Blueberry growers have been working harder than ever to meet the demand this summer as more and more people hail the superfood – and explore new ways to increase yields
Blueberries are having a moment as growers are trying to keep up with “soaring” sales of the superfood. British Berry Growers, the industry body representing 95% of British soft fruit growers, is reporting a sharp increase in blueberry sales this year, with a forecast to reach a 25% growth by the end of 2025.
The standout season for blueberries comes as people recognise the health benefits – as well as adding them to certain foods including matcha and banana bread after going viral online.
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Nick Marston, chairman of British Berry Growers, said: “Blueberries are enjoying a moment in the spotlight thanks to their growing reputation as a superfood, given their exceptional health benefits, which has fuelled demand amongst British shoppers. Growing awareness of British blueberries has also fuelled strong demand, with shoppers seeking them out in store.
“The year-round appetite for this power-packed berry is helping sales climb. We’re forecasting a 25% increase in blueberry sales this year.” This means British blueberry growers are now working harder than ever to meet the demand for more and more – and the sunny weather is also helping.
Growers are reporting that this year’s crop has benefited from exceptional growing conditions amid the warmest and sunniest spring on record, according to the UK Met Office.
Daniel Martin, group commercial director at S&A Produce said: “ This blueberry season has seen a really positive early start, around two weeks ahead of schedule, thanks to strong light levels and an absence of rain.
“As a result, we’re seeing excellent fruit size and nice, even ripening across the crop. In summary, we are optimistic about the season and expect to see excellent flavour and shelf life from this year’s crop”.
To try and keep up with the demand, growers are now developing new blueberry varieties that can deliver higher yields and better resilience, allowing in a bid to meet rising customer demand without having to rely on imported berries. Growers and suppliers are also investing in automated picking and other technology to reduce labour costs and improve efficiency.
Jim Floor, managing director at Hall Hunter, one of the UK’s leading blueberry growers, said: “We pick 90% of our fruits by hand and 10% are picked via machine harvesting, with a plan to increase machine harvesting on our blueberry crops next year to 30%.
When it comes to robotic fruit picking, we’re seeing steady and encouraging progress from robotics and automation companies. However, the technology isn’t quite ready for widespread commercial adoption just yet.”
He added that for now, 90% of blueberries, strawberries, raspberries and blackberries are picked by hand. While we’re in full swing of blueberry season, the growing shift in demand is down to awareness of healthier eating, andconcerns surrounding the dangers of ultra-processed and HFSS foods (High in Fat, Salt, and Sugar).
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