Canada's B.C. Blueberries to exhibit for at Asia Fruit Logistica for first time

In order to identify and work with new international customers, the British Columbia Blueberry Council is heading to the Asia Fruit Logistica tradeshow in Hong Kong for the first time this week. With only half of the region's 55 million kilogram production being consumed by Canadians, B.C.'s 800 growers, packers and processors are in a strong position to supply global customers with high-quality fresh, frozen and processed highbush blueberries.

Blueberries are already Canada's most exported fruit, with the healthy berries already being sent to the United States, the United Kingdom, Japan, China, Korea and India. But through a government-supported trade marketing program, the B.C. Blueberry Council is hoping to add a few more countries to that list as well as broadening its customer base in established markets. Asia Fruit Logistica is the region's largest international fresh produce tradeshow, attracting over 370 exhibitors, as well as 6,500 buyers from across Asia. The council will exhibit as part of the AgriFood Canada pavilion.

"British Columbia is now the largest highbush blueberry growing region in the world, so it's essential that we source new markets for our berries," said Debbie Etsell, the B.C. Blueberry Council's Executive Director. "In addition to our domestic marketing program, we head to Japan, China, the US and Europe each year, and the high-quality of our fruit has given us a strong foothold in those markets. This is the first time that we've been to Asia Fruit Logistica, and we think this could be a fantastic opportunity to develop relationships with new Asian customers that previously haven't had the chance to try B.C.'s blueberries."

While many people will automatically think of the fresh fruit when there's mention of blueberries, approximately half of each year's crop heads to processors, who freeze, dry, juice or purée the berries, making them available both locally and to international markets year-round. It's in these other formats that significant opportunity exists to ship B.C.'s naturally sweet blueberries into these markets, and the format often depends on the country's own culinary traditions. "We're finding that frozen blueberries are popular in hot climates where they make a lot of frozen drinks and desserts. As people become more health-minded, we're also seeing a lot of interest in using blueberries in yoghurts, cereals and healthy snacks," said Etsell.

The B.C. Blueberry Council works closely with government trade offices at both a provincial and federal level, making the most of opportunities to take part in trade missions, delegations and shows such as Asia Fruit Logistica. Earlier in the year, the council attended the Gulfood tradeshow in Dubai for the first time, as well as again exhibiting at FoodEx in Japan. Later this fall, the council will exhibit at the SIAL Paris food tradeshow.

For more information:
Wendy Underwood
Fever Pitch Marketing Communications Inc.
Tel: +1 604.418.5253
Email: wendy@feverpitchcommunications.com