The business morning of Wednesday, March 11th in the XXXIX International Blueberries Seminar Lima 2026This became the analytical focus of the day. In a context of high global competitiveness, the group sought to provide attendees with a clear roadmap, connecting the macro view of trade flows with the operational reality of Peru and with the dynamics of price and value in the market. blueberry.

The common thread running through the three presentations was the need to base business decisions on technical criteria and precise data. In a blueberry market that demands consistency, the presenters shared insights for planning the next season, aligning consumer demand with production efficiency and execution at the source.

Destinations and consumption as a framework for interpretation

Gonzalo SalinasSenior FAR Analyst at RabobankThe segment opened with an analysis of how changes in purchasing habits blueberry They are reshaping traditional destinations. Salinas noted that demand will continue to grow, considering that blueberries have become a global fruit, available year-round in major markets.

He argued that today's consumer prioritizes predictability and freshness, which forces exporters to blueberries to accurately read the signals of each market. Along those lines, he highlighted four factors that explain his preference for different destinations:

• Convenience: It is easy to consume compared to other fruits in the basket, with a friendly format and similar consumption habits in different markets.
• Quality: it is consolidating itself as a required standard, where the use of new varieties is increasingly crucial.
• Condition: It is built in the field and sustained at each stage of the chain, supported by evaluation and adoption of technologies.
• Consistency: requires coordinated industry work and sourcing strategy, although the product still exhibits heterogeneity.

Gonzalo Salinas: Trade Flows and Consumption Habits: A Macro Analysis of the Blueberry Industry © Blueberries Consulting

Peru in perspective for the next stage

For its part, louis miguel vegasGeneral manager ProBlueberriesVegas grounded the discussion in the national context with an analysis of the production matrix. He emphasized that, after a period of adjustments, the Peruvian industry faces the challenge of consolidating its leadership through a strategic renewal that balances varietal replacement with efficient logistics operations.

He noted that the Peruvian industry has grown at rates close to 30% annually over the last decade, positioning itself as a world leader. He added that Peru currently supplies a significant portion of the blueberry market in the United States, one of the most important markets.

In the global context, he indicated that Peru should closely monitor Morocco's performance, which has shown significant growth, and also observe the evolution of China, whose expansion rate is aimed at strengthening its domestic market. Along the same lines, he emphasized the need to broaden its focus to other destinations. He noted that Peru should not limit its growth opportunities and recommended participating in international trade fairs to expand its business horizons.

Regarding the prospects for the next season, Vegas was cautious due to factors that could affect the industry, including the war in the Middle East and the rising price of oil, the slowdown of the global economy and the potential effects of the El Niño phenomenon on production.

Luis Miguel Vegas: Leadership in numbers: Evolution of Peru's production and trade matrix in the last season. © Blueberries Consulting

Price and value as a result of execution

Finally, Pablo Cortes, sales manager AgronometricsCortés broke down the price dynamics and identified genetics as a key differentiator. He argued that, although the market fluctuates, variety has become a value driver, as it ensures attributes for which buyers are willing to pay.

"Consumers' willingness to pay more for premium dining experiences may be generating additional revenue for the industry, with buyers and importers further compensating producers for this type of fruit. Top-tier varieties are fetching increasingly higher prices, possibly reflecting mature orchards and a greater supply of quality fruit, allowing end consumers to reward what they prefer.", he pointed.

Pablo Cortés: Price Dynamics in the Blueberry Market: Why Variety Is Today's Main Driver of Value © Blueberries Consulting

This trade bloc established a central conclusion: the blueberry industry in Peru has moved from a phase of accelerated growth to a stage of strategic maturity, where data analysis and executive precision become indispensable tools to sustain profitability and competitiveness.