This week’s berries briefing highlights firm market momentum in the UK and U.S., alongside brand-led demand activation and fresh varietal innovation. Consistent quality, smart promotions and climate-fit genetics are shaping retail execution and supply planning. Below, key topics with expert commentary, source name and publication date (no hyperlinks).
Market & Season
UK: blueberry crop looks abundant with solid retail potential
Growers report a “bumper crop” supported by favourable weather, delivering good berry size and steady picking. Local availability reduces import pressure and enables value-driven family formats. For retailers, the playbook is to activate seasonality via secondary placements and calibrated pricing, turning strong quality into higher basket penetration during peak weeks.
Source: Bumper crop for British blueberries – Fresh Produce Journal (Fruitnet), published: late July 2025
U.S.: high quality across berries keeps demand ticking
U.S. trading notes consistently high quality in strawberries, blueberries, raspberries and blackberries, sustaining promotions and multi-SKU displays. Stable logistics and disciplined lot planning support cleaner rotations and fewer out-of-stocks in high-traffic stores. Retailers are advised to lean into promotional windows while premium packs convert quality perception into basket trade-up.
Source: U.S. berry market sees high quality and steady demand – FreshFruitPortal, published: July 31, 2025
Marketing & Retail
“Go Big”: USHBC campaign to lift frequency and portion size
The U.S. Highbush Blueberry Council launches “Blueberries Go Big”, an emotive two-ad platform nudging everyday usage and larger portions. The concept marries perceived health benefits with daily occasions and suits digital-retail amplification. For grocers, tie-ins (bundles, recipe hubs, secondary placement) help translate awareness into velocity and incremental units per trip.
Source: U.S. Highbush Blueberry Council launches “Go Big” marketing campaign – The Packer, published: July 30, 2025
What’s powering the berries “boom”: targets and pack strategy
Category insights show strawberries and blueberries as primary entry drivers, with raspberries and blackberries growing on specific cohorts (youth, families). Snackable and larger packs fit everyday consumption and weekend sharing, while organic/premium wins where quality is distinctive. Recommendation: seasonal merchandising plus data-led promotions to lift conversion and basket size.
Source: What’s driving the boom in berries – The Packer, published: ~July 25, 2025
Innovation & Varieties
“Highland Charm”: a Scottish blueberry tuned to cooler climates
Highland Charm debuts as a north-climate fit with emphasis on size, crunch and shelf life. Early grower feedback points to strong agronomic adaptability and reliable flavour, making it attractive for late windows. The rollout broadens Europe’s varietal toolbox, giving retail programs better quality continuity and a firmer basis for premium-pack promotions.
Source: New “Highland Charm” blueberry variety for Scottish growers – FreshFruitPortal, published: July 28, 2025
Events & Supply Chain
Aneberries (Mexico): global dialogue on export growth and quality
At Guadalajara, stakeholders focused on brand value, sustainability and quality standards to underpin Mexico’s export footprint. Sessions stressed varietal differentiation and commercial planning to manage expanding flows amid climate volatility. The fair reinforced opportunities for innovation partnerships in product and packaging to support retailer needs and category growth.
Source: Aneberries International Trade Fair brings the global berry industry to Mexico – The Packer, published: July 25, 2025
