2018-2019 season of the blueberry: Analysis of the American markets and the offer
On the eve of the start of a new harvest campaign in the southern hemisphere, different are the approaches and concerns that arise around the production of one of the most important fruit crops of the last decade: The blueberry.
Within this context, the Argentine company Top Info, specialized in market intelligence, research and consulting makes some forecasts in this matter. It also analyzes the possible scenarios by region.
And the first point that is addressed in the document disclosed in the web portal of the organization is precisely how favorable the demand for "blue berrie" looks. However, they explain that the complicated thing arises from the point of view of the suppliers and the increasing competition.
The markets
United States is the first market that analyzes Top Info, where they point out the bad weather conditions that occurred during the summer of the northern hemisphere, which was implacable with high temperatures and low rainfall.
They talk about the reduction of the harvests in states like Michigan, Washington and Oregon and the decrease in the production of fresh fruit by a margin that reaches up to 30%, all due to environmental complications.
They mention that during the first week of August the harvests recovered a little, but that the inclement heat has caused important damages in the plantations of blueberries, an item particularly vulnerable to the high temperatures.
In terms of prices, they emphasize that they should continue to grow and possibly reach the figures that were recorded during the 2016 year. "In the first days of August the prices managed to surpass those of the 2017 and 2016," reads the document.
In the case of Peru, highlight how early production started, in addition to stating that the shipment rate is in the order of 200 to 600 tons per week. "By the end of week 31 they had shipped 1.800 tons, almost all by ship (95% of the total)," the report emphasizes.
The first Peruvian shipments, according to the study, were destined for the Asian continent, especially countries such as Hong Kong, Thailand and Malaysia, where the 60% of the item that was exported from the Andean nation was received.
The growth projection of blueberry production in Peru is 50%, so the local industry forecasts a volume of production of about 70.000 tons by the end of the season.
About Chile, Argentina o Uruguay They did not want to venture to give too many predictions because the season is just beginning to walk. Despite this, they do emphasize how cold winter was in the three countries mentioned.
They underline the fact that temperatures were below average, as well as the fact that some polar masses entered the territories mentioned. They talk about the rain on Argentine and Uruguayan soil, but how dry the landscape was on Chilean soil.
The offer
On the offer of the markets of America, Top Info visualizes the already predicted growth of Peru, but also the one of Chile, without putting a number on this particular. They also talk about how Argentina and Uruguay will see increases in their demands.
They think that what the southern hemisphere contributes for the closing of the season will be some 220. 000 tons of blueberries, but that such an increase will ultimately generate more challenges in how the product can be marketed.
They believe that there is a high risk that the price of cranberry will collapse and become a commodity. And to face such a scenario, they detail that the effort must be put in increasing the sales of the cranberry.
"You have to work with retailers (promotions, offers, strong presence) to increase sales. These actions have to be supported by campaigns to promote the consumption of blueberries, as Chile has been doing for many years, "they suggest with the study.
In the same way, they add that it would be interesting to broaden the consumer spectrum so that in this way the offer is differentiated. “Not to sell everything simply as“ blueberries ”, but to give it added value and a differentiation be it by brand, quality, variety, presentation, packaging or origin. The challenge is to apply these measures to ensure that blueberries continue to be an attractive business for all ”, the document concludes.
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