The event gathered over 250 members to share insights and strengthen relationships.
The International Blueberry Organization (IBO) recently held a successful debut meeting for more than 250 of its members and the wider blueberry industry community at Fruit Attraction in Madrid.
The meeting held on October 8 aimed to highlight key topics that will shape the organization and the industry in the upcoming season, including the latest global production report, emerging consumption trends, and the upcoming launch of the IBO Summit 2025 in South Africa.
Mario Steta, Chairman of the IBO, said, “During the event at Fruit Attraction, many of us were able to come together to exchange ideas, discuss short- and long-term challenges, address the needs and opportunities within the industry, and above all have a space to meet and strengthen our relationships. The continued growth and global expansion of production are bringing our industry to a stage where understanding key issues, defining concrete actions, and building synergies must be integral to how we operate.”
Steta also highlighted that countries like Chile, Mexico, and Poland, are examples of local industries that are working to remain competitive in this changing and challeging stage”.
Steve Magami, CEO and co-founder of AgroVision, Hector Lujan CEO of Hortifrut, Vicente Jimenez COO of Surexport, and Theo Lombard, Technical Manager of Anlo Farming & Investment also shared their insights, helping attendees recognize that differentiation starts with flavor and quality.
They emphasized the tangible impact of climate change, and the urgent need to replace outdated varieties to meet consumer demands, support market growth, and ensure grower sustainability. Additionally, they discussed the shift from traditional production peaks to valleys, the competitive challenges faced by countries like Chile, Mexico, and Poland, and the critical question of how to address the saturation of markets as global supply levels increase.
Steta emphasized the IBO’s commitment to maintaining unity within the industry and delivering valuable insights to its members through resources such as the global production report, the newsletter, and the forthcoming IBO Summit, which will be held in South Africa next year.
Cort Brazelton, CEO of U.S.-based Fallcreek, who presented the results of the 2024/25 global production report, said, “The IBO event in Madrid was very well attended and importantly captured the spirit of what is happening in the blueberry industry today. Some of the top leaders in the industry came together, laid down their swords in service of all, and shared their visions. It was surprisingly uniform – if we continue to scale the quality improvements globally in blueberries, the limit on the opportunity is far beyond what we ever could have imagined.”
Andrés Armstrong, Executive Director of the Chilean Blueberry Committee, said, “The IBO reception at Fruit Attraction was a success, both in participation and in the topics addressed, which are crucial for the future development of the blueberry industry. For that same reason, I look forward to the next IBO Summit in South Africa in September 2025.”
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ABOUT THE IBO
The IBO is a global organization that brings together leaders from all segments of the blueberry industry, including producers, marketers, affiliated businesses, social groups, and governmental organizations worldwide. We come together to learn, share, increase understanding, distribute information, address mutual challenges, coordinate potential solutions and explore opportunities. Ultimately, the organization exists to advance the health and sustainability of the blueberry industry. For more information, please visit https://www.internationalblueberry.org or write to info@internationalblueberry.org.
