Press release after the IBO Summit 2023

A Polish recipe for the success of the blueberry industry

13 lipca 2023

Poland is the world leader in the growth of blueberry consumption. In Poland, blueberries are perceived as a superfruit and are becoming one of the symbols of a healthy lifestyle. Leaders and experts of the International Blueberry Organization (IBO), including Peter McPherson - Chairman, Cort Brazelton - Executive Committee Member and David Hughes, Professor em. of Food Marketing at Imperial College London talk about the Polish model of market development and the prospects of the global blueberry industry.

Strategy of the global leader in consumption growth

Building domestic demand as the safest foundation for development
Positioning the blueberry as a superfruit
Building regular consumption habits is a priority
A combination of "eat local" with "eat healthy, every day!"
Integration of producers and engagement in nutritional education

The latest IBO Global State of the Blueberry Industry Report (announced in July 2023) states that “per capita consumption reached an impressive 1.83 kg per person in 2022. This is higher than the United States, which had a consumption of 1.78 kg per person in the same year.”

Polish growers see the building of domestic demand as the foundation for the development of the industry and their growing export opportunities. In their promotion efforts, they have focused on building regular consumption habits. They have also learned to combine “eat local” with “eat healthy, every day!”.

Polish consumers have appreciated the quality of blueberries grown in Poland. Blueberries are perceived as a superfruit and an export hit in Poland. 7% of Poles believe that blueberries are a showcase of Polish agriculture.

Polish strengths and the Polish model of market development

This year, Poland organized the global IBO Summit, which took place on July 3-6, 2023 in Lublin. Experts from 6 continents had the opportunity to see how growers convinced consumers of the quality of fruit produced in Poland.

Poland has a unique position to be able to produce quality blueberries. The country has really good weather in the harvest season, which is an advantage particularly with the rain protection structures and things like that

pointed out Cort Brazelton.

“It is important for countries like Poland who are growing a lot of blueberries to push the domestic consumption. This is indeed the key for developing a long term and sound industry” says Thomas Drahorad, Presidente NCX Drahorad srl, Italy.

“If you want to expand the consumption of local fruit, expand its year-round availability, so that people develop the habit of eating it. The better the quality of local fruit, which will attract people’s attention, the better the quality coming in from other regions and other times of the year, the more frequent they will consume blueberries,” confirmed Cort Brazelton, Executive Committee Member of the IBO.

It's always a good thing to have a balance between export and domestic consumption and also the process consumption. When I started out in this business nearly 40 years ago, Australia was in a very similar situation, but today the domestic market takes up 95%. So if you can continue that balance across the way, your industry has got the world on its feet

Peter McPherson, Chairman of the International Blueberry Organization (IBO) told Polish growers.

Globally, the focus is shifting from availability to quality

“I think that the model you are using in Poland could be very effectively replicated, also in Italy. We are also a growing country, we like fruit and we are very interested in developing that model,” said Thomas Drahorad from NCX Drahorad srl.

“In many areas, Poland has good practices. These certainly include the promotion of consumption and sustainable production. Aspects such as pollinators and insect biodiversity are something that the whole world envies Poland. Here, too, Poland can be a role model for other countries, other continents. This was confirmed by the session and discussion at the IBO Summit,” said Mirosław Korzeniowski, PhD, President of the AGROEKOTON Association which acts for innovation in agriculture and food production and a leader of a special Core Team for dissemination of the idea of sustainable production in the industry.

Blueberries are becoming the world's favorite superfruit

“We will at some point in the next year probably arrive to 2 million metric tons of blueberries globally. The biggest trend today is that with the increased availability of fresh blueberries all year now the focus is shifting from availability to quality. That is how we're going to grow this category. The first clamshell needs to sell the next clamshell of blueberries,” explains Cort Brazelton, Executive Committee Member of the International Blueberry Organization.

“The US and Canada are still a big driver for consumption, but they are now less than 50% of global consumption. Europe and Asia are growing very quickly. The whole world is starting to discover and eat blueberries - that's a big trend playing out in a lot of different ways in different places. We believe that other countries should pay attention to what Poland has achieved and follow its example,” summed up Cort Brazelton.

Consumers love to eat Polish blueberries

“Poland’s production potential is such that it would be unreasonable to ask your population to eat all the blueberries that you produce. And anyway, why would you want to hold them back? You produce great blueberries and they're well accepted within the European market. For example I come from the UK and we're very happy to eat Polish fruit,” said professor David Hughes.

Poles care about the quality and perception of blueberries

“We want blueberries to become part of an active and healthy lifestyle. The word daily is one of the most frequently used words in the promotion of blueberries and berries in Poland. Our campaign Time for Polish Superfruits! promotes blueberries, its preserves and other berries. In 2022, it was awarded in FMCG & Retail Golden Innovations, the biggest consumer competition on the Polish market. The award appreciated the inclusive formula, the growing range of the campaign and the fact that it emphasizes daily consumption. This is the key to positioning blueberries and building consumer habits,” says Dominika Kozarzewska, President of the Management Board of Polskie Jagody, Member of the Management Board of the Foundation for the Promotion of Polish Blueberries and coordinator of the work of the Polish Blueberry Core Team.

The IBO Summit in Lublin was organized by the Foundation for the Promotion of Polish Blueberries and the event was partnered by the Association of Polish Blueberry Growers and the National Union of Fruit and Vegetable Producer Groups. Both projects are financed by the Fruit and Vegetable Promotion Fund. Both are implemented under the honorary patronage of the Ministry of Agriculture and Rural Development.

#IBOSummit2023 #PolishSuperFruits #PolandTastesGood

Source: Polish Blueberry Promotion Foundation, KZGPOiW, PolskieSuperowoce.pl

Press release in Polish:

Contact:

Dominika Kozarzewska

Członek Zarządu Fundacja Promocji Polskiej Borówki

+48 602 354 586

Witold Boguta

Prezes Zarządu Krajowy Związek Grup Producentów Owoców i Warzyw, w CORE TEAM lider zespołu ds. Zespół ds. komunikacji roli warzyw i owoców w żywieniu człowieka

+48 504 096 015

Maciej Dolata

Partner Zarządzający INSPIRE smarter branding

+48 501 865 755

Źródło: Fundacja Promocji Polskiej Borówki, KZGPOiW, PolskieSuperowoce.pl

Publikację sfinansowano ze środków Funduszu Promocji Owoców i Warzyw w ramach realizacji przez Krajowy Związek Grup Producentów Owoców i Warzyw kamp. „Czas na polskie superowoce! V edycja."

Projekt jest realizowany pod honorowym patronatem Ministra Rolnictwa i Rozwoju Wsi.