NOVEMBER 2017 • COUNTRY LIFE IN BC


5 BC blueberries must rise above the competition


World class research and Canada’s reputation for safe food provide marketing edge BC’s highbush blueberries face stiff competition. North American blueberry growers can no longer count on its long history growing


market for their taste and quality. First, BC’s climate is conducive to producing the very best berries. The heat of summer days gives the


Viewpoint by Anju Gill


blueberries. In recent years, South America, Asia-Pacific, the Middle East, Africa and Europe have joined the blueberry industry, increasing global production from 607 million pounds in 2008 to over 1.4 billion pounds in 2014 (Agriculture and Agri- Food Canada, 2016). This trend will continue,


regardless of lower yields in some regions this year. The challenge for the whole industry is to move large volumes of blueberries through local, national and international markets. Increased competition brings many opportunities. It provides an opportunity to reflect on the strengths and weaknesses of the industry. BC highbush blueberries are well positioned in the


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blueberries that perfect combination of sweet and tart taste. Cool nights provide the plants


respite from the heat and a chance to recuperate. The winter chill sends plants into dormancy and this is exactly what these cultivars need to reset for the next summer. Second, Canada is recognized for producing safe food and this trust is a factor in increasing exports to international markets.


Competitive advantage


To maintain a competitive advantage, continued adaption, innovation and promotion is required. This takes an industry-wide effort. Growers need to continue producing high quality fruit through a good practices approach (e.g. food safety certification and environmental stewardship for sustainability).


Advancement in research and development in plant pathology, entomology and technological on-farm support is crucial for optimal industry performance and viability. Fortunately, BC and Canada have some of the top researchers in these areas. Currently, the BC Blueberry Council funds and administers research projects that address plant disease, product enhancement and new cultivar development. With top-of-the-line fruit at


hand, a story must be told through the promotion of blueberries locally and globally. A good product is only worth it if the consumer can enjoy it. Blueberries are well known as a superfruit due to their health benefits – fresh and frozen. They are available year-around in produce and frozen sections of supermarkets; consumers no longer need to wait for summer to enjoy blueberries. Today, Canadian consumers have access to


blueberries from Chile, Peru, Argentina, US and other countries. BC blueberries are also available in other markets such as the US, and in Asia and Europe along with berries from other countries. The council leads many local and international activities to promote blueberries. BC blueberry producers


can take pride in producing some of the best tasting


berries in the world.


Global competition brings challenges of finding affordable labour and experts, producing optimal fruit and maximizing market share. These challenges also bring an opportunity to excel in offering the very best blueberries to the world. Anju Gill is the acting


executive director of the BC Blueberry Council.


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