In an increasingly competitive global scenario, Colombian blueberries are striving to gain ground with a unique product offering flavor, firmness and sustainability. "We focus on quality, not size," says Juan Guillermo González, general manager of Elite Blu, describing the approach that is allowing his company to stand out in a market led by giants such as Peru and Chile.
Juan Guillermo González, general manager of Elite Blu.
With just 700 hectares cultivated, Colombia's nascent industry has developed innovative strategies to compete globally. Elite Blu, with its 100 hectares of greenhouse crops with hydroponic systems, not only guarantees a constant year-round production, but is also obtaining superior yields of 25 to 30 tons per hectare. These figures, which are possible thanks to the implementation of efficient irrigation technologies and the use of rainwater, have led to a 40% reduction in fungicide and pesticide treatments, thereby positioning Colombian blueberries as a sustainable and high quality option.
Greenhouses with hydroponic systems.
In addition to its environmental focus, Elite Blu is also deeply socially-committed. 60% of its 675 employees are women heading households and 35% are rural youth. The company is thus driving economic development in agricultural communities. "We want rural areas to see agriculture as an opportunity, not an obligation," says González. There are also initiatives for the education of employees' children and the improvement of local infrastructure.
However, competition is fierce. This year, blueberry prices have fallen by 25-30%, affected by the huge supply from markets such as Peru. The United States remains the main destination for 90% of Colombian exports, followed by Europe and Asia. Despite falling prices, Elite Blu expects a 30% growth in its acreage by 2025, with a clear commitment to innovation in new varieties and the development of niche markets focused on flavor. The company aims to export between 400,000 and 500,000 kilos of blueberries in 2024.
There have been obstacles along the way. Problems with port infrastructure and refrigerated transport in Colombia make exporting more challenging, and climatic fluctuations are adding a touch of uncertainty. "Despite all this, we believe that the unique taste and quality of our fruit, grown at high altitudes, will allow us to differentiate ourselves," says Gonzalez.
Elite Blu is not only transforming the Colombian agricultural sector, but also redefining the possibilities of an emerging industry, showing that, in a saturated market, sustainability, innovation and social commitment are powerful tools when competing globally.
For more information:
Juan Guillermo González
Elite Blu
[email protected]
www.osom.com.co