Production, varieties, regions, seasons, marketing segments, markets, market players, strategies of the Italian blueberry industry and the opportunities and challenges of the Italian berry market.

1. Italian blueberries: investments and innovations
Thomas Drahorad
GLOBAL BERRY CONGRESS – MARCH 27, 2019

2. Italian
blueberrie
900
hectare

3. 75%
Duk
75%
Piemon
75%
Expo

4. Piemonte
517 hectares
1021 farms
In soil
Verona
Hectares 120
Out of soil
Trento Bolzano
Hectares 150
Minor areas
Central Italy
Sicily
Calabria
Puglia
Lombardia
Hectares 100

5. Early Mid Late Storage
Feb – May
Southern
Italy
Jun – Jul
Piemonte
Verona Trento
Aug – Sep
Late varieties
from North
SEASON
Oct – Nov
Stored
mid and late

6. VARIETIES
Duke®
Draper®
Ozark Blue®
Aurora®
Huron®
Blue Ribbon®
Top Shelf®
Cargo®
Last Call®
Ventura®
Rabbit Eye®
many others

7. Standard
Taste
Shelf life
Consistency
Premium
Large size
Machine grade
Organic 25%
SEGMENTS

8. MARKETS Local 10-40%
DWS 10%
Domestic Supermarkets 10-40%
Export 10-85%

9. PLAYERS
Growers Traders

10. STRATEGIESexport
window
premium
for export
italian
focus
calendar
extension

11. ITALY • Focus on the category
• Packaging strategy
• Price strategy
• Margins
• Refrigerated shelf space
• Communication
• Public relations
125g
€ 0,60
€ 2,79

12. Thank you
Thomas Drahorad