Fred Douven: “The next phase of blueberry expansion is just beginning”

European market

Fred Douven: “The next phase of blueberry expansion is just beginning”

The founder and co-CEO of abbGrowers analyzes a European campaign marked by erratic weather, increased volatility, and demand that continues to open opportunities in new markets.

18/08/2026

The European campaign of blueberries This year's growing season has been anything but calm. According to Fred Douven, founder and co-CEO of abbGrowers in the Netherlands, successive storms in Morocco and Spain delayed the start of the season and are creating very erratic market conditions.

“Both countries were late to the game. First, there’s a shortage and prices rise; then everything changes suddenly and supply skyrockets. Meanwhile, quality also begins to suffer,” summarizes Fred, who points out that weather conditions have become the determining factor in the market. And as the season moves towards Serbia and northwest Europe, heat waves are once again creating uncertainty.

"With extreme heat, everything ripens at the same time. It seems good, but in reality it makes harvesting much more complicated. If you miss the right moment, there's no way to recover it."

Consumption continues to grow

Despite the increased volatility, Fred identifies one constant: the demand for blueberries It continues to rise. "Consumption continues to grow. That may be the only truly stable thing in this market," he says. In his opinion, the sector's growth potential is far from exhausted.

The blueberries They already have a consolidated position in Western and Northwestern Europe. In contrast, the markets of Southern and Eastern Europe, Asia, and the Middle East are still in an early stage of development. "If you ask me if this expansion can continue, the simple answer is yes. The next phase is just beginning."

Fred Douven © abb growers

More complex supply chains require greater collaboration

Fred acknowledges that market growth brings new challenges. Climate change, increasingly stringent regulations, and labor shortages are complicating cultivation. “Producers have to invest more and more in protection and infrastructure, and in many places, it’s difficult to find workers,” he explains. The relationship with retailers is also changing. “They want security of supply, which leads to greater mutual understanding. Ultimately, it remains a matter of supply and demand: when there is a shortage, the power shifts to the producers; when there is an oversupply, it returns to the buyers.”

Strategic objective

To continue its international growth, abbGrowers recently established a strategic alliance with Alpine Fresh. Fred believes the two companies complement each other well. “They are strong in North and South America; we are strong in Europe, the Middle East, India, and Africa. By combining our networks and expertise, we both come out stronger,” says Douven.

In the long term, Fred sees great potential in establishing blueberries as a healthy snack. "We want blueberries to be available everywhere snacks are bought today." To achieve this, he believes a stable price, good availability, and a more professional supply chain are essential.

Fred has a clear goal: “In five years, I hope we’ll be among the top five in the world. But ultimately, our strength lies primarily in long-term relationships with producers and customers. That remains our foundation,” he concludes.

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