AgroBerries is targeting stronger access to Asian markets for Southern African blueberries as ongoing disruption in the Middle East pushes exporters to diversify their destinations.
The global soft fruit supplier is seeking market access for South African blueberries in India while also working to expand opportunities for Zimbabwean blueberries in China.
Stefan Viljoen, AgroBerries’ commercial manager for Southern Africa, said Southeast Asian markets have generally been willing to absorb additional fruit volumes since disruption around the Strait of Hormuz affected trade routes.
For several months, shipping berries from South Africa to Middle Eastern markets has been difficult due to disruptions affecting ports, shipping services and insurance. At the same time, higher airfreight costs have made alternative transport considerably more expensive.
Access to China and India could therefore provide an important new outlet for Southern African blueberry producers and help growers reduce their dependence on markets affected by geopolitical and logistical disruptions.
China presents a particularly attractive opportunity as domestic blueberry production expands, especially in Yunnan province, where demand for premium fruit is increasing. Blueberry varieties from Mountain Blue Orchards (MBO) have gained popularity among Chinese consumers, creating opportunities for Southern African producers during periods when local supply is unavailable.
AgroBerries has strengthened its position in the region through its BerryWorld Asia division, established in 2025 to expand the company’s commercial presence across key Asian markets.
The company also secured rights earlier this year to grow and market MBO blueberry genetics in China from 2027, extending its partnership with Mountain Blue Orchards into one of the world’s most important blueberry markets.
Meanwhile, AgroBerries’ Peruvian growers have significantly increased blueberry exports to China over the past year, further highlighting the growing importance of Asia in the company’s global blueberry strategy.
For Southern Africa, expanding into China and India could create new growth opportunities for blueberry exporters while providing greater market diversification at a time of continuing uncertainty across traditional export routes.