TRAVERSE CITY, MI - In a recent roundtable discussion, Ryan Lockman and Philip Symons explored key shifts in the U.S. and Europe berry market, from evolving retail demand to challenges in consistent supply.

Current Market Trends and Preferences

Q: What are the latest trends in berry varietals that you are observing in the United States and the EU markets?

A: “Genetics continue to be very important across all berry categories, blackberries, strawberries, raspberries, and blues. The arms race for genetics with superior flavor, texture, appearance, shelf life, and being grower-friendly will continue to intensify within growers and marketers worldwide.” - Lockman

Q: How are these trends influencing the overall berry market share in both regions?

A: “We believe that due to improved genetics, we are witnessing a rise in consumption across all berry categories.” - Lockman

Q: How have consumer preferences in the US and the EU shifted in recent years regarding berry consumption?

A: “In the US, a good example of this would be consumers willing to pay higher retail costs for premium berries such as the NBP Reserve 9.8oz Jumbo pack due to the consistent eating experience.” - Lockman

“In Europe, the premium market in berries is growing well ahead of the standard. Retailers are looking to premium offers across all berries. We also need to consider that berries are a very convenient format for consumption. This increases the eating occasion opportunity," said Symons in a recent release.

Innovative Varietals

Q: Are there any emerging varietals that are gaining popularity due to these shifts?

A: “Again, I think varietals with flavor, texture, appearance, shelf life, and being grower-friendly will be the main target here - across all 4 berries.” - Lockman

“The interesting thing in Europe is that the buyers are often very clear on the varietals they are buying and what they want to have in their premium ranges. Often, this means that we need to have these new premium varieties available to supply. Without these, even getting a PO is difficult in many cases.” - Symons

Q: Can you discuss any new or innovative berry varietals that North Bay Produce is focusing on?

A: “Currently, NBP is focused on SEKOYA® and the University of Florida for blueberries; Splendor Genetics for Blackberries; Berry Tek and Molari for Raspberries.” - Lockman

“It is the same for Europe. We are looking to roll these varieties out globally for our Reserve premium brand," said Symons.

Q: How do these varietals differ from more traditional options in terms of flavor, texture, and size?

A: “All of the genetics lines that we are using again have the same characteristics in play - Flavor, texture, appearance, shelf life, grower-friendly. You can also add size in these as a quality as well.” - Lockman

See the full round table discussion here.