Chile’s blueberry industry advances in market diversification and reduces its dependence on the United States, with Latin America emerging as a strategic growth platform driven by logistical proximity and expanding consumption.
Over the years, Latin America has steadily gained relevance as a destination for Chilean blueberry exports, contributing to a reduced dependence on the U.S. market.
According to Andrés Armstrong, Executive Director of the Blueberry Committee at Frutas de Chile, “from the beginning, Chile’s blueberry industry was built with a very clear focus on the United States. The logic was natural, as Chile produced in counter-season to supply the world’s main consumer market. For many years, this led to a high concentration of supply in North America.”
However, as export volumes grew, the need to open new destinations also emerged. Under this premise, the Blueberry Committee began a systematic market diversification strategy more than 16 years ago, including promotional campaigns in Europe, North America, and Asia, along with market access driven by phytosanitary agreements, particularly in China and South Korea.
In this context, Latin America is beginning to take on a different role. Traditionally considered a secondary market for Chilean blueberries, it is now positioning itself as a platform with strong growth potential, driven by geographical proximity, the ability to influence consumption habits, and still-expanding demand.
“Latin America is no longer a secondary market and is now a real opportunity for Chilean blueberries,” Armstrong states.
From Prize, Rodrigo Estévez, the company’s Commercial Manager, explains that the firm is currently in a phase of growth, expansion, and global diversification in blueberries, aiming to strengthen its presence across multiple markets.
“In that context, Latin America is a very attractive market for our blueberries. As seen with other products such as apples, kiwis, pears, and grapes, blueberries are also finding their place and showing significant growth,” he notes.
Along the same lines, Argentina stands out as a particularly interesting market, with growing demand and local production that complements Chilean supply.
In particular, Argentina has shown significant progress in recent years. “It has experienced very strong growth, with solid demand and a well-developed domestic market. It is a scenario where we aim to continue expanding,” Estévez adds.
Exports on the rise
Prize has been exporting Chilean blueberries to Argentina for several years, with volumes that currently exceed 260,000 kilograms per year
“We have been exporting to Argentina for several years, with steadily increasing volumes. Our strategy is to continue expanding Chilean blueberry exports globally, and within Latin America, Argentina is a market where we aim to keep growing,” Estévez explains.
Opportunities
One of the main advantages of the Argentine market is its geographical proximity, which translates into lower logistics costs and shorter transit times.
“It is our neighboring country, so we are only a few days away. Logistics costs are lower, allowing us to deliver high-quality fruit without taking on the risks associated with long-distance shipments to more distant markets,” Estévez explains.
Additionally, there is a clear opportunity from a seasonal standpoint. “Argentina primarily produces blueberries during the early window—from August to late November—while Chile’s season begins in November and extends through March. This difference allows for an expansion of the available supply in the market,” the executive notes.
In this regard, Armstrong concludes that the Chilean industry still has significant opportunities, “but its future growth will depend on its ability to adapt. Market diversification, varietal renewal, the development of the frozen segment, the expansion of organics, and a stronger promotional presence in Latin America are all part of a comprehensive strategy to sustain competitiveness.”
