Is it possible to visit 20 supermarkets in a major city in just 10 minutes and analyze the entire blueberry assortment—examining prices, origin, varieties, appearance, and quality?
Yes, if you come to the Berry Shop, taking place from May 6 to 8, 2025, in the Berry Area at Macfrut.
For industry professionals, visiting stores is often a valuable yet time-consuming activity, hard to fit into busy schedules. And yet, it's right on the shelves that the most interesting market insights emerge.
That’s why Italian Berry has decided to bring blueberries directly to Macfrut, leveraging all the expertise gained from the Berry Observatory, a service launched five years ago that monitors the berry assortment every week in major cities across Northern Italy.
In each city, a panel of 15 to 20 stores—carefully selected to represent the leading retail chains—is monitored. More than 20 parameters are recorded to capture a detailed picture of the berry category on the shelves.
These include store characteristics, category positioning, and even label details that often go unnoticed by consumers—like packers, batch numbers, and packaging dates—as well as key elements that catch the buyer's eye, such as price, net weight, and visual quality.
All this data is then analyzed through analytical reports, summary assessments, and long-term trend studies.
At Berry Shop, the actual blueberry packs sold in Italian retail are displayed for professional scrutiny, often revealing unexpected insights: a price, a variety, a new origin, or a previously unknown competitor.
And it’s not always about negative surprises—quite the opposite. Sometimes what others are doing opens up new perspectives and growth opportunities. Fresh ideas, even when not copied outright, can inspire improvements and innovation.
That’s why, now in its fourth edition, Berry Shop has become a must-see event for industry professionals.
Seeing is believing.
Berry AreaThis article is part of a series dedicated to Berry Area in co-operation with Macfrut 2025. This content is in support of the event which will take place May 6-8, 2025 in Rimini Expo Centre, where the Berry Area stands as a reference point for all those seeking innovative solutions for the production and marketing of berries. 👉 Learn more about the Berry Area at this link. |
