We want to be able to provide customers with high quality blueberries across 12 months of the year. This means when they need them and with the volume that they need, without being limited by production availability.
Blueberries are a hugely attractive product and consumption continues to grow globally. The trend for superfoods remains a prevalent feature of healthy eating so demand for these beautiful little blue pearls is increasing. The consumer needs very little encouragement to buy more blueberries - we work on consistently making the product better by developing our offer.
We do this through good availability – it is less seasonal compared to other soft fruit, through strong selection in the field and grading in our packhouse.
We are bringing the EarlyBlue™ breeding programme, originally from Australia to Europe and North Africa. This is an exciting programme with numerous varieties for different timing, different climates and different flavour profiles with great eating quality for the consumer.