Over the years, blueberry production in Austria has gained prominence, now marked by a strong varietal renewal process and a focus on quality.
The main production region is located in southeastern Styria, an area characterized by its mountainous climate, with conditions that are particularly well suited for growing this fruit.
Near this region is producer Manfred Schneider, who has been in the sector for 15 years and has specialized in organic blueberry production.
“Currently, we cultivate 25 hectares of organic blueberries. Our goal is to double the production area over the next three to four years,” he commented.
This production growth has been accompanied by a strategy focused on nearby markets. “For now, we export exclusively to Switzerland. Over the past two years, we have not had sufficient production volumes to fully meet market demand,” he noted.
A challenging season
The 2025 season presented several challenges for producers. According to Schneider, “it was unusual; we experienced a very cold spring, especially during flowering and the cell division stage. As a result, fruit size was smaller compared to other years, which also led to lower overall availability in the market.”
New genetics drive growth
Schneider sees significant growth potential for the industry, particularly driven by new genetics that offer larger fruit size, improved crispness and flavor, along with a longer shelf life.
In this regard, the European market is primarily demanding large-caliber fruit that is crisp, flavorful, and has strong postharvest performance. “Most of the new genetics are hybrids, and each grower must test which varieties perform well under their specific growing conditions. What works in Oregon or Spain does not necessarily work in Austria,” he emphasized.
For this reason, he stressed that “genetic innovation is extremely important if we want to increase consumer confidence and stimulate further growth in sales.”
Varietal renewal to address climate change
Two years ago, the orchard began a varietal renewal process. “Some varieties, such as Liberty and Aurora, performed very well in the past, but are no longer optimal due to the effects of climate change over the last 15 years,” the grower commented.
“We are testing around 35 different varieties from various breeding programs. Based on the results, we will decide this season which ones will be selected for future plantings,” he stated.
He also highlighted that the new genetics present important agronomic advantages: “They generally show faster growth, greater harvesting efficiency—often requiring no more than two picks—and better tolerance to heat waves.”
He added, “New genetics planted within the appropriate production window represent a great opportunity. The main challenges are rising production and labor costs, as well as the availability of skilled workers at the right time.”
Varietal progress also requires adjustments in production management. In this context, protection systems play a strategic role. “Under our growing conditions, protection systems are essential—especially for mid- to late-season varieties—if the goal is to produce high-quality blueberries,” Schneider noted.
