The industry of blueberry It has entered a stage where simply producing more is no longer enough. With greater supply, increased competition among origins, and more alternatives at the point of sale, attributes such as flavor, consistency, and fulfillment of the value proposition have gained importance in the purchasing decision.

From that intersection of genetics, marketing and the market, Blueberries Consulting spoke with Miguel Ángel CurielAs an executive of Driscoll's, one of the leading companies in the global berry business, and president of Anemones, the main organization representing the Mexican industry, its perspective allows us to closely follow where the sector is moving.

This conversation focuses on the trends that could shape the next decade, on the redefinition of blueberry premium and in the place that the consumer experience occupies today when advancing new varietal selections.

– If you had to bet on a single trend that will transform the blueberry industry before 2035, what would it be and why?

– It's difficult to choose just one. If I had to, I would advocate for the continued evolution of genetic programs towards varieties that improve fruit quality and the consumer experience, while maintaining the economic viability of production and the adaptability of genetic materials to the agro-climatic conditions of the different producing regions. blueberriesThe underlying trend continues to be a continuous and consistent supply to the markets: “Year-Round-Supply”.

– What does a consumer who buys premium blueberries demand today?

– There are different levels of “premium”. Let me explain. Currently, marketers of blueberries They are looking to "skim" the consumer market through different value propositions. One of these is size, another is flavor. In the case of size, we find the "jumbo" packaging that companies are offering. A couple of companies have focused on flavor.

In both cases, there have been significant levels of success. It remains to be seen how long these offerings can be sustained before each of these segments—size and flavor—becomes completely skimmed.

A combined offering of both attributes seems to be the most natural path of evolution. Consistency is expected in all products offered to consumers, but above all, the value proposition must be fulfilled. This expectation is even greater when the consumer pays for a premium product. The value proposition must always be fulfilled, 100%.

– What trends will shape the future of the premium business?

Today, the "premium" segment has developed along two different lines: size and flavor. The convergence of these two lines seems like a natural step in the evolution of the "premium" segment. We can say that organic products are, in themselves, a premium product.

This suggests that the "premium" category isn't limited to a single attribute (size, flavor, organic). With the evolution of genetic programs, it's easy to imagine that other attributes could be exploited as "premium" segments (aroma, appearance, to name a couple).

Ultimately, what this will demand of marketing companies is a more intimate knowledge of consumer preferences in a market saturated with options competing for consumer attention, both within and outside the category.

– How is the relationship between genetics, quality, and consumer experience changing?

– The selection of genetic materials in the industry is responding to the changing demand for product attributes from consumers, maintaining a balance with the economic viability of the crop for producers and the adaptability of these materials to the different agro-climatic conditions in the producing areas to achieve a constant and consistent supply of product to the market.

Prioritizing the consumer experience has become a "right-to-play" in the industry. blueberries Globally, the best genetics must prioritize consumer experiences when advancing selections.

An industry that already competes in a different way

What Miguel Ángel Curiel proposes is a change in the way we understand the business of [unclear - possibly "business"]. blueberryGenetics will continue to be crucial, but it will no longer be enough for a variety to simply perform well in terms of productivity or adaptability. It will also have to deliver a positive consumer experience and meet market expectations.

In this context, the premium segment will hardly remain tied to a single attribute. Varietal selection will have to become more refined, because size, flavor, firmness, aroma, appearance, and condition can open different avenues for differentiation. But none of these will stand on its own if the fruit doesn't consistently deliver on its promises to the consumer. That's where Curiel places a significant part of the competition to come.

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