The 'soft fruit market' is booming and blooming. The consumption of strawberries will increase by around 2% over the next five years. A growth of a minimum of 7% per year is expected for blueberries, raspberries and blackberries. The use of blueberries in particular will increase strongly, partially due to the healthy image the consumers has of them. According to the Rabobank, this means plenty of opportunities for entrepreneurs in the soft fruit chain.
More growth
The market is on the rise, more growth is possible. Improvements in availability, quality and promotion of health, versatility and moments of use will push the market forward. Parties that add value for their partners in the chain are most likely to achieve this.
Around ten semi integrated parties will supply the large retail and food service chains in the EU in the future. These soft fruit specialists of the future closely collaborate with other links in the chain.
Competition from abroad
Offering a complete soft fruit package remains difficult, as the local production has to be combined with import streams in and outside the EU. Perspective remains for local production in the Netherlands, including in greenhouses, despite the production growth in cheaper regions in Eastern and Southern Europe. The competition from these countries will increase, especially in the weeks that seasons overlap.
Competition from abroad
Offering a complete soft fruit package remains difficult, as the local production has to be combined with import streams in and outside the EU. Perspective remains for local production in the Netherlands, including in greenhouses, despite the production growth in cheaper regions in Eastern and Southern Europe. The competition from these countries will increase, especially in the weeks that seasons overlap.
There is investment by various parties (growers, soft fruit suppliers and investors) in extension and improvements of the production in upcoming production areas. Good varieties are available for almost all climates.
Quality is key
The bar will be higher for all players in the soft fruit sector. Growers in the Netherlands will have to define themselves even more with superior production quality to tackle the threat of competition. Extension of production should happen carefully and in conversation with chain partners, as oversupply is lurking. This is primarily among strawberries.
Quality is key
The bar will be higher for all players in the soft fruit sector. Growers in the Netherlands will have to define themselves even more with superior production quality to tackle the threat of competition. Extension of production should happen carefully and in conversation with chain partners, as oversupply is lurking. This is primarily among strawberries.
Choosing the right varieties and the right route to the consumer is becoming even more important. Varieties will be replaced more often in the future. Sustainability is also becoming a condition of be allowed to produce. The risk of diseases and plagues remains real, whilst the crop protection packaged is being limited further.
New arrivals
The rapidly growing soft fruit market also attracts new comers. But fortune seekers will only make sustainable success if they have a long term plan together with the right chain partners. Only large parties who collaborate with skilled, efficient growers and the best breeders and multipliers will belong to the winners in this sector. As it isn't the price that will be the deciding factor, but the quality (taste, texture) and availability.
New arrivals
The rapidly growing soft fruit market also attracts new comers. But fortune seekers will only make sustainable success if they have a long term plan together with the right chain partners. Only large parties who collaborate with skilled, efficient growers and the best breeders and multipliers will belong to the winners in this sector. As it isn't the price that will be the deciding factor, but the quality (taste, texture) and availability.