The health benefits of blueberries have driven sustained growth in global demand in recent years, as consumers become increasingly aware of the benefits of this fruit, which is considered a ‘superfood.’
This trend has also taken hold in Asia, a region that has become a key market for exporters such as Chile and Peru, who see this destination as an important opportunity for growth and diversification.
In this context, Agroberries, following the acquisition of BerryWorld in 2024, launched BerryWorld Asia this year, a new division aimed at expanding its premium berry market in China, India, and other Asian countries. The initiative includes the establishment of offices in Shanghai and Hong Kong, and marketing under brands such as BerryWorld, BerryFresh, and Red Crown.
Market proximity and regional expansion
Max Emden, director of Agroberries in Asia, told Blueberries News that “this division represents a rebranding following the acquisition of BerryWorld. We decided that, for Asia, our corporate image and presentation would be under this brand, and as a result, BerryWorld Asia is being launched.”
The executive added that the physical presence in the region responds to the need for proximity to the market. “Today we have a team in Asia, which has allowed us to be closer to our customers, better understand the marketing channels, consumers, and market dynamics.”
He also highlighted that significant opportunities are opening up not only from a commercial point of view, but also in terms of production. “As a company with a productive DNA, we see Asia not only as a market, but also as a region in which we want to start participating in the productive sphere. For this reason, we are developing a number of plantation projects, especially in China and Southeast Asian countries. To do this, it is essential to have a division established in the region.”
Regarding strategies for bringing high-quality fruit to Asia, Emden explained that, unlike other markets, the region places a much higher value on quality, which is rewarded more than in Europe or the United States. “That’s why we are focusing our production and field management on the Asian market, seeking larger sizes, greater firmness, good post-harvest conditions, and excellent flavor. These are the attributes that the Asian market is willing to pay for and that also allow us to reach destinations that are far away in terms of transit in good condition,” he added.
Strong results from the season in Asia
When assessing the current blueberry season in Asia, the executive noted that the results have been positive. “Our focus on Asia is relatively recent; three years ago, we were not actively participating in this market. Although we did not reach the expected volumes from Peru due to a general decline in production, in terms of quality and commercial results, the season has been quite positive.”
In terms of consumption, China is positioned as the main Asian market for Agroberries. “It continues to be a product in high demand and has become a food consumed throughout the year, driven by significant local production during certain periods, which has accustomed consumers to having blueberries available all the time. This has also boosted demand for imported fruit,” explained Emden.
He also pointed out that Southeast Asian countries are beginning to incorporate blueberries into their consumption habits, due to their openness to international trade and the lack of local production. “As the product has become available, consumption has grown significantly.”
Meanwhile, India has emerged as another key player. “Although consumption is still low, growth has been very encouraging and is expected to continue, stimulated in part by the development of local production,” said Emden.
Versatility and increasingly demanding consumers
Beyond its health benefits, the versatility of blueberries has been key to boosting their consumption in Asia. “One of the great advantages of blueberries is the diversity of formats and types of packaging. In Asia, there is a wide range, from 80-gram containers to family-size formats of 500 or 700 grams, which allows us to serve different channels, especially in China,” explained Emden.
In this regard, he emphasized that Asian consumers have become more demanding. “In the last year and a half, consumers have become more aware of the value of what they buy, demand greater convenience, and are more sensitive to both price and quality. This has forced us to pay even more attention to product standards. Today, consumers are no longer willing to pay any price for a lower-quality product.”
Competitiveness and remaining challenges
In terms of competition, Emden pointed out that Peru and Chile are the main exporters to China, although Peru maintains a more advantageous position due to its productive window and product quality. “Peru manages to deliver larger, firmer fruit, attributes that are highly valued by Chinese consumers,” he added.
However, Chile still has significant opportunities in other Asian markets, such as South Korea, where it has phytosanitary advantages. “In this market, Chile has an interesting niche for early fruit, with good prices and high consumption,” he said.
Finally, Emden noted that one of the main challenges for the Latin American industry is to further strengthen its focus on quality and product attributes, as well as to move forward with logistics solutions that help reduce transit times. ‘Another major challenge is the development of phytosanitary protocols among Asian countries, especially in markets such as India, where restrictions limit access and increase logistics costs. Added to this is the protection of intellectual property, particularly in China, where the illicit appropriation of new varieties remains a sensitive issue for long-term productive development,’ he concluded.
