Starting this year, Luis Miguel Vegas is in charge of the general management of Provid, the association that represents table grape producers and exporters in Peru. This responsibility is in addition to the one he has held since 2019 at ProArándanos, the equivalent association in the blueberry industry. This dual management role reflects a logic of synergy between both sectors.

“Many of the member companies grow both grapes and blueberries,” Vegas explains. “Furthermore, they share common challenges: logistics, market access, and international promotion. It was natural to consider an integrated approach.” Although they still maintain separate structures, the medium-term vision is to move toward greater industry integration, without losing the technical specialization that each crop requires.

Representation and strategy for a dynamic agribusiness

Both Provid and ProArándanos are private, voluntary membership associations. Despite representing approximately 80% of national production in their respective crops, their objective is not strictly trade-based: "We want to represent the entire sector nationwide, to act as ambassadors for our fruit worldwide," states the general manager.

The actions of both associations are organized around four strategic pillars. The first is opening and improving access to markets. In coordination with Senasa, the National Agrarian Health Service, they work to open new markets, maintain existing ones, and optimize logistical and phytosanitary conditions.

The second pillar is the provision of statistical information: “We provide reliable and up-to-date data so that producers and exporters can make informed decisions,” says Vegas. The third pillar is international promotion. This includes participation in global trade fairs—such as those in Berlin, Madrid, Hong Kong, and the US—where national pavilions are set up. The final pillar is communication: “We want to position the fruits not only as products, but also as generators of employment, development, and well-being in the regions where they are grown.”

Table grapes: sustained growth and varietal change

The development of the Peruvian table grape industry has been rapid. "In the 2011 season, we exported 16 million boxes. Today we're at 83 million, and we expect to reach 86 million this season," says Vegas. This represents more than fivefold growth in just twelve years. Currently, there are approximately 24.000 hectares registered for export. Half are located in the department of Ica, 35% in Piura, and the rest distributed among Lambayeque, La Libertad, Arequipa, and Áncash.

One of the biggest changes during this time has been the varietal shift. "In 2016, 90% of exported grapes were traditional varieties. Today, 80% are licensed varieties," he explains. Among the most planted are Sweet Globe (5.200 ha), Autumncrisp (4.000 ha), and Red Globe (3.500 ha), the latter being the only traditional variety that still maintains a significant presence.

Dynamic and challenging markets

The main destination for Peruvian grapes is the United States, which absorbs 50% of the exported volume. Europe, including the United Kingdom, accounts for 25%, and Mexico for 8%. Fruit is also shipped to Colombia, China, and Japan. "In the case of China, we have seen a slight reduction, probably due to the growth of local production. Japan, on the other hand, has been increasing its share since the market opened, although entry depends on the registration of specific varieties," Vegas points out.

Blueberry: from explosion to consolidation

The case of blueberries is even more spectacular. “In 2016, we exported 27.000 tons. Today, we're at 320.000, which means Peru has consolidated its position for the third consecutive year as the world's leading exporter of fresh blueberries. That's more than tenfold growth in less than a decade, with an average annual growth rate of 30%,” explains Vegas. However, the pace is moderating, suggesting that the industry is entering a phase of maturity. Currently, there are approximately 25.000 hectares of blueberries in production. La Libertad leads with 42% of the total, followed by Lambayeque (26%) and Ica (14%). There are also crops in Áncash and Lima.

The varietal shift has been equally significant. "Biloxi and Ventura used to represent 80% of the volume. Today, together they account for 40%," he says. New varieties, such as Sekoya Pop, are gaining ground. Peru is home to more than 10 active breeding programs, allowing for a very diverse offering, tailored to agronomic performance, the market window, and local conditions. Among the breeders present in Peru are Fall Creek, Planasa, MBO, OZblu, IQ Berries, and the University of Florida.

Over the past three seasons, FOB export prices for Peruvian blueberries have shown an upward trend. In the 2022-2023 season, the average weekly price was $5,19/kg, with a maximum of $7,57/kg. In the following season (2023-2024), the average increased to $7,45/kg, and in 2024-2025 to $7,57/kg, with a peak of $10,64/kg recorded in week 36.

A clear difference is observed in the evolution of average FOB prices depending on the destination market. During the 2024-2025 season, China had the highest peak price, reaching $12,78/kg, with a weekly average of $8,12/kg. The United States, the main market by volume, had a peak price of $11,70/kg and an average of $7,79/kg, with less variability compared to other markets. In Europe, prices were more moderate: the weekly average was $6,56/kg, with a peak of $10,91/kg.

Regarding the social role of blueberries in the Peruvian economy, Vegas highlights that in the last season, blueberry exports generated approximately 120.000 direct jobs, mostly led by women.

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Favorable climate and quick market response

The Peruvian climate has been a key ally. "We can produce blueberries year-round and have exportable fruit just eight months after planting," Vegas explains. This characteristic facilitates experimentation with new varieties and a faster return on investment.

The export calendar is also well-defined. The season runs from May to April of the following year. China leads imports in the first few months (July to September), taking advantage of less competition from the Northern Hemisphere. From October onward, shipments are concentrated on the US and Europe, reaching their peak that same month, with weekly volumes exceeding 20 million kilos. Approximately 10% of exported blueberries are organic, a significant figure considering the cultivation requirements.

The producer's profile

In both grapes and blueberries, the trade associations represent companies of all sizes. However, there are differences. "In blueberries, small producers are few, due to the technical and commercial requirements. In grapes, there is a greater presence of small or medium-sized producers, although not at the level we see in avocados," Vegas explains.

According to Vegas, the future isn't just about growing in volume, but about doing so intelligently. "We're moving towards sustained, but more moderate, growth. The key is improving quality, choosing better varieties, and consolidating existing markets," he says. Furthermore, there's interest in opening new markets with more complex protocols, such as Japan for blueberries.