The blueberry harvest season has just begun in Georgia, and the market is already showing signs of slowing down. Over the past week, Purchase prices have dropped from €9,5 to €7 per kilogram , and most market analysts expect the downward trend to continue as volumes increase, according to East Fruit.

Despite this decline, prices in Georgia remain relatively high compared to competitors, especially Serbia, which has become a key supplier to the European Union in recent weeks. Serbian blueberries currently enjoy more competitive prices, excellent quality, and faster logistics to EU markets. However, Georgia benefits from a diversified export geography, where the Russian market plays a crucial role in absorbing initial volumes and helping maintain prices.

In recent years, Georgian exporters have significantly expanded their presence in Russia, which now acts as a stabilizing market for early-season fruit. However, many exporters still prefer to sell to the European Union when prices are comparable, due to the EU market's greater transparency, legal predictability, and lower risk of default. In contrast, the Russian market remains volatile, with higher logistical risks, inconsistent customs procedures, and a lack of legal safeguards.

Meanwhile, in the EU market, buyers are already stopping buying Spanish blueberries, where quality problems are increasingly common at the end of the season. This has increased interest in Serbian fruit, and Georgia will need to remain price-sensitive to maintain its competitiveness in the bloc.

As Georgia increases its harvest in the coming weeks, the increased supply will inevitably pressure prices, especially if exports to the EU remain slow. Some local wholesale platforms are already reporting signs of oversupply, which could lead to a steeper price correction unless new export channels are opened quickly.

In this environment, Georgian exporters must remain agile and responsive, closely monitoring market trends and adapting their logistics and pricing strategies accordingly. As previous seasons have demonstrated, the ability to flexibly shift markets and maintain consistent product quality will be key to success in a highly competitive and dynamic blueberry market.