With a population of around 40 million, per capita consumption in Poland has grown to reach an impressive 1.83 kg/person in 2022. According to Agronometrics Global Trade Data which provided the data to be included in the IBO Global State of the Blueberry Industry Report 2023, consumption in Poland matches that in the cradle of blueberries. In the United States, consumption was at 1.78 kg per person in the same year. The data was presented at the IBO Summit in Lublin, Poland on July 3-6, 2023. First comments say that Poland’s approach to the development of the blueberry market is one of the best examples worldwide over the last decade.
Strengths of the Polish blueberry industry:
· 50 years of experience in growing blueberries
· Unique climate, perfect taste
· A transforming industry
· State-of-the-art infrastructure
· Promoting consumption
I think it's one of the biggest success stories of the last 10 years in the global industry. 10 years ago, when I visited Poland, it was all about exporting. (...) The consumption you guys have developed here in the last decade is phenomenal. This is something other countries should emulate and something you should be proud of
said Cort Brazelton, Executive Comittee Member International Blueberry Organization
Materials of the IBO Summit show that this domestic consumption growth sets a benchmark for other export-focused middle-income countries.
“With exports only 6.7% higher than imported volumes, all trends indicate that Poland is on track to become both a net importer of blueberries as well as a major producer. This might not seem remarkable at first glance, but it sets Poland apart on the global stage as one of the most successful market development stories for blueberry consumption,” say authors of the report.
The Polish recipe - a berry relay race
So far, the import uptick is an addition of sales volume to a market that has also absorbed Polish production growth fairly successfully, easing the pressure on growers who – like most – have been grappling with input costs rising, inflation and labour shortages.
“To achieve their goals with low budgets at hand and cater to the short three-month season running from July to September, the Polish blueberry growers joined forces with other berry growers. They came up with a combined campaign, using the sporting metaphor of a relay race whereby each berry season ‘passes the baton’ onto the other. The market is made up of strawberries, raspberries, blackberries, gooseberries, sea buckthorn, Polish mini kiwi and dessert redcurrant. There are also blackcurrants, haskap berries and chokeberries, of which Poland is the biggest producer worldwide”.
‘Blueberries’ means ‘daily’
The strategy has a strong "eat local" element, but there is also a parallel message from the berry industry - "eat healthy, every day" - to enjoy imported fruit out of season, thus supporting continued consumption habits. In small towns, people want to find a basket with berries at any time of the year, which was certainly not common a few years ago, says a representative of the industry in the Report.
The authors of the Report say: Everyone is learning to eat blueberries all year round, not just in the months when local produce is available. Historical experience has demonstrated that the best path for maintaining profitability is to grow demand at a faster rate than we can grow production. Together with efforts to increase product quality, generic promotion of consumption worldwide helps to achieve this objective.
Poland shows us an attractive example of what is possible. It is our responsibility to take those lessons home and apply them says the part of the IBO Global State of the Blueberry Industry Report 2023 devoted to Poland.
More than fruit
Next year, global blueberry production is forecast to reach 2 million tons. There was great encouragement from Poland to popularize the qualities and daily consumption of that superfruit, which is a world’s favorite.
“The message I have for all blueberry consumers around the world is to continue to enjoy the delight factor that blueberries give on a day-to-day basis. We are now in a situation of 52-week supply of fresh, wholesome, very health conscious blueberries. Keep eating, eating and eating!” said Peter McPherson, Chairman of the International Blueberry Organization (IBO).
Source of data and analysis: Agronometrics Global Trade Data, IBO Global State of the Blueberry Industry Report, 2023. Calculation methodology: we add total domestic production plus imports, subtract exports and divide that by population. Basically, it is a measure of how much fruit remains in the country and what the consumption looks like, which we can compare to other countries.
#IBOSummit2023 #PolishSuperFruits #PolandTastesGood
Source: Polish Blueberry Promotion Foundation, KZGPOiW, PolskieSuperowoce.pl
For more opinions on the Polish model of market development and the prospects of the blueberry industry in the world go to: A Polish recipe for the success of the blueberry industry
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