GLOBAL MARKET OVERVIEW STRAWBERRIES

Europe’s strawberry season continues to be shaped by contrasting weather conditions, with prolonged heat affecting production, fruit quality, and market dynamics in several key growing regions. While some markets are benefiting from improved demand as local supplies tighten, others are facing pressure from lower consumption, quality challenges, or increased volumes.

Across the Northern Hemisphere, growers are balancing weather-related production issues with shifting market conditions. Prices remain mixed between regions, demand varies by market, and investment in protected cultivation and new production systems continues to influence supply as the season progresses.

Italy: Demand below expectations
The unusually high temperatures recorded in recent weeks have taken a toll on summer strawberry production. A leading grower of soilless strawberries in the mountains, at an altitude of around 1,000 metres, reports that temperatures of up to 34°C in June caused significant heat stress to the plants. Securing adequate irrigation water has also become increasingly challenging. Although the strawberry market remains active, demand has fallen short of expectations. The grower sells the fruit in 2 kg trays at an average price of around €22 per tray. One of the key selling points of these mountain-grown strawberries is their longer shelf life compared to fruit produced in lowland areas. However, rising production costs have become a major concern in recent months. Overall costs have increased by around 10%, primarily due to higher transport, packaging, and agricultural input expenses. Mountain cultivation produces strawberries with firm, crisp flesh and relies on disease prevention strategies and beneficial insects for crop protection. The decision to adopt soilless cultivation was largely motivated by sustainability goals and the desire to reduce resource waste.

According to the latest data from Ismea, the average producer price for strawberries remained stable at €5.58 per kilogram during the second week of July, unchanged from the previous week but 1.4% higher than during the same period last year. Prices vary across wholesale fruit and vegetable markets in northern Italy depending on origin, size, and commercial grade. At the Verona market, for instance, strawberries from the Veneto and Trentino regions are primarily sold in punnets, with prices ranging from €3 for Class II fruit to €7.50 for Class I and Extra produce. In Bolzano, the prevailing price for 30 to 40 mm strawberries in punnets was €8.05, while in Cesena, Class I strawberries from Trentino were trading at around €6.

Strawberries continue to strengthen their position as one of the most widely purchased fresh fruits in Italy. According to YouGov data, the category reached more than 73% of Italian households in May 2026, up from 72% in 2025 and 69% in 2024. Alongside the increase in the number of households purchasing strawberries, the frequency of purchases also rose, reaching an average of 7.6 occasions per year. However, average spending per purchase remained unchanged at €3.26, while the quantity purchased per shopping trip declined slightly from 0.631 kg to 0.622 kg. Supermarkets continue to dominate strawberry sales, maintaining their position as the leading retail channel, with household penetration approaching 49%.

Netherlands: Strawberry market recovers after heatwave-driven supply surge
The Dutch strawberry sector was taken by surprise this week by the announcement that Royal Berry has acquired Dutch Berries. The acquisition expands Royal Berry’s production area to 110 hectares, including 47 hectares equipped with LED lighting.

Strawberry prices remained at healthy levels until a few weeks ago, but the spell of exceptionally hot weather accelerated ripening, resulting in a glut of strawberries on the market. Combined with strong competition from other summer fruit, this pushed prices down to as low as €2.00/kg. Over the past two weeks, however, the market has recovered, with prices returning to a more sustainable level of around €6.50/kg.

Current supplies are coming from growers continuing greenhouse production with everbearing varieties. In addition, Dutch growers have invested heavily in tabletop cultivation of everbearing strawberries, while several producers are also harvesting an intermediate greenhouse crop.

Traders report that some markets, particularly the UK, are currently well supplied with strawberries. In contrast, demand is picking up strongly in Southern Europe, as well as in Switzerland and Germany, partly because the recent heat has significantly reduced the availability and quality of locally grown open-field strawberries.

France: Heat affects quality and returns
Spring production reached historically high levels, particularly for Gariguette. Despite the exceptional volumes and overlapping harvests from different growing regions, the market was able to absorb the supply thanks to intensive communication campaigns and commercial efforts that stimulated consumption.

The situation has changed significantly in recent weeks, however. Prolonged heatwaves across the country have placed strawberry plants under severe stress, leading to quality issues and increased sorting in both the field and at packing stations. As a result, a significant share of the crop has been diverted to the processing industry, where returns remain well below production costs, weighing heavily on growers’ profitability.

Fresh market prices have remained relatively stable as volumes declined after some growers ended production earlier than expected. However, the overall economic situation remains difficult once fruit destined for processing is taken into account.

Consumption has also slowed due to competition from other summer fruits, holiday-related shifts in consumer demand, and quality concerns. Production volumes for the second half of the season are now expected to fall below initial forecasts.

Germany: Demand slows after seasonal peak
The seasonal peak has passed. Although supplies increased again, there were clear signs of customer saturation. The quality of the domestic crop was also inconsistent, resulting in a wide price range across some markets. In Berlin, supplies of Class II fruit increased and were already being sold for €0.80 per 500 g punnet. Belgian, Dutch, and Polish strawberries complemented an otherwise uneventful market.

Switzerland: Early harvest, mixed weather
This year’s berry harvest began significantly earlier than in previous years. “However, the weather over the last few weeks has been neither kind to the berries nor to people,” notes a grower from the canton of Lucerne. While the bushberry harvest is still in full swing, the open-field strawberry harvest has already finished in many areas.

Austria: Strong season despite weather
Despite challenging weather conditions, growers in the main production region of Lower Austria achieved above-average yields this year, according to reports at the end of the outdoor season. The conclusion is clear: Lower Austrian strawberries and asparagus were once again in high demand in 2026, earning high marks for quality, regional origin, and food safety.

Spain: Storms reduce production and exports
The strawberry season has recently come to an end in Huelva, which accounts for 95 to 98 per cent of Spain’s total strawberry production. The campaign was marked by a succession of storms during the early months of the year, which affected both production and exports. The lower volume of available fruit had a direct impact on international sales.

Strawberry production totalled 204,035 tons, a 3 per cent decline compared with the previous season. Persistent rainfall during critical stages of crop development particularly affected marketed volumes and limited product availability for much of the campaign.

On the commercial side, the value of exports also declined as a direct result of the lower volumes shipped during the months most affected by the storms. Strawberry exports reached €675.7 million, down 3.3 per cent compared with the same period of the previous year. Germany remained the leading market for Huelva’s strawberries, followed by the United Kingdom and France.

Although the season in Huelva has ended, harvesting continues in other production areas, including Segovia, where volumes are much smaller, and the crop is marketed mainly within Spain.

North America: Quality remains under pressure
Strawberry supplies across North America remain fairly steady, although conditions in California, a key growing region, continue to be warmer than usual. California has experienced exceptional weather for most of 2026 so far, while rainfall at the end of May left approximately half an inch of water in the Salinas-Watsonville area. That rainfall affected the crop and resulted in some losses last month.

Strawberry quality is currently acceptable, although the heat and long sunny days have led to increased wet bruising. Berry texture typically improves as the days become shorter, although that is still some way off.

Prices are currently averaging between €10.00 and €12.00, with demand remaining steady. Processing prices are also very attractive, prompting some shippers in Santa Maria to divert part of their crop to the processing market. Overall, the market remains fairly flat.

Morocco: Exports and acreage decline
Morocco’s strawberry sector continues to contract, with the latest export figures reflecting the downturn. Fresh strawberry exports fell to 8,906 tons in 2025/26, down 49 per cent from 17,539 tons the previous season. Processed strawberry exports also declined by 16 per cent, from 38,037 tons to 31,920 tons.

“I am very pessimistic about the future of the strawberry sector in Morocco,” an industry representative said in an earlier statement. Strawberry acreage has fallen from 3,700 hectares in 2022 to 2,300 hectares in 2025, putting the government’s target of 4,000 hectares by 2030 increasingly out of reach.

The main challenge is competition from Egypt. “Moroccan strawberries are 10 to 15% more expensive than Egyptian strawberries,” the representative said, citing Egypt’s lower production costs and export strategy supported by its currency. Morocco’s limited fresh export window, which ends on March 31 before EU customs duties take effect, has also shifted more volumes towards frozen products.

Production and logistics challenges have further affected the sector this season. According to the representative, the main issues have been an acute labour shortage and disruptions to Gulf markets during the conflict in the Middle East, which prevented many Moroccan exporters from supplying the region.

Egypt: Growers reduce planted area
Egyptian strawberry growers are approaching the new season cautiously following a difficult previous campaign. According to growers, last season combined several challenges, including poor seedling quality, yield losses, oversupply, rising production costs, weak international prices, and adverse weather. Across the country, lower yields have been accompanied by further cost increases.

The difficult season followed a year of record exports. Egypt remains the world’s largest exporter of frozen strawberries by volume, with exports generating approximately €580 million in 2025, compared with about €320 million in 2024. The country also exported 39,000 tons of fresh strawberries in 2026.

Quality concerns linked to the rapid expansion of production last season also prompted the EU to add Egyptian strawberries to its enhanced pesticide residue control list from February 18, 2026, adding further requirements for exporters.

According to industry sources, the challenges of last season are expected to drive many new entrants out of the sector and lead to a substantial reduction in planted area. One grower said that preparations for the coming season are already underway and that, by mid-July, the decline in acreage was already becoming apparent.

Value-added processing is also receiving increasing attention. Last season saw the establishment of drying plants in Egypt, whereas strawberries had previously been shipped to China for drying. More drying facilities are expected to come into operation next season.

Peruvian production picking up on jumbo blueberries

Sekoya® blueberries are currently seeing a mix of sourcing as they’re coming domestically from Oregon, Washington, New Jersey and Michigan, but also Peru. “Growing conditions across our domestic regions have been favorable overall, resulting in good fruit quality and production,” says Ryan Lockman, Vice President of Sales and Procurement for North Bay Produce. “In Peru, warmer-than-normal temperatures associated with El Niño have created some growing challenges. However, the Sekoya varietals have proven to be exceptionally resilient, maintaining strong fruit quality, size, and eating characteristics despite the warmer conditions.”

Right now, the domestic season for jumbo blueberries is beginning to wind down with bigger fruit availability becoming more limited. At the same time, Peru is ramping up its production and it is expected to reach peak harvest in September and October which is making way for a smooth transition into the imported season. “This timing allows North Bay to continue offering retailers a dependable supply of premium Sekoya blueberries,” says Lockman.

^{Lockman says growing conditions across the domestic regions have been favorable overall, resulting in good fruit quality and production.}

Growing consumer demand
At the same time, the demand for Jumbo Sekoya blueberries remains strong and continues to increase. “Retailers and consumers are recognizing the consistent quality, excellent shelf life, and premium eating experience that these varietals deliver, leading to continued momentum across the category,” he says. “Consumption is expected to continue growing as more consumers discover the exceptional flavor, crisp texture, and consistent quality of the jumbo Sekoya varietals of berries. Combined with increased year-round availability, these premium attributes are helping drive repeat purchases and expanding consumer demand.”

In fact, Lockman says one of the biggest opportunities in the berry category continues to be the growth of the premium blueberry category. “As consumer demand for larger, better-tasting blueberries increases, retailers are looking for ways to differentiate their berry offerings,” he notes, adding that the company’s investment in premium genetics has expanded to include Super Jumbo (24 mm+) and organic Jumbo blueberries, both of which provides retailers with more options to meet that demand. “These premium offerings deliver the size, flavor, and eating quality consumers expect while helping retailers build excitement and value within the blueberry category.”

For more information:
Sharon Robb
North Bay Produce, Inc.
Tel: +1 (231) 946-1941
srobb@northbayproduce.com
www.northbayproduce.com

Michigan asparagus wraps 2026 season

The Michigan asparagus season wrapped up on a high note, delivering quality product with strong volumes and increased consumer awareness across key markets. To support growers and drive demand throughout the season, the Michigan Asparagus Advisory Board (MAAB) executed an integrated marketing campaign combining retail promotions, influencer partnerships, recipe development, digital advertising, video content, and earned media.

Today’s consumers increasingly rely on digital platforms for meal inspiration and purchasing decisions. Throughout the season, the board implemented a digital strategy featuring giveaways, original recipes, nutrition-focused content, engaging videos, and partnerships with content creators.

^{Adams says the success of this season demonstrates the value of connecting consumers with locally grown asparagus.}

The influencer program featured creators, including Midwestern Mom, Ayat Sleymann and FarmwithZoe, who collectively reach millions of followers through recipe demonstrations, seasonal meal inspiration and educational content to show the versatility, flavor and nutritional benefits of Michigan asparagus. Combined across MAAB-owned and influencer channels, campaign content generated more than 5.5 million video views and 101,237 engagements, helping introduce Michigan asparagus to new audiences while encouraging purchases during peak season.

“Consumers want to know where their food comes from and how to prepare it in ways that fit their lifestyles,” said Jamie Clover Adams, executive director of the Michigan Asparagus Advisory Board. “Our digital strategy allows us to tell the story of Michigan-grown asparagus directly to consumers, highlighting the freshness, quality, and value of supporting local agriculture while keeping Michigan asparagus top-of-mind during the season.”

The board also implemented a multi-channel marketing program designed to inspire purchases and keep Michigan asparagus top-of-mind throughout the season. Highlights included a partnership with Family Features, which generated more than 60.9 million impressions and secured 551 media placements nationwide through an original recipe and video feature.

^{Freshly picked Michigan asparagus.}

Recipe development also played a role in consumer outreach, with more than 10 original recipes created to showcase the versatility of Michigan asparagus across a variety of meal occasions, cuisines and cooking styles. Top-performing recipes included Classic Asparagus Eggs Benedict and Chile Lime Green Asparagus which generated strong engagement across digital platforms.

The board also invested in Connected TV advertising to reach highly targeted audiences interested in seasonal produce, healthy meals, and farm-to-table foods. The campaign delivered 105,685 impressions and reached nearly 85,000+ households, helping raise awareness of Michigan asparagus availability during peak season.

At retail, partnerships with grocery stores included in-store and digital promotions, utilizing signage, merchandising and e-commerce opportunities to connect with shoppers at the point of purchase.

“Every promotion, partnership and consumer touchpoint is designed to support Michigan asparagus growers and strengthen demand for the crop,” said Adams. “The success of this season demonstrates the value of connecting consumers with locally grown asparagus, and we’re looking forward to creating more opportunities for growth in 2027.”

For more information:
Jamie Clover Adams
Michigan Asparagus Advisory Board
jamie@michiganasparagus.org
www.michiganasparagus.org

Six years in, and The Greenery’s Inspire strawberries still surprise growers

From test greenhouses to real-world production

In the Netherlands, The Greenery introduced the Inspire strawberry variety several years ago. That demonstrates this company’s clear commitment to being distinctive within the soft fruit segment. Not a new variety for the sake of it, but a combination of cultivation strategy, genetics, and market approach. Agronomist Klaas de Jager was at the heart of that development.

“Simply put, it began with a seemingly logical idea,” begins Klaas. “We saw varieties from Southern Europe, so-called low-chill varieties, perform well in warm winters. So, I thought: greenhouses are warm, and we, too, have short days. Surely we can do something with that.”

That idea gave rise to a development process that spanned years. “Between 2016 and 2019, we tested everything at a trial site: plant types, planting dates, climate strategies. That might sound abstract, but that’s exactly what it is: endless trial and error to see what works,” says Klaas.

From unknown variety to commercial introduction
“Initially, you work with nameless varieties. They’re literally numbers from a breeding program. But at some point, you realize: this variety does something the others don’t.” That moment arrived in 2018. “We noticed one type genuinely standing out. It had a production pattern that started early and lasted a long time. That was exactly what we were looking for,” Klaas explains.

Market introduction happened sooner than planned. “We were suddenly asked from two sides: do you have something that starts early and produces for a long time? I could say: yes, actually, we do. That’s when research and the real world converged.”

“We started with 1.6 hectares in 2020. That’s small, but that was intentional. You have to first see if what you observed in trials holds true in practice,” says De Jager. That proved to be the case. “Once that was confirmed, we scaled up, both to growers and the market. It’s not enough to just have a variety; you must also be able to explain it.”

Efficient cultivation with no lights
A key objective was to develop an early variety you could grow without lights. “That was a very deliberate choice. We didn’t want an energy-intensive system, but rather wanted to see how far we could get with genetics and cultivation management,” Klaas points out.

“Low chill means a variety needs less cold to get going, so you can start earlier. And that works even without lighting.” According to Klaas, that is an important distinction. “No other variety can produce as early as late February without supplemental lighting. That’s truly different from other available varieties,” he says.

Flavor/storability balance
One of Inspire’s distinctive characteristics is its good flavor and storability, qualities that are usually hard to combine. “Strawberries with a longer shelf life are often firmer and don’t taste as good. And most varieties with the best flavor are more fragile. It’s always a toss-up between the two.”

“What makes Inspire unique is that it possesses both those traits. That’s partly thanks to its genetics – which is the breeder’s domain – but also because of how we handle the product during cultivation and throughout the supply chain,” Klaas continues. This variety’s genetic base comes from a California breeding program by Plant Sciences.

“It includes varieties already known for their shelf life, and we adapted that to a greenhouse cultivation system.” The agronomist points out that consistency is as important as potential. “You might get a good batch once, but it must be good week after week,” he explains.

“So, we focus very strongly on ripeness at harvest. We want the strawberries to be a truly beautiful red. That’s possible, too. Since the fruit is firmer, you can allow it to ripen for longer without compromising its shelf life. That’s harder with many other varieties.”

Efficiency on the farm
Fruit quality is not the only thing that interests growers. “This variety has a high picking percentage while being labor efficient. So, it’s economically attractive. Harvesters can average about 50 kg per hour. That’s impressive. That’s because the fruits hang freely and aren’t clustered together,” Klaas notes. That plant structure has another advantage.

“When it comes to automation, this type of crop is very well-suited for it. But I think we might be starting in the wrong place.” Klaas means the focus on harvesting robots. “Everyone wants those to do the picking. That’s highly complex, though. It must recognize a fruit as being a fruit, assess it, and pick it without damaging it. That’s difficult. I think the first gains lie more in crop maintenance,” he points out.

“Removing leaves, scouting, that sort of thing. Automate that, and you’ve already taken a big step.” And Klaas believes that if you then develop a harvesting robot, it should not compete with humans on speed. “Perhaps it’s more realistic to have them do specific tasks first, like picking only a certain size. Then you don’t have to compete with human speed right away,” he continues.

Must be diseases-resistant
Flavor and production used to be central; now, disease resistance has become a strict requirement. “That’s genuinely changed. There’s increasing pressure on crop protection products. Those resources keep being phased out. Variety selection, thus, becomes one of the most important levers you can adjust. You truly can’t afford to grow a variety that’s susceptible to diseases anymore.”

Klaas cites a real-life example. “In England, they had a variety that was susceptible to Phytophthora. The pressure was so intense that it was almost unsustainable. Inspire proved to be much less susceptible to it and was introduced as an alternative. Those are steps you can only take if your genetics are in order,” he reckons.

The Greenery is positioning Inspire as a premium variety, though it still has limited consumer-facing branding. “Retailers have their own brands. So it’s tricky to get a variety name prominently displayed on the packaging. Still, some stores do mention the variety, and, more importantly, they know it and understand its performance. That’s actually the first step.”

Growth strategy: acreage and market go hand in hand
Inspire’s expansion is being deliberately managed. “We work with a platform that connects growers and customers. The idea is that acreage and demand grow in tandem. You don’t want a sudden surplus of product with no market, or vice versa,” explains De Jager.

You also cannot just join. “We’re selective. Quality comes first. If someone messes it up, it affects the whole concept. So we carefully consider which growers are a good match and how they work. It has to fit within the bigger picture.”

Low-input sustainable cultivation
Sustainability is becoming increasingly important, even if, according to Klaas, it is difficult to define exactly. “Importantly, we can produce early without artificial lighting. That saves energy. We’ve also looked at varieties that are less susceptible to disease, so you need fewer chemicals. Those are concrete steps,” he says.

The energy crisis adds a new dimension. “We wanted to know what would happen if you grew the variety with minimal input? So, minimal energy and no extra heating. Then you start a bit later, but still early enough. And you use far less electricity. We’re now strongly focusing on that development, and have a growing group of growers working according to that strategy. That offers new possibilities for the future, too.”

Year-round production is, technically, possible
Year-round availability could be the next step. “It’s technically possible. You can combine different planting times to produce crops all year long. But it’s not just a technical issue. You need lighting in the winter, which leads to higher energy costs. Then the question is whether the market is willing to pay for that,” Klaas explains.

He is cautious about the future. “The world is changing fast. So it’s hard to look five years ahead. Inspire should keep expanding, though. Especially if the low-input strategy continues to develop.” Klaas, nonetheless, accounts for uncertainties. “You work in the natural world. Something can always happen, a new disease, changes in resources, you name it. That’s why we keep testing new varieties. Not because we necessarily have something better; to be prepared,” says the agriculturist.

A persistent misunderstanding
Klaas says there is a persistent misunderstanding among growers about Inspire strawberries. “Admittedly, we have, at least in part, contributed to spreading that misconception. We initially mainly positioned Inspire as a variety for CHP companies. This led to the mistaken impression that it’s an energy-intensive variety, while the opposite is actually true. You can cultivate this variety with minimal input, and it still performs well. We’re now actively trying to make that clear to growers.”

“Inspre isn’t a finished project; it’s an ongoing process of testing, refining, and learning. Technically, we can do almost anything, but the key is to keep it realistic for growers and ensure it aligns with market needs. Trying to maintain that balance keeps us on our toes and allows us the freedom to raise the bar slightly higher each time,” Klaas concludes.

For more information:
The Greenery
Spoorwegemplacement 1
2991 VTBarendrecht
Tel: +31 180 655 911
k.dejager@thegreenery.com
www.thegreenery.com

ntario: Strawberry Grower Research Day returns with focus on production systems, genetics and collaboration

“Growers need to trust that the plants are consistent, clean and race ready”

“The speed at which the berry industry is evolving in terms of genetics, growing systems and plant type options, combined with demand from supermarkets and consumers, necessitates that propagators have informed answers for growers,” says Dusty Zamecnik, General Manager and Owner at EZ Grow Farms.

EZ Grow Farms will host the second annual Strawberry Grower Research Day in collaboration with Delphy, Haygrove, Growtec, South Essex Fabricating, Rovero, the Berry Growers of Ontario and other industry partners, at the Ed Zamecnik Berry Research Centre in Langton, Ontario, on the 16th of July. There will be technical presentations and discussions on current research in protected strawberry production, followed by guided tours of the research facility.

EZ Grow Farms General Manager and Owner, Dusty Zamecnik

Research driven by industry needs
“This event and the greater facility itself have always been a dream of ours at EZ Grow,” Dusty says. He explains that the research centre enables commercial-scale evaluation of production practices under practical growing conditions.

“This event allows us to recreate these real-world commercial-scale questions to validate different growing scenarios and be a partner in steering the industry forward with confidence.”

He also acknowledged the work of Jaime VanOoteghem, who manages the research facility and oversees the trial programme. “The data at the end of the year is both reliable and actionable.”

Research facility and trial programme manager Jaime VanOoteghem

2026 research priorities
This year’s programme will cover production curve management through plant type combinations, growing media composition, economically viable structure selection, disease management and variety evaluations.

“As we aim to answer some queries, new scenarios organically arise that our growers realize should be worth investigating,” Dusty says.

Photo right: Integrated Crop Care Specialist, Kyle Dick

Presentations will include updates from Delphy on its digital platform and international berry research, while EZ Grow Integrated Crop Care Specialist, Kyle Dick, will present the latest findings on disease management.

Collaboration across the berry sector
The event brings together companies and organisations representing propagation, structures, crop management, research and grower associations.

“Our partners in these efforts are truly appreciated and are like-minded in building a sustainable berry industry,” Dusty adds. “This collaboration means we are bringing the best from around the globe together in one location as a one-stop innovation shop for growers, governments, universities, breeders and marketers.”

Learning from commercial-scale trials
Following the presentations, attendees will tour the fruiting structures at the Ed Zamecnik Berry Research Centre, where they will view current genetics, production systems and ongoing research trials.

“By being able to touch, feel and independently see the research initiatives, we hope growers spur further questions and insights back to us. We never pretend to have all the answers, so by bringing the industry together under one roof, we hope to uncover other growing problems that growers are facing and then quickly react to help answer them.”

Dusty feels that consistency throughout the propagation chain remains a priority for the industry. “Growers need to trust that the plants coming from the nursery, shipment after shipment, year over year are going to be consistent, clean and race ready.”

“The Strawberry Grower Research Day is a confidence-building event for growers that whichever growing system they’re using, collectively we are working towards having a package programme for them to achieve the best possible outcome.”

The Strawberry Grower Research Day will be held on July 16, 2026, at 1771 Norfolk County Road 23, Langton, Ontario.

RSVP enquiries can be directed to jaime@ezgrow.ca.

For more information:
EZ Grow Farms
Dusty Zamecnik, General Manager/ Owner
dusty@ezgrow.ca
www.ezgrow.ca

Herbert Widmann GmbH on this year’s blueberry harvest:

“Good outlook for yields and quality in Romania and Bavaria”

Much like last year, the first blueberries were picked at the end of June at Herbert Widmann GmbH’s Romanian farms. “Based on the start of the harvest, the outlook for yields and quality is very good. In Romania, harvesting typically begins a few weeks to a few days before it does in Germany, and the harvest window extends until early August. As a result, the peak season overlaps with the early German season, allowing us to usually offer larger quantities to the market,” said Dr. Hans Widmann, managing director of the company, which has locations in Munich and Taufkirchen.

The sales season has also gotten off to a good start so far, according to the sales team. Cultivated blueberries from Romania have established themselves in numerous markets over the years. Widmann: “We market about one-third of our harvest volume in Romania, in Eastern Europe, and in Germany, respectively. The focus here is clearly on the food retail sector.”

Managing director Hans Widmann inspects the Romanian produce at the start of the new season.

Future potential of Romanian berry cultivation
Herbert Widmann GmbH has had its own blueberry production facility in Romania since 2007. The subsidiary Vitalberry is responsible for cultivation and the associated logistics. The goal of establishing in-house production at that time was to bridge the supply gap between Spain and Germany, as Romanian blueberries are typically harvested during this period. “Our growing sites are located in Transylvania and are situated within a radius of approximately 40 km. In addition to cultivated blueberries, we also view the development of other berry varieties, such as raspberries and blackberries, in Romania very positively. In addition to our own projects, we are also interested in long-term collaborations with local growers.”

Insights into Romanian blueberry cultivation

Commitment to the Central and Eastern European Market
Herbert Widmann GmbH recently announced the groundbreaking of a new service center for berries in the Austrian capital, Vienna (as reported by FreshPlaza). “The new location in Vienna will serve as our distribution hub for customers in Austria, Central, and Eastern Europe. We will also pack and market Romanian berries here. The new location is logistically central and thus well-positioned in Europe. The distances to Eastern Europe are short, both to customers and to suppliers. With this location, we also aim to continue growing in Romania and other countries.”

At the turn of the month, the blueberry harvest in southern Germany—specifically Bavaria—also got underway. “Here, too, the outlook in terms of quality and volume has been promising so far. The marketing prospects for Bavarian blueberries also remain good. However, as is the case for all blueberry growers in Germany, it is still very challenging to keep up with producers in Eastern Europe, since production costs in Germany are significantly higher. We view the future of German berry cultivation as positive overall, provided we continue to focus on regionality and quality,” he concludes.

For more information:
Andreas Kreuzmair (authorized signatory)
Herbert Widmann GmbH
Karwendelstraße 9
82024 Taufkirchen
Telephone: +49 89 76 44 18
Email: info@widmann-fruechte.de
www.widmann-fruechte.de

Asperges Bossuyt (Belgique)

« Les ventes d’asperges fraîches et transformées sont quasiment équivalentes »

La saison des asperges touche désormais à sa fin et, chez Asperges Bossuyt, le bilan de ces derniers mois est satisfaisant. Grâce à l’ouverture de boutiques pop-up supplémentaires, l’entreprise d’Oostrozebeke enregistre de nouveau une croissance. Les préparatifs pour la saison prochaine battent déjà leur plein en coulisses. « Au final, grâce à ces boutiques éphémères, nous avons réalisé une meilleure saison. Cela me confirme que ce concept a de l’avenir », explique Kris Bossuyt.

Après ces mois chargés, le calme revient peu à peu. Cette année, en plus de la vente à la ferme, Bossuyt a également commercialisé ses asperges dans des points de vente à Knokke-Heist, Kuurne et Roulers. « Ce n’est que lorsque tout est terminé qu’il nous est possible de vraiment évaluer la saison. »

Même si la chaleur a eu un impact sur les ventes, l’entrepreneur dresse un bilan positif. « La chaleur de ces dernières semaines a fait que les gens sont restés chez eux. Les asperges sont encore principalement consommées par un public plus âgé, qui a préféré s’enfermer pendant ces journées chaudes. Heureusement, nous avons moins ressenti cet effet dans les centres commerciaux. De plus, cela s’est produit à un moment où la saison touchait déjà lentement à sa fin. »

Produits transformés
Outre les asperges fraîches, les produits transformés prennent de plus en plus d’importance au sein de l’entreprise. Si les clients viennent toujours en premier lieu pour les asperges fraîches, la demande en soupe et autres spécialités comme les croquettes augmente d’année en année. « On commence à se rapprocher du 50/50. Les clients viennent pour les asperges et emportent souvent aussi d’autres produits. Nos distributeurs automatiques fonctionnent particulièrement bien. Bien sûr, on vend moins de soupe quand il fait °C, mais sur l’ensemble de la saison, nous en sommes très satisfaits. »

Pour faire face à cette croissance, Asperges Bossuyt continue d’investir dans sa propre transformation. « Nous agrandissons à nouveau notre cuisine. Nous faisons désormais l’objet de contrôles plus fréquents de l’AFSCA, car nous passons à l’échelle supérieure. Cela implique davantage de travail administratif, mais cela montre aussi que nous continuons à nous développer. »

Travailleurs « flexi-job »
Cette croissance nécessite également un effectif plus important de personnel qualifié. « Pour la récolte, nous travaillons toujours avec des saisonniers roumains et nous n’avons rien à redire à ce sujet. La vente en magasin est en grande partie assurée par des travailleurs en flexi-job. Ce système fonctionne très bien pour nous. Ce sont souvent des retraités qui souhaitent arrondir leurs fins de mois. C’est intéressant pour eux, et pour nous aussi. »

Plus tôt dans la saison, Asperges Bossuyt a choisi de maintenir les prix de vente aussi stables que possible, malgré les fluctuations du marché. « Les prix sont en fait restés assez constants. À la fin de la saison, ils étaient légèrement inférieurs à ceux de l’année dernière, mais nous n’avons connu que peu de grosses variations. Avril et mai restent les mois de vente les plus importants et ça a été le cas cette année, avec des ventes soutenues. Du coup, la saison a été agréable et est passée vite. »

Pop-ups
Pour Bossuyt, les points de vente supplémentaires ont constitué l’un des principaux facteurs de succès de la saison écoulée. Ces expériences font désormais l’objet d’une évaluation approfondie afin d’aborder les boutiques de manière encore plus professionnelle l’année prochaine. « Nous voulons les uniformiser encore davantage. Cette année, nous avons beaucoup travaillé avec du matériel d’occasion pour tester le concept, mais nous savons désormais mieux ce qui fonctionne. Lorsque les clients se rendent dans différents magasins, tout doit avoir la même identité visuelle. Cela vaut également pour notre personnel. Si quelqu’un est muté d’un site à l’autre, la méthode de travail doit être exactement la même pour lui. Notre système de caisse nous le permet déjà, mais il s’agit désormais d’étendre cela à d’autres aspects. »

Par ailleurs, de nouveaux emplacements sont déjà à l’étude. « Nous travaillons déjà sur l’année prochaine. Nous examinons quels horaires d’ouverture fonctionnent le mieux et où il serait éventuellement possible d’ouvrir d’autres magasins. Les rues commerçantes, en particulier, offrent encore un grand potentiel. »

Perspectives d’avenir
« Même si la saison des asperges ne dure que quelques mois, nous ne restons certainement pas inactifs le reste de l’année. Outre l’évaluation des derniers mois, les préparatifs pour l’année prochaine ont déjà commencé. Nous souhaitons également miser davantage sur la vente de produits transformés hors saison. Quand tout se passe aussi bien, c’est toujours dommage que la saison des asperges soit relativement courte. Il n’y a bien sûr aucun moyen de la prolonger. Nous voulons proposer des produits aussi frais que possible. »

« Nous explorons tout de même des possibilités hors saison. Par exemple avec nos soupes. Nous constatons qu’elles sont très populaires, ce qui nous amène à étudier les opportunités hors saison auprès des détaillants. Bref, même pendant ces mois plus calmes, il y a suffisamment à faire. Cela nous donne le loisir d’approfondir des sujets connexes. J’ai toujours aimé mener plusieurs projets de front. Ça permet de varier les plaisirs au travail. »

Pour plus d’informations :
Kris Bossuyt
Asperges Bossuyt
Tél. : +32 472801140
info@verseasperges.be
www.verseasperges.be Date de publication: mar. 7 juil. 2026

© FreshPlaza.fr / Jannick Flach

Une nouvelle exploitation de myrtilles intégrée verticalement pour approvisionner les marchés mondiaux

Après avoir développé une filière raisin de table entièrement intégrée verticalement, reposant sur des pratiques durables et conformes aux exigences du marché, Vanguard s’apprête à récolter ses premières myrtilles issues de sa nouvelle exploitation, elle aussi intégrée verticalement.

« Une fois que nous avons atteint, sur une seule origine, un niveau de production de raisin suffisant pour approvisionner les plus grands distributeurs mondiaux, nous avons vu l’opportunité de nous recentrer sur le développement d’une nouvelle catégorie en production propre », explique Ethan Williams, président de Vanguard International et Vanguard Direct. Selon Ethan Williams, la myrtille présente un fort potentiel de croissance de la consommation dans de nombreuses régions du monde.

Vanguard a choisi de se diversifier afin de pouvoir produire toute l’année dans l’une des régions agricoles les plus favorables au monde. « La myrtille est particulièrement adaptée aux conditions de culture de cette région du Pérou », précise Ethan Williams. L’exploitation est située à Pisco, à environ une heure au nord de Villacuri, dans la région d’Ica, où se trouve la production de raisin de table du groupe. Cette diversification dans la myrtille crée également des emplois durables pour les communautés locales travaillant avec Vanguard.

Quelles variétés ont été retenues ?
La première phase de plantation couvre 550 hectares. Le projet global prévoit par ailleurs 950 hectares supplémentaires actuellement en préparation pour les futures plantations. « Compte tenu du grand nombre de génétiques disponibles aujourd’hui sur le marché de la myrtille, nous avons pris la décision stratégique de suspendre les plantations pendant un an », indique Ethan Williams. Cette pause doit permettre d’évaluer pleinement les performances des variétés déjà implantées avant de poursuivre cet investissement majeur avec les génétiques les plus prometteuses.

Selon Ethan Williams, le secteur de la myrtille connaît aujourd’hui la même évolution que celle observée auparavant dans le raisin de table : un besoin croissant de nouvelles génétiques capables d’offrir une meilleure qualité gustative sans compromettre la conservation des fruits. « Les variétés que nous avons sélectionnées garantissent précisément cette expérience au consommateur », souligne Ethan Williams.

La principale variété cultivée sur les 550 premiers hectares est l’Apex de Fall Creek. « Nous continuons d’enregistrer des retours extrêmement positifs et un fort intérêt pour cette variété, qui s’impose comme un concurrent sérieux de la Sekoya Pop, actuellement plus largement implantée chez Fall Creek. » Le reste des plantations initiales se compose des variétés MegaEarly, MegaCrisp et MegaGem d’IQ Berries. Selon Ethan Williams, ces quatre variétés ont démontré leur capacité à produire de manière régulière des fruits de plus de 18 mm de calibre sur 60 à 70 % des volumes récoltés. « Cela nous permet de répondre aux cahiers des charges des distributeurs pour les segments standard et jumbo. »

Première récolte
La première campagne péruvienne débutera en juin, avec des disponibilités jusqu’à fin décembre. À mesure que les plantations gagneront en maturité, la période de récolte devrait progressivement s’étendre de mi-mai à début février.

Les myrtilles péruviennes de Vanguard seront commercialisées via les mêmes circuits que le raisin de table : Vanguard Direct pour les marchés américain et canadien, et Vanguard International pour les autres marchés mondiaux.

Des myrtilles de primeur pour les marchés asiatiques
Les premières expéditions aériennes sont prévues pour des arrivages fin juin, principalement destinés aux marchés d’Extrême-Orient. « Les premières livraisons vers les États-Unis débuteront fin juillet, car les distributeurs américains privilégient généralement l’offre domestique jusqu’à la mi-août, voire jusqu’à la fin août », explique Ethan Williams. « Toutefois, notre démarrage précoce constituera une solution d’approvisionnement viable pour nos principaux partenaires de la distribution américaine en cas de déficit de l’offre nationale. » À mesure que les plantations monteront en puissance, les récoltes tardives permettront également aux distributeurs de maintenir des myrtilles péruviennes en rayon jusqu’à ce que les volumes mexicains prennent le relais. « Cela évite d’avoir à assurer la transition entre ces deux origines avec des approvisionnements chiliens. »

L’Amérique et l’Europe comme destinations principales
Ethan Williams prévoit que l’essentiel de la production sera destiné aux grands distributeurs et opérateurs logistiques de la distribution en Amérique et en Europe. Des volumes plus limités seront orientés de manière stratégique vers le Moyen-Orient et l’Asie lors des périodes de forte demande et de disponibilités plus réduites.

Pour plus d’informations :
Ethan Williams |
Vanguard Group International
Ethan.Williams@VanguardFresh.com
www.vanguardfresh.com