A boom is being predicted for sales of blueberries, with industry insiders predicting a fivefold increase in five years.
Blueberries offer untapped potential, delegates to the first UK blueberry conference in London heard.
Stuart Stubbins, a former M& S buyer and now consultant to soft fruit grower Hargreaves Plants, said there was a great opportunity: “Their value is
being understood by buyers and customers.”
As a result, he expected the market, valued at £10-15m, to rise to £50m in five years.
Sainsbury dominates market share with 38.9% of sales, according to TNS data showing a 158% increase there between 2002/2003. Second comes Tesco with 22.2%, M& S at 10.7% and Waitrose with 9.6%. Prices average £14.40- £20.52/kg, with half of sales in southern England. “When the others wake up, the market will develop significantly,” predicted Stubbins.
However, UK supplies only make up a fraction of the market with the low level of production due to the need to grow the fruit on acid soil in Dorset, Norfolk and Scotland, amounting to 15 hectares.
But David Trehane, MD of the Dorset Blueberry Company, has plans to increase planting by 33 acres. “English fruit can command a premium because the quality is far better than most imports,” he said.
Meanwhile, Rupert Hargreaves, commercial director of Hargreaves Plants, appealed to the industry to work together and approach expansion professionally. He said the company had been trialling some 30 varieties for two years. If there was sufficient interest it would increase the range through international contacts.
David Shapley