In a podcast of the program “The Business of Blueberries”, Which organizes the US Highbush Blueberry Council (USHBC), Steve Magami, co-founder and CEO of Agrovision, discussed his company’s strategies to maintain a year-round supply of blueberries and increase demand in the snack segment.

Steve Magami explained that approximately 20% of blueberries drive consumption in the United States and only half of the population consumes them on a permanent basis. “About 10% of the US population consumes most of the fruit, so we have always thought that if we can offer a better berry the potential for penetration is enormous,” he said.

Consistency

Agrovision opted for genetics in the case of the American market, choosing the Sekoya variety, seeking to satisfy the demands of the American consumer. However, Magami recognizes that genetics alone are not enough. “There is a lot to do in the chain, from the selection of the right places to produce, the calendar, investments related to quality (…) it is about guaranteeing the supply with a berry that delivers the best experience to the consumer.”

The Agrovision executive maintains that he frequently hears consumers say that “there is no consistency” and maintains that this is the area where the greatest opportunities exist.

In this regard, Magami pointed out that cutting-edge software and technologies must continue to be developed to offer a high-quality and consistent experience throughout the year. “We are working hard during the times of the year when the volumes of the best berry are not as strong, to achieve a constant volume,” he said.

"This is a business that requires a very diverse geographic footprint. We started in one place and today we have operations and partners all over the world, trying to get a year-round supply," he explained.

Consumption and snacks

Steve Magami argues that there is a very small percentage of the population that drives consumption, so the ultimate goal is to increase supply and demand, which is why Agrovision is promoting greater investments, with a long-term vision of the business, consistent with the entire industry that is innovating in quality, freshness and shelf life.

"I hope all producers are thinking about this (…) we want to help the retail industry plan more accurately for the impact of the weather on harvest curves across the Americas. Better planning will lead to higher consumption and greater penetration," he said.

Ensuring a year-round supply of fruit and diverting blueberry production to the snack category are some of the strategies of Agrovision's work, always highlighting the fruit's offer based on its healthy qualities, as a "superfood".