15 May 2026
Over the past two weeks, berries news has converged on three key themes: European campaign readiness (France) with stronger emphasis on consumption and pack formats, supply dynamics (California, Peru) shaping seasonal windows, and value-chain risks spanning climate (El Niño) and phytosanitary controls. At the same time, events and brand initiatives (Paracas, Macfrut) reinforce how technology, packaging and storytelling are becoming decisive levers to protect category value.
The Association of French Blueberry Producers (APMF) has renewed its board with Côme Lapierre as president and outlines a “promising” 2026 campaign: plantations nearing 600 hectares and ongoing varietal renewal. Beyond technical progress in orchards, APMF highlights retail execution: blueberries are framed as an impulse purchase, making on-shelf visibility a priority for market development.
Strawberries Raspberries of France reports a slow start, with volumes still “confidential”, yet early quality feedback is positive. Emeline Vanespen points to a supportive import context for French origin, as issues with some Moroccan raspberries reduced confidence, while Spain appears less dynamic and Portugal commands high prices. Structural dependence remains the core constraint: 85% of French raspberry consumption comes from imports.
In California, Gem Pack Berries says raspberry supply out of Watsonville is accelerating toward the summer peak. Trent Etchandy (VP Sales) underlines the company’s focus on Majestic, a variety valued for sweet flavor, firm texture and extended shelf life, supporting long-distance transit while preserving freshness. The operational backdrop is cost pressure: labor, farming operations and logistics continue to rise year after year.
Vanguard International is building a vertically integrated blueberry program in Peru: first harvest starts in June with availability through December, and a future stretch “from mid-May to early February” as plantings mature. Ethan Williams describes distribution primarily to the Americas and Europe, with targeted volumes for the Middle East and Asia. The early start is positioned as a hedge if U.S. domestic supply falls short during key weeks.
Russian regional authorities report extensive phytosanitary checks on imported berries, with shipments linked to Serbia, Turkey, Kyrgyzstan, China and others. In the Amur region alone, about 2,500 tons of fresh berries are cited across more than 400 consignments (including blueberries, raspberries and blackberries, alongside strawberries and other fruits). The key signal is the intersection of higher volumes and stringent compliance requirements shaping trade flows.
Hall Hunter Partnership, founded in 1966 by Mark and Mary Hall, celebrates 60 years and now grows strawberries, blueberries, raspberries and blackberries across Berkshire and Surrey, supplying major UK retailers. The story emphasizes investment in protected systems and production methods to extend the berry season and improve consistency, while navigating rising costs, labor shortages, sustainability expectations and climate-related challenges.
The possibility of a stronger El Niño raises attention to root stress, reduced nutrient uptake and higher disease pressure—factors that can trigger physiological disorders and undermine fruit condition. In export markets where value is often determined post-arrival, shifts in quality can materially affect returns. The sector is reviewing drainage, soil management, preventative phytosanitary programs and logistics protocols to strengthen operational response capacity and protect supply continuity.
Blueberry Convention Paracas 2026 (6 May) is framed as a high-density meeting point for growers, exporters and solution providers. Voices such as Mónica Narrea (National Agrarian University La Molina) and company perspectives from Bee Tal and Tomra reinforce the value of direct interaction to turn topics (genetics, irrigation, automation) into field-ready solutions. The takeaway: “trade floor” networking increasingly accelerates competitiveness in a fast-scaling industry.
I Frutti di Gil introduces a summer limited edition where blueberries, currants and raspberries become lifestyle icons through a pack design inspired by 1970s postcards from the Riviera romagnola, with Rimini as a symbolic backdrop. The project is developed with branding agency KAERU and illustrator Alessandra “Allissand” Bruni, extending to promotional assets (canvas bag, postcards, stickers) presented at Macfrut. The strategic intent is clear: push the category toward premium memorability.
