The rise of blueberry varieties under the Sekoya® breeding program can rightly be called a success. In 2022, growers in 18 countries planted these varieties on a total area of 2,000 hectares, accounting for the sale of 20,000 tons. But, according to Hans Liekens, Value Chain & Retail Manager, that acreage should expand significantly in the coming years. By 2027, more than 250,000 tons of Sekoya will be produced in over 31 countries.
"The blueberry market is still growing. Last year, global consumption stood at two million tons, and the market should double in five to seven years. Soft fruit represents 28% of retail's total fruit value and is heading towards 30%. Blueberries will surpass bananas in value in the UK in about three years," says Hans, who has worked at companies like Hessing and Chiquita.
Hans Liekens and Anja Grueterich from Sekoya at Fruit Logistica
The Sekoya B2B platform was founded to deliver high-quality, sustainable blueberries year-round. "Our high, mid, and low chill varieties guarantee premium quality 52 weeks a year. We're thus unique in the market." A dozen affiliated members handle sales. "They can plant and sell wherever they want," Hans explains.
Despite the growth figures, there are still challenges. "More than 50% of consumer experiences with blueberries are negative, and less than 25% match customer preferences. That's why we started the Livie Eating Experience™. A selection of the Sekoya varieties falls under this quality label, with which we always meet our firmness, large size, delicious flavor, beautiful appearance, and long shelf life promises," Hans continues.
"The essence of this quality label is simple: it's all about consistent quality. We believe delivering berries of uniform quality 52 weeks a year results in an annual category growth of 11-20%." According to the Value Chain & Retail Manager, other eating occasions also provide opportunities. "At present, people mostly eat blueberries at breakfast, but the snack category is four times larger. And new Sekoya blueberries seem designed for snacking: large, crunchy, and bursting with flavor," he concludes.
For more information:
Hans Liekens
Sekoya
Tel.: +32 (0) 477 531 529
hansl@sekoyafruit.com
www.sekoyafruit.com