for cherry exportswhich China agreed to accept last year. International trademinister and


AbbotsfordMP Ed Fast said providing access and support for Canadianworkers and businesses to succeed in global markets is a priority for the federal government. A newagreementwithKorea is aimed


at gradual reduction and eventual elimination of tariffs on frozen blueberries. And the agreement in principlewith the EuropeanUnionwhen finalizedwill also eliminate tariffs on frozen berries. Fast recently returned fromthe


Philippines and China,where he opened four newtrade offices thatwill supply support and increased assistance for Canadian businesseswishing to explore future trade opportunitieswith China, which is Canada’s second-largest trading partner after theUnited States. “There is no doubt inmymind that


improved tradewith Chinawill create newjobs in B.C. and the rest of the country creating long-termprosperity,” stated Fast. B.C. Blueberry Council executive


directorDebbie Etsell agreed the trade missionwas successful. She said the


business relationships formed and the opportunity for the blueberry industry to work togetherwith theministers, staff and trade representatives in Chinawill build capacity for the future of the blueberry industry in B.C. Etsell also answered the question,why


China? “As a country China is a giant food


market of 1.4 billion peoplewithmore than 400million being urban consumers. That is the equivalent of the European population, and has the fastest-growingmiddle class in the world. “The Chinese foodmarket represents a


business of $100 billion inU.S. dollars, with $16.5 billion supplied by the export market,” she said, noting that China is expected to become theworld’s second largest retailmarket for imported food by 2020. “One of China’smain concerns is food


safety and that iswhere Canadian producers and processors excel. Canada produces among the highest and best quality agri-food products in theworld. Etsell pointed out that China is also a


“fragmentedmarket” because of regional differences and regional taste preferences. Age groups and purchasing


habits also need to be consideredwhen marketing blueberries. “The key is to findways to differentiate


B.C . blueberries fromother blueberry growing areas. “B.C. blueberries currently have low


brand recognition in China and that needs to change.” At the same time, our blueberries have


become knownworldwide for their health benefits, “and that is one of the principle reasonswhy B.C. blueberries are in demand in places like China.” Ritz also recently announced that


$117,000 inmarketing support is to be allocated to the BCBC to help strengthen its relationshipswith importers of highbush berries around theworld. The federal government previously


provided $700,000 to lowbush blueberry growers in theMaritimes to foster their international sales efforts. Ritz’s announcement came during a


luncheon stop at Silver Valley Farms in MapleRidge.He and Fast, togetherwith Jason Smith, chair of the BCBC, and other local and regional politicianswere in a group of about 25 people given a tour of blueberry farms inMapleRidge and PittMeadows.


British Columbia Berry Grower • Fall 2014


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