"There is still a need for varietal renewal"

Mathieu Billotte, head of Multibaies, a nursery specialized in blueberries, reviews the recent changes in the blueberry sector, including new market expectations and changes in the varietal landscape.

"We are still largely dependent on exports"
The majority of blueberries consumed in France are still imported from Spain, Morocco and Peru. In recent years, however, the French blueberry sector has enjoyed uninterrupted growth, encouraged by the increasing demand from distributors for the French origin. But this trend is now slowing down. "The continuous growth is now slowing down. The French market has regained some momentum, but it is not enough, so we are still largely dependent on exports. In Europe, "a lot has been planted, so we have to wait and see when it comes to potential extensions, including in Morocco, which exports 100% of its blueberries to the European Union." Despite this stagnation, Mathieu Billotte remains convinced that "there is still room to develop the French offer."

Georgia: a strategic market?
For Multibaies, which exports 80% of its plants abroad (to Spain, Portugal, Morocco and Greece), Georgia has long been a very attractive market. "In the 2000s, Georgia was very dependent on the Russian market, but its application to join NATO in 2008 crystallized the already existing tensions between the two countries, forcing Georgia to turn to other countries for imports. Following its NATO candidacy, the country benefited from American agricultural aid via USAID, which enabled it to massively develop blueberry cultivation, with several thousands of hectares planted. Over time, more and more Georgian growers turned to other countries for cheaper planting material, which ended up presenting a number of varietal conformity problems that had a major impact on the sector for several years. Today, Georgian growers know how to distinguish between serious and unscrupulous partners, and Multibaies is considered reliable to supply their market.

New market requirements
"Although the blueberry is a perennial plant that does not need to be renewed as often as the raspberry, for example, there is still a need to renew the variety. This is because market standards are changing, and "buyers are now demanding larger sizes, longer shelf-life and more flavor." This is a fundamental trend that can be observed on all markets. In order to adapt to these new demands, Multibaies has signed a partnership agreement with American nursery Fall Creek, based in Oregon. This partnership will enable the nursery to extend its range to "offer varieties in line with the new standards and broaden sales prospects both in France and in Europe."

There is another trend towards late varieties, which is more widely observed throughout the fruit sector. "It is a question of commercial windows. Traditionally, at the height of the season, relatively large volumes arrive on the market, and supply becomes too high in relation to the demand. In order to maintain good price levels throughout the season, we need to produce both early and late in the season." Late varieties like the Centrablue (vaccinium virgatum), the latest available on the market, are needed in order to offer a more promising sales window. The variety is offered exclusively by Multibaies with the Velluto Blue.

"Our own in vitro laboratory: an advantage over the competition"
"We are one of the few nurseries to have end-to-end expertise," explains Mathieu Billotte. Our in vitro laboratory makes it possible to control the process from A to Z. "It is a definite advantage over the competition because it allows us to be more reactive and therefore produce larger quantities in a limited time, increasing our chances to gain orders." Another undeniable advantage is the laboratory's presence on French soil. "Admittedly, we will never be the cheapest on the market, which can be a competitive handicap, but we give our partners a certain peace of mind. In the event of litigation, and in particular theft of intellectual property, it is the national law that will defend the offending operator. French legislation is one of the strictest in this area, offering our partners guarantees compared with other existing legal systems." Such guarantees enable Multibaies "to work with companies from all over the world that are leaders in the sector."