The blueberry market in Ukraine is under pressure as production costs remain high, while prices are expected to stay stable or even decline slightly. According to Yaroslav Movchun, co-owner of the Ozeriana berry farm, this season will be tough for many growers, especially larger farms where costs exceed 60 UAH/kg (€1.45/kg).
"Blueberries are no longer a premium product," Movchun explains. "All berries have become expensive due to rising costs of fertilizers, irrigation, and wages. The key factor now is quality, those who offer top-grade berries will have some control over pricing."
Despite a shrinking premium consumer base, demand for high-quality berries remains strong. Last year, some retailers struggled to meet supply needs, sometimes resorting to lower-quality berries from partners.
In 2024, Ozeriana's blueberries were sold at 200 UAH/kg (€4.85/kg), later dropping to 120 UAH/kg (€2.90/kg) wholesale and 160 UAH/kg (€3.90/kg) retail. Many farmers, however, sold for less than 100 UAH/kg (€2.40/kg), often neglecting sorting, packaging, and post-harvest processing.
Movchun warns that market saturation is approaching, pushing prices even lower. Many blueberry farm owners are unsure of their next steps. Some are struggling financially, unable to reinvest in the next season.
"Many entered the blueberry business without a long-term strategy," he says. "Recently, a 6-hectare farm with infrastructure, a water source, and a house—originally worth €600,000—was sold for just €150,000."
With grant funding decreasing, many farms that previously relied on subsidies are now unprofitable. Movchun stresses the need for better financial planning and production optimization to survive in the changing market.
Source: agroportal.ua