After years focused on organizing supply and renewing orchards, the Chilean blueberry industry is once again intensifying its promotional campaigns. This was confirmed by Andrés Armstrong, executive director of the Chilean Fruit Blueberry Committee, who explained that this return to marketing activities reflects the consistency and quality of the product Chile is currently offering the world, driven by varietal renewal.

“The Committee has decided to resume its historic role as a promoter of consumption, a task that has been in its “DNA” since its creation 15 years ago,” Armstrong stated, adding that, for the last 4 or 5 years, the focus has been on the classification and evaluation of varieties to improve Chile’s export mix.

"We felt it was time to start promoting again; and for that, we chose markets that, although small, have growth potential within Latin America, including Chile," the executive explained.

Thus, the strategy focuses on boosting consumption in neighboring countries like Argentina and Brazil, a decision based not only on consumption potential but also on their proximity and complementarity. “Chile is a strategic partner to complement local production in Argentina, since its season ends when Chile's is beginning. Furthermore, consumption has grown thanks to the efforts of the Argentine industry itself, to which we will now add our promotion with 'AMO Blueberries,'” the representative pointed out.

It's worth remembering that, at the beginning of January, the Committee carried out a promotional campaign in Chile with the slogan "Blueberries All the Time," which aimed to highlight the health benefits of blueberries and offer fun ways to enjoy this fruit during the summer. The campaign included interviews with national media outlets (TV, radio, and newspapers), as well as the dissemination of promotional materials on social media, and featured the participation of prominent influencers such as Connie Achurra.

“We’ve already started the promotion in Argentina, and we’ll do it later in Brazil, focusing on a more local perspective and message—one that’s relevant to the reality of Argentine and Brazilian consumers. That’s why in Argentina we use the slogan, and we accompany all the promotional materials with ‘I LOVE’, as an exclamation of satisfaction upon tasting them, because of their sweet flavor,” he concludes.

And when it comes to flavor, Armstrong is clear in pointing out that, “Chilean blueberries have a distinctive factor: their sweetness. Chilean fruit is achieving a consistency that appeals not only to regular consumers, but also to new segments that value the flavor experience, and that is a distinctive factor of our blueberries.”

Exports

Regarding the development of the current 2025-26 Chilean blueberry season, the expert indicated that it has been influenced by a two-week advance and the effects of high temperatures. "To date, more than 73 tons have been exported, representing a projected increase of 20%, but the season should end slightly below the 90 tons exported last season," he stated.

Europe has positioned itself as the main destination, accounting for 55% of total Chilean blueberry shipments worldwide, a 36% increase compared to the same period of the previous season. “This is driven in part by a shift in fruit exports from the United States, due to tariff issues and better opportunities in specific niche markets in European countries,” Armstrong noted.

In the case of Asia, there is also evidence of an increase, although smaller (+2%), with the performance in South Korea (+21%), the main market in the Asian continent, and Taiwan (+156%) standing out.

Exports to Latin America also show growth of +25%, with Argentina being the main destination, reflecting a 31% increase in Chilean blueberry imports to date. Meanwhile, Brazil—the second most important market in Latin America—shows a 9% increase.

Finally, the CEO noted: “With these promotional activities, the Blueberry Committee reaffirms its commitment to the industry, seeking to expand demand and generating a supply focused on a better consumer experience that is consistent across all markets.”