The current situation of the blueberry sector in Ukraine is stable, although there has been a shortage of up-to-date statistical data in recent years. This is according to Oleksandr Pukshyn, sales manager of the Ukrainian blueberry exporter Blue Berry LLC. According to the latest available official statistics—from 2021—approximately 5.500 hectares of blueberries are cultivated in Ukraine, mainly concentrated in the central and western regions.

Although large-scale invasion has prevented new “mega-players” from entering the market, the planted area has remained stable and productivity has increased. The range of hectares has not changed, but the yield per hectare is increasing as younger plantations reach full productive maturity. Pukshyn adds: “By the end of 2026, we expect that updated statistics provided by the Blueberry Growers Association of Ukraine, in close cooperation with the Ministry of Agricultural Policy of Ukraine, will reflect this increase in yields.”

Pukshyn maintains that the blueberry industry in Ukraine has weathered the war well. “Despite the ongoing challenges of the conflict, the sector has demonstrated remarkable adaptability. The main production regions have remained fully operational, but the industry has shifted from a phase of rapid expansion to one more focused on optimization and efficiency. Companies have restructured logistics and export routes to ensure that the 'Made in Ukraine' brand maintains a stable presence in the European market.”

According to Pukshyn, Ukrainian exporters' investments are primarily focused on the post-harvest process. “Investment opportunities in Ukraine currently reflect the European context, as we face common global challenges. Producers are focusing on mitigating risks and ensuring operational continuity. Major investments are going toward state-of-the-art sorting and freezing facilities to guarantee near-zero non-compliance rates in the European Union, as well as solar energy and industrial battery storage to maintain the cold chain during grid instability. There is also a shift toward modern, mid- to late-maturing varieties, characterized by a crispier texture, better transport resistance, and a longer shelf life, in order to extend the export window and meet the requirements of high-end retail.”

As Russia continues its attacks on Ukrainian infrastructure, blueberry exporters can no longer rely entirely on the power grid. Pukshyn explains: “The large-scale invasion has posed unprecedented operational challenges for all Ukrainian businesses. Our strategy has shifted from large-scale farming to precision agriculture to address several critical factors. We depend heavily on the power grid, as irrigation and industrial refrigeration of blueberries require a stable supply, which is now uncertain due to the bombing of infrastructure. Furthermore, there is a labor shortage: mobilization and migration have led to a severe lack of pickers, essential for manual harvesting.”

“We must also address the ongoing large-scale military operations, the sustained decline in the population’s purchasing power, and the shortage of skilled personnel. These factors have significantly impacted the activity of Ukrainian companies, shifting the focus to new technologies, such as automated harvesting machinery and solar energy, to ensure energy independence during the peak season,” he adds.

The main export destinations for Ukrainian blueberries have also changed, partly due to the improved reputation of the products. Pukshyn states: “The main importers of our products are now the Netherlands, which has replaced Poland, our main buyer for four or five consecutive years. This change is primarily due to the greater recognition and improved reputation of Ukrainian producers and exporters, who have demonstrated adequate standards in quality, communication, and expertise. Furthermore, the Polish boycotts and the border closure with Ukraine in 2024 affected our producers and highlighted the need to seek new destination markets and direct customers.”

This, he indicates, led to significant variations by country. “At the end of the 2025 season, the Netherlands imported 990 tons, a 34% increase compared to the previous season. Poland imported 660 tons, 30% less. Georgia purchased 610 tons, 45% more than in 2024, while the United Kingdom imported 570 tons, also a 45% increase. In Germany, imports of Ukrainian blueberries decreased by 20%, and in Spain they fell by 10%, to 225 tons.”

© Blue Berry LLC

Looking ahead to 2026, Pukshyn estimates that the focus will be on two key factors. “First, the EU will remain the main export destination. At the same time, we plan to increase yield per hectare by also investing in modern varieties with better portability and longer shelf life. In addition, there will be greater mechanization and less reliance on manual labor, supported by more professional agronomic management.”

“The Ukrainian blueberry sector is no longer just surviving: it’s optimizing. The goal for this season is to demonstrate that Ukraine is a reliable, well-structured, and high-tech partner for the European food network. Success in 2026 will be measured not only by export volume but also by the number of long-term, direct contracts signed with top-tier European retailers,” Pukshyn concludes.