Timing good to explore increased export opportunities
Timing good to explore increased export opportunities
As California’s blueberry crop increases in volume, growers continue to develop offshore markets. “The California Blueberry Commission is heavily focused on exports,” said Executive Director Alexander Ott. At the current time, roughly 20 percent of the Golden State’s blues are moved to export destinations.
The commission was created by an act of the California State Legislature and approved by a grower-shipper referendum. The commission is funded through grower assessment and reauthorized every five years. The next referendum will take place in 2015.
Recently, efforts have been made to expand opportunities in Japan and Canada. “We’re looking for boots on the ground,” Ott stated. Two new employees have been hired to key positions. Hisao Takeda is promoting California blueberries in Japan, and Ken Berger is his counterpart in Canada. “They will meet with retailers [and other industry representatives] to let them know about the California season,” Ott said.
The commission also works with the U.S. Highbush Blueberry Council to explore market opportunities. Other countries that may offer future potential include South Korea, Australia, Mexico and the United Kingdom.
Four years ago, the commission initiated the Blueberry Marketing Intelligence Recourse Center. Ott said the commission has received overwhelming support for the center from the industry. The center houses an Internet-based and passcode-protected program and serves as a focal point for information such as blueberry price point data, volume, inventory and destination shipment.
Information is updated daily, and comments from growers have been positive. “They can get meaningful information,” said Ott. Pricing information is real-time within a one-day period.