La Pink Star raspberry It is the latest addition to the portfolio of agrovision, says the general director for Europe, Stefan Spanjaard. “Although blueberries are still our principal objective, this fits well with the search for a broader approach. Along with blueberries, we want to make this a great product. Our goal is to be a global player in berries. Be able to offer different varieties, in addition to the blueberries and raspberriesFor example, blackberries also make it attractive for buyers to place an order for three products,” he begins.

This new variety arises from a consolidation with Earth Market, a French breeding company. agrovision (for the French market) and Berrynest (for the organic market) are one of the three parties that bring this raspberry to the market.

Exclusive variety

“Our focus is on quality, which depends on the variety. We are betting on this with this exclusive raspberry variety, just as we do with the blueberries in the program. Fall Creek Sekoya. With an exclusive variety you can play the cards much more to your liking.” raspberries Pink star They are grown in Morocco and Mexico.

Stefan Spanjaard Managing Director at AGROVISION EUROPE

Progress is also being made with blueberries. For example, it was recently announced that planting in India, Chile and China has begun or is about to begin. Blueberries are also being planted in Romania and production is expanding in America. “We are going from being a Peruvian cultivation company to a global one. “We are making the right decision at the right time to establish sales and marketing divisions in each region, with the aim of better serving our interests as producers and our strategic partners,” says Stefan.

growth potential

Sees growth potential for blueberries, pointing out that there are still many countries where their consumption is behind that of United States or some European countries. “This includes France. The emerging markets of the Middle East, the Caucasus countries and Southeast Asia also offer opportunities. These areas are very interested in good fruit. And, of course, there is enormous potential in China. But market development stands or falls with proper supply and marketing.”

The starting point here is market-driven cultivation, focusing on the best varieties, explains Stefan: “Where are we going to grow, for whom and why? These aspects influence. More of the same, often creating “Disappointing consumer food experiences will not help us move forward. Distinctive, exclusive and non-interchangeable varieties will.” The focus, therefore, remains on the future. “We have a good variety package now, but what's good now may not be good enough in five or ten years. That is why we stay in close contact with the breeders,” he adds.

Focus on size

Stefan points out that the focus is currently on size. “Larger blueberries benefit the crop and new varieties sekoya They provide a delightful dining experience.” He also believes that aspects such as yield, shipping sensitivity and different flavor profiles for different markets are essential in the improvement of blueberries. “We need to distance people and retailers from the idea that large berries are risky in terms of softness and flouriness. That perception is based on old varieties. But the newer varieties, with sekoya leading the way, they provide the best snacking experience with “Much of the total production typically comprises 18 mm+ and 22 mm+ berries,” says Spanjaard.

He goes on to say that being able to work with fewer inputs is vital. That focuses on factors like water use and plants' fertilizer or nutrient needs. “Just like different people need different nutrition, we're trying to determine those needs by variety. “These are challenges, but also opportunities to better coordinate things across the entire crop, to get the same or more with fewer inputs.”

Daring to invest in advance

Stefan sees that, in addition to labor, the water is under pressure. Agrovision has guaranteed water availability at production sites in countries such as Peru and Morocco, where that can be a problem. In addition to ensuring that plots have access to water, they apply water-saving farming techniques, such as in Morocco, where saltwater desalination solves freshwater shortages. “This entails costs, but ultimately losing production due to insufficient water availability always costs more than daring to invest up front. But it remains a topic of long-term discussion,” he considers.

They also look for innovative solutions in other areas. “We are introducing modern technologies.” Agrovision, for example, uses AI to forecast, plan logistics, and improve shelf life. “We are a company driven by innovation. That is what will help us optimize processes.”

brand experience

“We are increasingly focusing on the brand. The United States and China are brand-driven countries,” says Stefan Spanjaard. That is why Agrovision introduced the Big Skye and The Fruitist “Jumbo” brands. Agrovision wants to use this brand recognition to access new markets and segments, such as fruit stores. “We positioned our company and our brand very intentionally,” says Stefan.

The Fruitist “Jumbo” Blueberries, Photography: Katy Willard Account Manager at AGROVISION EUROPE