Blueberry industry shifts focus from volume to quality at Madrid forum

The International Blueberry Organization (IBO) hosted the second Blueberry World Forum & Cocktail in Madrid during the Fruit Attraction event. The forum brought together producers, exporters, retailers, and breeders to discuss market trends and industry challenges.

Industry leaders noted that while global blueberry cultivation area has more than doubled over the last nine years, the sector is entering a new phase. The focus is shifting from increasing production volume to ensuring consistent quality. Key consumer demands include improved taste, firmness, size, and condition throughout the year.

Discussions also addressed rising production costs and the need to bridge supply gaps for high-quality fruit while maintaining yields across the supply chain.