Berries remain a high-growth category in the fruit sector. However, growth stages vary by region. In the US, blueberry consumption is mature, while Europe is still in a growth stage. In contrast, for blackberries, consumption has the opportunity to double in a relatively short period of time. At last week’s Fruit Logistica Berlin event, Philip Symons of North Bay shared his view on developments in the European berry market, while Ryan Lockman provided an update for North America.

The potential of blueberries in Europe
“Both in Europe and globally, berries are a huge growth category,” says Philip Symons, EMEA Director at North Bay. “Blueberries in particular have shown huge growth over the past 20 years, while other fruit categories have remained relatively flat. From that perspective, we have been in a very good position.” Popularity has been driven by two key characteristics: convenience and health. To take advantage of the opportunities, North Bay has been putting a lot of effort into varietal development, improving the quality of the fruit. “As blueberries are our main berry component, we have focused on accessibility by offering blueberries 52 weeks a year. Consumers only get into the habit of buying blueberries non-stop when they are available all year round,” shared Symons.

In addition, flavour, size, texture and shelf life have been key attributes of the newer varieties. In all of these trends, he believes blueberries have been a real winner over the past 20 years. “Taking a varietal program like SEKOYA® as an example, it provides such a good consumer experience that it puts blueberries in a great position right now.” Blueberries are the most convenient berry and their shelf life is a real differentiator. “It allows us to transport blueberries globally without having to resort to air freight. A longer shelf life just makes transportation easier and allows us to plan a little better. Overall, blueberries really offer a perfect deal.”

Looking ahead, this growth curve is expected to continue, at least from a European perspective. While blueberry consumption in the US is already quite mature, the European market is much less developed from a per capita consumption perspective. “In Europe, we are trying to catch up with the US and we still have a lot of growth potential,” Symons said. Looking further ahead to regions like Asia and other parts of the world, per capita consumption is even lower and huge growth is expected in the coming years.

North Bay is a cooperative with member farms in North, Central and South America and works with partner growers in other parts of the world. “Blueberries can be grown virtually everywhere and we offer varieties specific to growing regions, capable of withstanding cold winters or extremely hot summers.” Today, blueberries for North Bay’s program are grown in Argentina, Chile, Uruguay, Peru, Mexico, Florida, Georgia, North Carolina, New Jersey, Michigan, California, Oregon, Washington, British Columbia, South Africa, Egypt, Morocco, Spain, Turkey, Georgia, Serbia and Bulgaria. “It’s a very versatile berry, both from a growing and consumption perspective.”

Explosive growth of blackberries in North America
As North America is a more mature blueberry market, North Bay has shifted its focus in varietal development to blackberries. “In just the last few years, we have seen explosive growth in proprietary varieties entering the blackberry segment, which is a positive development for the category,” says Ryan Lockman, vice president of sales and procurement. “Previously, the few varieties that were available were very acidic, had a short shelf life, and were of low quality.” Now, North Bay has a variety called Erandy® offered under the RESERVE® label, which offers improved characteristics. “It has a better shelf life, a sweet and balanced flavor, as well as a great size. Once we start to eliminate the bad experiences consumers have had with blackberries, we will see blackberry consumption almost double overnight,” Lockman said. As per capita consumption is relatively low, a better consumer experience is expected to result in a rapid increase in consumption.

Left: SEKOYA CRUNCH® FC13-083. Right: Erandy® blackberry variety.

After blueberries, blackberries are the next category in the works for varieties, and Lockman expects more proprietary blackberry varieties to come to market in the future. “With a better consumer experience and increased consumption, more varieties will be available,” he said. The new varieties offer greater shelf stability, which is an important factor along with taste. “The higher volume of blackberry currently offered has very short shelf life and very little consumer satisfaction associated with it. From a consumer perspective, it’s very important to turn this around.”

The RESERVE® line of packaging is offered in the United States and Europe. In order for a berry variety to be eligible for this special label, it must meet certain specifications for shelf life, texture and flavor. “We offer unique varieties and differentiate ourselves by the level and care of packaging we provide for our proprietary varieties. Genetics, packaging and reliable distribution are where we make the difference.”