The commercial window for Chilean blueberries remains open, but competing within it no longer depends solely on when the fruit reaches the market. Arrival condition, flavor and varietal renewal were among the main themes highlighted in the presentations focused on blueberries at Fruittrade 2026.
Andrés Armstrong, executive director of the Chilean Blueberry Committee of Frutas de Chile, identified the February-to-April commercial window in the United States as one of the industry’s opportunities, along with the possibility of lower Peruvian supply during November and December due to El Niño. He also pointed to the expected growth of organic production and opportunities to continue diversifying destination markets.
However, Armstrong also outlined a series of challenges for the industry, including accelerating varietal renewal, managing the risks associated with El Niño, and safeguarding fruit quality and condition toward the end of the season. “To take advantage of these opportunities, we need to maintain the fruit’s arrival condition,” he said during his presentation.
According to the figures presented by Armstrong, traditional varieties still account for around 68% of Chile’s fresh blueberry supply and approximately 74% of planted area. Among the challenges, he therefore highlighted the need to accelerate varietal renewal and validate new varieties according to the different production areas.
Access to the U.S. market is another challenge. Armstrong mentioned the 12.5% tariff associated with Section 301 and the need to make progress on a systems approach for Maule and O’Higgins. Currently, the fumigation required for fruit from these regions makes organic shipments more difficult and can affect fruit condition.
When condition matters more than price
Concern over fruit condition also emerged from the other end of the supply chain. During his presentation, Ernesto Pino, Fall Creek’s regional director for the Americas, shared results from the 2026 Fall Creek Consumer Study, conducted among more than 1,700 regular blueberry consumers in the United States, Canada, the United Kingdom, Germany, China, Chile and Spain.
Uno de sus principales resultados apunta precisamente a la experiencia que encuentra el consumidor al abrir el envase. De acuerdo One of the study’s main findings relates directly to the experience consumers have when they open a package of blueberries. According to the study, soft or mealy fruit and short shelf life are among the leading frustrations across the markets analyzed. Price, by contrast, does not appear to be the main factor limiting growth in the category.
The results also show that size alone does not determine purchase intent, and that preferences differ across markets for attributes such as bloom. When consumers were asked about the factors that drive purchase, flavor and the eating experience emerged as key elements.
These findings align with one of the attributes Armstrong identified as an opportunity for Chile: differentiating its supply through flavor, while maintaining the condition needed for the fruit to reach its destination.
Toward the “Apple-ification” of blueberries
Another shift identified by Fall Creek relates to the information consumers use when making their choices. The study shows that origin and varietal name attract the attention of between 46% and 76% of surveyed buyers, while these attributes already influence purchase decisions for 48% of Tier 1 consumers in China and 30% in the United States.
Pino referred to this evolution as the “Apple-ification” of blueberries: a category in which consumers are beginning to pay greater attention to elements such as variety and origin, much as they have done with apples for years.
The study thus points to growing interest in information that has traditionally had less visibility within the category, with origin and varietal name beginning to influence purchase decisions among some consumers.
A window that exists, but is not exclusive
For Pino, new genetics can also help Chile take advantage of a specific opportunity for its blueberry industry. Speaking with Blueberries News following his participation at Fruittrade, he explained that between weeks 2 and 12 there is a period when it becomes more difficult to find sufficient supplies of high-quality fruit in the main markets.
Chile is not alone in this window. Spain, Morocco and Peru also participate in it, either entering or exiting their respective seasons. However, Pino said Chile retains the capacity to supply significant volumes during this period to both the United States and Europe. “That window still exists. It is not exclusive; we are still competing, but we compete with an advantage because we have a good product and strong experience in producing it,” he said.
In this context, Pino highlighted the contribution new varieties can make through traits related to productivity, quality and storage capacity, combined with Chile’s accumulated experience in blueberry production.
Interest in moving forward with this renewal is also being reflected in demand for plants. According to information from Fall Creek, the company has already committed all of its available capacity in Chile for 2027 and is now moving forward with demand for 2028.
Pino also said that customers are looking to Chile for alternatives capable of meeting the needs of this window, and linked that demand to growers who are renewing their varietal offering and improving their quality standards. “For me, that is the great value new genetics bring to Chile and the opportunity Chile has to move forward in the long term,” he concluded.
