Global market overview blueberries
Germany reported strong winter demand supported by consistent quality from Peruvian and Chilean supplies, and a smooth transition to spring is expected, with domestic and Dutch volumes arriving in mid to late June.
French markets are seeing lower prices this May compared to last year, due to higher volumes from Spain and Morocco and a mix of quality levels. Demand remains strong as the local harvest is set to begin within two weeks. In North America, Florida and Georgia have seen significant yield reductions from hurricanes and pollination issues, but later-season regions like North Carolina and California are now ramping up, with more areas coming into production through July.
Southern Africa is also entering the season with cautious optimism. Zimbabwe’s harvest is picking up pace, and South African exporters expect similar volumes to last year despite past frost damage. However, with a large crop expected from Peru, strong marketing efforts will be essential to secure competitive pricing, especially as demand in Far East markets grows for larger berries in premium packaging.
Spain: Unstable supply challenges UK blueberry sourcing
Huelva, Spain, is a major supplier of blueberries to the UK, but this year has proven challenging. There have been none of the usual production peaks that retailers depend on for promotions. Morocco has indicated larger volumes, but these have not materialised in the UK market; however, the quality of Moroccan blueberries remains good.
Spain and Portugal have experienced the wettest start to a year in 150 years.
“There is now an interesting dynamic—pre-season, no one was willing to commit to volumes. We are selling now and transitioning to Eastern European supply,” said one trader.
Poland experienced very cold weather around ten days ago, with a similar situation reported in Romania. As a result, blueberries will need to be sourced from other countries such as Serbia, Bulgaria, Georgia, and even Ukraine to ensure a strong supply.
Demand for blueberries remains stable throughout the year, as they have become a commodity and are widely consumed as a snack.
In the UK, consumer demand is present, but retailers must achieve the right price point before launching promotions. Currently, growers are not under pressure to move large volumes at low prices.
Italy: Sales rise and production expands
From January to April 2025, blueberry sales increased by 20% compared to the same period the previous year. This consumption trend was observed in a major retail chain in central Italy with over 200 stores. According to the fruit and vegetable purchasing manager, blueberries are experiencing a growth trend similar to that of avocados a few years ago. Currently, the blueberries on sale are both imported and domestic, as the first domestic production has begun. The most common packaging is the 125-gram tray. During the summer, when full Italian production begins, they will also be available in 250-gram trays or 400-gram cups. This week, the 125-gram tray is selling for €2.19. Retail stores are able to run promotions to increase consumption during the summer months.
Meanwhile, a major nursery company in northern Italy has announced new collaborations with top international breeders and the launch of new high-performing varieties that can extend the production calendar. This demonstrates continued interest in the crop.
The blueberry production and marketing campaign began about 15 days ago in Campania with small quantities. The market is responding well in terms of demand and prices.
According to YouGov data, investments in blueberry research and development have paid off in recent years. More than 2.5 million Italian households consume these fruits at least once a month between March and July, peaking at over 3 million households in May 2024. The consumption season is therefore extensive, allowing for an average of more than six purchases per household per year. Each purchase averages more than €3.30 for packages of just over 250 grams, demonstrating the value attributed to this small fruit.
Poland: Blueberry supply steady despite frost
For blueberries, the acreage is no longer expanding at a very fast pace, but varietal changeover is gaining momentum at existing plantations. Due to growing demand for off-season fruit, many producers and exporters have also started importing berries to ensure a year-round supply. This availability is further boosting demand, as it makes it easier for consumers to develop the habit of eating soft fruit regularly throughout the year.
The main challenge of the 2024 season was the very early and rapid start of the growing cycle, which meant that on some farms, the May frost affected green fruit instead of flowers. This led to heavy losses, as green fruit is much more vulnerable to frost damage. However, the frost was localised and impacted growers to varying degrees. Overall, thanks to the widespread distribution of Polish farms across nearly all regions of the country, the total blueberry crop was only slightly lower than in 2023.
According to data from Agronometrics, blueberry exports actually exceeded those of 2023 by 17%, reaching nearly 26,000 tons. It is also worth noting that imports of blueberries from Ukraine—and therefore re-exports of Ukrainian fruit from Poland—are significantly lower than often assumed. The Polish State Plant Health and Seed Inspection Service reported that 1.7 thousand tons of blueberries crossed the Ukrainian-Polish border in 2023, while in 2024 that figure rose to 3.1 thousand tons.
At this point, a similar blueberry harvest to 2024 is expected, as potential crop losses due to frost are offset by recent plantings reaching full production. The harvest of other berries for the fresh market is expected to be higher than last year, due to increasing acreage and the fact that most of this fruit is now grown under covers.
Netherlands: Strong prices and quality for Moroccan blueberries; volumes fell short
“We are now rapidly approaching the end of the Moroccan blueberry season. From both a quality and pricing standpoint, it has been an excellent season, although the volumes have fallen short of expectations. Yields in the fields were significantly lower than anticipated. Nevertheless, consumer demand has been exceptionally strong. Volumes moved swiftly with no buildup or surplus. The entire market focused exclusively on fresh sales, which ultimately benefited the consumer,” explained a Dutch importer.
“In contrast, the Spanish blueberry season has failed to gain momentum, and it is unlikely to do so now, as we are already well advanced in the season. This is truly regrettable for the Spanish growers.”
“Looking ahead, Serbia is expected to commence harvesting around week 24. Once picking begins, substantial volumes should become available within 7 to 10 days. The Duke variety, which constitutes the majority of the Serbian crop, will quickly ramp up production. Approximately three weeks later, blueberries from Romania, Germany, the Netherlands, and, cautiously, from Poland will start to appear on the market. From weeks 25 to 32/33, it will be an ideal time to focus on larger pack sizes and promotional activities. Consumers will have the opportunity to enjoy high-quality blueberries,” the berry trader added.
Germany: Strong winter demand and smooth transition to spring supply
There was pleasing demand for blueberries throughout the winter, says a wholesaler. “The quality of the overseas produce, whether of Peruvian or Chilean origin, was also convincing and stable. At the start of the Moroccan season at the end of February, followed by Spain from mid-March, there were also no abundant surpluses from overseas, so we had a fairly seamless seasonal transition this year.”
The first arrivals from German and Dutch cultivation are expected in mid to late June. “However, it has to be said that there are generally fewer German blueberries available for the free market, i.e., the wholesale markets.”
France: Market sees lower prices ahead of local harvest
On the French market, blueberries come mainly from Spain, but also from Morocco, Portugal, and, in small quantities, from Peru. In May 2025, blueberry prices in France are generally lower than in May 2024, due in particular to more abundant production in Spain and Morocco, as well as the presence of batches of variable quality and cheaper imported blueberries. These factors have forced distributors to adjust their prices downward. Demand is strong, particularly with the return of fine weather. Harvesting of French blueberries is set to begin in about two weeks.
North America: Tight supply and strong demand mark early season
Blueberry volume is increasing in the Southeast. Florida is finishing production on its limited crop, which was down approximately 30–50 percent due to Hurricane Milton and other weather events.
Hurricane Helene and pollination issues have also impacted the first half of Georgia’s blueberry crop. Estimates suggest the crop is down between 30–40 percent in the early part of the season, which is also running late. However, recent rains are helping, and the remainder of the season is expected to see more traditional volume.
“North Carolina will begin harvesting its projected above-average to excellent crop next week.”
Mexico is finishing production, so volume is limited. Additionally, the California blueberry season began about two weeks ago, with peak volume expected over the next three weeks, though the state is slightly behind its original projections.
Demand is strong amid limited supply, so pricing is higher than usual.
Looking ahead, other regions will begin production soon: New Jersey (June 15), Michigan (first week of July), and the Pacific Northwest, including British Columbia (end of June to early July). Peru is expected to begin imports in mid-August.
South Africa: Growers eye global competition
Zimbabwe’s blueberry harvest is gaining momentum, and the South African industry is not expecting significant changes compared to last season, when 25,000 tons were exported from South Africa. Last year, around 2,000 tons were lost due to severe frost in July. By mid-June, the Limpopo crop will be in full swing.
The industry is approaching the new season with optimism, but they are aware, an insider says, that they must not take their eyes off Peru: a large crop is expected from the South American country, and “razor-sharp marketing” will be required from South African exporters to secure good prices for their fruit.
While the established blueberry brands remain focused mainly on European and UK retail, newer players are supplying Zimbabwean and South African blueberries to the Middle and Far East. Demand for larger-sized berries in the Far East is increasing—much more so than in Europe, particularly for tube packaging.
On the South African market, which is currently consuming Zimbabwean berries, volumes have been higher so far than in recent years, with prices lower than in 2023 in particular. Blueberries are trading at approximately €9.80 to €10.80 per kilogram at wholesale markets.
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