In a recent editorial published by Fruchthandel, Michael Schotten notes that the global berry industry is set to continue expanding in the coming years, driven by rising demand in Europe, the United States and Asia. However, this positive trajectory does not mean an easy road ahead for growers and distributors.
The appeal of so-called “superfruits” is only one side of the story. In recent years, competition for production areas that are suitable both climatically and economically has intensified to such an extent that entering this business today requires far more rigorous preparation than in the past. This means assessing potential risk factors in advance, modelling alternative scenarios and even considering possible exit strategies.
New production areas are emerging in different parts of the world, but building and consolidating reliable production hubs and supply chains requires strategic vision, technical expertise, financial resilience and a strong ability to focus resources. The picture is further complicated by growing cost pressure and increasing price sensitivity across the main consumer markets.
Blueberries remain centre stage
Within this scenario, blueberries continue to be the category’s leading player. Despite a broader trend toward consolidation, the sector is still developing at a rapid pace, also supported by the arrival of new premium varieties such as Sekoya Pop from Fall Creek.
While countries such as Poland, Serbia, Romania and, with greater caution, Ukraine, still offer room for expansion, the industry’s attention is gradually shifting elsewhere. In recent years, the rise of producers such as Peru and Morocco has profoundly reshaped the balance of the global market, putting traditional suppliers such as Chile under significant pressure.
New players emerging in Africa
Alongside Morocco, other African countries are also gaining relevance thanks to favourable climatic conditions and advantageous seasonal windows. Among them, Zimbabwe stands out, with production that could reach up to 30,000 tonnes by the end of the decade. Interest is also growing in Tunisia, where blueberries are attracting investment and where structured operators are building new production bases.
As in Morocco, water is also a central issue in these contexts. Across the global berry sector, it is becoming increasingly clear that success is determined not only by output volumes, but by the ability to adapt quickly and effectively to the needs of increasingly dynamic markets.
Quality, efficiency and marketing as decisive levers
According to Schotten, rising international demand alone is not enough to guarantee profitability. The real challenge lies in combining quality, efficiency and well-structured marketing in order to make the most of opportunities in both mature and emerging markets. In other words, in the global berry business, success will not simply belong to those who produce more, but to those able to build a competitive model capable of withstanding cost pressure, climate variability and changing demand.
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