The potential opening of markets in China, India, and other parts of Asia could be a "total game changer" for South Africa's rapidly growing blueberry industry. This was the key takeaway from a panel discussion at the recent Fall Creek South Africa Connect Day, held at the company's facilities in Paarl. Market access and the development of new blueberry varieties were central themes of the conversation.
Nick Bowen, Grower Support Representative at Fall Creek South Africa, moderated the discussion with panellists Elzette Schutte from BerriesZA, Craig Schaefer from the exporter Core Fruit, Jean Kotze from Fall Creek South Africa, and Zac Bard, Executive at Westfalia Fruit and Chairperson of the World Avocado Organization.
Global trends and local implications
The panel explored significant trends shaping both local and global blueberry markets, particularly how they impact South Africa. Schaefer noted that consistency is the prevailing trend, especially in the Sekoya program. "It starts with the buyer in supermarkets, who ensures the fruit gets on the shelves. Consumers demand consistency, and bigger fruit is becoming more desirable."
However, Schaefer cautioned against over-reliance on specific markets. "With good genetics, farmers make more money and expand, but they can't focus on a single variety for one market. The days of shipping fruit by air with good returns are coming to an end. We need varieties that can withstand the 30 to 40-day sea journey," he said.
Jean Kotze emphasized the importance of genetic innovation, particularly the development of low-chill varieties that compete with traditional high-chill varieties. "In the past, blueberries were seen as a seasonal product, driven by health trends. Now, with advances in farming, they're available year-round," Kotze explained.
Blueberries as an alternative crop for avocado farmers
Zac Bard provided insight into how blueberry farming is becoming an attractive alternative for avocado growers. "Where avocados thrive, blueberries can grow side by side. Avocado farmers, particularly in regions where climate risk is a challenge, are increasingly looking to blueberries to extend their growing season," Bard said. He also shared lessons from the avocado industry, noting that South African and East African avocado producers have found success in supplying Asian markets, a trend he expects blueberries to follow.
Market access: the key constraint
For many growers, market access is the industry's biggest hurdle. Schaefer highlighted Fall Creek's growth projections, which show significant expansion in blueberry hectares. "Market growth will dictate the size of this industry. If we gain access to China, India, and other Asian markets, it will be a game changer. These countries represent consumers with spending power, and opening those markets would transform the industry," he said.
Elzette Schutte of BerriesZA echoed the importance of gaining access to Asian markets, but stressed that traditional markets remain vital. "We cannot overlook our established markets, as pests and diseases could still pose a threat. Phytosanitary standards are critical. Market access is one of our top priorities, but it's a long process between governments. In China, South African blueberries are next in line, and we hope to gain access in a few years. India is also showing interest, but the government process is slow. In October, we have a delegation heading to Japan," Schutte explained.
No silver bullet
The panel concluded with a note of caution: while gaining market access is critical, it is not a cure-all. "There are still hurdles like import duties—in India, the duty for blueberries is 10%. Demand also needs to be created, driven by importers. Developing new markets requires patience and hard work from everyone involved," the panellists warned.
For more information:
Elzette Schutte
BerriesZA
Tel: +27 82411 0500
[email protected]
www.berriesza.co.za