Blueberry markets show contrasting dynamics across key regions. In the Netherlands, machine-harvested fruit remains profitable, but tension is growing as retailers push down on prices despite limited supply. Italian growers closed their season two weeks ago with stable prices above 2024 levels, while South American imports are now filling the market.
Germany ended its domestic campaign in August, with late fruit from Lithuania completing supply, as demand for both conventional and organic fruit remains firm. Spain wrapped up its domestic blueberry season in September, with Huelva production closing in July and northern regions supplying until early autumn, before imports from Peru and South Africa took over at high prices. In France, late domestic varieties are still available, though Peruvian supply dominates, and demand is slightly higher than last year.
© Viola van den Hoven-Katsman | FreshPlaza.com
In North America, Peru dominates supply, but export volumes are below projections, leaving the U.S. market short of fruit, though prices remain favourable for growers. Chinese demand strengthened during the Mid-Autumn Festival, supported by shorter transit times via Chancay Port, though rising domestic production is set to narrow the seasonal window.
Indian imports continue steadily by air from Peru and Europe, with stable quality but ongoing logistical costs, while domestic production is expected to return in January. In Morocco, the blueberry season has started slowly with limited early volumes, while growers anticipate delays in Larache due to summer heat waves.
Netherlands: Retail pressure contrasts with grower expectations
"Dutch growers have had little reason to complain about pricing for machine-harvested blueberries," says a Dutch fruit trader. "The trend toward mechanical harvesting has continued this year, and it's becoming essential for growers to remain cost-efficient. Those still relying on hand-picking are increasingly questioning its viability. Ongoing pressure from production countries like Serbia, Romania, and Poland raises concerns about the long-term feasibility of growing blueberries in the Netherlands. This year, Polish prices have remained stable and haven't dropped as sharply as in previous seasons. This is due partly to frost-related yield losses and partly to the continued increase in consumer demand."
From week 35 onward, the first overseas shipments from Peru, Argentina, South Africa, and Zimbabwe began to arrive in stages. Volumes are low, prices are firm, and the fruit is still moving well in the market. However, this week, retailers have started to push back on pricing. Their focus lies primarily on historical pricing data and projected export figures, rather than on the actual shipped volumes from origin countries. Looking at current availability versus market demand, prices are expected to remain higher over the longer term, contrary to earlier market assumptions. This is where tension arises with retail: growers are anticipating better returns than retailers are currently willing to pay.
Volumes between weeks 42 and 45 are expected to improve slightly on paper, but this coincides with a wave of planned promotions that were based on earlier positive forecasts. These volumes are therefore expected to be absorbed quickly by the market. Whether the historical peak in supply will occur between weeks 45 and 48 remains uncertain. While the crop set in Peru is good, cooler and darker weather is delaying fruit colouring. If warmer conditions return in the next couple of weeks, December could still turn into a strong, volume-driven period, but that will depend heavily on weather developments.
Overall, blueberries remain a category with strong growth potential and continue to be a regular purchase in supermarkets. So far this season, production is slightly below the record year of 2022. However, compared to 2022 demand and consumption levels, supply still has not caught up. The entire supply chain needs to ensure that sufficient consumer-ready units remain available to maintain continuity and avoid losing consumer engagement.
Italy: Season ends as South American supply enters
A blueberry grower from northern Italy reports that the harvest ended about two weeks ago, with counter-season supply from South America now underway. It was described as a positive season, with prices stable and slightly higher than in 2024, and the campaign closing on an upward trend.
The company cultivates 25 hectares of blueberries in pots with fertigation systems and hail protection, harvesting from June through the end of September. Production this year reached 200 tons. The market remained steady without major fluctuations, offering slightly better prices than the previous year. On average, sales ranged between €7.50 and €8.50 per kilogram.
During the first days of week 41, wholesale prices in northern Italy varied by origin. In Verona, category 1 Peruvian blueberries are sold in trays at a prevailing price of €17 per box. In Turin, Peruvian blueberries in punnets averaged €16.50 per kilogram. In Cesena, the prevailing price was €17 for Italian blueberries and €16 for Peruvian fruit.
According to YouGov data, the number of Italian households purchasing blueberries in the year ending August 2025 exceeded eight million. This corresponds to a market penetration rate of nearly 32%, compared to just over 26% two years earlier. Purchase frequency has also risen, averaging seven times per year, with households allocating a larger budget per purchase. Despite their marked seasonality from March to July, blueberries are now purchased almost year-round.
Germany: Regional quality marks Western and Eastern production
The Western European blueberry season proceeded largely as planned this year and concluded at the end of August with good-quality produce. The importance of regional supply was again evident in late summer, as short transport routes ensured freshness, enabled flexible supply chains, and supported sustainability.
In Eastern Europe, the Polish harvest began later than usual due to weather conditions and was of mixed quality. Lithuania, however, was able to continue supplying high-quality conventional fruit until the end of the season with the late Aurora variety.
With the conclusion of the European season, the transition to overseas supply has now begun, a phase that traditionally presents marketing challenges. Demand for blueberries in Germany remains high in both conventional and organic segments.
Spain: Domestic season ends, imports dominate
The Spanish blueberry season ended in July in Huelva, the country's main producing area. Production then continued in the northern regions of Galicia, Asturias, and Cantabria until September. During this period, Spanish traders combined local supply with imports from northern Portugal and Eastern European origins such as Poland and Romania.
Since mid-September, Spain has mainly relied on imports from Peru, South Africa, and smaller volumes from Zimbabwe. European production ended earlier than usual, while Peruvian fruit has arrived later than expected. The first arrivals from Peru were scarce and sold at high prices due to the general shortage in the European market. Although more shipments are now arriving, average prices remain elevated but are expected to decrease and stabilize in the coming weeks as Peruvian production is projected to be significantly higher than last year.
The 2024/2025 berry campaign in Huelva closed with mixed results: strawberry, raspberry, and blackberry production declined, but blueberry exports improved. Blueberries remain the most dynamic crop in Huelva, with production reaching 63,150 tons, an 8% increase over the previous year. Growth is expected to continue in the coming years, supported by new plantations entering production and the extended harvest season enabled by early and late varieties.
France: Market in transition as Peru dominates
Some late French varieties are still available on the market, but Peruvian produce now dominates, with a few remaining batches from Portugal. Sales are steady with good-quality arrivals, marking a transitional phase. Prices remain firm to moderate depending on origin and size, while demand is slightly higher compared to the same period last year.
North America: Peruvian supply builds more slowly than expected
The North American blueberry season has ended, and Peru is now the dominant supplier to the U.S. market. The transition from northern to southern hemisphere production was smooth. Although there was some overlap when U.S. imports of Peruvian fruit began before the Pacific Northwest season had finished, the shift remained balanced.
Peru's export volumes are building but remain below projections. Weather and growing conditions were favourable, but newer genetics and established varieties did not perform as expected at harvest, leading to a slower start to the season.
The coming weeks are considered peak production, yet the U.S. market is receiving less fruit than projected, and current volumes are insufficient to fully supply the pipeline. While fruit is moving, there are no inventories at present. Prices remain favourable for growers.
A 10% U.S. import tariff influenced Peru to redirect part of its shipments to other markets. However, this has not created major disruptions in the U.S. market. By late October or early November, the availability of Peruvian blueberries is expected to increase, though a market downturn is not anticipated.
Alongside Peru, Mexico, and Argentina are also supplying the U.S., but their volumes remain comparatively low.
China: Chancay Port reduces transit time and supports sales
Peruvian blueberry arrivals in China have increased notably since two weeks ago. Current varieties in the market include Sekoya Pop, 9-2, and Ventura.
The Mid-Autumn Festival, which took place on October 6, is a peak period for fruit consumption in China and has driven higher demand for Peruvian blueberries, resulting in firmer prices. Earlier in the season, however, abundant domestic supply kept blueberry prices relatively low, reducing returns for Peruvian exporters and limiting shipments to China during the initial weeks.
Recent arrivals have exceeded those of previous seasons, and sales performance has been stable. The quality of Peruvian blueberries remains consistent. The opening of Chancay Port has reduced sea transit times from 30–40 days to around 25 days, supporting fruit quality and competitiveness. The new logistics route has also shifted arrivals, with a higher concentration of shipments now entering Shanghai compared with the previous distribution between Shanghai and Hong Kong.
This year's Mid-Autumn Festival fell two weeks later than usual, allowing more time for the market to absorb incoming shipments, supporting overall sales. Meanwhile, some early-season Chinese blueberries have already started to enter the market.
Peruvian production this season is below expectations, and the overall export volume to China may be lower than initially projected, which should help keep prices stable. However, China's domestic blueberry production is expanding, with higher volumes expected from mid-to-late November. This development narrows the seasonal market window for Peruvian blueberries.
India: Airfreight supplies from Peru and Europe continue
India's blueberry imports remain stable, with weekly arrivals by air from Peru, Poland, Georgia, and the Netherlands. Planasa and Fall Creek varieties dominate the market, with fruit quality reported as good. Logistics costs and cold-chain reliability continue to challenge importers.
Increased production in Peru has recently softened prices, and growers have moved from fixed pricing toward models aligned with destination markets and demand. Indian importers are sourcing more frequently via the Netherlands, where Dutch aggregators consolidate supplies from multiple origins, offering improved pricing and volumes.
Domestic production will begin in January, focusing on low-chill and high-chill varieties in northern states. While volumes remain limited, projects using patented varieties are expanding. From 2026 onward, importers plan to increase bulk container shipments to improve availability in tier 2 and tier 3 cities.
Morocco: Early harvests mark cautious start
The Moroccan blueberry season has started cautiously, with the first early harvests shipped 1–2 weeks ago. These volumes come from new early varieties planted in Dakhla, a new production area, as well as Agadir. For most growers, the season usually begins in late November or early December, provided there are no major weather incidents. Producers in the Larache region expect delays in both the start of the season and peak volumes after two intense summer heat waves.
National acreage has expanded from 6,500 hectares to between 7,500 and 8,000 hectares this season, according to a growers' representative, who anticipates double-digit growth in volumes compared to last year. Export volumes reached 86,606 tons last season, compared to 67,662 tons in 2023/24, an increase of 28%. Alongside acreage growth, production is shifting towards higher-yielding varieties, larger sizes (jumbo and super jumbo of 18 and above), and improved fruit attributes such as firmness and longer shelf life.
Despite higher output, exporters do not expect market saturation in Europe. A growers' representative notes that Moroccan blueberry exports to Europe may even be lower than last season. Market diversification, which began last year, is continuing, with growing shipments to the US and Canada, where exporters have established logistics. Middle Eastern destinations are expected to import more than 5,000 tons collectively, Russia over 3,000 tons, and Morocco is set to ship blueberries to China for the first time this season.
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