With a presentation aimed at organizing the main topics addressed during the morning trading session, Andres Armstrong, executive director of Cranberry Committee of Chile, closed that block of International Seminar Blueberries Chile 2026 with a clear message: the Chilean industry of blueberry It faces a transformation process, but also a concrete opportunity to reposition itself in the global market.

At the beginning of his remarks, Armstrong thanked Blueberries Consulting for the invitation and highlighted the seminar's continued presence in Chile, emphasizing that the high attendance reflected the interest of an industry undergoing a new phase. From this perspective, his presentation not only provided an industry-specific view of the current situation but also framed several of the topics discussed during the day, ranging from the market and consumption to genetics, quality, and logistics.

More supply, more consumption, and higher demands

One of the first points he addressed was the evolution of the global market for blueberryHe explained that supply continues to grow, but so does consumption, driven by new genetics and by fruit of better quality, greater consistency, and a more stable presence in international markets. In his opinion, this process has raised the standard of what consumers now receive in destinations such as the United States, Europe, and Asia.

In that context, Armstrong argued that Chile cannot compete using the same approach as in previous years. The challenge, he stated, is to move towards a renewed and more consistent offering, capable of responding to a much more demanding market and consumers who now expect a better fruit experience.

Renew to compete again

Armstrong was emphatic in stating that the Chilean industry of blueberry It is already undergoing a transformation. He recalled that five years ago the country exported approximately 120 tons of fresh fruit, while in the last season that figure slightly exceeded 92 tons. Rather than interpreting this adjustment simply as a decline, he presented it as part of a necessary correction in response to the emergence of competitors with a more modern and competitive offering.

However, he cautioned that the most relevant data point lies not only in the volume but also in the composition of that change. He explained that the recent growth is beginning to be sustained by replacement varieties, a process already reflected in both planted area and exports. For Armstrong, this is the path that will allow Chile to regain its position and maintain its presence in the global industry. blueberry.

Firmness, consistency and value at destination

Another key point in his message was fruit quality. Armstrong maintained that Chile can indeed compete and differentiate itself, but only to the extent that it makes progress on one of its main challenges: firmness and consistency. From his perspective, this aspect is crucial for the country to capitalize on one of its most recognized attributes: the flavor of Chilean fruit.

His argument was straightforward: if the fruit doesn't arrive firm and in good condition, that price difference is lost at the destination. That's why he insisted that competitiveness depends not only on having tasty fruit, but also on being able to maintain that quality throughout the entire export chain.

The role of frozen food and the need for better decision-making

In his analysis, Armstrong also highlighted the role that frozen blueberries have played within the Chilean industry. He noted that 2025 saw record exports in this category, confirming that frozen blueberries fulfill a significant function as a complement to the fresh market and as a commercial alternative for a substantial portion of national production.

Along with this, he highlighted the work carried out by the Blueberry Committee in varietal classification and evaluation of new genetics, with the aim of providing better tools for deciding what to plant, where to plant it, and under what conditions. In his opinion, more advanced selections, with more information and prior validation, are now arriving in the country, which should reduce the margin of error that has accompanied many varietal renewal processes for years.

Andrés Armstrong, executive director of the Chilean Blueberry Committee

Market access and logistics

Armstrong also focused on market access conditions, particularly the need to advance mechanisms such as the Systems Approach to the United States. He noted that the reliance on fumigation in regions like Maule and O'Higgins remains a significant limitation due to its impact on the quality of the fruit upon arrival.

He added a call to prioritize logistics services that allow for faster and better delivery. In his analysis, the industry can no longer focus solely on the initial cost of the service, but must also consider its impact on the condition of the fruit upon arrival and its final value. Arriving in better condition, he argued, also increases the likelihood of competing more effectively.

A real, but demanding opportunity

Towards the end of his remarks, Armstrong acknowledged that the past season showed positive signs, especially in terms of returns. However, he cautioned that the industry cannot project its future based solely on exceptional commercial success. The fundamental challenge, he maintained, is preparing to compete in a highly competitive market, where you first have to get off to a good start and then succeed.

That was, ultimately, the main value of his participation in the Blueberries Chile 2026 Seminar. Closing the morning's business session, Armstrong not only summarized some of the discussions from the panel, but also put forward a central idea for the industry: Chile has a real opportunity to reposition its blueberryBut that goal will depend on the speed and consistency with which it progresses in varietal replacement, quality, logistics and market access.

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