IBO Summit 2025: Blueberry industry turns to machines as global congress highlights market shifts

SOUTH AFRICA – The International Blueberry Congress 2025, held from September 25 to 27, brought global producers, marketers, and retailers together to address one of the industry’s most pressing challenges: the rising cost of picking fruit.

With labour shortages worsening, delegates focused on how technology and shifting markets are reshaping the blueberry sector.

Marcel Beelen of Finefield told delegates that in the United States, machine harvesting has advanced fastest among high-chill varieties.

“Machines are going to replace hand-picking,” he said, explaining how new methods aim to avoid bruising and reduce fruit lost to the ground.

Roger Horak, founder of United Exports, shared how his team in Australia “has cracked the code” after nearly a decade of trial and error. They tested harvesters, planting densities, and varieties until they achieved reliable results.

“One characteristic needed by the blueberry varieties to be harvested by machine is that they detach only when very ripe,” he said. Horak noted that some popular varieties like Magica do not hold up under machines, and young orchards are unsuitable.

Australia now has 100 hectares ready for machine harvesting, with more planting scheduled through 2027. “Machine harvesting is very useful during the peak harvesting period when prices have come down,” Horak added.

But he clarified that they do not plan to introduce the method in South Africa, where rural employment linked to blueberry farming remains critical.

India’s market growth

The event also turned attention to India, where blueberries are finding an unlikely ally in pushcart vendors. Sachin Khurana and Gagan Khosla noted, “The value of blueberries lies with them.”

They said wholesale markets are starting to recognize varieties and brands more than retailers, while tier 1 cities are showing stronger cold chain capacity.

“Traditional sales channels still shift 85% of fresh produce in India,” Khurana and Khosla told the audience, stressing that importers should distribute across all outlets rather than rely solely on modern retail or online platforms.

Most imports arrive by air freight, and they warned that strict labelling norms and region-specific approaches are essential.

Consumer trends and global strategy

In a panel discussion, Sabina Wyant of Marks & Spencer pointed to differences in retail strategy between Europe and the UK. British retailers lean toward private labels, while brands dominate European markets.

Horak added that Asian consumers are more brand-focused, noting a recent 30% price premium achieved through the Lán Yǒu Ozblu brand in China.

Kevin Hamilton, vice-president of the US Highbush Blueberry Council, stressed the need to reposition blueberries as a snack. He suggested linking the fruit to major events such as the 2026 World Cup in North America.

“It is the perfect marketing opportunity to push blueberries as the healthy snack associated with the event,” he said.

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