The Chilean exporter Prize is internationally recognized for the quality of its fruit, especially its blueberries, which have won over the world’s main markets. The company has production in Chile, Peru, Mexico, China, Morocco, the United States, and Georgia, with the goal of supplying as many markets worldwide as possible.
In an interview with Blueberries News, Rodrigo Estévez—agricultural engineer, MBA from the University of Chile, and Commercial Manager at Prize—analyzes the 2025–2026 season across the different production origins, along with the main challenges and opportunities facing the industry.
The executive referred to the global expansion currently experienced by blueberries. “There is no country that is not growing. Consumption is expanding both in the more developed markets and in those where blueberries were previously less relevant. From that perspective, the assessment of the season is very positive,” he said.
Estévez emphasized that diversification of origins allows Prize to supply its customers 52 weeks a year, avoiding supply peaks concentrated in just a few weeks.
“Our diversification gives us a very strong position to supply our customers around the world year-round, unlike other fruits where the entire season is decided in just a few weeks.”
He added that the industry is undergoing a true varietal revolution. “We are experiencing a genetic transformation similar to what perhaps occurred in grapes. Many varieties have become obsolete, and new genetics have entered the market very strongly, offering better-quality fruit and an improved consumer experience. This directly drives increased demand.”
Peru: Prize’s Main Origin
Regarding the 2025–2026 season in Peru, Estévez noted that the country “has become our main origin. We will end the season with close to 15 million kilos, compared to 8.5 million last year—that is, we are nearly doubling our volume in just one year.”
He highlighted that Peruvian blueberries are having a strong impact across all markets—from the United States and Europe to Latin America, the Middle East, and India—where the fruit arrives by sea after more than 50 days of transit while maintaining excellent quality. “This is only possible thanks to new genetics, which make it possible to deliver outstanding fruit and a very strong consumer experience.”
He also highlighted the strong performance of Peruvian blueberries in the Chilean market, where high-quality fruit is available year-round.
Chile: More New Genetics and an Earlier Season
In Chile, Prize has expanded its acreage with new varieties from the Sekoya group. “We begin harvest in July at our fields in Quillota and Putaendo, extending the season through February—that is, more than six months. New genetics make a clear difference compared to traditional varieties.”
On the other hand, Estévez acknowledged that traditional varieties are facing greater challenges. “Consumers in destination markets have become accustomed to a product with better flavor, size, firmness, and overall eating experience. Chile is finding it difficult to compete with traditional varieties, and one way to defend itself is by not compromising on quality. In addition, the season has shifted earlier and become more concentrated, creating additional commercial challenges.” Added to this are climatic events such as rainfall and heat waves, which require highly precise management practices to ensure fruit quality.
Morocco, Mexico, and China: New Production Hubs
In Morocco, Prize will begin its first harvest this season with Sekoya varieties. “We are very excited about the opening of new origins,” said Prize’s Commercial Manager.
In Mexico, the company has already begun its second season with a focus on Sekoya, and expectations are high, with a product primarily oriented toward the U.S. market, but also with projections for other destinations.
In China, Prize launched its first commercial harvest in late 2025: “We are having a very positive impact with new genetics and a local fruit presence under the Prize brand. This gives us a competitive advantage to supply our customers in China year-round with high-quality, crisp fruit of excellent size.
Georgia: The New Bet for Europe
A country with great potential for the blueberry industry is Georgia—a high-chill-requirement region—where Prize’s plantings will begin production starting in 2026. “Georgia will give us the strength to supply the European market in counter-season to Chile and Peru, complementing Morocco’s supply,” the executive emphasized.
Markets: Strong Presence in Asia, Europe, and North America
Prize exports blueberries to the world’s leading markets. In Asia, South Korea has established itself as a strategic destination for Chilean fruit, with excellent results in terms of quality and pricing.
According to Prize’s Commercial Manager, the company has strongly developed a commercial diversification strategy to avoid relying too heavily on a single market and thereby minimize some of the inherent risks of the business. “The challenge is to deliver fruit in optimal condition to every corner of the world.”
In the United States, Prize has strengthened its presence in supermarkets with its own brand. “The North American consumer, like the rest of the world, is willing to pay more for a better product, and we clearly see that with new genetics,” Estévez stated.
Strategy: Vertical Integration, Local Presence, and Challenges
Among the company’s main strategies are the development of a premium product supported by new genetics; the establishment of its own commercial offices in Europe, India, and China, in addition to its partner in the U.S.; vertical integration to be closer to markets and customers; and supplying blueberries year-round. “Having local offices allows us to understand the reality of each country and be closer to our customers,” Estévez explained.
Finally, the executive identified the sector’s main challenges: “The major challenge is varietal replacement, which involves a significant investment. We also need to move forward in flattening the global supply curve and address logistical challenges, with transits of up to 50 days to markets such as India.”
Despite this, Estévez remains optimistic: “New genetics, diversification of origins, and the growth in global consumption make the outlook for the season very positive for us.”
