This edition provides a curated overview of the latest developments shaping the berries category: price and quality tensions in Italian retail, strong yet volatile demand across Europe, emerging origins and hydroponic projects, and new collaborative structures aiming to strengthen competitiveness. A practical brief for retailers, growers and traders who need a concise, insight-driven view of where the global berries business is heading.
Market & Retail Dynamics
Turin: poor blackberry and raspberry quality raises concern
The latest survey in Turin highlights well-stocked shelves but consistently weak quality for blackberries and raspberries, while Peruvian blueberries still perform decently. The situation points to insufficient upstream selection and highly fragmented branding, which undermines consumer trust in the category. Retailers are urged to tighten specifications, rationalize assortments and protect the perceived value of berries.
Source: Gdo Torino: disastro more, qualità in picchiata – myfruit.it – October 29, 2025
Wholesale: high blackberry prices and reliance on imports
Italian wholesale data reveal very high prices for Mexican blackberries, solid but easing levels for Peruvian blueberries and sustained tension on raspberries. The pattern confirms growing dependence on non-EU origins, increasing exposure to currency, logistics and regulatory risks. Strategic sourcing, multi-origin programs and closer supplier partnerships become essential to stabilize margins and availability.
Source: Ingrosso piccoli frutti: more anche sopra i 24 euro – myfruit.it – October 30, 2025
Milan: strong berry presence, need for clearer positioning
The Milan survey shows a wide and deep presence of blueberries, good availability of raspberries and blackberries, limited currants. The proliferation of brands, formats and origins creates both trading opportunities and complexity on shelf. To fully capture category potential, retailers should invest in coherent tiering, quality consistency and sharper communication of product attributes.
Source: Piccoli frutti, mercato vivace a Milano – myfruit.it – October 24, 2025
Exceptionally strong demand for strawberries
A sharp reduction in European supply has triggered exceptionally strong demand for strawberries, with exporters working to secure volumes and quality for key destinations, including Italy. This reinforces the strategic role of berries in store traffic and basket value, but also exposes the category to supply shocks and volatility. Long-term, multi-origin supply planning is becoming non-negotiable.
Source: Strawberries in exceptionally high demand at the moment – FreshPlaza – October 31, 2025
New routes: Kyrgyzstan berry imports on the rise
Rapid growth in raspberry and strawberry imports from Kyrgyzstan into certain Russian regions illustrates the search for complementary origins to fill seasonal gaps. Positive phytosanitary checks strengthen the credibility of these flows. For established suppliers, this signals additional competitive pressure, while also showing how agile new origins can reposition themselves in the global berries landscape.
Source: Berry imports from Kyrgyzstan rise in Kirov, Omsk takes preventive measures – FreshPlaza – November 4, 2025
Production, Technology & Innovation
Mexico: hydroponics emerging as the next frontier
A leading Mexican grower stresses that, although still limited, hydroponic berry production is the key lever for yield stability, quality and year-round programs. Serving both North American and domestic markets with consistent supply highlights how structural innovation can mitigate climate risk and secure long-term retail partnerships, especially in premium segments.
Source: Although hydroponics in Mexican berries isn't widespread, we believe it's the future of this crop – HortiDaily – November 5, 2025
Ceará (Brazil): trials for new berry varieties
New trials in Ceará aim to identify berry varieties that can perform reliably under tropical conditions, opening opportunities for off-season supply to the Northern Hemisphere. If successful, these projects may reshape the global berries calendar, intensifying competition but also offering retailers more diversified sourcing windows throughout the year.
Source: Ceará launches trials for new berry varieties – FreshPlaza – October 31, 2025
Raspberries: upcoming innovations for Italian and export markets
Announcements around new raspberry lines point to higher-yielding, more resilient and better-flavoured varieties, tailored for premium retail and reduced field losses. These developments strengthen the strategic role of branded and proprietary genetics, creating differentiation opportunities for programs that commit volumes and marketing support over multiple seasons.
Source: Raspberries – news coming soon for the Italian and foreign markets – HortiDaily – October 27, 2025
Global Strategies & Industry Structure
Poland: solid berries season, lessons from blueberries
Poland reports positive outcomes for strawberries and raspberries, while blueberries faced stronger margin pressure. The case underlines the importance of aligning planted area, cost structure and export strategy to avoid oversupply in specific crops. Poland remains a pivotal supplier for Central Europe, but must fine-tune its portfolio to stay competitive.
Source: Polish strawberry and raspberry seasons went well, but blueberries fared much worse – HortiDaily – October 27, 2025
Ukraine: blueberry growers strengthen coordination
The latest meeting of the Ukrainian Blueberry Growers Association confirms a move toward greater transparency, equal representation and shared promotion. In a challenging geopolitical environment, this collective approach is designed to reassure buyers and investors, improve quality consistency and secure Ukraine’s position in European sourcing strategies.
Source: Ukrainian blueberry growers unite for a stronger future – FreshPlaza – October 30, 2025
Looking ahead: soft fruit market expected to keep growing
International analyses anticipate structural growth in berries consumption, supported by health positioning, snacking formats and innovation. At the same time, retailers increasingly demand sustainability, reliable 12-month supply and strong branding. Only operators able to integrate agronomy, logistics and marketing in a coordinated strategy will fully capture this upside.
Source: The soft fruit market will only grow in the next decade – FreshPlaza – October 27, 2025
