This week the berries category shows firm European pricing, varietal breakthroughs in Southeast Asia, and faster adoption of field tech and diagnostics. On trade, Peru, Argentina and Zimbabwe reshape the map with volume outlooks and new market access, while production highlights include high-altitude strawberries and extended harvest windows.
Markets & Pricing
Strawberries and blueberries: firm near-term pricing
European strawberry and blueberry prices remain elevated on tight supply and steady quality. Wholesale sources report summer levels around €8–9/kg, climbing to €11–12/kg in September. Demand favors reliable taste and shelf life as retailers sustain premium assortments to protect category value and promo margins. Expect steady tone unless weather shifts alter supply flows.
Source: FreshPlaza.it, 19 September 2025
Netherlands: constructive setup for strawberries & blueberries
Importers anticipate supportive pricing in the Netherlands as the demand/supply balance improves after shorter European cycles and mixed weather. Promotions stay selective to defend value, with close attention to flavor and residue specs. Market sentiment points to short-term stability, barring weather shocks in origin regions that could change availability.
Source: HortiDaily, 17 September 2025
Italian retail: more space, faster turns for berries
In modern trade, berries gain +25% sales and +50% shelf space year-on-year, with blueberries as the category’s anchor SKU thanks to taste consistency and shelf life. Mixed packs with blueberries are expanding; ranges broaden in pack sizes and placements, improving rotations and average margins. Growth skews toward younger shoppers and health-driven missions.
Source: Italiafruit.net, 10 September 2025
Production & Seasons
High-altitude strawberries: extended window and quality
In the Verona mountains, soilless strawberries at 1,200 m continue through October. Altitude and protected cultivation deliver crunch, brix and consistency, enabling a longer marketing window with attractive late-summer pricing. The model offers retailers a distinctive product while smoothing peaks and troughs across regional supply calendars.
Source: FreshPlaza.it, 17 September 2025
Chile: season kick-off with “Blueberry Day”
Chile launches its export season with B2B activations to reset expectations on quality and volume after challenging years. The aim is to strengthen country-of-origin branding in key markets, aligning arrivals and in-store activity. The focus shifts to higher-performing varieties and tighter post-harvest to improve consistency and reduce claims.
Source: FreshFruitPortal.com, 5 September 2025
Innovation & Technology
Robotic strawberry harvester scales in California
A new robotic harvesting solution is being deployed across multiple California farms to offset labor scarcity and picker variability. Early results show gains in speed, uniformity and reduced fruit damage. Commercial rollout will expand gradually with AI vision upgrades and on-machine traceability, paving the way for mixed crews and higher pack-line efficiency.
Source: FreshFruitPortal.com, 18 September 2025
Diagnostics: why blueberry virus tests failed
Canadian research explains reduced reliability in testing for blueberry shock and scorch: viral variants have evolved, outpacing older PCR primers. Updating lab protocols and field monitoring is vital to curb yield losses and limit spread via pollen or aphids. The industry will need to invest in next-gen diagnostics to keep pace with pathogen change.
Source: FreshFruitPortal.com, 17 September 2025
Five new blueberry varieties registered in Laos
Costa has registered five new blueberry varieties in Laos, expanding its breeding footprint in Southeast Asia. Targets include sensory quality and climate resilience in tropical-latitude setups using container culture and microclimate control. Regional diversification can boost year-round continuity and reduce concentration risk for global programs.
Source: Fruitnet (Asiafruit), 18 September 2025
Trade & Strategy
Peru: mixed signals on prices and forecasts
Peru’s season shows conflicting signals: reported FOB averages don’t always match transaction levels, while peak week and total-volume forecasts have been revised several times. The takeaway is caution on promotions and close watch over weeks 40–42 to tune retail programs across North America and Europe as the crop flow sets in.
Source: FreshFruitPortal.com, 18 September 2025
Argentina: plan to regain blueberry export share
Argentine exporters aim to win back market share through better varieties, “off-peak” windows and improved post-harvest. The equation still hinges on logistics costs, FX and retailer specs. The strategy favors niche markets and value-driven programs over high-risk spot trades, seeking steadier returns.
Source: Fruitnet (Eurofruit), 9 September 2025
Zimbabwe: zero-tariff access to China
A new trade arrangement grants Zimbabwe zero-tariff access for blueberries in China, opening an alternative channel versus regional competitors. The opportunity hinges on the ability to scale volumes, maintain cold-chain integrity and meet traceability requirements to guarantee freshness on long-haul routes.
Source: Fruitnet (Asiafruit), 5 September 2025
