Joanna Sapała, export manager at Baltic Berry in Poland, says consolidation is not a threat but a response to the market
The berry sector, and blueberries in particular, has undergone a profound transformation over the past two decades. Once considered a niche product, blueberries have become a global commodity available year round.
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This success brings new challenges. Increased competition, retail price pressure, strict quality requirements, and rising labour and energy costs mean further development requires structural change. One of the most important is consolidation.
Global berry trade is dominated by large, integrated players capable of delivering stable volumes, consistent quality, year-round supply, full traceability, and professional marketing.
Blueberry production is becoming increasingly capital-intensive. Modern plantations require advanced infrastructure, automation, and sustainability standards. Labour, energy, and financing costs continue to rise. Consolidation enables joint investment, risk sharing, and professional management structures.
Consolidation in trade is particularly crucial. A significant share of added value is created during distribution.
Commercial integration allows price stabilisation, export development, and strong brand building.
The berry market will continue to grow, but volume growth does not guarantee profitability growth.
The future will depend on efficiency, innovation, and the ability to cooperate. Consolidation is not a threat – it is a response to global realities.
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