Strategic objective for the blueberry industry

128 grams of blueberries per day per capita

The bottom line is that many of today's consumers have increased the frequency and volume of their purchases, and there are also strong indications that new eating habits are attracting new consumers to blueberry. In this framework questions arise according to the IBO held in recently in Peru.

Will we be able to keep these new consumers? Can we grow from this new base and expand? Can we grow the share of consumption per capita? What does it take to do it?

Clearly there is no single answer to all these questions. Time will take care of answering them. The truth is that most specialists or experts point out that consistency in the product, packaging, retail price, maintaining the health message, and constant quality improvement, will be essential to achieve the result.

Scaling quality and consistency is what secures the future, because when the industry consistently delivers quality, consumers respond. Instead, fruit that doesn't appeal to consumers will have to find other suitable channels or be phased out. This should be an approach for everyone committed to the future of the industry, the document emphasizes.

"A daily dose of blue" is the watchword, because there is growing evidence that daily consumption of blueberries at an established level of 128gr (approximately 1 cup) has multiple benefits for human health, and in this parameter - with adherence to the regulations on health properties - to promote with greater force the "daily dose of blue".

It is an opportunity to seize, and develop a more creative marketing message, duly examined, but the opportunity stands out as significant.

Where will future growth in fruit consumption come from?
While the future rate and distribution of blueberry consumption growth remain unanswered questions, there is a clear consensus that there is a long track ahead, with ample room for consumers to eat more blueberries, as well as to attract new ones.

Where will the future be, does it come from supply?
There has been a significant amount of volume growth in recent years, especially in the 'spring and fall shoulders', and it comes from a select group of countries and regions (Peru, Mexico, Morocco, the Pacific Northwest, select parts of Eastern Europe, some Regions of China, to name a few).

The regions that have grown the fastest in recent years have done so due to a series of comparative advantages and except for major geopolitical disturbances (possible, in some of these countries), a decline in the position of these regions is nowhere in sight.

That said, some of them will see reduced growth and others will continue apace. In the meantime, opportunities are seen for others to gain share again, such as South Africa, specific regions in the Pacific Northwest, Chile, parts of the Black Sea, and regions in southwestern China.

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