For four seasons now, the Chilean blueberry industry has embarked on a varietal renewal process, and today the sector finds itself at a true turning point.
The industry is not only consolidating a profound transformation in its varietal matrix and quality standards, but is also adopting a new strategy aimed at strengthening the domestic market.
In this context, with the start of the 2025–26 season, the Blueberry Committee of Frutas de Chile officially launched the campaign “Small, powerful and delicious. Blueberries, all the time!”, an initiative designed to educate and promote the consumption of this superfruit among Chilean families.
Varietal renewal
The Executive Director of the Chilean Blueberry Committee, Andrés Armstrong, explained that the sector is moving decisively forward in a process of genetic modernization that is already delivering tangible results.
“For four seasons now, fresh blueberry export volumes have been progressively adjusting, with the exit of varieties that were no longer competitive and the entry of new genetics,” he stated.
The cultivation and production of new varieties are now clearly evident. Last season, the industry grew by 5% in shipments, and for the current season a further increase of 1% is expected, with 91,500 tonnes of fresh fruit and around 70,000 tonnes of frozen blueberries.
The most significant figure is that growth stems from a 67% increase in replacement varieties, alongside a 17% decline in traditional varieties.
The Committee’s Technical Manager, Julia Pinto, explained that the Duke variety continues to lead exports, but that new varieties have taken on a crucial role, highlighting the dynamism of Suziblue, OZblue (Magnífica, Mágica), MBO (Eureka) and Sekoya (Pop, Crunch).
Early production and excellent fruit quality
“To date, 40% of shipments come from varietal renewal, and in the early stages of the season this figure reached 63%,” Pinto stated.
The current season is marked by a distinctive feature linked to a significant phenological advance, with an 88% higher accumulation of production compared to the same period last year. Despite this, total projections remain unchanged, with only an adjustment to the weekly shipment curve.
On the quality front, Committee leaders report a positive balance. “New varieties show greater firmness and larger calibers. Well-planned harvesting, more efficient cold storage entry times, greater precision in post-harvest handling and logistical efficiencies such as the Blueberry Express have helped raise the standard of Chilean fruit,” Armstrong emphasized.
Destination markets for Chilean blueberries
The Executive Director highlighted that the frozen segment is also doing a solid job in market development and growth, “offering a valid alternative for production that no longer finds space in the fresh segment.”
For this season, exports are expected to reach 91,500 tonnes of fresh blueberries and an additional 70,000 tonnes of frozen blueberries.
Regarding main destination markets, Armstrong pointed to the United Kingdom as one of the fastest-growing countries, standing out for its high quality requirements.
In Asia, South Korea is absorbing an increasing share of shipments, while China is losing weight.
In the United States, meanwhile, there is lower participation due to the 10% tariff applied to Chilean blueberries, which is pushing exporters to diversify their target markets.
Domestic consumption of blueberries
More consistent year-round availability of blueberries, both in terms of quality and volumes, has encouraged the entry of new consumers, particularly those who incorporate fruit as a healthy snack.
The Executive Director explained that the product is reaching consumers who are approaching blueberries for the first time, “where snacking generates a very positive experience and encourages repeat purchases.”
The Blueberry Committee launched the 2025–26 season with a national campaign that marks a strategic milestone. Under the slogan “Small, powerful and delicious. Blueberries, all the time!”, the sector aims to bring fresh blueberries closer to Chilean families, educating them on nutritional benefits and positioning the fruit as a natural, versatile and accessible snack.
The Committee identified a knowledge gap regarding the fruit’s nutritional attributes and significant room for growth in household penetration. Blueberries are a natural source of fiber, vitamin C, vitamin K and antioxidants, making them a true superfruit.
“Chilean blueberries are recognized for their health and nutritional benefits and for their distinctive sweet flavor. We want to encourage domestic consumption, supported by education and awareness of their benefits,” Armstrong stated.
He was clear in emphasizing: “It is time for Chileans to learn to enjoy our fresh fruit, especially now that we are at the peak of the season.”
Long-term competitiveness and outlook
Beyond volumes, the sector is working on pillars of competitiveness ranging from proper orchard establishment to continuous evaluation of post-harvest tools.
Pinto highlighted the importance of planting with ‘zero errors’, an essential condition to ensure optimal yields and higher export percentages.
The industry will continue to strengthen varietal renewal, adopt new technologies and improve logistical efficiency to ensure fruit reaches markets in the best possible condition.
Armstrong emphasized that the sector is experiencing a true renaissance. “The Chilean blueberry industry remains proactive in renewing itself to compete and to offer consumers the best fruit. This is driving increased consumption and consolidating Chile’s position in global supply.”
With an advanced varietal transformation, growing strategic markets, increasingly consistent quality and a national campaign focused on strengthening the local consumer, the 2025–26 season is shaping up to be a significant chapter in the history of Chilean blueberries.
Source: www.portalfruticola.com
Image source: Frutas de Chile
