United Exports hails arrival as major milestone in development of year-round, premium supply into key growth market
Zimbabwean-grown OZblu blueberries have arrived in China for the first time, a development described by the products’ exclusive distributor United Exports as an “important milestone” in the continued expansion of its global supply network and its efforts to build sustainable global demand for premium fruit.
The group runs a vertically integrated model that combines proprietary genetics, production expertise, quality management, logistics, and global sales and marketing capabilities to deliver OZblu blueberries to retail and wholesale customers around the world, all year round.
For its contract grower partners in Zimbabwe, participation in the programme provides access to those genetics, production support, leading R&D, and established international markets, the company says.
The southern African country’s production window is strategically important for OZblu, as it can extend the availability of premium fruit into China at a time when Peruvian fruit is less prevalent and local supply in China might not consistently meet premium quality expectations.
According to the company, it’s a supply window that also creates an “exciting opportunity” for the UK and Europe.
The newly arrived shipment marks the latest breakthrough for OZblu in China. According to the company, varieties such as OZblu Magica have consistently achieved price premiums in the market, suggesting Chinese consumers are willing to pay more for a superior and, importantly, consistent eating experience.
“China is one of the world’s most sophisticated blueberry markets, and consumers there have consistently shown that they recognise and reward quality,” says Roger Horak, executive chairman and founder of United Exports. “The success of varieties such as OZblu Magica demonstrates the value of delivering a superior and consistent eating experience.”
“The addition of Zimbabwe to our supply network allows us to extend that promise even further. Zimbabwe provides an important supply window for China, helping us deliver premium OZblu blueberries when availability from other origins is limited. This milestone is another step forward in our strategy of supplying exceptional blueberries to our customers 52 weeks of the year.”
