Global Growth and Industry Coordination Shape Blueberry Discussions in Italy
The International Blueberry Organization (IBO) participated in industry meetings held in Italy as part of the 2026 edition of Macfrut, where discussions focused on the current and future outlook of the global blueberry sector.
During the sessions, which brought together stakeholders from across the berry value chain, key topics included market growth, evolving consumption patterns, and the challenges facing producers in a changing environment.
Recent data shared during the meetings highlighted the continued expansion of the berry category in Europe, with blueberries showing particularly strong growth in consumption.
According to Thomas Drahorad, organiser of Berry Area, the strong performance of berries in Italy reflects sustained growth across the category, with blueberries showing particularly significant momentum. In 2025, blueberry consumption increased by 51% compared to the previous year, with more than one in three households purchasing them.
In this context, Mario Steta, President of the International Blueberry Organization, provided a global perspective on the industry’s development and the opportunities ahead.
“Bringing together key players in the supply chain creates valuable opportunities to align perspectives and focus on common goals,” said Steta. “With global growth prospects of 10–15% per year, driven by consumption across all countries, blueberry production is expected to reach 3 million tonnes by 2028 — a major opportunity that we are called upon to manage responsibly, in order to add value for growers, retailers and consumers.”
Steta also highlighted the importance of coordination across the value chain, particularly in markets experiencing rapid development.
“As IBO, we truly value efforts like those being developed by Thomas Drahorad and his team at NCX to build focus and share the challenges and opportunities for the blueberry sector in Italy — particularly the intent to bring the industry together to better coordinate efforts, manage growth, and generate value for growers, retailers, and consumers.”
Discussions also addressed broader industry challenges, including climate variability, varietal innovation, mechanization, and post-harvest management, reflecting the increasing complexity of global blueberry production.
IBO’s participation in these conversations reinforces its role in connecting stakeholders and supporting the sustainable growth of the blueberry industry worldwide.
Source: Italian Berry
IBO Original Content.
04-27-2026
