Blueberry future, varieties and brands discussed in Agadir

Global production and market trends, decision making, technical challenges and decision making, new varieties and mechanization, breeding branding and sustainability were the strategic issues discussed again in Agadir last November 14th with the major Morocco producers, technology suppliers, International breeders and specialized distributors. Global berry markets represent USD 40,9 billion, the strawberries make just half of it $20,7 billion, according to FAO EU and USDA estimates. The Europe and Mediterranean countries represent about $4,5 billion, Mediterranean countries alone make $2,4 billion, Morocco about $ 500 million annually.

Which better market windows for Mediterranean berries

Alfonso López from Planasa shared his analysis of the better value-added market windows for strawberries and raspberries. He reminds the worldwide production of strawberries have reached a top, in production values. Morocco represents nearly 11% of the Mediterranean strawberry output with a stable value around $500 million per year. The cultivation areas of strawberries reduced from 3,600ha in 2017 to 2,700 in 2023, which demonstrate the increased performance of output per hectare. Morocco production pic is in February, while its main competitor Egypt in January and gets the best production value in December. Spanish pic of production value is in April, Greece is also in April. According to Alfonso López analysis Morocco should try to advance its production window in December, since Egypt gets the better market value in November and December. 50% of Morocco strawberry crops are early varieties like Red Sayra, Fortuna, Palmeritas, San Andras.

Morocco production of raspberries continue to progress both in value and by area, now 4,500ha for $205 million export value. The second Mediterranean producing country is Portugal with 1,450ha, Spain is down to 1,250ha from 1,400ha 5 years ago, Italy 250ha. Pic production volumes are between November and May, pics of export value between January and April. Since the market window is large and consumption demand is annual and quite constant, Alfonso recommends to produce raspberries during the entire season.

25 to 30 years of varietal protection

Choosing the right varieties and building a strong consumer brand became the key to succeed on a growing competitive market. Fall Creek delegate Inés Buiza reminded it takes a minimum of 10 years to launch a new varieties, a lot of resources ae also needed in the heavy process of registration to protect the variety rights internationally. A registration on the Commercial catalogue at National level is also required in some countries for a necessary to protection of the brand and is taking additional deadline. Inés gave the example of Sekoya Pop®, with PVR registration in 2010, and on the National catalog in 2014. A variety is then protected for 25 or 30 years.

Machine harvest as part of the future in blueberry harvesting?

Roger Horak, founder and executive chairman of United Exports (Ozblu) started its own breeding program in 2010, from 2012 he decided to breed only varieties that also have good abilities for machine harvesting. A small scale testing fields started in 2016, in 2021 was introduced the first variety for mechanical harvesting. With a $18 per hour labour cost, machine can help reduce the cost of harvest by 30 to 50%. Roger referred to a recent report of Rabobank of the growing challenge of declining labour availability worldwide to explain that mechanization may soon be a solution on low-cost labour countries like South Africa, Peru or Morocco. New farm investors at the conference testified water and labour became the 2 major challenges with berry cultivation. Roger explained machine harvesting implies a different orchard design: lower density, in-field irrigation and high position of the nets at 5,5 meters. Machines can also be used for pruning and weed prevention, with inter-row mowing and spraying in one action. “After 30 days of harvest, only damaged fruit show signs of mould, no rejections on the sales to retailers and they are paid at the standard market price” said Roger. Harvest costs in Australia are down from €1,5 to €2/kg by hand to €0,68 to €0,75/kg by machine. Ozblu also started providing machines and suitable varieties to lower-cost labour countries like South-Africa and Peru.