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In this episode, hosts Dewald Kirsten and Louise Brodie sit down with Jon Salters, CEO of United Exports and Director at Berries ZA, for an in-depth conversation about the rapidly evolving global blueberry industry — and South Africa’s growing role on the world stage.

Recorded during the IBO Summit in Cape Town, this discussion dives into the market forces, genetics, branding, labour, and global consumer trends reshaping blueberries into one of the most dynamic fresh produce sectors worldwide.

Jon shares rare insights from United Exports’ global footprint — spanning South Africa, Peru, Mexico, USA, Spain, Portugal and Australia — and explains why premium genetics, strong supply chains, and consistent quality are becoming the core differentiators in a competitive global landscape.

He also unpacks how consumer behaviour in markets like China and India is shifting rapidly, and why South Africa is well positioned to capture demand for premium blueberries.

This episode is essential listening for growers, exporters, agribusiness leaders and anyone interested in where the global berry industry is headed.

Key Takeaways

•South Africa is now recognised as a major global player in premium blueberry genetics and production.

•Consumer demand for high-quality blueberries continues to grow worldwide, especially in China and India.

•Premium genetics, flavour, firmness, and shelf life define market competitiveness.

•The move from air freight to sea freight has transformed export viability.

•Branding and quality consistency will shape the next era of blueberry marketing.

•R&D and technological innovation remain essential, from breeding to post-harvest to supply chain optimisation.

•Blueberries provide one of the highest job creation ratios per hectare in South African agriculture.

•Berries ZA is playing an increasingly critical role in market access, regulatory alignment and sector development.

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