Event presented key findings from the Global Industry Report 2026/27, which identifies the main forces reshaping the sector
The global blueberry industry gathered in Madrid for a new edition of the Blueberry World Forum & Cocktail, organised by the International Blueberry Organisation (IBO) at Ifema Madrid as part of Fruit Attraction.
The event brought together growers, exporters, retailers, geneticists, and other key industry players to analyse the biggest transformations the industry is undergoing and the challenges that will shape its development in the coming years.
The programme began with welcoming remarks from Mario Steta, chairman of the IBO, and continued with the presentation of the key findings from the Global Industry Report, delivered by Cort Brazelton, co-owner and board member of Fall Creek. Afterward, Christoph Stricker, managing director of Edeka and Everest Fresh, discussed how the market is evolving from a retail perspective.
The day also featured a global leaders panel, composed of Nicolás Moller, Miguel Bentín, Vicente Jiménez, Aritza Rodero, and Stricker, who analysed the industry’s new competitive dynamics, growth opportunities, and the factors redefining the global blueberry business.
“Beyond the learning opportunities, the main value of participating in the forum for many attendees was having another opportunity to build or strengthen personal connections,” noted Steta, who also highlighted the presence of the global industry’s leading voices at the event.
Industry enters new stage
During the event, the results of the Global Industry Report 2026/27 were unveiled. Brazelton, one of its authors, pointed out that the data shows an industry beginning to transition into a different phase.
“The blueberry industry has demonstrated an extraordinary capacity for growth. The planted area worldwide has more than doubled in nine years, and demand has absorbed that growth, with strong demand for fruit that stands out for its quality,” he said.
“But I believe the next stage will be different. The opportunity is no longer just about producing more fruit; it is about more consistently delivering the quality consumers are looking for – flavour, firmness, size, condition, and a great eating experience – every single week of the year.”
He added that one of the most important takeaways from the report is that a distinct segment of higher-quality fruit is beginning to reach significant scale. “The opportunity moving forward is to fill the gaps that still exist in that supply, while continuing to grow demand and generate sustainable returns across the entire value chain,” he noted.
The analysis also shows that growth alone does not guarantee healthy profits. “Average yields remain below break-even levels in many production systems, while labour and other unit costs continue to rise. The next stage must create value for the consumer and sustainable returns for the grower,” Brazelton said.
Building global connections for next phase
The event also served to introduce the organisation’s next major gathering, the IBO Summit 2027, which will be held in Peru in November 2027. As the industry becomes more interconnected, stronger links between countries and businesses across the supply chain are becoming increasingly important.
Shota Tsukoshvili, CEO of the Georgia Blueberry Growers Association, highlighted the value of the event’s international reach. “For the Georgian blueberry industry, being connected with the global blueberry community is extremely valuable. Events like this bring together growers, exporters, retailers, geneticists, and other industry leaders, creating opportunities to exchange knowledge, build partnerships, and better understand where the market is heading,” he noted. “We believe that this type of international cooperation is essential for the continued development of the blueberry industry, both in Georgia and globally.”
Steta said these types of meetings are part of a broader strategy by the organisation to strengthen its international presence and coordination. “The IBO is, without a doubt, the leading global blueberry organisation, with a Global Industry Report and summits that serve as a benchmark for the berry sector. Three years ago, the IBO Board of Directors decided to raise the organization’s profile, which has translated into greater participation in industry forums,” he stated.
