More than a renaissance, what the Chilean industry is experiencing today is... blueberry It's a transformation. This was the view expressed by Pilar Bañados, Business Development Manager for Hortifrut Genetics & Apac, at the XL International Blueberry Seminar in Chile, who warned that the sector's recovery requires deeper adjustments than a simple production rebound.

“The Renaissance is over… what’s coming today is a transformation,” he said, describing a stage in which the industry must respond more quickly and with a more structural logic to an increasingly competitive environment.

In that process, varietal replacement emerges as a fundamental condition. “Without replacement there is no growth, we won't position ourselves well,” he maintained. But he warned that this step, however important, is not enough on its own.

More “athletic” producers

Beyond the varieties, Bañados introduced an idea that summarizes the new production standard of blueberry: the need for more “athletic” producers, that is, with a greater capacity to adapt to changing conditions.

“We need to empower athletic producers… to understand their limitations and how to overcome them,” he explained. In practice, this means adjusting management practices to suit each production situation, from using cover crops in rainy areas to adjusting harvest frequency, increasing the precision of applications, and adopting new technologies.

In that sense, the transformation is not only varietal. It also requires a more flexible and better-prepared production culture.

Look at the market, not just the field

According to Bañados, this adjustment doesn't end in the field either. Another critical point lies in how Chilean industry relates to the market.

“Often we put the fruit in a black box and don’t see what happens afterward,” he pointed out. Today, however, the challenge is to understand the product’s actual behavior at its destination: how it arrives, how it is perceived, and what value it generates.

His current work in the United States, evaluating fruit at its destination, reinforces this perspective. In this scenario, quality is not only determined at the source, but also in the final consumer experience.

Pilar Bañados at the XL International Blueberry Seminar Chile 2026 © Blueberries Consulting

The lesson from Peru: speed and adaptation

Looking at what other competitors have done, Bañados identifies two key factors: speed and adaptability. In particular, he notes that Peru responded quickly to a different scenario, marked by the expansion of cultivation into tropical areas, without a winter break and with shorter growing cycles.

That context allowed for a productive dynamic of blueberry Much more flexible, with greater speed in adjusting varieties and reacting to emerging problems. "They have been quite agile and proactive in detecting their problems," he acknowledged.

In contrast, Chile operated for years under a more conservative approach, trusting that the next cycle would correct deviations that can no longer be postponed. That margin, he argues, has been significantly reduced.

Quality: consistency above all

Regarding the product, Bañados was clear in pointing out that the minimum standard today is consistency.

“The consumer first wants edible fruit that is firm, uniform, and free of defects,” he explained. Flavor remains a relevant attribute and a historical strength of Chile, but it loses value if it is not accompanied by a good overall experience.

“The problem we’ve had is consistency,” he acknowledged. “Soft or defective fruit ends up affecting repeat purchases, even if the flavor is superior.”

Pilar Bañados at the XL International Blueberry Seminar Chile 2026 © Blueberries Consulting

An opportunity that demands discipline

Despite the challenging scenario, Bañados sees room for Chile to regain competitiveness. But that possibility requires greater production discipline and a genuine market orientation.

“The bar is set high and it’s not going to come down,” he warned. The challenge isn’t about returning to a previous state, but about meeting a more demanding standard with a more agile, more disciplined industry that is more connected to what’s happening at the destination.

Check out the video of our YouTube channel Blueberries TVwhere Pilar Bañados explains that varietal replacement is essential to reposition Chile, but it must be accompanied by better productive adaptation.

More news about the International Blueberries Seminar Chile 2026:

Rodrigo Ferreyra: In substrate, water management requires more control

From heat stress to final quality: the physiology that defines the modern blueberry today

From root to fruit: the physiological and nutritional keys to today's blueberry

Market, genetics and global competition: the signs for the Chilean blueberry business

International Blueberry Seminars 2026: Blueberries travel through Peru, Chile, Mexico, Morocco and China