SanLucar, an international brand of premium fruits and vegetables with a presence in more than 24 countries, continues to expand its operations in China, where the market is beginning to play a dual role within its strategy: a consumption destination and a production area.

The company operates under a vertically integrated model that encompasses everything from varietal selection and cultivation to logistics, marketing, and point of sale. Its proposition combines production, quality, innovation, and brand development, with a presence in Europe, Africa, Asia, and the Americas.

Since the launch of their project blueberries In 2019, SanLucar, a premium brand, expanded its program to over 30 markets, with production in more than 21 countries. According to the company, this network allows it to move towards a more consistent supply throughout the year and maintain quality and flavor standards across different origins.

Peru, a key player in global supply

Peru occupies a relevant place within the international strategy of blueberries of SanLucar.

Through investments in domestic production, the country contributes blueberries Premium mainly between August and December, a window that helps maintain fruit availability throughout the year and consistent quality in international markets.

The company also strengthened its business in berries through the acquisition of a controlling stake in the US company Twin River Berries, thus expanding its supply capabilities in North America.

This operation complements the growth developed in Peru and strengthens SanLucar's ability to maintain a stable supply of premium berries in different markets.

© SanLucar

China is gaining importance as a market and origin of production

SanLucar is also strengthening its commercial presence in China.

In March, the company implemented a special space for blueberries in an Olé supermarket in Shenzhen, with a display proposal aimed at highlighting the premium image of the brand and improving the presentation of the product to the consumer.

The company has also received various awards in Asia, including the 2024 Rising Brand Award from DFI Retail Group and the 2024 Global Brand Award for Excellent Brand Reputation. In 2025, SanLucar was also recognized as Supplier of the Year in Singapore.

This commercial presence is now complemented by a production project blueberries premium in China, supported by technology and designed to extend supply beyond the Peruvian season.

The company selects growing areas according to their climatic conditions, looking for large-sized and sweet fruit, attributes that SanLucar identifies among the preferences of Chinese consumers.

The goal is to move towards an offer of blueberries Premium available year-round for China and other Asian markets.

© SanLucar

Quality, variety and retail presence

According to SanLucar, their premium blueberries are characterized by a crisp texture, aromatic flavor, large size, and uniform appearance.

The company has also incorporated packaging solutions aimed at reducing plastic use. Among these is Nature Bowl, developed to improve the environmental performance of the packaging without sacrificing its appeal at the point of sale.

In addition, there are merchandising and retail activation activities, with which SanLucar seeks to reinforce brand visibility and the shopping experience.

Armin Rehberg, CEO of SanLucar, highlighted the importance that Asia, and especially China, have in the company's future development.

“We are very proud of our business in Asia and especially in China. With our premium production, our premium brand, and our blueberries "We are happy to be part of the future of the premium fruit business in China," he said.

With this project, China takes on a dual role within SanLucar's strategy: consumer market and origin of production to extend the availability of blueberries beyond the Peruvian season.