The South African blueberry industry is experiencing remarkable growth, driven by a surge in exports and new opportunities in non-traditional markets, particularly in Asia. According to Berries ZA, the industry has exported nearly 5,000 tonnes of blueberries this season – an impressive 34.1% increase from last year’s 3,727 tonnes. South Africa’s traditional markets, the UK and Europe, have received the bulk of these exports, with the UK showing a significant 78.9% increase to 2,040.6 tonnes. However, exports to Europe fell slightly by 4.3%.
While traditional markets remain important, exports to newer regions like the Middle and Far East have seen substantial growth. Exports to the Middle East increased by 31.1%, totalling 996.48 tonnes, while exports to the Far East grew by 39%, reaching 671.92 tonnes. This diversification aligns with the broader goals of the local horticultural export industry, which is focusing on reducing reliance on traditional markets.
A Potential Game Changer: Access to Asian Markets
The recent Fall Creek South Africa Connect Day, held in Paarl, emphasized the immense potential of gaining access to markets in China, India, and other parts of Asia, which could significantly transform the South African blueberry industry. During a panel discussion featuring industry leaders, Nick Bowen, Grower Support Representative at Fall Creek, moderated a conversation around the future of market access and genetic innovation.
One key point was made by Craig Schaefer from Core Fruit, who emphasized the need for consistent quality and the development of blueberry varieties that can survive long sea journeys, as shipping by air is becoming less viable. Jean Kotze from Fall Creek echoed this, noting that advances in genetic innovation have made blueberries a year-round product. The creation of low-chill varieties is particularly important as it allows South African producers to compete globally.
Blueberries as a New Avenue for Avocado Farmers
In regions where avocados thrive, blueberries are becoming an attractive alternative crop. Zac Bard, Executive at Westfalia Fruit, pointed out that many avocado growers are diversifying into blueberries, especially in areas where climate risks are becoming a concern. Bard also shared insights from the avocado industry’s success in Asian markets, a trend he believes blueberries will soon follow.
Challenges and Opportunities in Expanding Markets
Despite these opportunities, the panel cautioned that gaining access to new markets like China and India will not be a quick process. Elzette Schutte of Berries ZA highlighted that while China is a priority, with South African blueberries next in line for market access, it could still take years due to governmental negotiations. India also shows potential, but tariffs remain a hurdle, with import duties for blueberries currently at 10%.
Nevertheless, as global production has faced declines due to factors like El Niño, which affected key blueberry-producing countries such as Peru, Chile, and Mexico, South Africa’s producers have a unique window of opportunity. The shift in Peru’s harvest season also presents a potential advantage for South African producers, especially those in the north.
Looking Ahead
While the South African blueberry industry is poised for continued growth, the road ahead involves overcoming challenges such as market access, import duties, and the creation of demand in new regions. The opening of Asian markets could be a game changer, but it will require patience, innovation, and coordinated efforts from all stakeholders to truly unlock the industry’s full potential.