The introduction of the new Sweet Royalla variety marks a potential turning point for the blackberry sector. The improved flavor and shelf life of Sweet Royalla make it an innovative product that generates demand for larger containers. Maxim De Roeck, from the Dutch company Fruitful Berries, notes that while berries in general are gaining popularity, blackberries are lagging behind due to the need for a sweeter variety. Maxim emphasizes that to boost consumption, frequent retail promotions must be carried out, similar to successful strategies with other berry varieties.

«The blackberry market is good. We come from a high-quality import market, which boosted consumption.

That certainly resisted local cultivation. The volumes are similar to last year and, since they were fair from the beginning, the prices are only slightly lower,” says Maxim, who is optimistic about that market and highlights the new introductions.

Regarding red currants, another of the central themes of Fruitful Berries, Maxim mentions the strong demand for early greenhouse crops, which translates into high prices on the market.

Maxim highlights the challenges of consuming fresh red currants, which are due to their flavor profile and preparation requirements, which affect consumption patterns. He suggests that the introduction of a new, sweeter variety could increase popularity, similar to Sweet Royalla's impact on blackberries.

As for cherries, De Roeck says people like local production, as opposed to the challenges of international competition and climate.

He highlights the popularity of well-known varieties such as Regina and Kordia, adding that since cherry trees have a long growing cycle, it takes a long time to introduce new varieties.

Maxim sees potential in the market, as long as growers and retailers work together on strategies to manage production spikes and price fluctuations, as is done with blueberries and strawberries. He highlights the importance of a planned seasonal approach to avoid oversupply and stimulate demand throughout the year.