Hans Liekens, retail and value chain manager at sekoya, at a special event held prior to Fruit Logistica 2024, analyzed part of the market blueberry, highlighting the global growth potential and the advantages that Egypt offered to the market as a blueberry supplier.

Sekoya Gathering

At the meeting organized by Sekoya in Berlin, the role of Egypt as a privileged supplier and the projections for its industry in the production and supply of blueberries for Europe mainly.

The meeting brought together producers, Sekoya members, marketers and retailers attending presentations on the development of the blueberry industry and how Egypt could be inserted in a leading and competitive way.

Consumption doubles

Hans Liekens highlighted the growth in global blueberry consumption over the past five years, noting that, according to projections and data, this growth could double in the next five to seven years.

The market has changed rapidly, he said, adding that the preferred characteristics of blueberries have also evolved. Consumers demand larger caliber, firmer fruit with a better flavor.

The snack opportunity

In the context of the retail market, Liekens highlighted that “the sandwich market is four times larger than the breakfast market,” which could dramatically boost future growth, and explained:

«Nowadays, most people eat blueberries for breakfast. Can you imagine if we all started consuming it as a snack?”

The executive insisted that, if position el blueberry as a snack It would be great opportunity in the market, because you can sell throughout the year to a fixed price, which is new, since in this business most of the time prices go up and down depending on the season, the amount of fruit or other variables.

Maritime routes

Remembering the impact on the blueberry industry of the El Niño phenomenon, which caused a drop in production, delays in the season, and as a consequence a lack of fruit in the market, and given that supermarkets are willing to avoid empty shelves in these scenarios, Egypt had the opportunity to be a key part of the “Plan B” of the blueberry supply chain, due to its arrival to the market through accessible sea routes.

"The world is defined by maritime routes, and they are very important," he said, highlighting that Egypt is very well positioned geographically to take advantage of high traffic areas around the world.

Location and sustainability

In addition to the aforementioned advantages, he highlighted that Egypt's good position with respect to the markets gives it a strategic advantage regarding sustainability, because supermarkets are under pressure not only due to prices, but also for environmental reasons, such as CO2 emissions, sustainability and traceability of their products, so they are buying as close to home as possible.

«For Egypt, this also means very good opportunities in the Middle East, as it is growing right around the corner. “I think it could be very positive for the region,” she added.

Competitive variables

Another variable that stood out as a competitive advantage was Egypt's transportation cost compared to other blueberry-producing regions.

“Ships from Egypt to Rotterdam are cheaper than trucks from Morocco to Rotterdam,” he said, adding: “You don't have a competitive disadvantage being Egyptian here. “You have an advantage.”

Referring to Sekoya, he concluded that the variety offered fruit production with a good shelf life, so shipping the fruit in good condition to the final consumer is not a problem that must be solved.

"I think these varieties really offer the opportunity for Egypt to operate in a competitive environment," he concluded.

Hans Liekens will participate with a presentation at the Blueberry Arena by Macfrut 2024 which will take place on May 8, 9 and 10 in Rimini, Italy.