At the 39th International Blueberry Seminar, held in Lima, one of the topics that captured the industry's attention was the commercial evolution of blueberry varieties and how the market is beginning to distinguish more clearly between standard and premium fruit. In this context, Pablo Cortés, Sales Manager of Agronometrics, spoke with Blueberries Consulting and shared the initial findings of a study focused on measuring varietal performance in Peru.

Based on an analysis of export data, the research aims to go beyond general volume and price trends to observe how specific varieties are establishing a differentiated market position. In this interview, Cortés discusses the preliminary findings, the strategic value of this information, and the next steps to expand the depth of the study.

—What does this study consist of and what differentiates it from the analyses that had been carried out before?

We are always proud to share the information we process year after year, and this time we wanted to go a step further. Unlike previous studies, where we focused mainly on market trends, export volumes, and prices, this time we sought a more specific analysis.

What we did was evaluate the performance of blueberry varieties in the Peruvian market, differentiating between standard and premium varieties. This level of detail allows us to better understand how the varietal supply is performing today.

—How did you gather that information?

We analyzed the data pool provided by SUNAT, information that is manually recorded at the time of export. From this pool, we performed data cleaning and extraction, which allowed us to obtain quite interesting results, even though the project is still in a relatively early stage.

This work has made it possible to differentiate more clearly the price behavior between a standard variety and a premium one.

—What are the main results you have observed so far?

One of the most significant findings is that premium varieties have been increasing their market presence. Their volumes have grown steadily over the last five or six seasons, and that's a positive sign for the industry.

In parallel, standard varieties are showing a gradual loss of prominence, marking a fairly clear transition in the varietal composition.

—And what specifically happens in terms of prices?

There, too, the difference is very clear. Throughout the seasons analyzed, and particularly in the last completed season, premium varieties had FOB prices above the average in all the months evaluated.

This consistently places them in a superior category compared to standard varieties, which for much of the period remained below average.

—Is there any figure that helps to quantify that gap?

Yes. In the 2024/25 season, which is the last one completed, a difference of up to US$2,28 per kilo was observed over the standard varieties.

It is a significant gap, and therefore constitutes a very powerful signal to understand how the market is responding.

—What is your interpretation of that difference?

What we're seeing is that the end consumer is recognizing higher-quality fruit and, in a way, rewarding it. They prefer it and are willing to pay more for it.

From an industry perspective, this data is very revealing, because it shows that varietal differentiation exists not only in the supply, but also in the market's perception and valuation.

—With these results, what decisions or moves could begin to be discussed in the industry?

The first thing to understand is that this study provides a very important part of the story, but not the whole story. Here we are looking at price performance, not total profitability. Even so, it is a very useful tool for identifying which varieties are showing the best commercial performance.

This can become a relevant input for future decisions, especially when considering varietal replacement strategies.

—How do you expect to improve this work going forward?

The idea is to provide this information over time. We want to continue delivering this data year after year, because that will allow us to identify varietal cycles: how long a variety remains in a premium category, when it begins to lose that position, or how it evolves in the market.

In addition, we are working to expand the study's coverage and make the system increasingly robust.

—How extensive is that coverage today?

Today we have close to 20% data representation, and our goal is to expand it. One of the avenues we want to explore is complementing our efforts with SENASA, which has more information than SUNAT, and at the same time moving towards greater automation of processing.

That would allow us to improve both the scale and accuracy of the analysis.

—When we talk about varietal replacement, the concern sometimes arises as to whether this implies losing more traditional varieties. What's your take on this?

I don't see it as a risk, but rather as an opportunity. The market and the consumer are sending very clear signals about what they value, and genetic companies are responding precisely to that demand.

Today, there is a strong focus on quality, flavor, and attributes that ultimately translate into consumer preference. From this perspective, varietal change reflects an evolution in the market.

—Are there any examples that help to better understand this process?

Yes, in Chile there's a very clear example with tomatoes. For a long time, there were varieties that were very recognizable for their flavor, like the Limache tomato. Later, the industry shifted towards varieties with a longer shelf life, better suited to supermarket sales, and some of that original character was lost.

Today, however, more niche varieties are reappearing, with more distinctive flavors and colors. These are different processes, of course, but they show that crops go through cycles and that these cycles must be analyzed in relation to each industry.

—What's next for this study?

Continue collecting data. That's the immediate next step. We want to keep expanding the database and present updated results from the latest season in future reports.

What comes next is to continue delving deeper, because the results we are seeing so far are really very interesting.

—How can the industry access this information?

It can be accessed free of charge through our website. Our intention is to make this information as transparent as possible for the public.

A download link for the report is available on Agronometrics, along with a QR code that provides access to updates of publicly available information. While some data pertains to the breeders and sponsors, the main findings regarding varietal differentiation are readily available.

Check out the full interview on our YouTube channel Blueberries TV