Australia heading for year round blueberry supply

Australia is soon to have a year round supply of domestically grown blueberries. Currently the various locations of plantings across the country offer fruit for around 9-10 months, starting in June. Peter McPherson, Treasurer of the Australian Blueberry Growers Association, says, "The varying length of Australia from North to South allows low chill, medium chill and high chill varieties to successfully produce at varying times, i.e., very low chill varieties for North Queensland Winter production, all the way down to Tasmanian, high chill, Summer production.

Extending the season for year round production has involved the selection of varieties the suit this range of differing climates and geographical positions.

"We're using varieties that have been specifically bred for the varying climatic conditions, a combination of Australian bred, mostly low chill and also US, mostly high chill, plus the Australian bred Brigetta variety."

Historically Australia's blueberries were mainly produced for export destinations, but a number of factors, domestic and overseas, have shifted the dynamics considerably over the years.

"If we look back to the late 90's export represented about 70% of our fresh consignments. Australia basically had the Northern Hemisphere market to itself from September through to February. When, firstly Chile and then Argentina came into the market with materially increased volumes in the mid 2000's, our ability to compete on price shortened our market opportunity to a mainly Spring window."

Peter explains that Australia's biggest problem in the export arena is cost related, with domestic labour rates twice those of competitor countries.

"That, together with continuing high Foreign Exchange rates - plus increasing domestic consumption - has meant that export is now as low as 10%," he says, though adding that this can change in any given season, especially with the rising popularity of blueberries in nearby Asian markets.

The growing demand at home has been a fortunate turn of events, running simultaneously with the decline of the export trend. It is largely the result of successful marketing of the well attested healthiness of the fruit.

"This has been clearly underpinned by the various positive health benefits that have been promoted globally since the early 2000's, particularly from the research undertaken by the North American Highbush Association. The "Super Food" status that blueberries have been given has been a key driver. Closer to home this has been assisted by an effective, generic promotional campaign by the Australian Blueberry Growers' Association, which has been voluntarily funded by the members, with the aim of putting blueberries in peoples' mouths via in store demo's etc."

The domestic market also benefits from the relative absence of international competition, with only New Zealand able to enter the fresh segment. Around 4500-5000 tonnes of blueberry were consumed at home during the last season, which Peter says was a good one.

"The season just passed was a good one, with record volumes and fresh consumption up 20% year on year. This was underpinned by very good quality for most of the season as Mother Nature was kind. Average returns were slightly up on the previous year."

For more information:
Peter McPherson
Australia Blueberry Growers Association
[email protected]