Global blueberry industry shifts focus from volume to quality at IBO Forum

The second Blueberry World Forum & Cocktail, organized by the International Blueberry Organization (IBO), brought together growers, exporters, retailers and industry specialists at IFEMA Madrid during Fruit Attraction 2026.

The event was fully booked weeks in advance and focused on how the blueberry sector can maintain profitability as global production expands and buyers demand more consistent quality.

Quality takes priority

Presenting findings from the Global Industry Report 2026–2027, Cort Brazelton, Co-Owner and Board Member of Fall Creek, explained that the industry is entering a new phase.

Global blueberry acreage has more than doubled over the past nine years, with demand largely keeping pace. However, Brazelton stressed that future growth will depend less on increasing volumes and more on delivering berries with consistent flavor, firmness, size and shelf life throughout the year.

He also highlighted the growing market for premium-quality blueberries, particularly opportunities to address supply gaps.

Profitability remains a concern. According to Brazelton, average yields in many production systems are still below break-even levels, while labor and other production costs continue to rise.

Retail trends and global competition

The forum opened with remarks from IBO Chairman Mario Steta, followed by presentations and discussions involving leading industry representatives.

Christoph Stricker, Managing Director of Edeka and Everest Fresh, shared a retail perspective on changing market requirements.

A Global Leaders Panel featuring Nicolás Moller, Miguel Bentín, Vicente Jiménez, Aritza Rodero and Stricker examined competition, growth opportunities and the changing structure of international blueberry trade.

Steta emphasized that the forum also gave participants an opportunity to establish business contacts and strengthen existing partnerships.

International cooperation

Shota Tsukoshvili, CEO of the Georgia Blueberry Growers Association (GBGA), highlighted the importance of international exchanges for developing markets such as Georgia. He noted that direct contact with growers, buyers and industry specialists helps businesses understand global trends and identify potential partners.

The event also introduced the IBO Summit 2027, scheduled to take place in Peru in November 2027.

Sponsored by Beeflow, Camposol, Hortifrut and MAF RODA, the Madrid forum concluded with a networking cocktail reception.

The IBO plans to continue expanding its international activities, using industry reports, forums and summits to encourage cooperation across the global blueberry supply chain.

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