“Keeping the blueberry chain as short as possible is what is in the interests of retailers and us as producers,” says Stefan Spanjaard, CEO of Agrovision Europe. That was at the opening of the company's sales office in the Netherlands. «The partners we still work with add value to the chain. However, we want, when necessary, to develop those skills ourselves. All our divisions are moving towards a model in the market.

«Aside from a sales office, this will eventually mean cultivation in Europe for the company, whose roots are in Peru. "That's so we can supply the retail sector with blueberries all year round." Stefan says that supervising cultivation is the second reason for opening the European branch.

It will begin its northern hemisphere production in Morocco. That follows cultivation in Peru, of approximately 2.500 hectares, and Mexico. “We think we will also need two or three more producing countries to cover the period from April/May to August.” For this reason, northern Europe, Spain, Portugal, among others, come to mind. 

Differentiate

agrovision

The blueberry market, as well as production, is generally on the rise. Agrovision has also expanded considerably in recent years. Stefan supports managing that growth with a differentiated category approach similar to that of, for example, tomatoes. «It is an inevitable and necessary marketing step. “You also need to be able to tap into the growth potential of the category.” To enhance that approach, Agrovision will continue planting Sekoya varieties. These enhance the eating experience of blueberries.

Agrovision is one of 13 members of the Fall Creek Sekoya club. It represents 45% of Sekoya's total area. “If we do not continue to innovate as an industry, we will face limited consumption growth at some point. "These new varieties will once again boost Europe's consumption pattern." Spanjaard says there is still great progress to be made in many European countries when it comes to blueberry consumption. That compares to US or UK consumption figures, which are much higher.

SEO

«When a differentiated strategy is implemented, the focus is on increasing consumption. This is done by offering a product with improved quality. Here, Stefan does not feel that the term premium covers the entire scope. -quality producer”. In his experience, 'premium' often gives the perception of a small product that takes up, at most, ten percent of the total shelf space in the store.

«We are moving towards a quality offer, but for the general public. This offer actually needs different positioning and pricing. But we believe that we should make it widely accessible. That is to boost consumption patterns. “You can’t do that with an exclusive product.” Agrovision is actively discussing what the category should look like in the future with retailers. Several blueberry programs are expected to be implemented.

Stefan predicts that innovation will drive consumption but also recognizes that this growth is necessary to continue innovating. «The moment we stop innovating qualitatively, growth will be accompanied by a continuous fall in prices. “An improved offering, where buyers are willing to pay more, can help break that trend and increase innovation.”

Needs

Consumer needs at the time of purchase are a key focus for Agrovision. Therefore, the company is moving away from supply-driven assortment filling, which determines availability, packaging content, to need-based filling. And the General Manager sees that these needs are changing. Shopping just before consumption is increasingly replacing traditional weekly shopping trips. And there are more single-person households. That requires different packaging. Also, when it comes to packaging, the choice of material plays an important role.

«The total carbon footprint of the packaging is being considered. But is plastic or recyclable paper the solution? This question has not yet been answered, says Stefan. "The problem with plastic is not so much the material, but the lack of an adequate recycling system," he concludes. The use of paper as a packaging material is setting a positive trend. However, it will probably not replace other types of packaging on a large scale.