EastFruit team continues to analyze the global blueberry market. After covering the general global blueberry trends, as well as situation in two giants: Pery and Chile, we decided to look into the new aggressive exporters and now we are back at reviewing the blueberry giants. This time we review blueberry situation and outlook for two largest export countries servicing two largest consumer markets: Mexico – exporting to USA and Canada and Spain – supplying the EU.
Mexico has rapidly become one of the world’s leading blueberry exporters, primarily servicing the U.S. and Canadian markets. In 2022, Mexico’s fresh blueberry exports totaled 71,509 metric tons, only slightly down (2%) from the prior year (Mexico: Blueberry Annual Voluntary | USDA Foreign Agricultural Service). By 2023, Mexican production reached an estimated 74,800 MT – a 12% increase year-on-year, thanks to new plantings and production innovations boosting yields, according to USDA estimates. The same source estimates that 2024 production reached 81,000 MT (8% growth), although the expansion is slowing somewhat as Mexico faces fierce competition from Peru in global markets. Indeed, Peruvian exports during the winter months have encroached on Mexico’s traditional window, which used to enjoy high prices in early spring. Nonetheless, Mexico remains indispensable, especially for providing fresh blueberries to the U.S. market during the shoulder seasons, which is in winter and spring before the U.S. domestic crop comes in.
Nearly 97% of Mexico’s blueberry exports go to the United States – a reflection of geographic proximity and a favorable trade framework under USMCA/NAFTA. Mexican berries can reach U.S. retail shelves within days (or even hours for those trucked to Texas/California), giving them a freshness advantage over South American fruit that must travel by sea. This has allowed Mexico to command a solid position for “in-season” supply, primarily from January through April, and again in late fall.
In recent years Mexican exporters have also begun diversifying into other markets in a limited way – small volumes have been trialed in Europe and Asia – but the U.S. will remain the dominant buyer through 2030. U.S. per capita blueberry consumption continues to rise, offering Mexico a growing pie. Notably, U.S. imports of fresh blueberries from Mexico complement the U.S. domestic crop; about 20,000 MT of blueberries are actually imported into Mexico in winter, likely from Peru or Chile, showing how Mexico is both an exporter and a redistribution point.
Mexico’s climate and production system allow for continuous cropping in certain regions (e.g. central Mexican highlands and Baja). The industry has invested in protected cultivation such as shade net and tunnels and substrate growing to extend the season and protect against weather extremes. However, water availability can be an issue – drought conditions have challenged growers in some areas, although 2023/24 had sufficient water for an expanding crop. As a result of these investments and natural advantages, Mexico’s output is expected to continue rising moderately each year. Projections suggest Mexico could reach the 90,000–100,000 MT range of annual production by late in the decade, which would translate to perhaps 70–80k MT of exports if domestic consumption also grows somewhat.
One headwind for Mexico is the global price environment. With Peru’s presence making blueberries more abundant, Mexico’s rate of export growth has tempered. Still, innovation and quality improvement are central to Mexico’s strategy. The industry has been quick to adopt improved varieties, often through partnerships with global berry companies like Driscoll’s, leading to better size and flavor profiles. Post-harvest handling is another area of focus – given the short transit, Mexican berries often arrive very fresh, which is a competitive edge as long as quality is maintained.
In summary, Mexico will remain a top three exporter globally, even despite new tariffs imposed by Trump administration, and the linchpin of North American supply outside the U.S. season. While perhaps not matching the exponential growth of Peru, Mexico’s blueberry sector is on a solid, sustainable growth path through 2030, underpinned by strong U.S. demand.
Read also: Will Surging Blueberry Imports from China and Zimbabwe Threaten Morocco’s Position in Singapore?
Spain: Europe’s Prime Producer Navigating Market Pressures
Spain, particularly the province of Huelva in Andalusia, is the powerhouse of European blueberry production. Over the past decade, Huelva’s blueberry acreage and output have expanded rapidly, making Spain one of the world’s top fresh blueberry exporters. As of the 2024 season, Huelva’s blueberry planted area reached about 3,744 hectares – a 4% increase from the previous year. Blueberries have now become the second most important berry crop in Huelva (after strawberries), reflecting their economic significance. In the recent seasons, Spanish blueberry production has been on the order of 60,000+ tons annually. It’s likely that by 2023/24, production in Spain grew further, with area and improved yields contributing.
Indeed, Huelva achieved a record €1.1 billion in berry exports in the first 7 months of 2024 (Huelva achieves record €1.1 billion in berry exports, dominating Spain’s market). This suggests healthy export volumes, as blueberry prices in Spain have recently been under pressure (more volume needed to reach that value).
Spain’s market window and strategy are distinct from the New World exporters. Spanish blueberries are harvested from late winter through spring – the first small volumes can appear in November/December (from early varieties under hoops), but meaningful volume ramps up in March through May (GLOBAL MARKET OVERVIEW BLUEBERRIES).
Varietal diversification has enabled Spain to start harvesting earlier, “gaining competitiveness against South American productions” that supply Europe in winter. However, Spain faces increasing competition in the spring from “third countries” – notably Morocco, and to a lesser extent countries like Portugal and southern Italy. In fact, Morocco’s blueberry season overlaps heavily with Spain’s, and Moroccan exports to the EU have grown sharply. Morocco ships from January through April, with peak in Feb/March.
This overlap led to a situation of oversupply in spring 2022, when a convergence of harvests from Spain, Morocco, and others caused an 18% drop in the average sales price for Huelva blueberries. Growers in Spain are very conscious of these market dynamics. Spain historically enjoyed strong prices for early spring blueberries, but now profitability is tighter. For example, early in the 2024 season, Spanish blueberries hit the market in small volumes at very high prices due to limited supply. But as soon as Morocco and others ramped up, prices normalized.
To stay competitive, Spanish producers are focusing on quality and season extension. Huelva’s growers have adopted many new cultivars supplied by international breeding programs to target flavor and firmness attributes that European supermarkets want. There’s also been experimentation with evergreen production techniques in mild areas to try and further extend harvest into winter. Still, natural climate limits mean Spain’s main crop will remain spring-focused. On the export front, Europe itself is the primary market for Spanish blueberries – Germany, UK, France, the Netherlands, Italy, etc. Germany and the UK are top importers of Huelva’s berries, with the UK’s demand notably strong post-Brexit. The UK now imports more from Spain since it has less direct EU sourcing complications.
Spanish blueberries largely stay within Europe, often moving through the Netherlands. There is relatively little trans-Atlantic export, as Spain cannot compete in the North American market given timing and cost. One new horizon, however, has been opening Asian markets: as of 2023, China approved imports of Spanish blueberries, potentially providing an outlet for some fruit in the future.
Going forward, Spain aims to maintain its position as Europe’s leading producer, but growth may moderate. Constraints include land and water availability in Huelva (a region facing water stress) and the aforementioned competition. Some consolidation in the sector has occurred – cooperative groups like Onubafruit lead production with tens of thousands of tons (Onubafruit, the first berry producer in Spain – Blueberries Consulting). The focus for 2025–2030 will be on efficiency and cost control. Rising input costs such as labor, energy and fertilizers in Spain have squeezed margins, and producers are advocating for innovations to reduce costs. As an example, labor shortages are emerging, as fewer seasonal workers travel to Spain, so mechanized harvesting for late-season blueberries is being tested.
The macroeconomic backdrop of inflation in Europe could also temper consumer demand for premium berries in the short term. Still, blueberry consumption in Europe is growing steadily, and Spanish growers are well-placed to supply that demand at competitive prices. We can expect Spain’s production to hover in the 60–70k ton range annually, with any further expansion likely coming from yield improvements or new northern areas rather than huge acreage increases. Spain will remain a cornerstone of the European blueberry supply each spring, balancing delicately between opportunity and competition in a crowded market.
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