From expansion to performance: Europe’s blueberry industry faces a more demanding market

As competition intensifies and margins tighten, the sector shifts its focus toward quality, consistency and execution.

An IBO exclusive interview with Jorge Duarte, CEO, Senior Agronomist and International Berry Consultant

The European blueberry industry is entering a new stage — one defined not by expansion, but by performance.

According to Jorge Duarte, the sector continues to show strong long-term demand, but is now operating in a significantly more demanding commercial environment. “Consumption in Europe still has room to grow, and that is an important opportunity. But supply has expanded rapidly, global competition is sharper, and margins are tighter.”

This shift is redefining how success is measured. The industry is no longer rewarded simply for producing more fruit, but for delivering better fruit, more consistently, and with stronger postharvest performance and commercial execution.

A sector moving toward maturity

This transition was particularly evident during ENPM 2026, where discussions reflected a clear evolution in industry priorities.

“For me, ENPM 2026 confirmed that the industry is entering a new phase of maturity and professionalization,” Duarte explains.

Rather than focusing on planting more hectares, the agenda centered on market trends, pre- and postharvest quality, farm management, artificial intelligence, robotics and mechanical harvesting — all indicators of a sector that has moved beyond its early growth phase.

“The question is no longer ‘how much can we grow?’ but ‘how well can we perform?’,” he adds.

Genetics at the center of the new model

Within this new context, varietal replacement has become a central component of the industry’s evolution.

“Variety replacement is not a side issue. It is central to the current evolution of the industry,” Duarte emphasizes.

Genetics now shape not only agronomic performance, but also the economic model of the farm, influencing yield, harvest timing, labor efficiency, firmness, shelf life and the final eating experience.

In a market where fruit is judged at consumption, not at harvest, variety choice has become a strategic decision. The transition underway is not simply about replacing older varieties, but about aligning production with the realities of a more demanding market.

Market pressure and rising standards

Several factors are driving this transformation across Europe.

Duarte highlights a clear shift toward varieties with better firmness, improved flavor, longer shelf life and stronger visual appeal, in response to both retailer and consumer expectations.

At the same time, global competition is intensifying. “Europe is part of a global blueberry system now,” he notes, pointing out that new genetics from other producing regions are raising the standard and increasing pressure on European growers.

Local adaptation also remains critical, as growers must select varieties that fit specific climatic conditions, labor realities and market windows, while reassessing the economic performance of each hectare.

The importance of execution

Despite advances in genetics, Duarte stresses that performance ultimately depends on how systems are managed.

“Quality cannot be repaired after harvest; it must be built in the field.”

This includes irrigation management, canopy structure, harvest organization and cooling — all of which play a decisive role in final fruit quality.

He also warns against common mistakes in the transition process, particularly treating varietal replacement as a trend-driven decision rather than a strategic one, and evaluating new varieties based only on agronomic potential without considering postharvest behavior, logistics and market fit.

A more selective future

Looking ahead, the European blueberry industry is expected to continue growing, but in a more selective and disciplined way.

“We will see more professionalization, more concentration, more use of data and technology, more pressure on efficiency, and more emphasis on fruit quality that is consistent from field to consumer,” Duarte says.

In this context, success will depend not on scale alone, but on the ability to combine strong genetics, operational execution and market understanding.

For Portugal, the direction is also becoming clearer. “The country has already proved it can build a blueberry industry. The next step is to prove it can lead with quality, reliability, technical depth and collective strategy,” Duarte concludes.

03-27-2026
IBO Exclusive Content.