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Page 1: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 2: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 3: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 4: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 5: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 6: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 7: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 8: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 9: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 10: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 11: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 12: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production
Page 13: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

2014

North American Blueberry Council© 2014

World Blueberry Acreage & ProductionFall Preview

Cort Brazelton

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© 2014 North American Blueberry CouncilCort Brazelton

Traditional

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Developing

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© 2014 North American Blueberry CouncilCort Brazelton

© 2014 North American Blueberry CouncilCort Brazelton

North America

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Page 16: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2014 North American Highbush Production North America Region

≈20% every 2 years

FR PR Total FR PR Total FR PR Total

Western 120.8 92.5 213.3 159.0 142.9 301.9 178.0 216.0 394.0

Midwest 54.1 50.8 104.9 31.5 52.2 83.7 46.8 38.7 85.5

Northeast 39.0 8.2 47.2 51.3 9.1 60.4 54.9 5.1 60.0

Southern 84.1 36.8 120.9 88.1 53.1 141.2 104.0 52.0 156.0

Mexico & Cen. Am. 5.0 0.0 5.0 12.3 0.2 12.5 23.1 0.2 23.3

TOTAL 303.0 188.3 491.3 342.2 257.4 599.6 406.8 312.0 718.8

2010 Million Lbs. 2012 Million Lbs. 2014 Million Lbs.

Page 17: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2014 North American Highbush Production North America Region

0

100

200

300

400

500

600

700

800

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

Mexico & Cen. Am.

Southern

Northeast

Midwest

Western

Million Lbs.

Page 18: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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NA Fresh Production by Region1995 - 2014

Western

Mexico & Central America

0

50

100

150

200

250

300

350

400

450

1995 1997 1999 2001 2003 2005 2007 2008 2010 2012 2014

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© 2014 North American Blueberry CouncilCort Brazelton

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NA Processed Production by Region1995 - 2014

Western

MidwesternNortheastern Southern

Mexico & Central America

0

50

100

150

200

250

300

350

1995 1997 1999 2001 2003 2005 2007 2008 2010 2012 2014

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© 2014 North American Blueberry CouncilCort Brazelton

© 2014 North American Blueberry CouncilCort Brazelton

South America

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Page 21: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2013/14 South American Highbush Production

119 m lbs. ~

FR PR Total FR PR Total FR PR Total

Chile 109.5 14.0 123.5 154.5 65.9 220.4 163.1 60.1 223.2

Argentina 24.6 2.0 26.6 31.3 14.2 45.5 27.7 6.3 34.0

Uruguay 2.7 0.3 3.0 4.2 1.8 5.9 4.0 1.5 5.5

Peru 0.0 0.0 0.0 0.1 0.0 0.1 4.5 0.1 4.6

Brazil 0.2 0.0 0.2 0.4 0.0 0.4 0.5 0.0 0.5

Colombia 0.0 0.0 0.0 0.0 0.0 0.0 0.2 0.0 0.2

TOTAL 137.1 16.3 153.4 190.5 81.8 272.4 200.0 68.0 268.0

2010 Million Lbs. 2012 Million Lbs. 2014 Million Lbs.

Page 22: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2013/14 South American Highbush Production

0

50

100

150

200

250

300

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

ColombiaBrazilPeruUruguayArgentinaChile

Million Lbs.

Page 23: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2013/14 South America Fresh Production

Chile82%

Argentina14%Uruguay

2%

Peru2.25%

Brazil0.25%

Colombia0.08%

Page 24: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

© 2014 North American Blueberry CouncilCort Brazelton

Europe

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© 2014 North American Blueberry CouncilCort Brazelton

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FR PR Total FR PR Total FR PR Total

South & Western 23.8 0.2 24.0 27.9 0.3 28.2 53.7 0.5 54.2

Central & Northern 28.9 2.1 31.0 37.9 3.8 41.7 46.2 3.7 49.8

Eastern 15.9 10.2 26.1 24.8 3.6 28.4 32.1 5.6 37.7

TOTAL 68.6 12.5 81.1 90.6 7.7 98.2 131.9 9.8 141.7

2010 Million Lbs. 2012 Million Lbs. 2014 Million Lbs.

2014 European Highbush Production

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© 2014 North American Blueberry CouncilCort Brazelton

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2014 European Highbush Production

0

20

40

60

80

100

120

140

160

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

Eastern

Central & Northern

South & Western

Million Lbs.

Page 27: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

© 2014 North American Blueberry CouncilCort Brazelton

Mediterranean & North Africa

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© 2014 North American Blueberry CouncilCort Brazelton

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2014 Mediterranean & North AfricaHighbush Production

FR PR Total FR PR Total FR PR Total

Morocco 1.8 0.0 1.8 4.9 0.0 4.9 13.2 0.1 13.3

Egypt 0.1 0.0 0.1 0.1 0.0 0.1 0.1 0.0 0.1

Turkey 0.1 0.0 0.1 0.4 0.1 0.5 0.6 0.2 0.8

Israel 0.1 0.0 0.1 0.1 0.0 0.1 0.1 0.0 0.1

Tunisia 0.0 0.0 0.0 0.0 0.0 0.0 0.1 0.0 0.1

Others 0.1 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0

TOTAL 2.2 0.0 2.2 5.4 0.1 5.5 14.0 0.3 14.2

2010 Million Lbs. 2012 Million Lbs. 2014 Million Lbs.

Page 29: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

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2014 Mediterranean & North AfricaHighbush Production

0

2

4

6

8

10

12

14

16

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

Others

Tunisia

Israel

Turkey

Egypt

Morocco

Million Lbs.

Page 30: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

© 2014 North American Blueberry CouncilCort Brazelton

Southern Africa

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2014 Southern Africa Highbush Production

FR PR Total FR PR Total FR PR Total

South Africa 2.10 0.20 2.30 3.00 0.50 3.50 4.41 0.44 4.85

Angola 0.00 0.00 0.00 0.01 0.00 0.01 0.00 0.00 0.00

Zimbabwe 0.00 0.00 0.00 0.05 0.00 0.05 0.05 0.00 0.05

Others 0.00 0.00 0.00 0.00 0.00 0.00 0.05 0.00 0.05

TOTAL 2.10 0.20 2.30 3.06 0.50 3.56 4.51 0.44 4.95

2010 Million Lbs. 2012 Million Lbs. 2014 Million Lbs.

Page 32: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

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2014 Southern Africa Highbush Production

0.0

1.0

2.0

3.0

4.0

5.0

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

Others

Zimbabwe

Angola

South Africa

Million Lbs.

Page 33: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

© 2014 North American Blueberry CouncilCort Brazelton

Asia & Pacific

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Page 34: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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FR PR Total FR PR Total FR PR Total

China 3.0 3.6 6.6 18.0 7.0 25.0 35.3 8.8 44.1

India 0.2 0.0 0.2 0.3 0.0 0.3 0.0 0.0 0.0

Japan 4.9 0.2 5.1 5.4 1.2 6.6 7.2 1.6 8.8

South Korea 0.5 0.0 0.5 1.7 0.2 1.9 9.6 1.1 10.7

TOTAL 8.6 3.8 12.4 25.4 8.4 33.8 52.1 11.5 63.6

2010 Million Lbs. 2012 Million Lbs. 2014 Million Lbs.

2014 Asia & Pacific Highbush ProductionAsia

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2014 Asia & Pacific Highbush ProductionAsia

0

10

20

30

40

50

60

70

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

South Korea

Japan

India

China

Million Lbs.

Page 36: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2014 Asia & Pacific Highbush ProductionPacific

FR PR Total FR PR Total FR PR Total

Australia 5.7 0.9 6.6 9.5 0.7 10.1 14.2 0.8 15.0

New Zealand 2.0 1.5 3.5 3.1 1.1 4.2 4.0 1.5 5.5

Indonesia 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Philippines 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

TOTAL 7.7 2.4 10.1 12.6 1.8 14.3 18.2 2.3 20.5

2010 Million Lbs. 2012 Million Lbs. 2014 Million Lbs.

Page 37: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2014 Asia & Pacific Highbush ProductionPacific

0

5

10

15

20

25

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

Philippines

Indonesia

New Zealand

Australia

Million Lbs.

Page 38: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2014 Asia & Pacific Highbush Production

FR PR Total FR PR Total FR PR Total

Asia 8.6 3.8 12.4 25.4 8.4 33.8 52.1 11.5 63.6

Pacific 7.7 2.4 10.1 12.6 1.8 14.3 18.2 2.3 20.5

TOTAL 16.3 6.2 22.5 38.0 10.2 48.1 70.3 13.8 84.1

2010 Million Lbs. 2012 Million Lbs. 2014 Million Lbs.

~2x?

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© 2014 North American Blueberry CouncilCort Brazelton

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2014 Asia & Pacific Highbush Production

0

10

20

30

40

50

60

70

80

90

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

Pacific

Asia

Million Lbs.

Page 40: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

© 2014 North American Blueberry CouncilCort Brazelton

World

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Page 41: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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FR PR Total FR PR Total FR PR Total

North America 303.0 188.3 491.3 342.2 257.4 599.6 406.8 312.0 718.8

South America 137.1 16.3 153.4 190.5 81.8 272.4 200.0 68.0 268.0

Europe 68.6 12.5 81.1 90.6 7.7 98.2 131.9 9.8 141.7

Med. & N. Africa 2.2 0.0 2.2 5.4 0.1 5.5 14.0 0.3 14.2

Southern Africa 2.1 0.2 2.3 3.1 0.5 3.6 4.5 0.4 5.0

Asia & Pacific 16.3 6.2 22.5 38.0 10.2 48.1 70.3 13.8 84.1

World Acreage 529.3 223.6 752.9 669.8 357.7 1,027.4 827.4 404.3 1,231.7

2014 Million Lbs.2010 Million Lbs. 2012 Million Lbs.

2014 World Highbush Production by Region

≈275 m lbs. ≈205 m lbs.≈150 m lbs.

Page 42: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

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2014 World Highbush Production by Region

0

200

400

600

800

1,000

1,200

1,400

Fresh ------

Process2010

TOTAL-------

Fresh -------

Process2012

TOTAL-------

Fresh -------

Process2014

TOTAL-------

Asia & PacificSouthern AfricaMed. & N. AfricaEuropeSouth AmericaNorth America

Million Lbs.

Page 43: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

2012 World Highbush Production Growth Prediction

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0

300

600

900

1,200

1,500

2005 2008 2010 2012 2014 2016

Million Lbs.Asia & PacificSouthern AfricaMed. & N. AfricaEuropeSouth AmericaNorth America

Over 1.3 Bn lbs. by 2015

Over 1.45 Bn lbs. by 2017

Page 44: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

© 2014 North American Blueberry CouncilCort Brazelton

Global Market Growth …

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Existing Market

Growth Market

Developing Market

`

Page 45: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

Australian Blueberry Industry Growth Success

Experience Sharing

Shanghai, November 2014

Presented by PJ McPherson

Page 46: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

Australian Blueberry Growers Association (ABGA)

• Grower membership (incorporated) – Mid 1980’s– Intent to cover all growers & growing regions– Meets 4/5 times annually, with Annual Conference– The industry voice (political / generic)– Lobby for adequate, skilled workforce

• Promotional activities (voluntary levy)– Increase consumer awareness (health)– Market access - new markets

• R&D activities (matching government $)– Food safety / sustainability– Employ Industry Development Officers

(Technical, Quality Assurance)

Page 47: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

• Northern Hemisphere -window of opportunity• Australian product - premium quality• Markets

• Japan – closed 2011 (awaiting re-opening)• UK / Europe - opportunistic - price main barrier• South East Asia – steady growth• Russia new market opening – good growth

– Putin factor

China / India direct market access – opportunity

Australian COP our “Achilles' heel”.

Marketing & DistributionFresh Export

Page 48: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

• Higher fruit quality – fresh safe blueberries– Picked, packed, air shipped – ETA 36 to 48 hours– Latest fruit varieties from world renowned,

proven private programs• Taste• Shelf life• Size

– Mirror Japanese fresh strategy - proven

• Fills under-supply window– September through November

(Northern NSW)

– Possibly February through April (Tasmania)

What Australia has to Offer China Fresh Supply

10 hourflight

Page 49: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

• Number of private breeding programs

• Mainly based on early seasonSouthern Highbush as displayed at Asia Fruit Logistica in Hong Kong

• Mostly linked back to Florida

• “Evergreening” the big attribute

• Have proven successful in other Northern hemisphere locations – Morocco / Mexico / California / Peru

• Southern China possibly best location and production on site is under establishment

What Australia has to Offer China Genetics

Page 50: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

• Technical Expertise– Growing knowledge (+30 years)

– Production / Horticulture

– Post harvest / shelf-life extension

– Cool chain management

• Consumer Promotions Learnings– Consumer awareness

– Social media

– Consumer literature

• Joint Venture growing opportunity– Sharing the expertise and the risk

What Australia has to Offer China Technical Expertise / Joint Venture

Page 51: © 2014 North American Blueberry Council Cort Brazelton North American Blueberry Council © 2014 World Blueberry Acreage & Production

• Assist in gaining market access for:– Premium Blueberries

– World class Genetics

• We need your support – political / biosecurity

• Create a win / win situation for China consumer

What can China do for Australia