme summer heat, leading to plant stress and blueberry genetics program, Spain-based Planasa, saw its pri-
The reasons underpinning Spain’s production decline are come less desirable for retailers if they can access the supply the yellowing of leaves, the 2024 season saw markedly bet- vate equity ownership exit and was acquired by family-owned
explored in the season summary provided by Fresh Huelva, of other genetics with improved fruit quality. ter yields. It was reported that by October there were signs German investor EW Group in late 2023.
168 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 169

Morocco Cultivated Fresh Exports by Partner (000) MT (Data inferred from trade partners)

Reporter 2019 2020 2021 2022 2023

Spain 15.13 23.47 26.61 33.69 28.52
United Kingdom 2.55 1.64 8.08 10.35 11.19

MOROCCO France
Norway
2.75
1.61
2.78
1.89
2.51
2.00
2.99
1.96
4.50
1.33
Netherlands 1.50 1.38 1.05 1.44 1.22
Others 1.13 1.52 1.76 1.40 2.32
Planting and Production Data, Figures & Commentary
Morocco Totals 24.66 32.69 42.01 51.84 49.09
(Denominated in Hectares and Thousands of Metric Tons)
Source: Agronometrics Global Trade Data

Morocco Cultivated Hectares by Status Morocco Cultivated Production by Use Morocco Cultivated Fresh Export by Partner Morocco Cultivated Fresh Export History
5k 60 60 20

4
​ 300

4k ​ 800
3
15
40
3
​ 136 40

(000) MT
3k ​ 850
2

(000) MT
​ 675
2
(000) MT
Hectares

​ 500
2
10

2k ​ 810
1 20
20
​1 120 5
​959
959
1k ​798
798

0
0 0 2014 2016 2018 2020 2022 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022 Years 1 2 3 4 5 6 7 8 9 10 11 12

Years Years Months

Sum France Netherlands Norway
In Production Not in Production Sum Fresh Processed Others Spain United Kingdom 2019 2020 2021 2022 2023
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
Source: IBO Source: IBO

Morocco
Morocco 2023 Production Metrics Report Team Narrative
Hectares Planted: 4,300 Ha
Organic: Not Reported Moroccan blueberry production declined for the first time The trend of growers diversifying to blueberries from Moroc-
Morocco Cultivated Yield by Country in 2023 following more than a decade of breakneck growth, co’s mainstay crops of tomatoes and citrus continues, but
Under Structure: Not Reported
20k as yields fell due to weather-related issues including a cold stakeholders envision a more measured approach to expan-
Hydroponics: Not Reported spell in late January and early February. Fruit sizing was down
sion following recent boom years. In the southern area of
15k New Genetics: Not Reported slightly, although quality remained strong for an industry that
Agadir the cost of production has risen due to severe drought
Hectares in Production: 3,800 Ha has built a reputation for consistency in terms of the fruit’s
conditions which mean many rely on desalinated water. “Wa-
KG/Ha

10k
Production: 56.06 (000) MT organoleptic characteristics, driven in part by a relatively high
ter is available. It’s of lower quality and at a higher price, and
proportion of premium-grade cultivars in the ground as well
5k Growth in Production¹: ▼-0.44 (000) MT (-0.78%) you still need reverse osmosis plants to bring it to a lower level
as the benefits of knowhow (most of the world’s leading blue-
Growth from Hectares²: ▲11.96 (000) MT (2,718.75%) of electrical conductivity, but it works,” as one grower stated.
0
berry industry players have a presence there), market proxim-
2014 2016 2018 2020 2022 Growth from Yield³: ▼-12.40 (000) MT (-2,817.84%) ity and labor availability.
Years That said, replantings and new plantings of blueberries in
Yield: 14,753.08 (Kg/Ha)
Morocco Average
Amidst high prices, export value increased marginally despite Morocco are still significant compared to Spain, for example.
Source: IBO
Exports: 49.09 (000) MT
the 9% drop-off year-on-year in supply, reaching a level that One of the world’s leading blueberry companies is planning to
Imports: 0.01 (000) MT increase its hectares in Morocco from 240ha to 500ha over
was still eight times higher than in 2013, shipped not just to
Source: IBO and Agronometrics the European market for which Morocco is a natural extension the next 18 months, enticed by the ideal growing conditions.
¹ Volume change compared to previous season for late winter and early spring production, but also markets “You just have a perfect climate to grow sweet fruit,” the
² Change in volume due to hectares entering or leaving production further afield including Russia, the Middle East, Far East and source explains.
³ Change in volume due to field productivity (yields)
even North America. Earlier this year a Moroccan mission vis-
ited China, where the industry expects a market access open- Until recently Agadir was the heartland of Morocco’s blueber-
ing will be in the pipeline. ry industry expansion. Unlike in the north where most farms
170 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 171

BLUE MALDIVA®
PLABLUE 1542 YEARS

are open field, blueberry cultivation in Agadir was pioneered is much further south in the region of Dakhla, which is still
with substrate production of proprietary southern highbush limited to just a handful of rather big players that are able to
genetics, good agronomic management and tall ‘canary access limited water and labor resources and betting on its
greenhouse’ protection. It is a geographical expansion that potential for even earlier production. The preference is for flat
has allowed the country to produce earlier with a peak win- plastic structures known as ‘Canarian greenhouses’ in what is
dow from January to April. a windy area, some 1,200km to the south of Agadir in the dis-
puted territory of Western Sahara, although the geopolitical
However, the shortage of water is not as serious in the north climate has shown signs of stabilizing with support for Moroc-

BLUE MANILA ® of Morocco where the country’s blueberry industry began and
growing conditions are more similar to southern Spain. That
co’s autonomy plan for the area from more developed nations
such as the United States and Spain.
PLABLUE 1545 region has been undergoing something of a renaissance with
growth actually outpacing Agadir of late. The Kingdom of Morocco is set to “throw everything” at the
Dakhla region to make it a success, according to one industry
This northern region, around Larache and Rabat, is where
insider, with plans to develop a port and open up 5,000ha to
there were the first forays into low-chill blueberry production
agricultural projects under an irrigated perimeter with desali-
in Morocco in the mid-2000s, with a lot of activity coming from
nated water. This project is under development but it is still
Spanish interests before Morocco became a hub for a verita-
uncertain when it will be operational
ble who’s who of blueberries globally.

Dakhla has mild weather and its low chill climate allows for
Morocco’s benefits have attracted companies and investors
production at least a month earlier than in Agadir, but labor
from the Americas, Europe, South Africa, Israel, Australia,
access is a problem as workers need to be brought in, and
and Morocco itself – including citrus companies wishing to
harvests will take two more days to get to the European mar-
diversify – to plant blueberries. Many view the country as an
ket than fruit from Agadir. Any such delay however is fairly in-
extension of European industry however, and a lot of the com-

BLUE MADEIRA ® significant given the prospect of production in September, in

panies present also have production in Spain, thus offering di-
competition with Peru and South Africa that both would take
versification benefits to retailers. This is especially beneficial
longer to get to the European market. One industry stakehold-
PLABLUE 1502 when cold snaps in Europe prompt later Spanish seasons so
Morocco can fill the gaps.
er remarked that “question marks still hang over Dakhla”, and
another that is active in the area emphasizes that growers
Following a “satisfactory” season in 2023 with high pricing, must achieve significant earliness for the region’s capital de-
at the time of writing Morocco’s blueberry season has been velopment and operating costs to be worthwhile – ideally up
delayed in 2024 but volume is expected to rise again, rep- to six weeks – given the increasing earliness of new varieties
resenting a return to some form of normality. Like Spain, the that have been planted Agadir, which is much more conve-
south of Morocco experienced a heatwave which impacted nient than Dakhla logistically.
the crop, while in both the south and the north there were
wind events that caused some structural damage, although The market is also starting to see the result of limited plant-
this was not considered a significant contributing factor to the ings of mid-chill blueberries grown in Morocco’s Atlas Moun-
lower production. There was a phytosanitary alert for Hepati- tains, targeting the late June and July market windows. This

A COMPLETE tis B detections in Moroccan strawberries in Europe earlier in timing is not as advantageous price-wise as Dakhla would be,
2024 and it has been reported in some media outlets that this but it is understood that the cost of production in the region is

BLUEBERRY PORTFOLIO impacted Moroccan blueberry shipments due to stricter con-

trols, although some industry stakeholders claim it was more
low while logistically it would only take a few hours more than
from Agadir to reach Morocco’s ports.
of a politically-driven scare campaign than a genuine problem
Planasa is a leading company within the agri-food sector, focused on with retailers or shippers. From a market diversification perspective, the industry’s
innovation and development of future blueberry varieties. plans to start building a North American export channel came
Morocco’s industry is generally discussed along north-south to fruition last year with shipments rising almost seven-fold to
lines, but there is an incipient, third geographic vertical that 757MT, the bulk of which went to Canada.

FOLLOW US:
For more information and to contact: planasa@planasa.com | www.planasa.com
172 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 173

Eastern Europe Cultivated Hectares by Country Eastern Europe Cultivated Hectares by Status

EASTERN EUROPE
40k 40k
​30 912
30
28
​28 436
​25 219
25 30
​30 912

Hectares
20
​20 268 30k ​28 436
28
20k 16
​16 635 ​25 219
25
13
​1 3 367
​ 853
9

Hectares
6
​ 483 7
​ 605 ​20 268
20
​5 058 20k
​16 635
16
0 13
​1 3 367

Planting and Production Data, Figures & Commentary

2014 2016 2018 2020 2022
9
​ 853
Years 10k ​ 605
7
​ 483
6

(Denominated in Hectares and Thousands of Metric Tons)

​5 058
Belarus Bosnia/Herzegovina Bulgaria
Croatia Czech Republic Georgia (Rep.)
0
Hungary Kosovo Latvia
2014 2016 2018 2020 2022
Lithuania Macedonia Montenegro
Poland Romania Russia Years
Serbia Slovakia Slovenia
Ukraine In Production Not in Production
Source: IBO Source: IBO

Eastern Europe Cultivated Hectares by Country Eastern Europe Cultivated Production by Country(000) MT

Eastern Europe Hectares Planted 2023 Production (000) MT Eastern Europe 2021 2022 2023

Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total

Poland 8,450 9,500 11,000 11,913 12,594 59.00 3.00 62.00 Poland 52.50 3.00 55.50 65.50 3.00 68.50 59.00 3.00 62.00

Serbia 1,612 1,800 2,360 3,000 3,366 20.00 0.53 20.53 Serbia 5.00 0.50 5.50 16.00 0.45 16.45 20.00 0.53 20.53

Romania 1,025 1,500 2,000 2,500 2,650 14.00 1.00 15.00 Romania 6.00 0.90 6.90 8.00 1.00 9.00 14.00 1.00 15.00

Ukraine 3,183 4,383 5,318 5,500 5,700 10.30 - 10.30 Ukraine 8.24 - 8.24 22.41 0.43 22.84 10.30 - 10.30

Belarus 270 290 362 400 437 1.38 0.87 2.25 Belarus 0.82 0.51 1.33 1.25 0.60 1.85 1.38 0.87 2.25

Georgia (Rep.) 405 700 1,500 2,115 2,500 2.00 0.10 2.10 Georgia (Rep.) 1.50 0.10 1.60 1.60 0.10 1.70 2.00 0.10 2.10

Croatia 290 360 380 400 370 1.54 - 1.54 Croatia 0.53 - 0.53 0.73 - 0.73 1.54 - 1.54

Russia 205 400 750 1,000 1,600 1.05 - 1.05 Russia 0.05 - 0.05 0.05 - 0.05 1.05 - 1.05

Bosnia/ Bosnia/
170 170 190 190 197 0.99 - 0.99 0.91 - 0.91 0.93 - 0.93 0.99 - 0.99
Herzegovina Herzegovina

Kosovo 60 90 90 126 150 0.71 - 0.71 Kosovo 0.47 - 0.47 0.65 - 0.65 0.71 - 0.71

Lithuania 200 270 300 350 360 0.70 - 0.70 Lithuania 1.84 0.30 2.14 0.65 0.25 0.90 0.70 - 0.70

Latvia 510 500 600 550 550 0.42 0.25 0.67 Latvia 0.50 0.30 0.80 0.42 0.25 0.67 0.42 0.25 0.67

Slovenia 60 60 70 70 70 0.40 - 0.40 Slovenia 0.26 - 0.26 0.37 - 0.37 0.40 - 0.40

Czech Republic 50 70 88 108 132 0.39 - 0.39 Czech Republic 0.20 - 0.20 0.30 - 0.30 0.39 - 0.39

Bulgaria 30 40 70 60 80 0.23 - 0.23 Bulgaria 0.11 - 0.11 0.14 - 0.14 0.23 - 0.23

Slovakia 50 70 70 80 80 0.19 - 0.19 Slovakia 0.18 - 0.18 0.17 - 0.17 0.19 - 0.19

Montenegro 15 15 18 22 23 0.12 - 0.12 Montenegro 0.11 - 0.11 0.12 - 0.12 0.12 - 0.12

Macedonia 10 10 12 12 13 0.08 - 0.08 Macedonia 0.08 - 0.08 0.08 - 0.08 0.08 - 0.08

Hungary 40 40 40 40 40 0.06 - 0.06 Hungary 0.05 - 0.05 0.05 - 0.05 0.06 - 0.06

Eastern Europe Totals 16,635 20,268 25,219 28,436 30,912 113.56 5.75 119.31 Eastern Europe Totals 79.35 5.61 84.96 119.42 6.08 125.50 113.56 5.75 119.31
Source: IBO Source: IBO
174 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 175

Eastern Europe Cultivated Production by Country Eastern Europe Cultivated Production by Use
Eastern Europe Exports by Partner Subregion (000) MT
150 150
Subregion 2019 2020 2021 2022 2023
100
Western/Central Europe 16.40 23.63 23.26 24.72 26.74
(000) MT

100
50
Eastern Europe 6.53 11.57 11.70 15.01 14.08

(000) MT
0 So. Europe/N. Africa 0.48 0.40 0.56 1.33 1.67
2014 2016 2018 2020 2022 50
Years Middle East 0.06 0.04 0.06 0.11 0.27
Sum
Bulgaria
Belarus
Croatia
Bosnia/Herzegovina
Czech Republic
Central Asia/Indian Subcontinent 0.00 0.00 0.01 0.04 0.01
0
Georgia (Rep.) Hungary Kosovo
Latvia Lithuania Macedonia
2014 2016 2018
Years
2020 2022
Others 0.09 0.01 0.03 0.01 0.01
Montenegro Poland Romania
Russia Serbia Slovakia
Slovenia Ukraine Sum Fresh Processed Eastern Europe Totals 23.55 35.65 35.63 41.23 42.77
Source: IBO Source: IBO

Source: Agronometrics Global Trade Data

Eastern Europe Cultivated Fresh Export by Partner Subregion

50

2023 Eastern Europe Cultivated Hectares by Country 2023 Eastern Europe Cultivated Production by Country 40

Belarus:
​B elarus: 1.4% Ukraine:
​U kraine: 8.6% Belarus:
​B elarus: 1.9% 30

(000) MT
Ukraine:
​Ukraine: 18.4% ​Bosnia/Herzegovina: 0.6%
Bosnia/Herzegovina: Slovenia:
​Slovenia: 0.3% ​Bosnia/Herzegovina: 0.8%
Bosnia/Herzegovina:

​Croatia: 1.2%
Croatia: Slovakia:
​S lovakia: 0.2% ​Croatia: 1.3%
Croatia: 20

​Georgia (Rep.): 8.1%

Georgia ​Georgia (Rep.): 1.8%
Georgia
Slovenia:
​Slovenia: 0.2% ​Serbia: 17.2%
Serbia: 10
Kosovo:
​Kosovo: 0.5%
Slovakia:
​S lovakia: 0.3%
​Latvia: 1.8%
Latvia:
0
Lithuania:
​L ithuania: 1.2% 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Serbia:
​Serbia: 10.9%
Years
​Russia: 0.9%
Russia:
Sum Central Asia/Indian Subcontinent Eastern Europe Middle East Others So. Europe/N. Africa Western/Central Europe
Source: Agronometrics Global Trade Data

​Russia: 5.2%
Russia:
Romania:
​R omania: 12.6%
Poland:
​Poland: 52.0%
Poland:
​Poland: 40.7%
Romania:
​R omania: 8.6%
Source: IBO Source: IBO Eastern Europe Exports by Reporter (000) MT

Subregion 2019 2020 2021 2022 2023

Poland 13.62 18.30 21.05 23.09 21.89
Serbia 1.65 3.19 4.36 4.92 6.01
Romania 2.01 4.50 2.77 4.57 4.94
Georgia (Rep.) 0.20 0.67 0.95 1.39 3.46
Eastern Europe 2023 Production Metrics Ukraine 2.43 1.19 1.82 3.16 4.06
Eastern Europe Cultivated Yield by Country Others 3.64 7.80 4.68 4.10 2.40
Hectares Planted: 30,912 Ha
20k

Hectares in Production: 21,294 Ha Eastern Europe Totals 23.55 35.65 35.63 41.23 42.77
Production: 119.31 (000) MT Source: Agronometrics Global Trade Data
KG/Ha

10k

Growth in Production¹: ▼-6.19 (000) MT (-4.93%)

0 Growth from Hectares²: ▲33.68 (000) MT (544.13%)
2014 2016 2018 2020 2022 Eastern Europe Cultivated Fresh Export by Reporter Eastern Europe Cultivated Fresh Export by Reporter
Years Growth from Yield³: ▼-39.87 (000) MT (-644.09%) 60 15

Eastern Europe Average Belarus Bosnia/Herzegovina Yield: 5,602.84 (Kg/Ha)

Bulgaria Croatia Czech Republic
Georgia (Rep.) Hungary Kosovo
Latvia Lithuania Macedonia Exports: 42.77 (000) MT 40 10
(000) MT

(000) MT
Montenegro Poland Romania
Russia Serbia Slovakia Imports: 51.81 (000) MT
Slovenia Ukraine
Source: IBO
Source: IBO and Agronometrics 20 5

¹ Volume change compared to previous season

² Change in volume due to hectares entering or leaving production 0
2014 2016 2018 2020 2022
0
Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
³ Change in volume due to field productivity (yields) Years Month

Sum Georgia (Rep.) Others Poland Sum Georgia (Rep.) Others Poland
Romania Serbia Ukraine Romania Serbia Ukraine
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
176 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 177

Eastern Europe Imports by Origin Subregion (000) MT

Origin 2019 2020 2021 2022 2023

Western/Central Europe 12.19 15.31 19.53 34.94 28.25
So. Europe/N. Africa 5.83 5.95 8.54 11.03 10.34
Eastern Europe 6.07 11.31 10.20 12.21 12.09
South America 0.19 0.61 0.65 0.62 0.78
Eastern Europe
Report Team Narrative
Asia 0.07 0.11 0.12 0.15 0.22
Others 0.08 0.19 1.15 0.14 0.14
Eastern Europe Totals 24.42 33.48 40.19 59.10 51.81
Source: Agronometrics Global Trade Data Led by Poland, Europe’s second-largest producer of blueber- It is recommended that readers peruse the 2023 edition of
ries and top supplier during the summer months, Eastern Eu- the IBO report which contained a special report on Poland
rope is home to multiple earlier-stage blueberry industries in with comprehensive detail. For purposes of brevity, here we
Eastern Europe Cultivated Fresh Imports by Origin Subregion Eastern Europe Cultivated Fresh Imports by Origin Subregion the ascendancy, each with their own unique characteristics will also highlight that Poland has established itself as an im-
80 10
with very different contributions to the region’s outlook. portant distribution hub for blueberries in Europe with major
8
investments made into packinghouses and logistical infra-
60
In the more southerly areas such as Romania, Serbia, Kosovo structure, and Polish traders have also played a strong role
6
in re-exporting fruit from the emerging blueberry industries
(000) MT

(000) MT
40 and Georgia (the latter not being technically part of Europe,
4
but featured here given its position on the Black Sea and abil- of the region.
20
2 ity to ship to Europe, Russia and beyond), earliness is a key
industry driver to fill the critical June supply gap between the
Ukraine forecasts significant
0 0
2014 2016 2018
Years
2020 2022 Jan. 23 Mar. 23 May. 23
Month
Jul. 23 Sep. 23 Nov. 23
end of the Spanish season and the start of the Polish season
in July, while broadly speaking there are also labor cost ben-
Sum
Others
Asia
So. Europe/N. Africa
Eastern Europe
South America
Sum
Others
Asia
So. Europe/N. Africa
Eastern Europe
South America efits as well.
growth despite war
Western/Central Europe Western/Central Europe
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Serbia and Romania in particular are envisaged to play a criti- One country in the region that has historically relied heavily
cal role in an incipient revitalization of high chill genetics within on Polish distributors for re-export is Ukraine, an industry that
Eastern Europe Imports by Reporter (000) MT Europe, whereby supermarkets in tandem with certain breed- picks blueberries around one week earlier than Poland in July
ers are urging global marketers to complement their low- or and finishes its harvests around the same time in September.
Reporter 2019 2020 2021 2022 2023 Whilst Poland continued to be Ukraine’s largest export market
no-chill southern highbush supply from outside the continent
Poland 8.16 9.91 14.25 21.44 18.20 in 2023, shipments there fell by 37% year-on-year, compared
with summer-oriented, mid-to-high chill varieties with similar
to an overall export increase of 28% as direct sales into the
Russia 4.86 6.25 8.52 11.41 10.96 attributes around size, crunch, firmness and flavor.
Netherlands rose by a third and direct shipments to Germa-
Czechia 2.76 3.18 4.17 5.47 4.09 ny skyrocketed from almost nothing to around 10% of the
An adequate appraisal of Eastern European blueberries re-
Estonia 1.61 4.18 2.70 4.47 3.74 export total.
quires a closer look at Poland, which has achieved significant
Romania 1.25 1.54 2.06 2.99 3.41 scale over the past decade and – as per the country member
The Ukrainian industry’s desire to diversify away from re-ex-
Others 5.79 8.42 8.49 13.30 11.42 summary contained in this report – continues to grow, albe-
ports via Poland was reinforced last year by reports of lengthy
it at a declining rate of 5.7% in 2023. This incremental sur-
Eastern Europe Totals 24.42 33.48 40.19 59.10 51.81 delays at the Polish border, sometimes up to 10 days. As their
face area lift of almost 700ha, in the space of one year, is well
reputation grows, these producers are securing increasingly
Source: Agronometrics Global Trade Data above the entire industries of Belarus or France, and is close
larger contracts with the big names of the European trade in
to the whole industry of the Netherlands in size. Western and Mediterranean Europe.
Eastern Europe Cultivated Fresh Imports by Reporter Eastern Europe Cultivated Fresh Imports by Reporter
Poland has also become an illustrative example for export-ori- Even though the country was invaded in 2022, Ukraine’s to-
80 10
ented industries globally about how to develop domestic de- tal planted area dedicated to blueberries has continued to
60
8 mand as a buffer for increased international competition, with increase, buoyed by government subsidies for farms under
Polish blueberry consumption per capita of 1.84kg now ex- 20ha that are estimated to cover around 30% of the capi-
6
ceeding that of their richer neighbors in Germany, who were at
(000) MT

(000) MT

40 tal expenditure required for a more sophisticated operation,

4 levels of 1kg in 2020 and have reportedly had double-digit an- which Ukrainian growers pride themselves on (although in-
20 nual growth since then. Over the past four years the number vestors are more likely to aim for 50-100ha operations). The
2
of Polish consumers eating blueberries in the autumn months, average Ukrainian farm is larger than its Polish counterpart,
0 0 after the Polish season when Peru usually dominates supply, and since around 2017 there has been growth in plantings,
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month has grown 32.7%. This growth in market penetration in Po- characterized by sizable operations by the standards of cold-
Sum Czechia Estonia Lithuania Others Poland Russia Sum Czechia Estonia Others Poland Romania Russia land is ever more remarkable when taking into account the er European countries, utilizing modern cooling facilities and
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
high prices last year caused by the shortage from Peru. sorting lines.
178 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 179

The fundamentals of the Ukrainian industry are highly profes- Serbia’s mountainous terrain allows for the manipulation of
sionalized and often backed by groups of private, local inves- harvest windows with different varieties, although the pre- Romania Republic of Georgia
tors, and around 60% of cultivation is in the country’s north, dominant cultivar is Duke, leading to more concentrated har-
close to Kyiv, with an estimated 90% of farms being west of vests than in other industries. Most exports are from large Serbia and Romania are often mentioned in the same breath Ideally located for exports to Europe, Russia, Asia and the
the nation’s capital – an important consideration given the war. farms which also source volume from third parties in their by industry representatives describing the significant changes Middle East, the Republic of Georgia is primed for growth and
local areas. Some of the more advanced blueberry establish- last year saw its exports surge by 148.5% to reach 3,462MT –
taking place in Eastern Europe, but the two sectors are quite
Harvests fell short of forecasts by 20% last year, and sourc- ments in Serbia involve investment, resources and expertise a level that is approximately equivalent to Serbia’s shipments
different. Yes, Romania can and does supply fresh blueber-
es said the industry is probably too young to be able to fully from the Netherlands, the United States, the United Arab in 2020, and Serbia’s annual volume has doubled since then.
ries to the European market during the historically scarce
explain the causes of such changes, especially given the lack Emirates and Germany.
(although now less so) month of June, but its season lasts
of reliable statistics. What is clearly evident though is that It is unlikely that all of this rise only comprised of Georgian
longer (In 2022 from 17 June to 28 September) and tends
farms are still very young, as evidenced by their low yields at Production is widely dispersed geographically, but the highest fruit, as the nation witnessed an abnormally large seven-fold
to have a peak in July, and sometimes in August depending
present, and the industry overall is on the upward line of an yields tend to be achieved in the west and southwest due to increase in imports in 2023, and the probability that local
exponential growth curve. As one grower stated, if Ukraine the quality of soil. However, many farm owners actually live in on conditions. The industry experienced marginal export consumption would have risen to that degree is low. Its main
achieves the same yields as Poland its exports have the po- Belgrade and prefer to cultivate land that is closer to the cap- growth in 2023. market is Russia, and it is safe to say that much of that supply
tential to rise four- or five-fold over the next five years. ital, located in north-central Serbia. In general, water is less would be re-exports from jurisdictions that are not allowed
regulated than in Western Europe and farmers are able to drill Most investors in the Romanian blueberry sector are local, but into Russia. However, even if all of Georgia’s imports in 2023
Other challenges faced by the Ukrainian industry include the deep wells to access water for irrigation. the country has attracted international investment including were in fact re-exported, growth would have still stood at an
logistical challenge of trucking based on restrictions on the from one of Germany’s leading growers, who has helped open impressive 66% year-on-year.
movement of its male population due to the war. Trucks must As Serbia’s agricultural census takes place every 10 years, the doors to German retailers. Some operations include more
have two drivers, only one of whom can be male and of fight- true extent of plantings is unknown. The hilly terrain makes technologically advanced infrastructure such as warehouses, Growers would like to ship more to Europe but have struggled
ing age, so the second driver must always be a woman or a it difficult to secure contiguous plots of land, and the cost of cold stores and sorting lines, but there is also a large propor- to meet the standards and certifications required for the mar-
man who is older than 60; demographic profiles that are not producing blueberries is expensive by Serbian farming stan- tion of small growers who depend on traders or cooperatives ket, while cold storage also presents a problem with shelf life,
so easy to achieve. The Ukrainian government also has con- dards; a high proportion of farms have anti-hail nets, modern thus incentivizing ease of sales to Russia which accounts for
that have made these kinds of investments. With Serbia fol-
cerns around capital outflows due to the war, and therefore irrigation and fertigation systems are common, and more and around 95% of sales. There are concerns about the vulnerabil-
lowing its lead, trials are now under way in Romania for pro-
ities of this dependence, if for example Russia were to impose
has strict rules around reporting foreign currency exchange more farms have been planted in pots with substrate over prietary genetics in a bid to supply the European market with
a ban on Georgian fruit as has happened with other countries.
– as blueberries are often sold on consignment, and claims more recent years. However, there is still a great degree of higher quality fruit during winter, but it will be a few years be-
mean returns are not always exactly the same as stated on variance when it comes to farm size, infrastructure, knowhow, fore this fruit is in commercial volumes of note. In 2023 the industry took a major step in forming a growers’
the contract, exporters must fill out paperwork to explain to logistical capability and certifications.
association, and the first 50MT of blueberries were sold in Eu-
the authorities why figures don’t add up and prove that the Almost all production in Romania is in open fields rather than rope with plans at the time of writing to sell 800MT via this
difference is not a case of capital flight. There is a general reluctance to adopt new varieties and only a
being in pots; to the north of the Carpathian mountains the association in 2024.
few players are undertaking trials or the commercial develop-
soil is rather acidic and thus lends itself to this type of culti-
ment of the latest genetics. Almost half its exports were sent
vation, although with the right soil preparation there are also The Republic of Georgia has planted many southern and mid
Serbia fills a longstanding to the Netherlands in 2023, while exports to Poland doubled
significant plantings to the south of the range. In higher al- chill highbush blueberry varieties although the mountainous
to represent around a sixth of the total, and shipments to Rus-
market gap sia fell in half; most of the drop in supply to Russia was also
titude areas there is a greater risk of frosts in April, which is topography allows for northern highbush growing in certain
areas. With tunnel production the industry is capable of grow-
when Duke (the most common cultivar) and Legacy blueberry
in the more lucrative June window, in which Russia accounted ing the fruit in May, but the season is concentrated in June and
Targeting the lucrative market window of June, but also with bushes are in blossom; hence many growers have turned to
for almost a third of sales in 2022 but just 10% in 2023. July with some volume in August. The bulk of plantings are
sales in July when volume tends to clash with more compet- the Elliott variety to avoid frost damage with later production.
in western Georgia in the regions of Guria, Samegrelo-Zemo
ing origins and prices decline, the Serbian blueberry industry At the time of writing there is no national grower association Svaneti and Imereti; areas where the soil tends to be acidic,
has grown its exports more than six-fold since 2018. In that in existence, but industry players do organize events to help There are more than 300 independent growers in Romania
which allows blueberries to thrive.
time the industry has overtaken Portugal as a major suppli- improve knowledge (the level of expertise is still low relative (with typical farm sizes between 3-25ha), most of whom are
er during the June window, and this was achieved in 2023 to the industry’s size, which has impeded yields) and there is smallholder farmers. Some are also experimenting with next- The typical farm in the Republic of Georgia is one hectare or
despite a very rainy month of May in the lead up to harvests a general will to formalise a representative body for the blue- gen varieties from the United States, Spain and elsewhere. less – a tendency that has been encouraged by government
which in cases led to fruit softness and other quality defects. berry industry. grants to smallholder farmers to plant blueberries, mostly
The average prices achieved for Serbian exports were 11% Romania has the added benefit that it can draw on a work- with older varieties as well. As such a new industry, there is
higher year-on-year in June and slightly lower versus the prior Around 10-15% of Serbia’s production is estimated to go to force who already have years of experience working on blue- a wide gap in knowledge which is not helped by the fact most
year in July, as export value growth exceeded the accelera- processing, with the remainder (a similar percentage) sold as berry fields in Spain, and can return to Romania to continue educational materials are not in languages that are very ac-
tion in volume. fresh in the local market. working once the Spanish season is finished each year. cessible to the average Georgian farmer.
180 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 181

POLAND
In parallel to the trends across Eastern Europe, the prolifera- growers adopting hail protection systems to mitigate against
tion of small growers detracts from the fact that most of the this challenge.
blueberry volume comes from larger entities, which in Georgia
is about 90%. There are an estimated 40 farmers in Georgia Blueberries entered production at the beginning of June last
who have blueberry farms that are larger than 20ha. As has year, with one stakeholder reporting two very successful
Planting and Production Data, Figures & Commentary
been the case in Serbia there has been investment into a large weeks of high prices before the market became more compet-
farm from a UAE-affiliated entity, as well as investors from In- itive from the third week of July, putting returns under pres-
(Denominated in Hectares and Thousands of Metric Tons)
dia. In 2020 one of the world’s largest blueberry breeders and sure. Earlier cultivars are more likely to be found in Peja in the
nurseries from the U.S. set up shop in the country, with around country’s west, while the later supply comes from Kosovo’s
Poland Cultivated Hectares by Status Poland Cultivated Production by Use
11 next-gen varieties under trial. Growers also are known to other main blueberry cultivation region – Podujeva. 15k 75

source plant material from Polish nurseries. 11

​11 913
12
​12 594

The sector itself was developed with support from USAID over 11
​1 1 000
9
​ 500
the course of a decade from 2012, and after that programme
10k 50
​ 450
8

(000) MT
Hectares
​ 400
7

Central Europe and recently ended the Swiss Government-affiliated Caritas took ​ 075
6

up the baton and has been helping small farmers with a

​ 750
4
5k ​ 268
4 25

the Baltic States

​3 785

programme that will last until 2025. As a sign of the crop’s

progression in the country, last year the inaugural Kosovo 0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
There are currently small, mostly locally focused plantings of Blueberry Business Forum was held, attracting hundreds of Years Years

blueberries in the Central European countries of Czechia, Slo- domestic and international participants. In Production Not in Production Sum Fresh Processed

vakia and Hungary, where like elsewhere in Europe there is a Source: IBO Source: IBO

strong demand for local fresh produce when it is in season.

Russia
Import and export numbers are extremely high for the Bal-
tic states of Lithuania and Latvia in light of their plantings and The nascent Russian blueberry industry has been hampered Poland 2023 Production Metrics
population sizes. Whilst blueberry planting has taken place by a lack of expertise and access to the wide variety of tech-
in these countries and investors do see opportunities in the Hectares Planted: 12,594 Ha
nologies and innovations that underpins modern blueberry
Baltic states, the numbers suggest there is a re-export ele- cultivation, but it has continued to grow at a rapid pace with Organic: 3.00%
ment involved given these countries’ proximity to Belarus varying degrees of success within a market that has been hun- Under Structure: 3.00%
Poland Cultivated Yield by Country
and Russia. gry for the superfruit. 15k Hydroponics: Not Reported
New Genetics: 10.00%
It is not easy to find reliable numbers from Russia, but until
Kosovo 2022 it was estimated that between 200-300ha were being 10k
Hectares in Production: 10,000 Ha
Production: 62.00 (000) MT

KG/Ha
planted every year and the average production per hectare
The Kosovan blueberry industry is by no means a significant was low. We were unable to confirm whether such momentum 5k
Growth in Production¹: ▼-6.50 (000) MT (-9.49%)
player in Eastern Europe, but its slow and steady progress is has continued over the past 18 months. Growth from Hectares²: ▲17.12 (000) MT (263.46%)
representative of a broader trend of adoption throughout the Growth from Yield³: ▼-23.62 (000) MT (-363.46%)
0
region. As one of the smallest nations in Europe, Kosovo’s pre- What is noteworthy is that in a year marked by supply shortag- 2014 2016 2018 2020 2022
Years
Yield: 6,200.00 (Kg/Ha)
dominantly open-field production also targets the attractive es internationally, the decline for blueberry imports in Russia
Poland Average Exports: 21.89 (000) MT
June supply window in Europe but more shipments tend to of just 3.9% was far lower than that of their other European Source: IBO

take place in July. counterparts, and the average price for the year was up 20% Imports: 18.20 (000) MT
at $7.80/kg; this is higher than the Western and Central Euro- Source: IBO and Agronometrics
Despite increased rainfall in spring, extremely high tem- pean average price of $5.86/kg. In October when the Peruvi- ¹ Volume change compared to previous season
peratures in summer and hailstorms towards the end of the an shortfall was most keenly felt, Russia as paying $11.78/kg ² Change in volume due to hectares entering or leaving production
season, Kosovo managed to achieve a 15% increase in pro- on average while in the Netherlands the price was at $8.12, ³ Change in volume due to field productivity (yields)
duction in 2023 and exports were up by almost a quarter. keeping in mind that Dutch importers received 18 times as
Hail is a common problem for Kosovo, with more and more much volume in that month compared to Russia.
182 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 183

Poland Cultivated Fresh Exports by Partner (000) MT

Poland Cultivated Fresh Imports by Origin Poland Cultivated Fresh Imports by Origin
Reporter 2019 2020 2021 2022 2023 30 6

Germany 5.44 8.36 7.60 8.49 9.24

20 4

United Kingdom 3.86 3.01 4.41 3.94 4.26

(000) MT

(000) MT
Netherlands 0.74 1.48 1.64 1.75 1.19 10 2

Belarus 0.26 0.34 1.04 1.70 0.95

0 0
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23

Latvia 0.16 0.43 0.64 0.89 0.76 Years Month

Sum Germany Netherlands Others Serbia Sum Germany Netherlands Others Serbia
Spain Ukraine Spain Ukraine
Others 3.17 4.66 5.71 6.33 5.49 Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Poland Totals 13.62 18.30 21.05 23.09 21.89

Source: Agronometrics Global Trade Data

Poland Cultivated Fresh Export by Partner Poland Cultivated Fresh Export History
30 12

Poland
10

20 8

Country Member Summary

(000) MT

(000) MT

10

Adapted from a Report by the Polish Blueberry Promotion Foundation

4

Planted area and yields in 2024

2014 2016 2018 2020 2022 0
Years 1 2 3 4 5 6 7 8 9 10 11 12
Months
Sum Belarus Germany Latvia
Netherlands Others United Kingdom 2019 2020 2021 2022 2023
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
According to data published by the Agency for the Restructuring and Modernisation of Agriculture, the total acreage
of blueberry plantings in 2023 amounted to 12,594ha. The total fruit production is estimated by Statistics Poland at
62,000 metric tons (MT), which is slightly lower than in 2022.

According to our estimates, conventional fresh fruit production constitutes 56,000MT, organic production 3,000MT
and fruit for processing and IQF freezing 3,000MT.
Poland Cultivated Fresh Imports by Origin (000) MT
Country narrative
Reporter 2019 2020 2021 2022 2023
Highbush blueberry (Northern type) has been grown commercially in Poland for over 45 years; the last 7 years saw
Spain 3.18 2.95 5.18 6.02 5.97 an unprecedented increase in acreage and fruit production, for example between 2020 and 2021 growth was at
nearly 25%. However, between 2022 and 2023 the pace of growth decreased to 5.7% which means that the sen-
Netherlands 1.05 2.90 5.32 7.13 5.20 timent among growers is now much less optimistic. There is still significant potential for volume increases as new
plantings enter into full production.
Germany 1.72 1.56 1.74 4.70 4.04
All in all, within the last 5 years the acreage of blueberry farms increased 2-fold, but at the same time the average
Ukraine 0.73 0.44 0.75 1.68 1.04 size of blueberry planting per farm decreased nearly by half (from 2.67 ha in 2018 to 1.42 ha in 2022). This is due
to new plantings being made on farms growing other horticultural plants, including apples, as growers turn to more
Serbia - 0.17 0.18 0.37 0.80 profitable crops. Also, it seems to indicate that large farms, rather than planting blueberries in new fields, are replac-
ing varieties, thus maintaining a similar planted area. Average yield per hectare (from mature plants) is around 6MT/
Others 1.49 1.88 1.08 1.54 1.15 ha, significantly below the world average of 8.9MT/ha, which leaves a lot of space for improvement.
Poland Totals 8.16 9.91 14.25 21.44 18.20

Source: Agronometrics Global Trade Data

184 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 185

The 2023 season was marked, above all, by high demand for fruit in late August and September, which was due to
decreased volumes flowing into Europe from Peru. Growers with significant plantings of late varieties profited from
this situation. This could lead to increased plantings of late-season blueberries in Poland in the coming years.
WESTERN / CENTRAL EUROPE
Varietal replacement is gaining momentum, with cultivars such as ‘Last Call’, ‘Megas Blue’, ‘Valor’, ‘Cargo’ and ‘Calyp-
so’ still dominating the scene. Some growers have also started varying scale trials of Fall Creek Collection varieties.
Planting and Production Data, Figures & Commentary
Polish commercial blueberry farms are drip irrigated, and most of them are equipped with fertigation systems with (Denominated in Hectares and Thousands of Metric Tons)
different levels of technical sophistication. In general, blueberry fruit for the fresh market is hand-picked. Machine
harvest takes place on bigger farms, usually only at the end of the season and the fruit is destined for processing. Western/Central Europe Cultivated Hectares by Country
Many Polish growers and producer organizations possess state-of-the-art cold storage and packing facilities.
Western/Central
Hectares Planted 2023 Production (000) MT
Europe
Blueberries are the second most popular berry in Poland, after strawberries, with penetration at 83%. Domestic de-
mand for blueberry fruit increased sharply within the last 7 years. This allowed not only to prevent a decline in prices Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total
for locally produced fruit, but also boosted imports. Poland’s trade balance in blueberries is now negative – the value Germany 3,162 3,289 3,050 3,475 3,389 10.10 5.70 15.80
of imported fruit is higher than the value of exports. Average annual consumption per capita is now at an impressive
Netherlands 950 920 873 827 810 8.20 1.30 9.50
level of 1.83 kg. This was made possible due to year-round promotional activities initiated in 2016.
United Kingdom 673 653 660 665 655 4.90 0.10 5.00
Polish soft fruit growers are now working on a development strategy for the industry until the year 2030. The France 515 450 528 553 514 3.00 0.15 3.15
proposed short-term actions for the next 1-2 years include:
Austria 156 202 220 220 230 1.93 0.20 2.13

y reducing labour shortages by attracting workers from new destinations, especially Asia; Belgium 95 130 128 107 112 0.90 0.70 1.60

Switzerland 104 108 135 163 177 0.80 - 0.80

y intensified and systemic trials of new varieties under Polish climatic conditions;
Ireland 35 40 40 45 48 0.37 - 0.37
y precise targeting of promotion in the country, thanks to already executed consumer re-
Finland 80 120 90 90 110 0.20 - 0.20
search, including stronger communication of health values, in particular at the point of sale;
Denmark 80 100 100 100 70 0.10 - 0.10
y use of new sales channels (e-commerce, pick-your-own, etc.);
Sweden 51 52 50 50 50 0.10 - 0.10
y further development of sustainable / certified production.
Norway 19 20 20 21 21 0.04 - 0.04
Western /
5,920 6,084 5,894 6,316 6,186 30.64 8.15 38.79
Central Europe Totals
The key long-term actions within the blueberry industry strategy until 2030 include: Source: IBO

y improving competitiveness in terms of fruit quality and harvesting efficiency, through vari-
Western/Central Europe Cultivated Hectares by Country Western/Central Europe Cultivated Hectares by Status
etal changeover;
7.5k 8k
6
​ 316 ​ 186
6
5
​ 920 6
​ 084
y reducing labour requirements, through varietal changeover and dissemination of innova-
​ 894
5
​ 481
5 6
​ 316 ​ 186
6
5
​ 920 6
​ 084
​ 156
5 5
​ 894
​ 845
4 6k ​ 481
5
tive cultivation technologies to facilitate harvesting, with mechanisation / automation in the
5k ​ 519
4 ​ 156
5
​4 210 ​ 845
4

Hectares
​ 519
4
​4 210

Hectares
longer term; 4k
2.5k

y improving the position vis-à-vis global distributors by consolidating production and sales 2k

(producers' organisations, cooperatives, trading companies); 0

2014 2016 2018 2020 2022
Years 0
2014 2016 2018 2020 2022
y promotion of consumption in EU and non-EU markets, resulting in increased exports and Austria Belgium Denmark Finland Years
France Germany Ireland Netherlands
improved profits. Norway Sweden Switzerland United Kingdom In Production Not in Production
Source: IBO Source: IBO
186 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 187

2023 Western/Central Europe Cultivated Hectares by Country 2023 Western/Central Europe Cultivated Production by Country

United
​U nited Kingdom: 10.6% Austria:
​Austria: 3.7% Austria:
​Austria: 5.5%
United
​U nited Kingdom: 12.9%
Switzerland:
​Switzerland: 2.9% ​Belgium: 1.8%
Belgium: Belgium:
​B elgium: 4.1%
Switzerland:
​S witzerland: 2.1%
Western/Central Europe Cultivated Production by Country(000) MT Sweden:
​S weden: 0.8% ​Denmark: 1.1%
Denmark:
Sweden:
​S weden: 0.3%
​Denmark: 0.3%
Denmark:

Norway:
​N orway: 0.3% ​Finland: 1.8%
Finland: ​Finland: 0.5%
Finland:
Norway:
​N orway: 0.1%
France:
​France: 8.3% France:
​France: 8.1%
Western/Central Netherlands:
​N etherlands: 13.1%
2021 2022 2023
Europe

Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total ​IIreland:
reland: 0.8%
Netherlands:
​N etherlands: 24.5%

Germany 11.30 4.20 15.50 10.10 5.70 15.80 10.10 5.70 15.80

Netherlands 6.00 2.10 8.10 9.90 1.14 11.04 8.20 1.30 9.50 Germany:
​G ermany: 40.7%
Germany:
​G ermany: 54.8% Ireland:
​Ireland: 1.0%
Source: IBO Source: IBO

United Kingdom 5.25 0.15 5.40 6.10 0.15 6.25 4.90 0.10 5.00

France 3.00 0.15 3.15 3.00 0.15 3.15 3.00 0.15 3.15
Western/Central Europe 2023 Production Metrics
Austria 1.74 0.16 1.90 2.06 0.18 2.24 1.93 0.20 2.13
Hectares Planted: 6,186 Ha
Belgium 0.40 0.20 0.60 0.90 0.70 1.60 0.90 0.70 1.60 Western/Central Europe Cultivated Yield by Country
Hectares in Production: 5,830 Ha
20k
Switzerland 0.51 - 0.51 0.80 - 0.80 0.80 - 0.80 Production: 38.79 (000) MT
Ireland 0.28 - 0.28 0.33 - 0.33 0.37 - 0.37 Growth in Production¹: ▼-2.85 (000) MT (-6.84%)

KG/Ha
10k

Finland 0.19 - 0.19 0.18 - 0.18 0.20 - 0.20 Growth from Hectares²: ▲0.73 (000) MT (25.53%)
Growth from Yield³: ▼-3.58 (000) MT (-125.47%)
Denmark 0.12 - 0.12 0.11 - 0.11 0.10 - 0.10
0
2014 2016 2018 2020 2022
Years Yield: 6,653.87 (Kg/Ha)
Sweden 0.10 - 0.10 0.10 - 0.10 0.10 - 0.10
Western/Central Europe Average Austria Exports: 120.30 (000) MT
Belgium Denmark
Norway 0.04 - 0.04 0.04 - 0.04 0.04 - 0.04 Finland France
Imports: 279.87 (000) MT
Germany Ireland
Netherlands Norway
Western/Central Eu- Sweden Switzerland Source: IBO and Agronometrics
28.93 6.96 35.89 33.62 8.02 41.64 30.64 8.15 38.79 United Kingdom
rope Totals Source: IBO
¹ Volume change compared to previous season
Source: IBO ² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)

Western/Central Europe Exports by Partner Subregion (000) MT

Western/Central Europe Cultivated Production by Country Western/Central Europe Cultivated Production by Use
60 50 Subregion 2019 2020 2021 2022 2023

40
40
Western/Central Europe 65.56 81.45 81.05 95.51 79.46
(000) MT

30
Eastern Europe 11.32 14.95 18.88 33.17 27.01
(000) MT

20
20
So. Europe/N. Africa 6.25 8.57 10.40 16.32 12.95
0 10
2014 2016 2018 2020 2022
Years
Middle East 1.15 1.04 1.10 0.93 0.68
0
2014 2016 2018 2020 2022
Sum Austria Belgium Denmark
Finland France Germany Ireland Years Central Asia/Indian Subcontinent 0.09 0.05 0.07 0.19 0.07
Netherlands Norway Sweden Switzerland
United Kingdom Sum Fresh Processed
Source: IBO Source: IBO Others 0.36 0.15 1.07 0.25 0.13

Western / Central Europe Totals 84.72 106.21 112.57 146.37 120.30

Source: Agronometrics Global Trade Data

188 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 189

Western/Central Europe Imports by Origin Subregion (000) MT

Western/Central Europe Cultivated Fresh Export by Partner Subregion
200
Origin 2019 2020 2021 2022 2023
150
South America 71.60 92.92 100.31 128.64 90.28
(000) MT

So. Europe/N. Africa 77.66 71.17 82.41 96.41 83.72

100

50
Western/Central Europe 51.95 63.86 64.23 64.44 52.75

0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Eastern Europe 19.86 21.47 25.26 28.09 29.57
Years

Sum Central Asia/Indian Subcontinent Eastern Europe Middle East Others So. Europe/N. Africa Western/Central Europe Africa 11.88 14.88 19.42 25.10 21.89
Source: Agronometrics Global Trade Data

Others 2.07 1.62 1.58 1.73 1.66

Western/Central Europe Totals 235.02 265.92 293.21 344.40 279.87

Source: Agronometrics Global Trade Data

Western/Central Europe Exports by Reporter (000) MT

Subregion 2019 2020 2021 2022 2023

Western/Central Europe Cultivated Fresh Imports by Origin Western/Central Europe Cultivated Fresh Imports by Origin
​Subregion ​Subregion
Netherlands 64.84 85.41 91.52 117.28 95.18
400 40

France 4.64 5.38 5.58 6.20 6.90 300

(000) MT

(000) MT
Germany 6.14 5.40 5.85 8.32 6.91 200 20

100
Belgium 5.46 6.41 5.33 7.45 5.25
0 0

Sweden 1.40 1.61 1.89 4.09 2.51 2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month

Others 2.25 2.00 2.40 3.03 3.56 Sum

Others
Africa
So. Europe/N. Africa
Eastern Europe
South America
Sum
Others
Africa
So. Europe/N. Africa
Eastern Europe
South America
Western/Central Europe Western/Central Europe

Western / Central Europe Totals 84.72 106.21 112.57 146.37 120.30

Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Source: Agronometrics Global Trade Data

Western/Central Europe Imports by Reporter (000) MT

Reporter 2019 2020 2021 2022 2023

Western/Central Europe Cultivated Fresh Export by Reporter Western/Central Europe Cultivated Fresh Export by Reporter
Netherlands 76.73 101.23 115.47 149.58 104.39
200 25

20 Germany 57.82 61.49 62.29 70.72 61.86

150

15
(000) MT

(000) MT

100
United Kingdom 55.95 54.73 63.39 60.37 58.04
10

50 France 12.57 11.51 13.63 14.27 15.67

5

0
2014 2016 2018 2020 2022
0
Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Switzerland 6.29 7.09 7.51 16.46 8.62
Years Month

Sum Belgium France Germany Netherlands Sum Belgium France Germany Netherlands Others 25.66 29.87 30.92 33.00 31.29
Others Sweden Others Sweden
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Western / Central Europe Totals 235.02 265.92 293.21 344.40 279.87

Source: Agronometrics Global Trade Data

190 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 191

replacement or operational improvements that could boost

Western/Central Europe Cultivated Fresh Imports by Reporter Western/Central Europe Cultivated Fresh Imports by Reporter Germany
400 40 efficiency and quality. Traditional growers in this part of the
world are highly cautious in their use of financing capital and The biggest blueberry sector in the region by far is Germany,
rely heavily on cash flow to fund both capex and operations. which was the first nation in Europe to plant blueberries and
300 30

was the dominant summer supplier until lower-cost produc-

(000) MT

(000) MT
200 20
The investment proposition is much more attractive in other tion from Poland came on the scene in the 1990’s. Around
100 10 jurisdictions where lower-chill genetics can be planted and 70% of the country’s blueberries are grown in the region of
harvested years earlier than in northern Europe, where higher Lüneburg Heath between Hanover and Hamburg, with the
0 0
chill genetics are required that take longer to mature. If an
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
remainder spread across Germany. Whilst throughout much
Years Month
investor is specifically looking to plant higher chill varieties in
of Western Europe there has been a “local for local” trend,
Sum France Germany Netherlands Sum Belgium France Germany
order to be closer to market and target the European sum-
Others Switzerland United Kingdom Netherlands Others United Kingdom
in Germany it has become the case that “regional is the new
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
mer, Romania is generally regarded as a better option due to
premium”, according to one grower. Retailers like Aldi Süd
its lower cost and greater availability of larger tracts of land.
have a strong focus on this and pay better prices for regional

Western and Central Europe The cost-benefit analysis, and the delays it represents for
fruit (such as from Bavaria, but not the concentrated German

Report Team Narrative varietal transition in northern Europe, is compounded by a production in the north), although they will also sell price-ori-
greater cultural reluctance to change. As one stakeholder put ented fruit from other origins.
it: “Some growers in Germany asked me for 150 plants for a
trial, while growers in Romania asked for 25,000 plants, also The regional trend seen in Germany is also observed in
for a trial,” they said. “You then have to wait three years for the Austria, and as a consequence planting in that country contin-
For an in-depth complement to what is happening in Western and Central Europe please visit first experience with a very small amount, and then maybe in ues. Unlike most of its neighbors (the exception being Italy),
the following country report: 2027 they decide to plant and reach full production in 2032.” Austria saw a slight rise in exports in 2023, representing an
increase for the fifth consecutive year, having almost tripled
h United Kingdom Farming inflation has led to a greater adoption of machine har- over that timeframe.
vesting for fresh in industries such as Germany and the Neth-
erlands; the latter having been relatively more at the forefront With the exception of 2023 when almost all markets saw de-
Central and Western Europe, the world’s second-largest im- Europe rose by more on average than they did on the other of technological and yield-driven trends by the standards of clines in imports, Germany has been an engine room of con-
port market for fresh blueberries, had narrowed the gap with side of the Atlantic Ocean – a statistic likely influenced by the the region. It is estimated that at least one sixth of Dutch blue- sumption growth for blueberries with per capita consumption
leader North America to just shy of 3% in the 2022 calendar buoyant demand at different times of the year for southern berry farms are harvesting their blueberries this way. Unlike jumping from 400g eight years ago to around 1kg in 2020
year by volume, but the undersupply challenges of 2023 wid- and northern African fruit. their American counterparts who contend with similar eco- (with reports of double-digit growth through to 2022), and
ened the gap to around 10% as exporters appeared to show a nomic challenges, Europeans are more cagey about revealing
there is plenty of room for growth. Annual blueberry imports
preference for other markets where alternative opportunities Production in this region was heavily impacted by a wet sum- their usage of machine harvesters, due to concerns around
doubled between 2017 and 2022, but local production has
were available. Persistent supply shortages from a variety of mer, particularly in Germany, the Netherlands and Belgium, perceptions of quality and the more cynical belief that Euro-
been relatively flat in comparison. The average farm in Ger-
sources due to weather, with total imports down 18%, led to although to a lesser extent in the UK where there is more utili- pean supermarkets would gobble up any corresponding mar-
many is around 3.5ha and most are soil plantings, but there
a noticeable decline in packaging sizes of 500g or 750g on zation of tunnels, and France – an industry that produces ear- gin improvement.
are some very limited trials in pots with substrate. Only a few
supermarket shelves. Many markets reverted to the 125g and lier and is ordinarily more subject to the incidence of spring
growers in the country have farms around the 50ha mark.
300g packs that many in the industry would rather banish frosts, which it was largely spared in 2023. “We’re now in an in-between phase,” says another source. “I
to the past. think in a few years there will be good mechanical harvesters,
Higher costs and regulatory challenges persist for European The production window for Germany runs from the end of
but you also need firmer varieties for that if you want to be in
The consensus view is that in comparison to North America, blueberry growers, which in this region are highly skewed to- the fresh market.” June until mid-September with a large peak in July. Duke is
the European market was not as responsive on price to the wards smaller operations that are predominantly comprised the leading variety, followed by some other open and licensed
Peruvian shortage, and this is corroborated by an 11-percent- of older varieties. The commercial reality is that for many the Nonetheless, the trend in the region is towards rising con- varieties, although some of the larger genetics programs that
age point differential (48% vs 37%) in the average lift in price fixed cost of investment in blueberry orchards has already sumption per capita and European market development is are aggressively expanding throughout the European mar-
for this origin. Interestingly, this trend did not hold across all been made and there is little surplus left over to reinvest in a high priority for the majority of globally-oriented blueber- ket sphere have not been particularly embraced by the Ger-
origins as imported blueberry prices in the richest nations of the kinds of upgrades the market is asking for, such as genetic ry companies. man industry.
192 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 193

That said, one leading European fruit company with a strong until mid-July, when fortunes turned and there was persistent Aside from the southwest of France, which is home to both urging producers to adopt next-gen varieties, although they
presence in the country now has a handful of German grower rain through to the end of August, prompting a volume decline large-scale coastal plantations and smaller mountainous have a much more limited pool to select from (most blueberry
partners producing a next-gen high chill varieties as part of a of approximately 35% year-on-year. ones, the area of Val d'Isere in central France is home to prom- breeding programs focus exclusively on lower chill varieties)
global club, with the first crop in 2023 yielding high quality inent blueberry farms, including a major berry company. In the in this regard versus low-chill growing countries, and have a
and supported by a prominent merchandising campaign at re- Also of note in the Netherlands, which is widely known for its
eastern part of the country, blueberry production is smaller in lengthier runtime to orchard maturity.
tail with German flags on the punnet. It has also been report- technological contribution to the fresh produce industry, Fall
scale and primarily consists of smaller producers. However,
ed that, in certain cases, fruit companies wanting to galvanise Creek, a major US-based blueberry nursery and genetics com-
these areas contribute to the later harvest period, albeit with
varietal replacement are taking on the role of lenders to such pany that is making waves in the global sector via its Sekoya Stratification of varieties
growers, who at times lack access to sufficient capital. Program, acquired an equity stake in Dutch machine harvest- limited production capacity compared to larger farms.
The stratification of varieties also continues with some re-
ing group FineField in early 2024.
Germany experienced a lot of rainfall from July to August in tailers willing to pay for, and sell at, a premium for particular
Local/regional sourcing and the widen-
2023, which hampered production and meant the industry characteristics often exhibited by proprietary genetics or for
France ing differences between domestic and
struggled with fruit quality, with the wet conditions leading blueberries from supply partners with a reputation for consis-
to instances of mold and soft fruit, and thus lower packouts In the context of a European market where both consump- imported fruit tency regardless of fruit origin. Sometimes, the benefit for the
and volume. Harvesting the fruit was also challenging, as the tion and production have grown substantially over the last de-
Regarding local or regional sourcing trends, such fruit is uti- grower is not necessarily a premium but the greater certain-
leading northern German cultivation region is characterised cade, the French market is a perplexing one for pundits with
lized by certain supermarkets as a differentiator during the ty of securing a sales channel in times of market volatility or
by clay-like soils that make it difficult to walk on the farm in relatively slower growth on both fronts. This however is also
local season, while other supermarkets focus more on price. when there is an influx of less desired cultivars.
such wet weather. naturally seen as an opportunity with France and its large pop-
ulation fairly untapped by western European standards. Even in those that promote local fruit, there are usually still
other origins available on the shelf and the willingness from re- There is some discontent within the industry that size is be-
Some German retailers such as Rewe and Aldi are now in-
sisting on the use of sealed packages rather than traditional To illustrate this point, Germany’s population is roughly 22% tailers to place a premium varies by company and geography. come a leading indicator of quality in the eyes of some buyers,
clamshells in order to save plastic and improve hygiene (inci- larger than France’s, yet it imports around four times more when many growers – and indeed marketers – would prefer
dentally, hygiene is also an additional argument made by pro- blueberries each year and produces multiples more as well. It must also be noted that some supermarket buyers have to see a greater emphasis on flavor as this has more influence
ponents of machine harvesting). To cater to these packaging French production is still nowhere near high enough to satisfy developed a preference for particular characteristics (such in driving repeat purchases (although size is said to play an
demands, one larger grower by German standards has built a demand, but it stood out amongst its peers in the region for as size and firmness) that are currently more prevalent in influential role in first purchases).
packhouse in Lüneburg Heath with sealed packaging technol- increases of 11% and 10% in exports and imports respective- the newer southern highbush varieties sourced in the count-
ogy. Refer to the ESG section earlier in the State of Industry ly last year.
er-season. The ability of growers outside of Europe to overlap
Report for further information on packaging trends, but it is Private labeling
with the summer season has increased thanks to the adop-
worth noting that in Germany there is quite a challenge for the Year-on-year production in the country doesn’t change much
tion of new cultivars and different pruning methods in certain The dominance of private labelling in continental Europe and
sector given the market is a) extremely price conscious and either, although newer plantings could mean there is latent
countries, for example South Africa, Zimbabwe and most im- the UK is also a challenge, although not an intractable one, for
b) very environmentally conscious, even though more sustain- growth potential. Existing volume and new plantings are con-
centrated in the southwest, and the industry is often plagued portantly, Peru – a country that is technically able to ship year- encouraging marketers or growers to adopt premium genet-
able packaging at present is much more expensive to produce
by frost damages. round but tends to have its peak volumes arriving in Europe in ics. Under this system their brand will not be consumer-fac-
and procure.
October and November. ing and their product can be lumped in with other suppliers
Growers in the concentrated French production region near and the fruit characteristics may not be consistent. That said,
Netherlands Bordeaux, called Nouvelle-Aquitaine, have prioritised ear- One common observation from stakeholders is that the dif- some marketers have been able to successfully demonstrate
In the Netherlands there has historically been a higher ton- ly production in their varietal selections, implying a greater ferences in certain characteristics – especially size but also the value of their brands and be given the privilege of their own
nage per hectare than the German blueberry industry with a share of bushes in bloom when spring frosts occur. In 2023
flavor, firmness and consistency – are becoming more pro- consumer-facing marketing amidst the sea of private labels.
greater proportion of next-generation varieties. Dominated by the industry was lucky – unlike in previous years there weren’t
nounced between the older and regionally-grown traditional
five organisations that market most of the crop, around 90% any spring frosts, leading to normal climatic conditions with-
high chill varieties and the imported lower chill varieties, to the The supply chain also includes service providers who add
of Dutch blueberry production is open field, sometimes with out excessive heat or dryness. Like their counterparts in other
extent that the eating experiences have become complete- further cost layers such as repackaging due to preferences
hail or rain covers. parts of western Europe, some French growers also suffered
from heavy rain towards the end of the season, leading to ly incomparable; they are almost different products entirely, around bulk supply. It is believed that such costs make the
Going into the season the Dutch growers experienced good heavy fruit losses. But mid-July, the time when rains began even though they are sold within the same category. Some su- European market inherently more expensive than selling fruit
spring conditions, with ideal levels of flowering and pollination more or less, is also when French supply usually diminishes. permarkets, not only in Europe but also in North America, are into North America.
194 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 195

Germany Cultivated Fresh Exports by Partner (000) MT

Reporter 2019 2020 2021 2022 2023

Austria 3.01 2.37 2.08 2.44 2.22
Finland 0.36 0.39 0.65 0.79 0.94

GERMANY Netherlands
Czechia
0.60
0.31
0.42
0.12
0.65
0.20
0.66
0.74
0.62
0.58
Switzerland 0.06 0.11 0.06 0.36 0.49
Others 1.80 1.99 2.20 3.34 2.06
Planting and Production Data, Figures & Commentary
Germany Totals 6.14 5.40 5.85 8.32 6.91
(Denominated in Hectares and Thousands of Metric Tons)
Source: Agronometrics Global Trade Data

Germany Cultivated Hectares by Status Germany Cultivated Production by Use

4k 20
Germany Cultivated Fresh Export by Partner Germany Cultivated Fresh Export History
3
​ 475 ​ 389
3 10 1.5
​ 289
3
3
​ 162
​ 050
3
3k ​ 750
2 15
​ 625
2 8
2
​ 422 2
​ 500
​2 344
1

(000) MT
Hectares

(000) MT
2k 10

(000) MT
4

1k 5 0.5
2

0 0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022 2014 2016 2018 2020 2022 0
Years Years Years 1 2 3 4 5 6 7 8 9 10 11 12
Months
In Production Not in Production Sum Fresh Processed Sum Austria Czechia Finland Netherlands
Source: IBO Source: IBO Others Poland 2019 2020 2021 2022 2023
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Germany Cultivated Fresh Imports by Origin (000) MT

Germany 2023 Production Metrics
Reporter 2019 2020 2021 2022 2023
Hectares Planted: 3,389 Ha
Spain 23.02 21.47 22.50 26.16 22.58
Organic: Not Reported
Germany Cultivated Yield by Country Netherlands 22.12 27.23 25.67 29.94 20.95
Under Structure: Not Reported
8k Poland 6.89 7.37 7.97 9.75 10.96
Hydroponics: Not Reported
Romania 0.38 0.97 1.36 1.89 1.80
6k New Genetics: Not Reported
Austria 0.47 0.60 0.93 1.06 1.39
Hectares in Production: 3,250 Ha
Others 4.94 3.86 3.85 1.93 4.17
KG/Ha

4k
Production: 15.80 (000) MT
Germany Totals 57.82 61.49 62.29 70.72 61.86
2k Growth in Production¹: (000) MT (0%)
Source: Agronometrics Global Trade Data
Growth from Hectares²: ▲0.76 (000) MT (0.00%)
0
2014 2016 2018 2020 2022 Growth from Yield³: ▼-0.76 (000) MT (0.00%)
Years
Yield: 4,861.54 (Kg/Ha) Germany Cultivated Fresh Imports by Origin Germany Cultivated Fresh Imports by Origin
Germany Average 75 10
Source: IBO
Exports: 6.91 (000) MT
8
Imports: 61.86 (000) MT
50
Source: IBO and Agronometrics 6
(000) MT

(000) MT
¹ Volume change compared to previous season 25
4

² Change in volume due to hectares entering or leaving production 2

³ Change in volume due to field productivity (yields)
0 0
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month

Sum Austria Netherlands Others Poland Sum Austria Netherlands Others Poland
Romania Spain Romania Spain
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
196 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 197

Netherlands Cultivated Fresh Exports by Partner (000) MT

Reporter 2019 2020 2021 2022 2023

Germany 31.12 39.74 41.02 46.53 33.67
Belgium 4.86 5.58 7.34 10.61 9.71

NETHERLANDS Poland
Spain
2.80
2.42
5.03
3.84
5.62
5.19
9.98
9.38
8.81
6.96
Ireland 1.78 2.46 2.84 4.12 3.62
Others 21.87 28.77 29.49 36.67 32.42
Planting and Production Data, Figures & Commentary
Netherlands Totals 64.84 85.41 91.52 117.28 95.18
(Denominated in Hectares and Thousands of Metric Tons)
Source: Agronometrics Global Trade Data

Netherlands Cultivated Hectares by Status Netherlands Cultivated Production by Use

1250 15
Netherlands Cultivated Fresh Export by Partner Netherlands Cultivated Fresh Export History
150 25
980
​980 ​950
950
1000 920
​920
900
​900 873
​873
​820
820 827
​827 ​810
810 20
765
​765 10
750 ​709
709
100

(000) MT
Hectares

15

(000) MT

(000) MT
500
5 10
50
250
5

0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022 0 0
Years Years 2014 2016 2018 2020 2022 1 2 3 4 5 6 7 8 9 10 11 12
Years Months
In Production Not in Production Sum Fresh Processed
Source: IBO Source: IBO Sum Belgium Germany Ireland Others Poland Spain 2019 2020 2021 2022 2023
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Netherlands Cultivated Fresh Imports by Origin (000) MT

Netherlands 2023 Production Metrics
Reporter 2019 2020 2021 2022 2023
Hectares Planted: 810 Ha
Peru 24.72 41.68 45.19 67.90 41.33
Organic: 6.00%
Netherlands Cultivated Yield by Country Chile 18.55 24.13 26.77 28.12 21.63
Under Structure: 1.00%
15k Spain 13.30 8.93 11.10 16.32 11.90
Hydroponics: Not Reported
South Africa 3.74 6.81 10.68 13.72 9.53
New Genetics: 65.00%
10k Germany 1.86 2.58 5.01 4.64 2.93
Hectares in Production: 775 Ha
Others 14.57 17.09 16.71 18.88 17.07
KG/Ha

Production: 9.50 (000) MT

5k Netherlands Totals 76.73 101.23 115.47 149.58 104.39
Growth in Production¹: ▼-1.54 (000) MT (-13.95%)
Source: Agronometrics Global Trade Data
Growth from Hectares²: ▼-0.36 (000) MT (-23.27%)
0
2014 2016 2018 2020 2022 Growth from Yield³: ▼-1.18 (000) MT (-76.73%)
Years
Yield: 12,258.06 (Kg/Ha) Netherlands Cultivated Fresh Imports by Origin Netherlands Cultivated Fresh Imports by Origin
Netherlands Average 200 25
Source: IBO
Exports: 95.18 (000) MT
Imports: 104.39 (000) MT 150
20

Source: IBO and Agronometrics 15

(000) MT

(000) MT
100
¹ Volume change compared to previous season 10

² Change in volume due to hectares entering or leaving production

50
³ Change in volume due to field productivity (yields) 5

0 0
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month

Sum Chile Germany Others Peru South Africa Spain Sum Chile Germany Others Peru South Africa Spain
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
198 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 199

UNITED KINGDOM
Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons)
United Kingdom Cultivated Fresh Imports by Origin (000) MT

United Kingdom Cultivated Hectares by Status United Kingdom Cultivated Production by Use
Reporter 2019 2020 2021 2022 2023
800 8

660
​660 673
​673 660
​660 665
​665 ​655
655
653
​653
Peru 9.40 10.40 11.03 14.97 13.68
635
​635 648
​648

600 6
510
​510

Morocco 2.55 1.64 8.08 10.35 11.19

(000) MT
Hectares

​385
385
400 4

South Africa 5.58 6.00 5.92 7.28 7.98

200 2

Spain 13.16 13.44 13.28 9.52 7.58

0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Years Years
Chile 10.08 7.41 9.57 8.47 7.02
In Production Not in Production Sum Fresh Processed

Others 15.17 15.85 15.52 9.78 10.59

Source: IBO Source: IBO

United Kingdom Totals 55.95 54.73 63.39 60.37 58.04

Source: Agronometrics Global Trade Data

United Kingdom 2023 Production Metrics

Hectares Planted: 655 Ha

Organic: 5.00%
United Kingdom Cultivated Yield by Country United Kingdom Cultivated Fresh Imports by Origin United Kingdom Cultivated Fresh Imports by Origin
Under Structure: 34.00%
12.5k 80 8
Hydroponics: Not Reported
10k
New Genetics: 8.00% 60 6

7.5k Hectares in Production: 653 Ha

(000) MT

(000) MT
KG/Ha

40 4

5k Production: 5.00 (000) MT

Growth in Production¹: ▼-1.25 (000) MT (-20.00%) 20 2
2.5k

Growth from Hectares²: 0 (000) MT (0.00%)

0 0
0
2014 2016 2018 2020 2022 Growth from Yield³: ▼-1.25 (000) MT (-100.00%) 2014 2016 2018
Years
2020 2022 Jan. 23 Mar. 23 May. 23
Month
Jul. 23 Sep. 23 Nov. 23

Years
Yield: 7,656.97 (Kg/Ha) Sum Chile Morocco Others Peru South Africa Spain Sum Chile Morocco Others Peru South Africa Spain
United Kingdom Average
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
Source: IBO
Exports: 1.20 (000) MT
Imports: 58.04 (000) MT
Source: IBO and Agronometrics

¹ Volume change compared to previous season

² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
200 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 201

United Kingdom
Report Team Narrative

Adapted from the report by Steve Taylor on behalf of the United Kingdom
Berry Industry
homing in on the ‘buy local’ trend by requesting one of their
The 2023 blueberry season for the UK grower was slightly up of a blueberry grower is going up, while the total UK tonnes
Further reflection grower supplies to switch hundreds of hectares to a propri-
on expected yields. Traditionally the UK’s main production produced is fairly static and is probably likely to stay static at
is mid-June until the end of August, with growers seeing the best over the next five years. (report team contribution) etary genetics club – a trend that is also being seen in conti-
nental Europe, but will take time to materialise in any volume
main opportunities in the early market up to early July when
the main Central and Eastern European crops get into vol- In terms of grower choices of crop, the UK has a different Further to Steve Taylor’s summary, it is worth noting that part of note due to the long lead times of bringing higher chill blue-
ume production, and also from the end of August onwards for grower demographic than found in many other blueberry berry orchards to maturity.
of the reason why yields were up year-on-year was due to a
later sites. producing countries. In the UK, there are almost no soft fruit
heat wave in the summer of 2022 which had impacts on the
growers that have blueberries as their only (or even main) soft The UK was the first country in Europe to significantly drive
In 2023, the Polish season started a bit late as well, and so fruit, whereas 2023 was more temperate. Whilst Steve indi-
fruit crop. Nearly all are growers of other soft fruits such as a blueberry import market, and its continued strength is un-
early production had an extra couple of weeks of reasonable strawberries, raspberries and blackberries. As the availability cates some later season UK growers benefited from the Peru-
derscored by the fact its imports only declined by 5.5% in
prices. The Peruvian situation with less volume and a later vian shortfall, not all were able to capitalize on the opportuni-
of labour decreases and wages increase by more than the sell- 2023, versus Western and Central Europe overall which was
start also benefited UK growers later in their season in late
ing price of the fruit, then growers need to decide what they ty due to storms which wiped out later cultivars for a portion
August to late September. Logic says that the late opportunity down by 18%. Not only that, but blueberry import value (in
grow. Clearly someone can pick a lot more kilograms of straw- of the industry.
is decreasing year on year due to Peru, and so this is one more USD terms) was up 5.8%, versus the region overall which was
berries in an hour than other fruits, and blueberries are the
opportunity that is fading away. The early opportunity looks down close to 5%. This result can be credited to the UK import
slowest of all. In terms of profitability, then strawberries are As referenced in the Western and Central European section,
however to expand as production within that window increas- industry’s ability to diversify supply sources and fill gaps – for
also doing well and so when all things are combined, growers the UK industry was not as affected by the wet summer as
es to develop the market. The problem faced however is the
typically reduce raspberries for example before strawberries, example, South Africa and Morocco (both jurisdictions known
lack of good Duke replacements, combined with the frost risk much as its continental European counterparts; reasons given
and certainly at best do not plant more blueberries. for a high proportion of premium-level fruit) reported export
in that season during the April and early May flowering period. for this have included the fact more growers produce under
volume declines in 2023, but the UK bought more blueberries
The UK Government is continually giving messages to growers tunnels (there is a mix of both tunnels and open field produc-
A trend over recent years, when the volume of UK fruit has from both sources, rising 9.5% and 7.7% respectively.
that they are not going to get any help with labor, and to go tion there), the ‘just-in-time’ picking model close to market
increased, has also been the reduction in the average price
out and buy robots instead to do the picking. Most do not view and its positive effects on shelf life, and the fact that farms are Overall, the UK consumer’s perception of blueberries has
premium for UK fruit over imports. The past 12 months have
this as a current option, and so there is an expectation that smaller so it is easier to go out and pick between rain showers.
typically also seen consumers feeling the effects of inflation changed massively over the past 10 years as more proprietary
and have been less willing to pay premiums. This has again more blueberry growers will come out of the fruit, and there is
genetics have hit the shelves from all over the world.
narrowed the average price gap between imports and locally certainly very little appetite for overall expansion. With blue- There has been a resurgence amongst some retailers wanting
produced fruit. When this is combined with another year of berries being a crop that involves considerable investment
to make sure they have British product on the shelf, but from “Consumers have become accustomed to a large size, crunch,
double-digit labor cost inflation (the 3rd year in a row) and to establish, then growers are also reluctant to remove them
a consumer standpoint there are still many who don’t realise and nice poppy fruit with a really nice flavor,” says one stake-
retail price inflation not being at the same level, then the sus- after one bad year, and 2023 has given some a bit more con-
that local UK blueberry production exists, unlike strawberries holder. “In the UK circa 10% of sales are going through premi-
tainability of current volumes and prices is under question. fidence, but the longer-term trend of Peru getting back into
gear and labor costs going up means there are difficult years where ‘buy local’ has much more resonance with the popula- um lines. It’s about quality, but broadly flavor – size is import-
It certainly appears that the rapid growth seen in the 2015-
2020 period has now levelled off, and some growers have ahead. One can imagine that volume will not settle below cur- tion. For the most part there doesn’t appear to be much ex- ant, but the main metric you see consumers come back for is
come out of growing blueberries altogether. The average size rent levels. pansion, however there are reports of one leading UK retailer eating experience.”
202 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 203

AFRICA
Africa Cultivated Production by Country(000) MT

Africa 2021/2022 2022/2023 2023/2024

Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons) Productions
Fresh Process Total Fresh Process Total Fresh Process Total
Totals

South Africa 24.00 2.00 26.00 28.00 2.50 30.50 32.00 3.00 35.00

Africa Cultivated Hectares by Country Zimbabwe 6.25 - 6.25 7.00 - 7.00 8.00 - 8.00

Africa Hectares Planted 2023/2024 Production (000) MT Zambia 0.88 0.20 1.08 0.80 0.20 1.00 0.90 0.20 1.10

Growth Totals 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024 Fresh Process Total Namibia 0.12 - 0.12 0.16 - 0.16 0.18 - 0.18

South Africa 2,661 3,322 3,100 2,934 2,803 32.00 3.00 35.00 Kenya 0.05 - 0.05 0.06 - 0.06 0.07 - 0.07

Zimbabwe 296 518 527 575 615 8.00 - 8.00 Ethiopia 0.02 - 0.02 0.02 - 0.02 0.03 - 0.03
Zambia 125 100 100 100 100 0.90 0.20 1.10 Ghana 0.01 - 0.01 0.02 - 0.02 0.02 - 0.02
Namibia 8 13 17 17 50 0.18 - 0.18
Mozambique 0.02 - 0.02 0.03 - 0.03 0.02 - 0.02
Kenya 16 26 32 38 44 0.07 - 0.07
Africa Others 0.01 - 0.01 0.01 - 0.01 0.01 - 0.01
Ethiopia 2 2 2 3 3 0.03 - 0.03
Angola 0.01 - 0.01 0.01 - 0.01 0.01 - 0.01
Ghana 1 1 2 2 2 0.02 - 0.02
Mozambique 3 3 4 4 8 0.02 - 0.02 Africa Totals 31.37 2.20 33.57 36.11 2.70 38.81 41.24 3.20 44.44

Africa Others 12 12 15 18 19 0.01 - 0.01 Source: IBO

Angola 1 1 1 1 1 0.01 - 0.01

Africa Totals 3,126 3,998 3,801 3,692 3,645 41.24 3.20 44.44 Africa Cultivated Production by Country Africa Cultivated Production by Use
60 60
Source: IBO

40

(000) MT
40

(000) MT
20
Africa Cultivated Hectares by Country Africa Cultivated Hectares by Status 20

6k 6k 0

4
01

01

01

01

01

02

02

02

02

02
0
3
​ 998

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
3
​ 801 ​ 692
3 ​ 645
3 ​ 998
3

14

15

16

17

18

19

20

21

22

23
4k 3
​ 801

4
​ 692
3

20

20

20

20

20

20

20

20

20

20
​ 645
3

01

01

01

01

01

02

02

02

02

02
4k
Hectares

3
​ 126

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
Years
Hectares

​ 126
3

14

15

16

17

18

19

20

21

22

23
2
​ 253

20

20

20

20

20

20

20

20

20

20
2k ​ 647
1 ​ 253
2 Years
Sum Africa Others Angola Ethiopia
​1 040 ​ 647
1 Ghana Kenya Mozambique Namibia
​782
782 2k
​523
523
​1 040 South Africa Zambia Zimbabwe Sum Fresh Processed
​782
782
0 ​523
523 Source: IBO Source: IBO
5

4
01

01

01

01

01

02

02

02

02

02

0
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
14

15

16

17

18

19

20

21

22

23

4
20

20

20

20

20

20

20

20

20

20

01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

Years
2023/2024 Africa Cultivated Hectares by Country 2023/2024 Africa Cultivated Production by Country
14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20

Africa Others Angola Ethiopia Ghana Years

Kenya Mozambique Namibia South Africa Africa
​A frica Others: 0.5% Ethiopia:
​E thiopia: 0.1%
Zambia Zimbabwe In Production Not in Production Zimbabwe:
​Zimbabwe: 16.9% Kenya:
​Kenya: 1.2% Zimbabwe:
​Zimbabwe: 18.0% Ghana:
​G hana: 0.0%
Source: IBO Source: IBO
​Mozambique: 0.2%
Mozambique: ​Kenya: 0.2%
Kenya:

​Namibia: 1.4%
Namibia: ​Namibia: 0.4%
Namibia:
​Zambia: 2.7%
Zambia:
Zambia:
​Z ambia: 2.5%

South
​S outh Africa: 76.9% South
​S outh Africa: 78.8%
Source: IBO Source: IBO
204 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 205

Africa Exports by Reporter (000) MT

Africa 2023/2024 Production Metrics Subregion 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
Africa Cultivated Yield by Country
Hectares Planted: 3,645 Ha South Africa 13.06 18.29 21.90 26.90 26.59
15k

Hectares in Production: 3,561 Ha

Zimbabwe 1.33 2.45 2.57 3.62 3.64
10k
Production: 44.44 (000) MT
KG/Ha

Growth in Production¹: ▲5.63 (000) MT (14.51%) Zambia 0.00 0.21 0.44 0.23 0.04
5k

Growth from Hectares²: ▼-1.02 (000) MT (-18.20%) Namibia - 0.16 0.16 0.14 0.07
0
Growth from Yield³: ▲6.65 (000) MT (118.10%)
5

4
Ghana - - 0.14 0.02 -
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
Yield: 12,478.03 (Kg/Ha)
14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20
Years
Exports: 30.36 (000) MT Others 0.02 0.05 0.01 0.01 0.02
Africa Average Africa Others Angola Ethiopia
Ghana Kenya Mozambique Namibia Imports: 1.04 (000) MT
South Africa Zambia Zimbabwe Africa Totals 14.42 21.17 25.22 30.92 30.36
Source: IBO
Source: IBO and Agronometrics
Source: Agronometrics Global Trade Data
¹ Volume change compared to previous season
² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
Africa Cultivated Fresh Export by Reporter Africa Cultivated Fresh Export by Reporter
40 15

Africa Exports by Partner Subregion (000) MT 30

(000) MT
10

Subregion 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024 20

(000) MT
10
Western/Central Europe 12.32 17.19 20.61 24.57 22.19 5

Asia 0.60 1.31 1.80 2.75 3.22

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
0

14

15

16

17

18

19

20

21

22

23
Jul. 23 Sep. 23 Nov. 23 Jan. 24 Mar. 24 May. 24

20

20

20

20

20

20

20

20

20

20
Middle East 0.37 0.89 1.14 1.68 2.51 Years Month

Sum Ghana Namibia Others South Africa Sum Côte d'Ivoire Namibia Others South Africa
So. Europe/N. Africa 0.48 0.43 0.72 0.81 1.27 Zambia Zimbabwe Zambia Zimbabwe
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

Africa 0.64 1.33 0.77 1.08 1.09

Others 0.01 0.01 0.17 0.02 0.09

Africa Totals 14.42 21.17 25.22 30.92 30.36 Africa

Source: Agronometrics Global Trade Data Report Team Narrative
Africa Cultivated Fresh Export by Partner Subregion
Earliness and high yields are the name of the game for the mimic what Chilean expertise brought to Peru and elsewhere
fast-rising blueberry industries to the countries north of Re- in Latin America in recent decades.
40

public of South Africa, the largest of which being Zimbabwe

30
where over the past eight years a sufficient node of talent and
infrastructure has been established to foster an industry that Zimbabwe
(000) MT

20
has been making its presence increasingly felt, especially in
European markets. Namibia and Zambia are still in the very
10
early stages of their respective growth trajectories, but each Zimbabwe is a country that garners some of the most en-
has its own advantages. thusiastic appraisals from blueberry industry stakeholders
0
2014 / 2015 2015 / 2016 2016 / 2017 2017 / 2018 2018 / 2019 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023 2023 / 2024
looking at emerging industries with established production,
Years In all these jurisdictions there have been investments made with one major international player operating there claiming
Sum Africa Asia Middle East Others So. Europe/N. Africa Western/Central Europe by South African growers or companies with a strong presence it yields some of the most consistent fruit quality out of its en-
Source: Agronometrics Global Trade Data
there, branching northwards towards the equator in pursuit of tire global network. The healthy appetite to increase plantings
supply diversification and production windows, in moves that is only diminished by constraints around access to capital, as
206 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 207

Zimbabwe carries a high sovereign risk, interest rates are also Regarding the earliest Zimbabwean fruit, where it is destined accelerated a push whereby growers are either considering or
high, and its banks are reluctant to provide farmers with loan often depends on the level of supply in global markets from are already investing in solar panels in the pursuit of self-suffi- Zambia
terms longer than three years. Spain and Morocco, with Zimbabwe developing a presence in ciency “off the grid”, offsetting the costs of energy price hikes
South Africa as a buffer during that April-May period where it while also serendipitously aligning with the fact many retail-
“The berries we produce are of high quality, the market wants is able to find a consumer base for the limited early volumes, Some growers and investors are trying their luck in Zambia
ers are encouraging supply partners to engage in more sus-
them, the window is ideal, the cost of production is one of the including those of export quality in retailers catering to more as well where production can also begin in April. The country
tainable practices.
cheapest in the world, and our climate is really good, but the affluent South Africans. In this earlier time frame the industry is very fertile but is also landlocked, leading to logistical dif-
expansion will not happen unless we find some longer-term has also been successfully exporting to the Middle East, and ficulties. It is a nation with a strong agricultural tradition but
Far East markets such as Malaysia, Hong Kong, Singapore,
money and some foreign direct investment that’s willing to
look through the perceived country risk,” says one grower. Vietnam and Indonesia. Namibia is at the beginning of the curve when it comes to horticultural
knowledge around blueberries and how they perform in its
Like their southern neighbors, Zimbabwean growers have also particular microclimate.
With most plantings within a 100km radius of the capital The budding blueberry industry of Namibia, where the ma-
Harare and a prevalence of open field planting – in contrast leaned into the benefits of next-gen blueberry varieties with jority of production is centered around the north close to the
to South Africa where pot-based substrate production dom- the largest share of volume connected to a large Australian Even though the industry has had its setbacks, some in the
border with Angola, had a dreadful season due to weather
inates, representing around 60% of the total – there are group that was acquired this year by a consortium including industry are still of the opinion that Zambia will be home to
problems in 2023/24.
fewer than a handful of projects in Zimbabwe that are more the world’s largest berry marketer from the U.S., and the sec- another boom in blueberries, given it would have a similar
than five years old, meaning most fields are still very young ond-largest share also with Australian genetics and marketed season to that of Zimbabwe and would be growing off a much
by a UK-headquartered marketer, followed by a smaller share The country’s coastal areas are renowned for their frosts,
and will deliver large volume growth as they mature. Be- lower base than its southern neighbor. Its earliness and po-
of other proprietary and open varieties. Varieties from well- which is why leading projects in the north – the most estab-
cause of the aforementioned financing challenges, growth tential have attracted some of the biggest companies in the
known Spain and U.S.-based companies are also being grown. lished project being near Rundu and others in Divundu and the
will be coming more from existing fields than new ones in the
Most, if not all, projects in Zimbabwe have local shareholders Caprivi Strip – are all inland in places that have historically had global blueberry industry to invest in the country.
short-to-medium term.
and are run as local businesses who sell their fruit via arrange- less prevalence of frosts, with growers favoring those condi-
ments with the aforementioned international partners. tions combined with better access to water and abundant The highest concentration of production is currently around
Historically the Zimbabwean season has tended to begin in
mid-to-late May although early volumes can commence as labor over what would be better logistics if their farms were the capital Lusaka, which is less than 500km northwest of
Zimbabwe has excellent climatic conditions to grow the crop, located near the coast. Zimbabwe’s capital Harare, while there are other pockets of
early as late March, peaking in August and finishing up in
as well as knowhow from local growers, many of whom al-
mid-October, although this is a finishing date that the industry production in Mkushi and Livingstone.
ready have experience in other intensive horticultural crops
far outstretched in 2023 as both an opportunistic response However, after 30 years without a “true frost” in the northern
like snow peas and sugar snaps. The expectation is that
to supply shortages from Peru, and the consequence of a inland of Namibia, they experienced a severe frost incident In July 2020 Zambia became the first African nation to gain
young fields will be yielding at least 20MT/ha by their third
delayed crop. that “basically wiped out the majority of their crop”, according
year, whilst there have been some early-stage forays into direct access to the Chinese market with the first shipments
substrate planting to the east of Harare with higher density to one grower. Namibia had been expected to increase its vol- sent in November of that year. That trade route stagnated
As a rule of thumb, the industry aims to have 90% of the crop ume in 2023, but instead saw volume decline.
of plants in pots, which have the potential to achieve higher however as at the time Zambia didn’t have market access to
done by the end of September, as even the slightest blemish
yields still. In contrast, the difficulty in securing financing is South Africa, through which blueberries would need to travel
on fruit will impact returns in October when there is a heavy leading some to opt instead for the economics of planting in Regardless of this event, there are sizable projects underway
supply from Peru and South Africa. Zimbabwe tends to have if they were to be sent via seafreight. This implies shipping
the soil, including from pots where the plants have matured in both northern and southern Namibia that should lead to sig-
wet weather and occasionally hail starting in October as well, and outgrown the space. through a bonded warehouse, which is manageable but adds
which also incentivizes getting the crop harvested before then. nificant increases in exports over the coming years.
more cost and complexity. Additionally, one of the country’s
Decent infrastructure exists in Zimbabwe with cold storage leading blueberry players has taken due caution with China,
But in 2023 the industry harvested blueberries for five weeks Northern Namibia’s production window is very similar to Zim-
facilities at Harare’s international airport, although last sea- holding back to ensure once shipments begin they are of the
more than normal, picking until the end of November. babwe’s, with the first fruit at the end of May or the first week
son fruit was also re-exported from South African airports utmost quality and in sufficient volumes.
such as Johannesburg and Durban. Industry stakeholders of June, and peaking in August through to the second week
“We even got hail in week 43 which normally would have would like to achieve a volume threshold that justifies dedi- of September. Harvesting is usually finished in early Octo-
cut our season, but we made the choice to keep going and ber when tropical thunderstorms have the potential to affect The ability for Zambia to capitalize on its Chinese market
cated freighters, as they currently rely on two main airlines,
be careful on picking and harvesting, which showed just how while another international airline was reportedly canceling a quality. This earliness has attracted international investment access got a whole lot easier after finally gaining access to
short the market was supplied,” says one grower. high proportion of flights to and from Harare, leading to export from South Africa, the U.S., Germany, and likely elsewhere. South Africa, although at the time of writing this is not yet
scheduling headaches. For now, and in the absence of viable known to have led to Zambia’s China export ambitions coming
In a similar vein to that point, as a precursor of what also cold chain alternatives in the ports of Mozambique which are In the desert region of Aussenkehr in southern Namibia, to fruition.
transpired last year for the South African industry, Zimbabwe closer to Zimbabwe’s growing regions, sea freight blueberries known for its table grapes, there are comprehensive sub-
significantly increased its share of exports that were shipped are shipped via South Africa where port problems persist.
via airfreight, going from the usual percentage of 15-18% ex- These matters have implications for shelf life, and growers
strate trials taking place involving varieties from a handful of
global genetics programs, some of which serve to showcase
Other origins
ported via this method to 46% in 2023. There are also reports have been actively seeking varieties that are able to hold their
that in many cases overseas buyers were willing to absorb the quality for more than 35-40 days. new cultivars to visiting producers from South Africa if they
haven’t yet passed through quarantine there. The latitude of Further north, trials are taking place in the equatorial states
extra cost themselves in order to secure supply. The general
consensus is that Zimbabwe had a very good season in 2023, Another challenge that Zimbabwean producers need to over- southern Namibia is close to that of Bloemfontein in South of Uganda and Kenya where there is potential for production
even though yields were down for similar weather-related come is the unpredictable energy supply and significant in- Africa, so harvests are around one week earlier than in the from March to May, with the potential to double crop on ever-
reasons that affected northern South Africa. creases in electricity pricing this year. This turn of events has Western Cape. green low chill varieties if desired.
208 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 209

SOUTH AFRICA
South Africa Cultivated Fresh Exports by Partner (000) MT
Planting and Production Data, Figures & Commentary
Reporter 2019/2020 2020/2021 2021/2022 2022/2023 2023/2024
(Denominated in Hectares and Thousands of Metric Tons)
Netherlands 4.15 8.01 10.66 14.41 8.96

United Kingdom 5.69 6.82 6.08 7.30 8.44

South Africa Cultivated Hectares by Status South Africa Cultivated Production by Use Germany 1.17 0.49 1.15 0.33 1.84
4k 40
​ 322
3
3
​ 100
UAE 0.20 0.56 0.78 0.95 1.53
2
​ 934
3k 2
​ 803 30
​ 661
2

Spain 0.40 0.41 0.65 0.61 1.19

(000) MT
Hectares

2
​ 000
2k 20
1
​ 508

​1 016 Others 1.46 2.00 2.58 3.29 4.62

1k 768
​768 10
​520
520

0 0
South Africa Totals 13.06 18.29 21.90 26.90 26.59
5

4
01

01

01

01

01

02

02

02

02

02

01

01

01

01

01

02

02

02

02

02
Source: Agronometrics Global Trade Data
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
14

15

16

17

18

19

20

21

22

23

14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
Years Years

In Production Not in Production Sum Fresh Processed

Source: IBO Source: IBO South Africa Cultivated Fresh Export by Partner South Africa Cultivated Fresh Export History
30 15

20

(000) MT
10

(000) MT
South Africa 2023/2024 Production Metrics 10

5
Hectares Planted: 2,803 Ha
0

Organic: Not Reported

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2
0

14

15

16

17

18

19

20

21

22

23
Under Structure: Not Reported 7 8 9 10 11 12 1 2 3 4 5 6

20

20

20

20

20

20

20

20

20

20
Years Months
South Africa Cultivated Yield by Country
Hydroponics: Not Reported Sum Germany Netherlands Others 2019 / 2020 2020 / 2021 2021 / 2022 2022 / 2023
15k
Singapore UAE United Kingdom 2023 / 2024
New Genetics: Not Reported Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

10k Hectares in Production: 2,803 Ha

KG/Ha

Production: 35.00 (000) MT

5k
Growth in Production¹: ▲4.50 (000) MT (14.75%)
Growth from Hectares²: ▼-1.36 (000) MT (-30.26%)
0
Growth from Yield³: ▲5.86 (000) MT (130.26%)
5

4
01

01

01

01

01

02

02

02

02

02
/2

/2

/2

/2

/2

/2

/2

/2

/2

/2

Yield: 12,486.62 (Kg/Ha)

14

15

16

17

18

19

20

21

22

23
20

20

20

20

20

20

20

20

20

20

Years
Exports: 26.59 (000) MT
South Africa Average
Source: IBO
Imports: 0.76 (000) MT
Source: IBO and Agronometrics

¹ Volume change compared to previous season

² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)
210 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 211

South Africa
Report Team Narrative
Following a couple of frustrating seasons beset by logistical It is encouraging that sea journey times did improve in 2023,

South Africa challenges caused by problems at its ports, South Africa’s

blueberry industry was given a reprieve in 2023 thanks to
with one grower group reporting the total time in chain from
blueberries leaving the packhouse to the first inspection by

Country Member Summary shorter supplies from Peru – a competitor whose monumental the customer in Europe going down from an average of 38
volume rise over time was likely not anticipated to its current days to 32 days.
Adapted from the report by Berries South Africa extent when South Africa’s own boom in planting of the crop
began more than a decade ago, with the highest concentration The South African industry was not able to capitalize on the

of hectares located in the Western Cape where harvests peak supply shortfall as much as it would have wished in 2023 as
South African Blueberry Season Review 2023-2024 weather issues of its own led to harvest delays and an ulti-
in the October-November period when Peru too is most active.
mate decrease in export volume of around 12.5%, notwith-
Off the back of a challenging 2022-2023 export logistics season, the blueberry industry in South Africa was deter- The level of strong market demand is evident in a drastic standing a far superior season overall financially.
mined to position itself to fulfill its potential for this past year. With production volumes set to increase due to ongo- shift to airfreight in the 2023 season for South Africa as high
A prolonged and very cold winter by South African standards
ing improvements to farming methodologies and practices tied with maturing orchards providing better yields per prices made this more expensive channel more economical-
meant that fruit took longer to get the heat units necessary to
hectare and new genetics coming online, the sentiment was that South Africa should be able to continue positioning ly viable. Normally around 20% of South Africa’s blueberries
ripen, while in the Western Cape conditions were much wetter
itself as a local and international supplier of top-quality blueberries. are shipped via airfreight with the rest sent by ship, but this
than usual – a fact that didn’t have a great impact on fruit as it
percentage lifted to 45% by air last year. Exporters were able
hadn’t set yet at the time of intense rainfall but did affect pol-
Through the Southern Hemisphere Winter, various blueberry producing countries experienced anomalies in climatic to negotiate more airfreight space in November and towards
lination in the early varieties. There was also flooding which
conditions that directly impacted production volumes. Increased mean temperatures in South American production the end of the season the majority of exports were sent by
in isolated cases destroyed infrastructure and carried away
areas, and a cooler, longer winter in South Africa both resulted in delayed seasons for the respective countries from this method.
blueberry pots in the current, but this was not a large contrib-
which volumes were never going to catch up to forecasted expectations.
uting factor to the decline in volumes.
It is yet to be seen whether this air-sea shipment ratio will
Due to the significant shortage of blueberries (primarily as a result of the Peruvian supply shortfall overlapping the revert to more recent trends in future (Many years ago it used
The weather conditions were less impactful in the country’s
peak South African export weeks) in markets where South Africa exports its blueberries, the consequent high de- to be 80% airfreight when South Africa filled a very significant
north, but still meant that plants were very dormant and were
mand expectantly buoyed the pricing range of the South African produce. supply gap), as it must also be noted that the shift was not
delayed in coming out of the blocks. For South Africa overall,
just demand-driven but also reactive to the previous year’s
harvests were 3-4 weeks late, although some farms were as
Year on year South African blueberry exports fell by 3,022MT to 21,212MT, however due to the high quality of pro- port delays due to strikes, against a backdrop of broader in-
late as six weeks while others were just a week late, depend-
duce being supplied out of South Africa, high demand, and favourable pricing, the blueberry production and value efficiencies from state-owned logistics firm Transnet which
ing on the variety and microclimate. “We didn’t have enough
chain can reflect on a successful season alleviating some of the pressure of the previous season’s exceptionally high runs the nation’s ports. Since then there has been an overhaul opportunity to catch up on volumes, but the later ones actual-
input costs, pressure on pricing, and the direct financial impact of the Transnet (container terminal management of management at Transnet and the industry is hopeful this ly arrived quite on time,” as one source said.
will lead to positive change and upgrades, although there is
company) labour strike of 2022.
still much uncertainty as to whether the new leadership will The largest drop in volume was felt in the EU with a decline of
Another benefit of the high demand-high pricing scenario this season was the ability of exporters to alleviate some be able to turn the tide of deteriorating performance. Having 33%, unlike the UK where shipments rose 18%, on top of a

of the pressure on sea freight and logistics with the option to allocate produce to air freight. While air freight capacity experienced immense backlogs that negatively impacted fruit 13% rise in the same market the year prior. The industry has
quality and led to more claims in 2022, South African blue- also taken long strides in developing new markets, with ex-
and routing held its own challenges, there was significant benefit in getting quality fruit to market efficiently, ce-
berry exporters’ decision to ship more via air was also likely a ports to the Middle East up by more than half and shipments
menting the position of South Africa as a supplier of high quality, best tasting fruit.
hedge against the risk of further seafreight-related problems. to the Far East up by a quarter. “Volumes aren’t massive, but
212 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 213

MIDDLE EAST
if we continue that trend over the next three to five years, we to come, although exits are still a possibility given the eco- Planting and Production Data, Figures & Commentary
will start to have a significant market in those places,” as one nomic strain of high costs and a trend towards higher mar- (Denominated in Hectares and Thousands of Metric Tons)
South African source said. ket competition despite what occurred in 2023. On the other
hand, those who have found the ideal varietal-microclimate
In late 2023 the country’s blueberries were approved for ac- combinations are developing new plantings with confidence, Middle East Cultivated Hectares by Country
cess to the Canadian market, and at the time of writing trial both in pots and in soil.
shipments are anticipated in 2024. Industry and government Middle East Hectares Planted 2023 Production (000) MT

have also been active in market access negotiations in India In terms of timing, many growers are attempting to expand
Growth Totals 2019 2020 2021 2022 2023 Fresh Process Total
and China, the latter aided by the decision after a BRICS Sum- the ‘shoulders’ of production to avoid having such pronounced
mit to consolidate all of South Africa’s stonefruit into one Chi- peaks in October-November. That is the natural window for Turkiye 250 350 500 1,000 1,750 5.26 0.39 5.65

na market access application, thus expediting the process for the Western Cape, which accounts for around 60% of South Israel 52 60 68 76 83 0.33 - 0.33
blueberries which are next in line for the market which will Africa’s blueberry plantings, with the remainder split mainly
between the northern region of Limpopo and South Africa’s United Arab Emir-
only handle one commodity application per country at a time. 15 25 32 40 50 0.25 - 0.25
ates
northwest, both with earlier seasons that peak in September
South Africa’s industry is more structured around premium and October. KwaZuluNatal is also a growing area of note, Egypt 30 40 60 80 120 0.14 - 0.14
varieties and retail buyers with quality sensitivity compared with its colder Midlands area home to a ‘true winter’ where
Iran 10 10 13 14 14 0.08 - 0.08
to other growing regions - “If you put Zimbabwe and South a grower must wait a few years for plants to reach maturity.
Africa together, we’ve probably got the same number of hect- Whereas many farms in the Western Cape are hitting the six- Jordan 2 4 6 8 10 0.02 - 0.02
ares of proprietary genetics as Peru,” as one grower noted for year mark and are witnessing slight drops in yield, Limpopo’s
Saudi Arabia 1 1 1 0 0 - - -
the previous edition of this report. In the space of a year that established farms, which are relatively younger, are getting
estimate is unlikely to have changed. into their peaks. Middle East Totals 360 490 680 1,218 2,028 6.08 0.39 6.47

Source: IBO
The industry is technically astute and dominated by large verti- South Africa’s domestic market development is hindered by
cally integrated international programs, with a high proportion the unaffordability of blueberries for a large proportion of the
of fruit grown in substrate and around 12% produced under population in a country where income inequality is significant, Middle East Cultivated Hectares by Country Middle East Cultivated Hectares by Status
tunnels. Two large export agencies account for the majority but it has “grown brilliantly” according to one source. A lead- 3k 2500

of volume, but in recent years many more genetics providers

​ 028
2
ing grower group supplies export-quality fruit to one of South ​ 028
2
2000
2k
and investors have entered the market from around the world, Africa’s top-tier supermarkets, particularly during the early

Hectares
1500

Hectares
and there are currently more than 100 varieties registered for
​1 218
season both from the north of South Africa and even earlier
​1 218

1k 1000
680
​680
use. Three leading Australian breeding programs account for in Zimbabwe starting in April, and that particular retailer has 356
​356 416
​416 ​361
361
​490
490 ​680
680
222
​222 295
​295 490
​490
​147
147 ​416
416
the lion’s share of current plantings in the proprietary genetics shown a willingness to provide the shelf space with consum- 0
500
​222
222
​295
295 356
​356 ​361
361
​147
147
2014 2016 2018 2020 2022
space in southern Africa, but other programs are present from ers willing to pay attractive prices from a grower perspective. Years 0
2014 2016 2018 2020 2022
the U.S., both private and university-based, Spain and else- Their focus has also been more on flavor than size, unlike Egypt Iran Israel Years
Jordan Saudi Arabia Turkiye
where, including a fourth, newer Australian program on trial. some overseas markets. There is also an increased mix of United Arab Emirates In Production Not in Production
Source: IBO Source: IBO

Extensive plantings still yet to reach maturity mean that more pack sizes, and other retailers are selling blueberries as well,
yield, and therefore volume growth is in the pipeline, which often making the shelf space available when there is an over-
should see South Africa continue to rise in stature in the years supply with less premium specs.
214 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 215

Middle East Cultivated Production by Country(000) MT

Middle East 2021 2022 2023 Middle East 2023 Production Metrics
Middle East Cultivated Yield by Country
Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total Hectares Planted: 2,028 Ha
15k
Hectares in Production: 655 Ha
Turkiye 2.72 0.17 2.89 4.00 0.26 4.26 5.26 0.39 5.65
Production: 6.47 (000) MT
Israel 0.26 - 0.26 0.30 - 0.30 0.33 - 0.33 10k

Growth in Production¹: ▲1.45 (000) MT (28.88%)

KG/Ha
United Arab Emirates 0.11 - 0.11 0.25 - 0.25 0.25 - 0.25
5k Growth from Hectares²: ▲1.93 (000) MT (132.79%)
Egypt 0.09 - 0.09 0.12 - 0.12 0.14 - 0.14 Growth from Yield³: ▼-0.47 (000) MT (-32.59%)
Iran 0.06 - 0.06 0.07 - 0.07 0.08 - 0.08
0
2014 2016 2018 2020 2022
Yield: 9,883.90 (Kg/Ha)
Years
Exports: 0.46 (000) MT
Jordan 0.01 - 0.01 0.02 - 0.02 0.02 - 0.02
Middle East Average Egypt Iran
Israel Jordan Saudi Arabia Imports: 6.10 (000) MT
Saudi Arabia - - - - - - - - - Turkiye United Arab Emirates
Source: IBO Source: IBO and Agronometrics
Middle East Totals 3.25 0.17 3.42 4.76 0.26 5.02 6.08 0.39 6.47
¹ Volume change compared to previous season
Source: IBO ² Change in volume due to hectares entering or leaving production
³ Change in volume due to field productivity (yields)

Middle East Imports by Origin Subregion (000) MT (Inferred from Partners)

Middle East Cultivated Production by Country Middle East Cultivated Production by Use Origin 2019 2020 2021 2022 2023
8 8

South America 0.44 1.06 1.92 1.34 1.89

6
6
Africa 0.34 0.85 1.19 1.67 2.50
(000) MT

(000) MT

4
4
Western/Central Europe 0.95 0.81 0.85 0.82 0.58
2

2
So. Europe/N. Africa 0.13 0.11 0.09 0.13 0.66
0
2014 2016 2018 2020 2022
Years 0
2014 2016 2018 2020 2022
Eastern Europe 0.07 0.05 0.06 0.20 0.33
Sum Egypt Iran Years
Israel
Turkiye
Jordan
United Arab Emirates
Saudi Arabia
Sum Fresh Processed
Others 0.27 0.12 0.16 0.11 0.14
Source: IBO Source: IBO

Middle East Totals 2.20 3.00 4.26 4.27 6.10

Source: Agronometrics Global Trade Data

2023 Middle East Cultivated Hectares by Country 2023 Middle East Cultivated Production by Country Middle East Cultivated Fresh Imports by Origin Subregion Middle East Cultivated Fresh Imports by Origin Subregion
Data inferred from trade partners Data inferred from trade partners
United
​U nited Arab Emirates: 2.5% Egypt:
​Egypt: 5.9% United
​United Arab Emirates: 3.9% Egypt:
​Egypt: 2.2% 8 1.5

​Iran: 0.7%
Iran: ​IIran:
ran: 1.2%

​Israel: 4.1%
Israel: ​IIsrael:
srael: 5.1% 6
1
​Jordan: 0.5%
Jordan: ​Jordan: 0.3%
Jordan:

(000) MT

(000) MT
Saudi
​S audi Arabia: 0.0% 4

0.5
2

0 0
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month

Sum Africa Eastern Europe Sum Africa Eastern Europe

Others So. Europe/N. Africa South America Others So. Europe/N. Africa South America
Turkiye:
​Turkiye: 86.3% ​Turkiye: 87.3%
Turkiye: Western/Central Europe Western/Central Europe
Source: IBO Source: IBO Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data
216 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 217

Middle East Imports by Reporter (000) MT (Inferred from Partners)

commodities. Now domestic growers, international breeders
Reporter 2019 2020 2021 2022 2023
and marketers have both countries in their sights as more and Turkiye
UAE 0.91 1.13 1.52 1.63 2.05
more sign agreements with local partners to plant blueber-
Israel 0.11 0.65 1.22 0.99 1.70 ries. Each has a different harvest peak, but both share the lo- With the possibility of starting harvests in limited volumes
Saudi Arabia 0.21 0.35 0.56 0.67 0.98 gistical benefits of proximity to both Europe and the Middle as early as late February under heated tunnels in the Anta-

Turkiye 0.20 0.20 0.24 0.17 0.39 Eastern market more broadly, including the untapped poten- lya region, Turkiye’s diverse range of microclimates allow for

tial to develop their own domestic markets with populations production easily through to August, extending into October
Qatar 0.23 0.32 0.24 0.29 0.41
of 111 million in Egypt and 85 million in Turkiye. with the utilization of different geographies and altitudes. In
Others 0.54 0.36 0.48 0.50 0.57
2023 the bulk of volumes were exported between May and
Middle East Totals 2.20 3.00 4.26 4.27 6.10
July, with more than half the total export volume shipped in
Source: Agronometrics Global Trade Data Booming Middle East demand July with Germany and the UK as the top markets.

Middle East Cultivated Fresh Imports by Reporter Middle East Cultivated Fresh Imports by Reporter The Middle East was one of just three sub-regions globally to This is all driven by significant planting growth in recent years,
Data inferred from trade partners Data inferred from trade partners
8 1.5
record an uptick in fresh blueberry imports last year, with the and the trends of new plantings continue with several interna-
other two being in Latin America (South America and Central tional blueberry companies putting in new plants or trialling
6
1 America/Mexico). While Peruvian exports to most destina- different advanced genetics.
(000) MT

(000) MT

4 tions were down, its shipments to the Middle East were up

0.5 194% in volume and 247% in value. Blueberries were introduced to the country in the 2000 by
a university professor who brought back varieties from the
2

0 0 South Africa was by far the leading supplier to the region how- US, leading to research and trials to test how the fruit would
2014 2016 2018 2020 2022 Jan. 23 Mar. 23 May. 23 Jul. 23 Sep. 23 Nov. 23
Years Month ever, accounting for around $20 million worth of the $47 mil- perform in Turkiye, starting with cultivation in the Black Sea
Sum Israel Others Qatar Saudi Arabia Turkiye UAE Sum Israel Others Qatar Saudi Arabia Turkiye UAE lion worth of blueberries imported. This represented growth region. Unfortunately, a challenging breeders’ rights situation
Source: Agronometrics Global Trade Data Source: Agronometrics Global Trade Data

for South Africa of 61% in value terms and 47% in volume. has historically impeded development for blueberries, but
The largest share of South Africa’s Middle East-bound exports Turkiye is nonetheless a member of plant variety protection
went to the UAE, followed by Saudi Arabia and Qatar. accord UPOV and the country is witnessing a swell of interest
Middle East from investors.

Report Team Narrative The second-largest market overall was Israel, where South
Africa doesn’t yet have access and has temporarily suspend- This has been instigated to an extent by a local nursery with
ed negotiations for a market opening due to the war. Israel’s family ties to one of the country’s largest cherry and fig ex-
The Middle East has attracted heightened interest from the shipments more than doubled in 2023 with Germany as its fresh blueberry imports were up 71% in 2023 with the largest porters, which is collaborating with a leading US nursery to

blueberry industry over the past year for two key reasons. leading market. To get a sense of where Turkiye sits on a po- supply increase coming from Spain, and other key market par- give impetus to an emerging industry. Other local groups are

Firstly, as a market it bucked global trends in a shortfall year tential growth curve, its export volume is almost what another ticipants including Chile, Argentina and Peru. progressing plans as well with a multitude of European, North
burgeoning industry – Zimbabwe – achieved in 2018. American and South American entities.
by recording a huge increase in fresh blueberry imports in
Imports in the region in both October and November were un-
2023. Secondly, more international stakeholders are investing Both Egypt and Turkiye have long standing – ancient, in fact precedented for any month prior in the history of the market, Harvests tend to start in March around Antalya and Adana on
in emerging production sectors with ongoing new plantings in - agricultural traditions with healthy access to water, and and sales from December 2023 to February 2024 continued the southern coast, where the warm climate is comparable to
Egypt and Turkiye, with the latter being more advanced as its are prominent within the fresh produce industry in other at record highs for that period. Huelva in Spain. It is anticipated that with the right varietal
218 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 219

selections and farm management, this region will be able to distributed unevenly around the country, with major growing That said, interest in Egypt from Europe is high and the very varieties under licence in partnership with an Australian
have limited blueberry volumes available in late January in regions like Antalya and Rize receiving very high rainfall lev- limited volume exported to date has been spread across the genetics company, and this is one of the country’s largest
the future. els but parts of southeastern Anatolia and the Mediterranean UK, Netherlands, France and Malaysia, among others. operations.
have been suffering from drought.
There are also blueberry industry operations around Bursa It has been asserted that Egypt has preferable water availabil- Most blueberries in Israel are grown in pots, both for agro-
close to the Marmara Sea and the nation’s capital Istanbul, ity to Morocco, where drought conditions are described more nomic reasons and also religious reasons. An exhaustive ex-
as well as in Salihli, which sits inland from Izmir on the west- Egypt fully in the country’s editorial section. The land is flat and la- planation may be too time-consuming, so for simplicity’s sake
ern, Aegean coast. In Salihli there are trials taking place for bor is reportedly abundant, and these three factors around it could be summarized that the consequences of Jewish rules
15-20 different blueberry varieties. For cooler areas, mid-chill In the past 12 months Egypt has gone from being on the blue- the ease of irrigation, topography and an available workforce around Kosher food production are that the fruit from blue-
and high-chill varieties – Legacy and Duke respectively – have berry industry’s figurative radar to featuring firmly in the plans were described by one source as the “secret sauce” for a suc- berry trees (because the notion of a ‘bush’ is not permissible)
been planted with the European market in mind. of numerous companies from Europe and the Americas, add- cessful industry, much like Peru in some respects. The other can only be eaten by Jews after the third year. Berries grown
ing to the two Spanish and Dutch companies referenced in last benefit is that Egypt has more than 100 million people; even prior to that three-year mark can only be sold to non-Jews.
In terms of overall production, Bursa in the north and Anta- year’s edition of this report that are rolling out projects with though the income per capita is very low, it is almost at the Tree structures must also be pruned so that there is just one
lya in the south are far ahead of all other growing regions and proprietary genetics. same level as South Africa, where the local industry has built main stem, and there are further limitations around tissue cul-
have seen substantial growth (and continue to see the larg- a decent and growing domestic market. One grower that has ture. One nursery has shown ingenuity in adapting to these
est growth in new plantings), while other cultivation regions To exemplify the progress made, another global company with conducted consumer surveys in Egypt found that one in five rules in order to propagate plants for growers so they do not
of note are currently in the north - Kırklareli on the European its headquarters in the Americas is planting a 50ha trial this people would be interested in buying blueberries. have to wait as long as under more traditional methods.
side of Turkiye close to Bulgaria, and the Black Sea areas of year near Alexandria in close proximity to the Nile River, and if
Rize and Trabzon. Yalova, close to Bursa, saw significant new that is successful the view would be to plant much more sub- Some farmers in Israel have reduced their plantings in recent
plantings in 2022 and is estimated to now have more surface stantial farms of blueberries over the coming years. Another Israel years due to the market pressure brought by increased com-
area dedicated to blueberries than the fourth-largest grow- international group that harnesses Australian-bred genetics petition from a more open import market, and increased input
ing region, Trabzon. The same could be said of Çanakkale, on also planted new trials in 2023 in the country. Aside from its relevance as an import market for fresh blue- costs. Amidst challenges with labor, it was planned that ma-
the Dardenelles Strait, which saw significant new plantings in berries, Israel is also a grower of blueberries with its small chine harvesters would be used for the first time this year on
2023 after having nothing planted previously. To put these advancements into perspective, this report noted country hosting a massive diversity of growing conditions certain farms.
just 80ha of surface area dedicated to blueberries in Egypt in from dry and hot desert conditions to wet mountainous ter-
Growers/stakeholders are still in the early stages of the learn- 2022, and even this figure is disputed by some as overstating rain. One source notes it is possible to pick from November to Regarding Israel’s contribution to the blueberry industry, it
ing curve to gain know-how and establish the necessary sup- the true extent of plantings. It has been observed that prior to August by moving between different parts of the country, but is worth highlighting that an Israeli was among the pioneers
ply chain capacity and expertise necessary to meet the stan- recently, most projects were no larger than 5-8ha, predomi- peak production occurs in June. of the Moroccan blueberry industry, and the company they
dards of the international market. nantly between Cairo and Alexandria. helped forged is now part of Morocco’s largest export group.
Blueberries have been grown in Israel since the 1960s but it
Export volumes rose 146% last year and imports rose 124%, It is believed the country’s season, once more fully developed, wasn’t until 2013 that the industry kicked off in earnest with
with both inflows and outflows at similar levels of around the would largely mimic that of Morocco regarding timing; the goal an R&D department of the Ministry of Agriculture introducing
400MT mark, with Peru the leading supplier by far, and along for one investor in Egypt (which has a similar latitude to Agadir University of Georgia varieties for testing, and now cultivation
with Chile accounting for more than three-quarters of volume. in Morocco) is to achieve peak production in February. Despite is spread throughout Israel. The varietal mix is largely open
Exports rose despite a season that was regarded as difficult its similar latitude to Morocco, the industry would have the po- and the predominant cultivar is Biloxi, as has been the case
for growers given Turkiye’s third-warmest summer on record tential to cater to different markets given that along the coast in so many low-chill jurisdictions. There is also a local grow-
that put plants under stress. Rainfall was above average but the distance from Alexandria to Agadir is roughly 5,000km. er-exporter situated in northern Israel producing proprietary
 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 221

GLOBAL WILD PRODUCTION

Planting and Production Data, Figures & Commentary
(Denominated in Hectares and Thousands of Metric Tons)

Global Wild Production by Country(000) MT

Global Wild Blueberry 2021 2022 2023

Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total
Canada - 78.41 78.41 - 119.52 119.52 - 109.20 109.20
United States 0.52 51.90 52.42 0.34 34.47 34.81 0.34 34.02 34.36
Sweden - 5.92 5.92 - 9.54 9.54 - 9.74 9.74
Finland - 1.19 1.19 - 4.83 4.83 - 5.00 5.00
China - 0.50 0.50 - 0.60 0.60 - 0.80 0.80

GLOBAL W ILD AND

Global Wild Totals 0.52 137.92 138.44 0.34 168.96 169.30 0.34 158.76 159.10
Source: IBO

COMB IN ED PR O DU CTIO N 250

200
Global Wild Production by Country

United
​U
2023 Global Wild Production by Country

nited States: 21.6%

150

(000) MT
100
Sweden:
​S weden: 6.1%

50
Finland:
​Finland: 3.1%

0 ​China: 0.5%
China:
2014 2016 2018 2020 2022
Canada:
​C anada: 68.6%
Years

Sum Canada China Finland Sweden United States

Source: IBO Source: IBO

Global Wild Production

Report Team Narrative

Encompassing a variety of species throughout the colder re- blueberries are prized by certain demographics of consumers
gions of the Northern Hemisphere with much smaller berry for reasons ranging from taste to nostalgia to connecting with
sizes (1g or less) than cultivated highbush varieties, extreme
what is perceived as a more natural world and fruit genetics
fluctuations in volume from year to year, and a predominant-
ly frozen market-focused industry due to the challenges of that have been unchanged for thousands of years. It is also

shipping the fresh fruit in marketable condition, wild lowbush a class of blueberry that tends to trade at a premium to the
222 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 223

cultivated blueberries within the processed category, particu- pollination there by supplementing with bumblebees and leaf Amidst variable weather conditions, low pricing and an in- which could enhance the health benefits and help develop
larly in markets close to the geographies where they are grown. cutter bees. crease in production costs, there are reports of some smaller new markets for the fruit.
wild blueberry growers transitioning into the fresh market or
The U.S. state of Maine and eastern Canada account for the Agronomically, wild blueberries are distinctive from the high- organic production in an attempt to improve profitability. From
largest share of global wild blueberry production with the na- bush varieties that define the bulk of the global industry. The an operational perspective, research efforts are underway for Chinese Wild blueberries
tive Vaccinium angustifolium as the main species representing first distinction is that the bushes are generally not plant- using drone technology to monitor for pests and spray for crop
95% of North America’s crop while the remaining 5% is Vac- ed (although there are exceptions) but ‘activated’ by forest protection, improving mechanical harvesting, as well as the
cinium myrtilloides, also known as the velvet leaf blueberry. clearing and fires on the wild stands that evolved after gla- improved use of fertilizer and irrigation techniques to optimize
‘Chinese Wild’: Vaccinium Uliginosum L. and Vaccinium Vitis
cial retreat 10,000 years ago, and based on observations of productivity.
Idaea are native to China, particularly the forested northern
A variable climate with a combination of frosts, freezes, the average plant cover, experts estimate an average of 270
provinces of the country. The native Vaccinium Uliginosum is
drought and higher temperatures has negatively impacted the different genotypes can be found per hectare. Secondly, it is
productivity of wild blueberry fields, which in the lead-up to often dark reddish-blue, red or dark blue and often referred
a two-year crop so when looking at the number of hectares/
the 2016 peak season were in a state of expansion in Canada acres for any given industry, only half of those hectares/acres
European Wild Blueberries to as “蓝莓”(pronounced “Lan Mei”). “Lan Mei” is the most
and overall decline in Maine. In 1995 both Maine and Can- are being harvested in a particular year; one year provides the common word used for blueberries in China and now applies
ada had equivalent levels of wild blueberry production, but formation of the buds, and the next year the blossoms on the to highbush as well. Meanwhile the Vaccinium Vitis Idaea, or
the Canadian Government released tracts of Crown land to fruit. This is unlike highbush blueberry plants that have both Wild production outside of North America is difficult to track in Lingonberries, are a deep red and also native to the northern
private growers and encouraged growth in the Canadian sec- vegetative and reproductive buds. general and is based on best estimates from industry sources. reaches of Europe, especially Scandinavia. These berries are
tor which now produces a much larger volume than the U.S. harvested most often by villagers who live near the forested
North America’s 2021 wild crop would have been significantly A third, and important point from the global blueberry indus- In terms of European wild blueberry production, Vaccinium areas where these species grow. The fruit is then sold on to
larger if it weren’t for weather- and drought-related conditions try’s perspective, is differentiation as a survival imperative myrtillus or the European bilberry is native to the continent brokers who process the fruit or resell it to processors who
experienced in Quebec. to the wild blueberry sector’s existence. The associations as well as the Caucuses and much of Asia. Scandinavia is a
sell the finished product. Most of the fruit is now sold domes-
of the term ‘wild’ for this highly cultivated crop conjure up major source of production with bilberry bushes to be found
tically, often as a health product in teas, powders, dried fruit,
But Quebec bounced back in 2022 with a bumper crop that a marketer’s dream that resonates with consumers and the throughout the forests of Norway, Finland and Sweden, where
extracts and even cosmetics. Annual production is largely
was more than triple the size of the previous year, while oth- manufactured food companies that want to attract them. Pro- the cultural and historical connection to wild, foraged fruit is
contingent on the amount harvested from the wild and the im-
er Canadian provinces saw upticks as well with volume up ponents claim they have more antioxidants (which on a per strong. Crops are also extremely variable as is access to labor
pact of winter weather on the crop.
40% for New Brunswick and an almost doubling of produc- weight basis is often true due to higher skin to flesh ratios), with pickers needing to be flown into the harvest regions in
tion from Prince Edward Island. Unlike the highbush sector and the wild blueberry industry continues to invest heavily in many cases.
‘Chinese Cultivated Lowbush’: Another interesting segment
where irrigation is commonplace on farms, this is mostly not lowbush blueberry-specific health research and promotions. of Chinese domestic blueberry production is the ‘Cultivated
the case for wild blueberry barrens although around one third In addition, a comparative 2021 study from Forney et al in In Finland there is a deep cultural tradition with the ‘every-
Lowbush’ industry. In the far northern provinces of Jilin, Hei-
of Maine’s hectares are irrigated. In 2022 Canada’s crop was four Canadian provinces found a higher and more consistent man’s law’ whereby anyone can roam the land, even if it is
longjiang and the continental north of Liaoning, the extreme
boosted by better precipitation which offset problems in the sugar-to-acid ratio for lowbush versus the highbush cultivars privately owned, and pick wild European bilberries without
winters have proven a challenge for traditional highbush pro-
availability of bees for pollination from Ontario. In contrast, involved in the study (Duke, Brigitta, Jersey, Liberty and Au- needing permission from the landholder. Finns have a great
duction. Early trials conducted in the late 1990s and early
Maine did have good pollination but was hindered by a lack of rora). The Canadian and Maine industries – with support from attachment to this tradition and have a great appreciation of
2000’s led by Jilin Agricultural University, showed that the
moisture, resulting in a volume drop of 26%. government programs - jointly fund health research into wild European bilberries, which also have a deep blue or almost
cold hardy Lowbush and ‘Half High’ cultivars were more like-
blueberries, as well as more efforts to coordinate promotion- black color inside unlike highbush blueberries which tend to
have more of a relatively whiter color. Finnish people tend to ly to crop and survive in the harsh conditions. Most of these
After this major uptick in 2022, the North American wild blue- al activities. Both the Maine and Canadian associations have
buy them frozen, while there are also manufacturers that dry varieties are considered ornamentals in the rest of the world
berry crop in 2023 was down by around 9% year-on-year, active offshore programs working with local marketing organi-
the berries at a very low temperature (so as to not affect their while a few others represent exemplary selections from Wild
primarily due to the effects of excessive precipitation in the zations to promote the unique qualities of wild blueberries in
Canadian provinces of Nova Scotia, Prince Edward Island, nutrient content) and then ground them into a powder which patches in North America sourced from the USDA germplasm
order to increase demand.
Northern New Brunswick and Quebec. This prevented har- is sold to food manufacturers in the baking and dairy product repository in the 1990’s. Cold hardiness, increased likelihood
vest of some of the crop and resulted in larger fruit, but also In an environment where demand is currently exceeding sup- sectors. One company based in the UK run by Finnish expats of protection from snow cover (due to plant height) and ap-
produced poor quality berries. In contrast, Maine’s production ply, the Maine industry has a large domestic focus in addition has successfully developed a consumer-facing blueberry parent tolerance of difficult soil and moisture conditions have
was marginally higher after experiencing more than adequate to Canada-oriented exports, but the state also exports to Ja- powder product that is sold to some of the country’s lead- led to the large-scale planting of Cultivated Lowbush (in rows)
rainfall conditions, and benefiting from the import of 43,000 pan, South Korea and the EU with overseas shipments aimed ing supermarkets and health store chains. Meanwhile on the and ‘Half High’ blueberries. Due to mixed information avail-
honeybee hives and therefore having good pollination. The at preserving customer bases. Canada exports about half its other side of the Atlantic Ocean, the North American industry able from China, it is likely that most of the ‘cultivated low-
Canadian industry, however, had issues in procuring adequate wild crop to the U.S., in addition to others such as Germany, is exploring the potential of developing higher value-added bush’ production from China is represented in the Highbush
pollinators. There is currently an effort underway to improve Japan and China. products such as fermented products with wild blueberries, production and acreage figures for China.
224 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 225

GLOBAL WILD AND Global Production by Region

CULTIVATED COMBINED
3k

2k

(000) MT
1k

Planting and Production Data, Figures & Commentary

(Denominated in Hectares and Thousands of Metric Tons) 0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Years

Sum Africa Asia Central Asia/Indian Subcontinent Eastern Europe

Mexico/Central America Middle East Pacific So. Europe/N. Africa South America
US & Canada Western/Central Europe
Global Production by Region (000) MT Source: IBO

Global Cultivated and

2020 2021 2022
Wild Blueberry Combined
Productions Totals Fresh Process Total Fresh Process Total Fresh Process Total

Americas 666.75 417.76 1,084.51 672.23 402.75 1,074.98 601.83 344.66 946.49 Global Production by Category Global Production by Use
2500 2500

US & Canada 210.87 328.46 539.33 192.68 316.00 508.68 208.41 281.21 489.62
2000 2000

South America 382.78 87.80 470.58 404.30 85.81 490.11 329.03 60.17 389.20
1500 1500

(000) MT

(000) MT
Mexico/Central America 73.10 1.50 74.60 75.25 0.94 76.19 64.39 3.28 67.67 1000 1000

Asia/Pacific 264.14 248.10 512.24 297.53 271.08 568.61 325.84 284.61 610.45 500 500

Asia 238.68 247.10 485.78 270.46 270.08 540.54 295.26 283.61 578.87 0
2014 2016 2018 2020 2022
0
2014 2016 2018 2020 2022
Years Years

Pacific 21.40 0.70 22.10 22.13 0.70 22.83 24.23 0.70 24.93 Sum Cultivated Wild Sum Fresh Processed
Source: IBO Source: IBO

Central Asia/
4.06 0.30 4.36 4.94 0.30 5.24 6.35 0.30 6.65
Indian Subcontinent

EMEA 277.76 35.55 313.31 335.98 45.04 381.02 338.06 46.36 384.42

So. Europe/N. Africa 134.86 13.50 148.36 142.07 13.61 155.68 146.54 14.13 160.67
Global Fresh Production by Category Global Processed Production by Category
Eastern Europe 79.35 5.61 84.96 119.42 6.08 125.50 113.56 5.75 119.31 1500 1000

Western/Central Europe 28.93 14.07 43.00 33.62 22.39 56.01 30.64 22.89 53.53 750
1000

(000) MT

(000) MT
Africa 31.37 2.20 33.57 36.11 2.70 38.81 41.24 3.20 44.44 500

500
Middle East 3.25 0.17 3.42 4.76 0.26 5.02 6.08 0.39 6.47 250

Global Totals 1,208.65 701.41 1,910.06 1,305.74 718.87 2,024.61 1,265.73 675.63 1,941.36 0 0
2014 2016 2018 2020 2022 2014 2016 2018 2020 2022
Source: IBO Years Years

Sum Cultivated Wild Sum Cultivated Wild

Source: IBO Source: IBO
 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 227

CLOSING COMMENTS
FROM THE EDITOR

Dear Friends, The “Other Side of the Unpredictable Yield Coin”:

Meanwhile, the industry must also prepare itself for the oth-
It’s been an honor to serve the industry via this report for
er end of the pendulum. If, and more realistically, when “the
nearly 2 decades and I am thrilled to see the progress and val-
big crop year” arrives, the industry is likely to experience a
ue created by a formal and professional team taking the reins
short term shock from the sudden volume increase. 2023 was
to drive an ever better product in service of the industry. This
‘short’ 200,000 MT from established fields. Imagine a year
report is made possible by the generous support of the IBO
when there are no significant yield disruptions and volumes
and its dedicated board of directors composed of the coun-
from new hectares also flow into the global markets.
try members from around the industry. It is my and our hope

C LOSIN G CO M M E NTS
that this report serves your informational needs, empowering
The Counter Season is the “New Peak”: Fast growing
more informed decision making. Additionally, I hope it sparks
counter seasonal supply has driven a drastic change in the in-
new interest and critical thinking.
dustry, creating more consistent 52 week availability, shifting

FROM T HE E D ITO R
the opportunity in the business from one of timing to quality.
Having spent time awash in the information and intelligence While this development of the past 8 years has helped in-
shared in this report, I would like to offer a summary of the crease household penetration and category value around the
conclusions I will carry for the next year. I hope you find this world, a new imbalance is also forecast on the horizon. The
summary useful. Please note, these are the conclusions of northern hemisphere summer, once the ‘peak season’, is now
but one individual and not intended to capture the breadth of projected to be the new supply gap both in volume and quality
the full report. The following summary outlines the dominant as a percentage of volume. The southern hemisphere summer
themes which I believe should inform decision making in the is projected to have a smaller but similar gap.
coming years for industry participants.
Institutional Capital Influencing Industry Growth:
Forces Driving the Industry: As explored in the trends section of this report, the expansive
impact of institutional investors is empowering accelerated
Global Average Pricing Reflects Stable and Growing Demand: growth in selective sources of supply offering the shortest ROI
The 2023 season presented strong evidence that blueberries and the highest internal rate of return. While this “skimming of
are becoming ever more a critical staple in the shopping cart the froth” by investors is a natural trend in any market, there
of consumers around the world, indicating increasingly inelas- is growing concern about the imbalances it will create, exem-
tic demand dynamics. While rising CAPEX and operating costs plified by the paragraph above regarding the shift in peak sea-
are causing margin compression, blueberries benefit from son. Astute leaders predict that the next phase of successful
sustained and growing market demand. investments in the blueberry space will pursue a more bal-
anced and risk adjusted portfolio in the blueberry industry.
Supply Amidst Climate Volatility: In 2023 the increase
in volumes from new plantings (mainly Low/Zero Chill) was Industry Sentiment Trends Positive: With all the chal-
offset disproportionately by yield reductions in key growing lenges faced by producers, handlers, marketers, retailers,
regions tied to climatic issues (Peru and others). Climatic vari- vendors, investors, and innovators throughout the blueber-
ability is of increasing concern throughout the agriculture and ry business, our polling indicates that the general sentiment
horticulture industries, affecting yields & price dynamics. The remains positive. While concerns remain regarding water ac-
call for solutions to protect yield and quality are ascendant. cess, general margin compression, and early signs of ‘genetics
228 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 229

fatigue’ (IE confusion due to abundance of choice) most see around the world than ever before, with both existing consum-
more upside than down in the blueberry space. Even in a year ers increasing their intake and new consumers discovering
where upticks in pricing did not necessarily compensate for the product. The fresh category is driving the growth while the
lower yields, the sentiment remains predominantly bullish. processed market remains steady but fragmented and ripe for
creative organizing forces. As competition increases, compa-
Market Segmentation Continues: As availability of fresh

SUPPORT THE IBO

nies with scale and participation in multiple points of the value
blueberries has shifted from variable to consistent and the chain (growing, packing, shipping, marketing, etc.) are realiz-
market turns its attention to improved quality, the varieties ing the most compelling economic returns.
and branded concepts and platforms backed by genetics are
attracting price premiums in the market. How this plays out If I was tasked with summarizing the current state of the blue-
varies by market and retailer, but the category often referred berry industry in a single sentence, I find myself thinking, for If you are a participant in the industry and are not an IBO member, please
to as ‘the premium category’ (a term with different meanings those who can relate, of the stages of life from the perspec-
join this voluntary organization. There is active global coordination and pro-
for different people) has indeed secured separate treatment tive of a parent. I would have to say “our blueberry industry is
in transactions with retailers and in some cases, separate growing up, with all the excitement, pain, and worry that comes motional work ahead and we need support. The organization's budget is re-
SKU’s. Meanwhile further category segmentation around oc- with it.” Such times often hand good fortune to those who have markably small for what is done year in and year out. And, without the IBO,
casions is in early phases of development. a vision and a plan. It is the hope of this editor, the team, and
the IBO board that this report can help empower and inform
there is no Global State of the Blueberry Industry Report or member library!
Intellectual Property and Plant Breeders Rights: such thinking and decisions.
There is a direct correlation between increased respect and
enforcement of IP and PBR’s in blueberries and industry With these comments, we close this year’s IBO report.
We need your help and support, please consider joining.
growth in many parts of the world. While this trend remains Please consider joining the next IBO summit https://www.internationalblueberry.org/become-a-member/
strong in some areas, the crop is expanding in parts of the in South Africa in September 2025 when the next
world where breeders rights are more tenuous. How this dy- report will be unveiled and the global blueberry industry
namic plays out in the coming years will likely impact the pace will, once again, come together to empower a bright blue fu- Until next time, best wishes and enjoy your blueberries!
at which industries access new genetics and innovation. ture for all. Best Regards,
Mechanization and Automation: The drive to mechanize Special thanks to Colin, Matt, Claudio, Violeta, and Sarah for The IBO State of the Industry Report Team
the crop, machine fresh harvest with hand pick quality in par- their tenacious and tireless work to both collect and synthe-
ticular, continues but the breakthrough is not yet manifest. size the data, capture the trends and tell the story. You have
The focus is increasing and many predict a paradigm shift in done a great service to the industry and I hope to partner with
this arena, possibly by the end of the decade, driven by new you in the next round.
genetics, new harvest technology, field design, and post har-
vest technology. Kind regards, and until next time!

In summary, the blueberry industry continues to globalize -Cort Brazelton

and mature. Consumption and production is more dispersed Chief Editor, IBO Global State of the Blueberry Industry Report
 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 231

ACKNOWLEDGMENTS
The quality of the narratives in this report depends on the insights provided by inter-
viewees. We would like to thank all the participants who volunteered their time and
expertise to make this report a reality. The list below includes many of the names of
those who have contributed, although it is not an all-inclusive list as many contribu-
tors have chosen not to be mentioned.

Alistair Campbell Hans Liekens Michael Brinkmann

Alyssa Houtby Henk Vaandreger Nabil Belmkaddem
Andrea Pergher Herman Van Dyk Paul Avery

SUPPO R T
Andrés Armstrong Huan Zhang Rachel McKenzie
Antonella Fernandez Ivan Leache Raul Olivares
Bill Cline Jaime Sanchez Ricardo Marquez
Bo Hu Jason Richardson
Roberto Samano
Brent Walsh Jason Smith
Roger Horak
Brian Bocock Joe Vargas
Shako Tsintsadze
Brittany Lee John Early
Shelly Hartmann
Bryan Ostlund John Shelford
Simone Pierini
Carlos Esteve Jose Antonio Gomez Bazan
Steve Mowatt
Caroline Barbier Juan Jose Flores
Steve Taylor
Cindy van Rijswick Jürgen Bangert
Stuart Torr
CS Rim Kelvin Bezuidenhout
Tamara Muruetagoiena
Dane Castle Kevin Hamilton
David Yarborough Kujtim Lepaja Thomas Drahorad

Dejan Dusic Luis Carlos Afanador Tom Gunther

Dominika Kozarzewska Mano Babiolakis Turgut Aysan

Evgeniy Kharlan Manuel Garces Motiño Uriel Ben Heim

Fred Douven Mario Steta Vicente Jimenez

Garland Reiter Markus Duran Zilfina Rubio Ames

232 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 233

ABOUT THE DATA

Introduction Processed Blueberries
The Global State of the Blueberry Industry Report exists for the purpose of empowering participants throughout the This is a standard industry term which captures all ‘non-fresh’ forms of blueberries and related vaccinium species.
blueberry industry with the best information available. The IBO holds a conviction that a more informed industry and Examples include, but are not excluded to, IQF, block frozen, pure, juice stock, block frozen totes, and also provides
market is a healthier one. reference to dried and dehydrated derivatives of blueberries (the weight and volume data for which is quite unre-
liable). The IBO report presents “processed volume” in terms of net volume at harvest or packing (IE post initial
sorting but before extensive processing diversion to frozen, IQF, juice, etc). Thus the figure is a reference to total crop
Disclaimer diversion to the ‘macro’ channels of Fresh and Processed.
Collecting, synthesizing, and presenting data on a dynamic and diverse industry such as the global blueberry indus-
try begs for a disclaimer, or perhaps more appropriately, a request for forgiveness.
IBO Hectare, Production Statistics and Narratives
Without a doubt there are regions with commercial plantings and production that have been neglected in this report. Sources of Information and Methodology
Over-reporting in some regions is also a possibility. The precision of planting and production figures provided varies
Country Members of the IBO: Are the leading source for data and information on individual countries in this report
widely, from very accurate to simplistic best guesses. The data and analysis presented in this document is therefore
when available. When country member data was not available, more emphasis was placed public sources and indi-
not intended to be presented as hard fact, but rather to capture trends - both macro and micro - to achieve a better
vidual contributors.
understanding of where the blueberry industry has been, where it is today, and, ultimately, to speculate as to where
it is going. Please, the authors request understanding for any omissions, errors and other weaknesses in this report.
IBO Associate & Marketer Members: Volunteer members of the IBO from throughout the private sector have been
generous with data and intelligence on the regions where they are active. They have provided particularly unique
Should you encounter a discrepancy that should be fixed please inform us at info@agronometrics.com
insight on key trends and intelligence.

Interviews with Industry Leaders: There is no replacement for person-to-person interviews and discussion. The
Units of Measure information shared in these conversations has been invaluable to improving the amount of intelligence available to
All production and planting data in this report are presented using the Metric system, specifically thousands of met- the industry via this report. Care has been given to not disclose sensitive information that is meant to remain private.
ric tons and hectares. For conversion to the English Imperial system, there are 2,204 lbs. in a metric ton and 2.47 Thank you to all who took their time to be interviewed and particularly their willingness to be open and share their
acres in a hectare. knowledge, experience, and insights.

Note on Individual Contributors: Many thanks to the independent parties and individuals who provided valuable
Structure input and intelligence to the report team. It has enhanced the quality of the information in the report.
Organizing Geography: This report is broken down by geography which presents the world in vertical ‘thirds’, con-
Anonymity: For reasons of confidentiality and/or privacy, many contributors are anonymous. Their willingness to
sisting of the Americas, Europe-Middle East-Africa (EMEA), and the Asia-Pacific. Within those regions are the respec-
provide information, insight, perspective, and intelligence was invaluable.
tive sub-regions and countries which in some cases are further broken out into Country regions and producing areas.
The content of this report is organized using the described hierarchy and ranked by the 2023 production volume.
Media: The quality of media reporting on the blueberry industry has improved in recent years. Although many trade
publications still tend toward general treatment of basic market issues or advertorials, there are new sources of in-
Subregions - Subregions are disaggregations of the regions grouped geographically into areas with similar,
formation, largely online, which are beginning to focus on issues and stories which provide valuable reporting on the
or related characteristics for the production of Blueberries:
industry. Work by Agronometrics, Fresh Fruit Portal/Portal Fruticola, Fruitnet, Fresh Plaza, Blueberries Consulting,
Italian Berry and The Business of Blueberries Podcast have proven particularly useful in cases.
• Americas - South America, North America, and Mexico/Central America.
• Asia - Asia, Pacific, and Central Asia/Indian Subcontinent
Interviews with Retailers, Buyers, and End Users: Without the input of the final purchasers this report would be
• EMEA - Southern Europe/North Africa, Eastern Europe, Western/Central Europe, Africa, and the
incomplete. They are the ones who deliver the product to the consumer and, as such, have a significant impact on
Middle East.
decisions regarding products, promotion, and pricing, to name a few. As a result, buyers for supermarkets, consul-
tants in marketing, food companies, and other purchasers were interviewed to ensure their perspective and input
was included. Special thank you to those who help get our product to consumers and for your willingness to take the
Counter Cyclical Production time to share insights.
Wherever possible the annual aggregations of this report intend to capture the complete season of production. The
first year of a season is used to compare between calendar year producers and split year producers. This means that
the 2021 season in the northern hemisphere is comparable to the 2021/2022 season for the southern hemisphere. Missing or Anomalous Production Data
Below is a list of issues that have been identified by the report team to have an effect over the statistics being re-
An example of this would be the totals for the Americas, where North America uses the normal calendar as its sea- ported and where practical to do so the steps taken to mitigate the adverse effects on the content being presented
son, while South America is a split year producer. When both are presented at the same time they would both be in this report.
reported using the year initiating the season.
234 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 235

China – The data used by this report for Chinese hectares planted and production are the best efforts of the re- Netherlands - The Netherlands is an important transit point for imports into the EU. As such the volumes being re/
port team to consolidate variable reports made available from within China against qualitative assessments made exported may be double-counted in our statistics.
through the interview process and technical analysis of historic volumes to publish the data that we feel is most
representative of the growth and development of the internal Chinese market. While we have concerns about the Other Origins/Destinations - Similar calculations inferring imports or exports from trade partners were made for
accuracy of this data, it is also, put simply, the best data we have today. the subregions Middle East, Asia in most cases due to lack of available data from the countries being reported on.

Trade Data Yield Calculation Methodology

Agronometrics Trade Data The yield figures of this report are calculated by dividing the production total in kilos by the hectares hypothetically
The IBO report gets to benefit from the work the Agronometrics team has done compiling blueberry trade statistics of an age to be in production for each producing region as volunteered by IBO members and individual contributors.
through their Global Trade Data service. To learn more about the trade data used in this report visit https://www.
agronometrics.com/global-trade-data/
Calculation of Growth from Hectares and Yield
To offer context and match the trade statistics with the IBO data, the groupings and associations within the trade The metrics of growth from hectares and growth from yields are a useful tool to help understand the driving forces
dataset have been modified to match the organization and structure of the IBO report. behind the increase, or decrease in production observed within the different producing areas and regions. Where
growth from yield exceeds growth from hectares this points to most of the growth coming from increased efficien-
Below is some helpful terminology to help understand the titles of the charts produced for this report and other cies in production, through new cultivars or farming methodologies. Whereas, when growth comes mostly from
nomenclature: hectares, this indicates that increases in volume are primarily being driven by expansion of land dedicated to the
commercial production of blueberries.
Reporter - Reporter, or country being written about
Below are the equations used to calculate the different types of growth being measured. For regions composed of
Partner - Partner, or country outside of the region being written about, when talking about Exports. several producing areas, the results of these equations are added up to form a total.

Origin - Partner, or country outside of the region being written about, when talking about Imports.
Licencing and Redistribution of Content from the Report
All content within this report, inclusive but not limited to charts, tables, texts, graphics, and any other data or mate-
Missing or Anomalous Trade Data rials ("Content"), is made available by the International Blueberry Organization (IBO) for the benefit of the broader
Accuracy - Much of the Trade Data used by the report is sourced under the HS code 081040 which includes the blueberry community and beyond.
imports and exports of Fresh Cranberries, Blueberries and Other Fruits of The Genus Vaccinium. For many countries,
six digits of resolution is a limitation of the data available, meaning that there is no way of differentiating between a The IBO hereby grants to the user a worldwide, non-exclusive, royalty-free, sublicensable and transferable license
cranberry and a blueberry. Fortunately, for most of the world this aggregation is not an issue as all major production to use, reproduce, distribute, prepare derivative works of, display, and perform the Content in any media formats and
of cranberries and other fruits of the Genus Vaccinium family is concentrated in North America where detailed trade through any media channels, for any purposes, whether public, private, commercial, or non-commercial.
statistics specific to blueberries are available. With this in mind, it is entirely possible that some of the records re-
ported as Blueberries in this report, may indeed be cranberries.
Notwithstanding the above, the user is required to provide clear and unambiguous attribution to the IBO, or its part-
ner organizations as the original source of the Content, regardless of the medium of use. Such attribution should be
Data Availability - To report on global imports and exports of blueberries from around the world, the dataset works in the form of a citation, for example:
with governments from around the world to collect and make global trade data available to the general public. This
said, the availability is dependent on the collection and dissemination efforts of local authorities/associations, data
"Source: International Blueberry Organization (IBO)"
discrimination policies and politics for more than 150 contributing countries. As such, not all origins provide perfect-
"Source: IBO" for industry specific applications where readers know of the organization.
ly accurate or timely information for us to work with.
“Source: Agronometrics and IBO”
“Source: Agronometrics Global Trade Data”
Morocco - Unfortunately, the trade statistics out of Morocco are rather limited. This has a large impact on the num-
bers for Southern Europe/Northern Africa as Morocco is the second-largest producing origin in the region and ac-
As a general guide, use the same source that is used within the publication itself to reference data, or as otherwise
counts for a large percentage of the production volume. To account for this and present as complete a picture as
reasonably designated by the IBO.
possible. The statistics for the sub-region and the country are being implied from the imports of trade partners like
Germany and the UK which do report on imports from Morocco.
While the IBO makes no warranties or representations of any kind concerning the accuracy, suitability, or safety of
the information contained in this report, it encourages the free dissemination of its Content for the betterment of
Fruit from Morocco may also be partially double counted in the Spanish export statistics.
knowledge and innovation within the blueberry industry and beyond.

Mexico - Mexico is in a similar situation to Morocco. With no public trade data available the values for the origin and
the aggregations it is a part of are being infrared from its trade partners.
236 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 237

2024 COVER DESIGN

Each year, significant effort goes into designing the of statistical representation. This visual choice under-
cover of the IBO report, aiming not only to capture scores the importance of data in understanding and
attention but also to convey deeper insights about driving the global blueberry market.
the global blueberry industry. This year, we have in-
troduced a dedicated section to explain the concept Top 10 Blueberry-Producing Countries for the Last
behind the cover design. Season (000 MT)

China: 526.31
The 2024 cover features a meticulously crafted com-
position where the focal point is a blueberry. How- United States: 356.69

ever, upon closer examination, the blueberry reveals Peru: 299.67

a hidden figure—a radial bar chart. This chart rep- Canada: 196.15
resents the Top 10 countries by blueberry production
Chile: 166.35
for the past season, highlighting the global leaders in
the industry. Mexico: 75.87

Spain: 69.19
The radial bar chart embedded within the blueberry
Poland: 68.50
serves as both an artistic and informative element. It
symbolizes the intersection of nature and data, blend- Morocco: 47.07

ing the organic beauty of the fruit with the precision South Africa: 30.50
238 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 GLOBAL STATE OF THE BLUEBERRY INDUSTRY REPORT | 2024 239

2023 READER SURVEY