Serbian exporters of blueberries They face the 2026 season with an optimistic outlook. This is the view of Radoje Đoković, director of Pureberry, who maintains that current indicators point to a favorable campaign in both volume and quality.

Over the past two seasons, frosts have severely impacted crops such as cherries, apricots, and plums in various parts of Serbia. Blueberries, however, have largely weathered this situation thanks to their greater resilience and later flowering. In this context, production has remained stable, fruit quality has not suffered, and the industry has continued to strengthen its presence in Western European retail markets.

As director of Pureberry, one of the main operations of blueberries From across the country, Đoković oversees production in several agro-climatic zones, three packing lines, two optical sorters, and Pure Logistics, the group's transport company. This structure allows him to have a broad view of the supply chain, from the orchard to the retailer's shelf.

“Spring passed without any significant frosts, which is a good sign for the entire season,” Đoković noted. “Current indicators point to a very good harvest in both volume and quality. In the case of the blueberriesWe expect growth of around 15% compared to 2025.”

A stable 2025 season with better prices

According to Đoković, the 2025 season was solid: more stable than spectacular. There was no pronounced harvest peak, and volumes were distributed fairly evenly throughout the harvest period. Weather conditions favored fruit quality, and the reduced availability of stone fruit—affected by frost—left growers with blueberries in a relatively favorable position in terms of price.

“The average farmgate price in 2025 was around 1,25 euros per kilo higher than in 2024,” said Đoković, although he clarified that this increase was not passed on with the same intensity to the values ​​observed in the later stages of the chain.

A relevant commercial window

Much of the commercial logic of blueberry Serbian coffee production is determined by the calendar. The Duke and Draper varieties, which predominate in the country, come into production during a window between the end of the Spanish and Moroccan seasons and the start of the Polish harvest, a period that Đoković defines as “strategically very significant.”

Poland is the most obvious point of comparison for the latter part of the season. It is a high-volume producer, but highly dependent on mechanical harvesting in extensive orchards. According to Đoković, it enters the market with lower prices, but also with a different quality profile. For retailers and importers looking for carefully selected, retail-ready fruit, that difference is significant.

The case of Romania is different. Both countries are already very close in exports of blueberries And their harvest schedules overlap directly. In Đoković's words, Romania has become a real competitor, in a dynamic similar to that experienced by Serbia against Italy due to overlapping harvest windows. While Poland competes primarily on volume and price, Romania does so under conditions much more similar to Serbia's: quality fruit, similar timelines, and an increasingly professionalized supply chain.

© Pureberry

Prepared for a long-term operation

Serbian plantations of blueberries They have continued to expand, although at a slower pace than four or five years ago, when the crop was experiencing a much more intense growth phase. For Pureberry, this slowdown does not pose a threat. The company has its own production in different growing areas to mitigate localized variations and a well-established network of producers that, according to Đoković, has ensured the continuity of the business.

The packaging operation is designed to handle larger volumes than it currently does: its seasonal capacity is around 2.000 tons, of which approximately 75% is currently being used. Pure Logistics manages the cold chain from end to end, a factor that Đoković considers increasingly essential for operating with Western Europe.

“Today, distributors want a finished product, produced and packaged with quality,” he noted. For the company, being able to place this fruit with European buyers under the “Produced in Serbia” label also has value in terms of national branding.

Costs under pressure, but with firm demand

The context, however, is not without its challenges. Geopolitical turbulence—including the war in Ukraine and tensions surrounding the Strait of Hormuz—has impacted input costs, directly affecting Serbian producers. Among the main pressure points are plastic packaging, energy, and fuel.

“All of this impacts overall production and logistics costs,” said Đoković. His interpretation, however, is pragmatic: trade adapts, products continue to reach customers, and what is needed today is a greater level of operational flexibility.

Demand, for now, continues to move in the expected direction. Blueberry consumption is growing in both export and domestic markets, although weekly sales fluctuate depending on the availability of other summer fruits, such as strawberries, cherries, raspberries, and watermelons. What hasn't changed is the position that Serbian blueberries have already achieved in Western European retail.

“Serbian blueberries have already secured a stable position based on quality,” said Đoković, a perception that, he says, is reflected in markets such as Germany, France, the Netherlands and the United Kingdom.

First shipments from week 24

For buyers already planning for summer, Pureberry's message is clear: a stable supply of quality Serbian blueberries is expected. The first shipments to European markets are scheduled to begin in week 24, in line with the country's typical harvest window.