128 grams per day per capita: Strategic objective for the blueberry industry

It is one thing that people all over the world already know that eating blueberries is a healthy option. It is quite another for consumers to be aware that there are concrete and compelling reasons to eat an adequate amount of blueberries a day.

By way of final reflections from the last IBO held in Peru, rather than conclusions, some questions arise that time and the path through which the industry travels will gradually answer.

The bottom line is that many of today's consumers have increased the frequency and volume of their purchases, and there are also strong indications that new eating habits are attracting new consumers to blueberry. In this framework the questions arise.

Will we be able to keep these new consumers? Can we grow from this new base and expand? Can we grow the share of consumption per capita? What does it take to do it?

Clearly there is no single answer to all these questions. Time will take care of answering them. The truth is that most specialists or experts point out that consistency in the product, packaging, retail price, maintaining the health message, and constant quality improvement, will be essential to achieve the result.

Scaling quality and consistency is what secures the future, because when the industry consistently delivers quality, consumers respond. Instead, fruit that doesn't appeal to consumers will have to find other suitable channels or be phased out. This should be an approach for everyone committed to the future of the industry, the document emphasizes.

"A Daily Dose of Blue"

Committing to the global health message associated with blueberry consumption is another objective. Take advantage of the opportunity to distribute in all countries and regions ongoing research on the benefits of eating blueberries and also encourage research opportunities on the benefits of the crop in your region.

"A daily dose of blue" (A Daily Dose of Blue) is the watchword, because there is growing evidence that daily consumption of blueberries at an established level of 128gr (approximately 1 cup) has multiple benefits for human health, and in this parameter - with adherence to the regulations on health properties - to promote with greater force the "daily dose of blue".

It is an opportunity to seize, and develop a more creative marketing message, duly examined, but the opportunity stands out as significant.

It is one thing that people all over the world already know that eating blueberries is a healthy option. It is quite another for consumers to be aware that there are concrete and compelling reasons to eat an adequate amount of blueberries a day.

Where will future growth in fruit consumption come from?

While the future rate and distribution of blueberry consumption growth remain unanswered questions, there is a clear consensus that there is a long track ahead, with ample room for consumers to eat more blueberries, as well as to attract new ones. consumers.

Where will the future be, does it come from supply?

We've had a significant amount of volume growth in recent years, especially in the 'spring and fall shoulders', and it comes from a select group of countries and regions (Peru, Mexico, Morocco, the Pacific Northwest, select parts of Eastern Europe, some Regions of China, to name a few). Many of these growing areas face challenges to scale, but will they continue to own this important part of the 'growth pie' or will others participate in the opportunity as well?

According to the text, the regions that have grown the fastest in recent years have done so due to a series of comparative advantages and except for major geopolitical disturbances (possible, in some of these countries), a decline in the position of these regions is not in sight.

That said, some of them will see reduced growth and others will continue apace. In the meantime, opportunities are seen for others to gain share again, such as South Africa, specific regions in the Pacific Northwest, Chile, parts of the Black Sea, and regions in southwestern China.

As we can see, the future of the blueberry industry is open in the world, and full of questions, although the truth is that consumption is growing steadily and there are concrete probabilities that this growth will increase significantly, so the Although the industry faces challenges, it has very good expectations to continue expanding.

Source
Martín Carrillo - Blueberries Consulting

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