Weeks of supply pressure and high prices, with turnover affected by the change of origin (end of Chile, delays from Iberia/Morocco) and demand that remains lively in urban channels. On the strategic front, the supply chain is accelerating on loss reduction, post-harvest innovation and retail-oriented breeding, while promotional initiatives aim to reactivate consumption among younger consumers.
Markets and prices
Milan wholesale market: raspberries at €25–28/kg and major differences between origins
At the Milan wholesale market, the picture is one of limited product availability and firm prices. Raspberries are at €25–28/kg, blackberries are around €27/kg, while the price gap for blueberries is widening: Spain is at the lower end, Morocco and Italy are at higher levels with “extra” quality. The presence of Italian product (Basilicata) is increasing, as is retail attention to “freshness and cleanliness” as purchasing criteria.
Source: myfruit.it — Date: March 12, 2026
Supply chain innovation and loss management
Milan: supply chain innovations and new solutions for productivity and quality
The European blueberry conference highlighted a strong push on varieties, agronomic techniques and supply chain tools. Solutions on display covered harvesting, substrates, precision agriculture, biostimulants and advanced packaging, with the aim of improving yield and shelf performance. Among the trends: remote technical consultancy and event formats more focused on networking and rapid innovation transfer.
Source: FreshPlaza.com — Date: March 9, 2026
Peru: focus on losses and quality along the chain through to the consumer
In the Lima seminar programme, one session is devoted to loss reduction with a systemic approach: plant health, agronomic choices and quality management that determine fruit condition at destination. The message is clear: competitiveness depends not only on volumes, but also on firmness, shelf life and defect control throughout post-harvest and logistics, with direct effects on price and reputation.
Source: HortiDaily.com — Date: March 5, 2026
Breeding and varietal strategy
Spain: coordinated events to connect breeding and retail demand
A cluster of events in Spain brings together Field + Forum and Meet & Greet to show how varietal programmes (blueberries, raspberries, strawberries and blackberries) are designed to support growers and market growth. Contents include field trials, R&D visits, market-oriented sessions and tastings, with the aim of linking genetic innovation to retail requirements and consumer expectations.
Source: FreshPlaza.it — Date: March 10–11, 2026
Lima: strategy, logistics and genetics as “interconnected” variables
Blueberries Lima 2026 frames the sector as being in a “mature” phase, where market dynamics, logistics, genetics and quality management can no longer be treated separately. The programme includes flow analysis, signals from destination markets, panels on logistics as a competitive factor, and technical sessions on nutrition, yield forecasting and firmness retention. The goal is to align criteria across production, post-harvest and marketing.
Source: FreshPlaza.com — Date: March 6, 2026
Consumption and promotion
Netherlands: youth campaign and early results on sales and engagement
The collective campaign “Een handje zomer” aims to unlock stagnant consumption by targeting 18–35-year-olds, working on convenience, health and enjoyment and bringing the message to the “digital shelf” as well. Early indicators mention growth in total berries sales and increases for strawberries, with positive signals also for blueberries and blackberries. The negative association with high prices remains strong, which the supply chain is trying to turn into perceived value.
Source: Groentennieuws.nl — Date: March 6, 2026
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