The UK market has been so far the main source of growth for the European blueberry growers. And the consumption is still growing (turnover +10,3% YOY).

The specialists see a bright future for blueberries in UK, with some analysts predicting a 62% volume growth by 2021.

The growth is the result of a mix of promtional activities, quality assurance, market segmentation (organic, size differentiation) and flexibility on the packaging.

• 19,7% of the British households bought blueberries at least once in the last year
• In the last 12 months more than 2.2 million households started buying blueberries
• The Bristh market is worth £ 26,8 million
• More than 2.8 million kg were sold the British consumers in the last year

The role of Italian blueberries

Many Italian blueberry growers have developed their business based on the guidelines and specifications they received from their English customers in the last years.

How sustainable is the position of Italy?

Strenghts

• Well structured growers and packers with a long-term experience on the UK market
• Good availability in a strategic market window between the end of the Spanish crop and the beginning of the Northern and Easter European crops
• Increasing availability caused by increasing acreage and production

Weaknesses

• Mostly single variety (Duke) in the window for UK
• Lack of focus on varietal innovation
• Weak domestic market

We believe the key to a long-term development for the Italian blueberry industry lies in the growth of the Italian market and in a serious investment plan for varietal innovation.

Thomas Drahorad · 23 March 2017