IBO brings global blueberry leaders together in Madrid to analyze the next stage for the industry

The global blueberry industry gathered once again in Madrid for a new edition of the Blueberry World Forum & Cocktail, organized by the International Blueberry Organization (IBO) at IFEMA Madrid, as part of Fruit Attraction.

The event brought together growers, exporters, retailers, geneticists, and other key industry players to analyze the biggest transformations the industry is undergoing and the challenges that will shape its development in the coming years.

“Beyond the learning opportunities, the main value of participating in the Forum for many attendees was having another opportunity to build or strengthen personal connections,” noted IBO President Mario Steta in his opening remarks, who also highlighted the presence of the global industry’s leading voices at the event.

Image by IBO

An industry entering a new stage

During the event, the Global Industry Report 2026-2027 results were unveiled. Cort Brazelton, co-owner and board member of Fall Creek and one of the report’s authors, pointed out that the data show an industry beginning to transition into a different phase. 

“The blueberry industry has demonstrated an extraordinary capacity for growth. The planted area worldwide has more than doubled in nine years, and demand has absorbed that growth, with strong demand for fruit that stands out for its quality,” he noted. “But I believe the next stage will be different. The opportunity is no longer just about producing more fruit: it is about more consistently delivering the quality consumers are looking for.”

The executive added that one of the most important takeaways from the report is that a distinct segment of higher-quality fruit is beginning to reach significant scale. 

“The opportunity moving forward is to fill the gaps that still exist in that supply, while continuing to grow demand and generate sustainable returns across the entire value chain,” he added.

The analysis also shows that growth alone does not guarantee healthy profits, as average yields remain below break-even levels in many production systems, while labor and other unit costs continue to rise. 

“The next stage must create value for the consumer and sustainable returns for the grower,” said Brazelton.

Image by IBO

IBO Forum: Building global connections for the next phase

The event also introduced the organization’s next major gathering, the IBO Summit 2027, which will be held in Peru in November 2027. 

As the industry becomes more interconnected, stronger links between countries and businesses across the supply chain are becoming increasingly important.

Shota Tsukoshvili, CEO of the Georgia Blueberry Growers Association (GBGA), highlighted the value of the event’s international reach. 

“For the Georgian blueberry industry, being connected with the global blueberry community is extremely valuable,” he said. “Events like this bring together growers, exporters, retailers, geneticists, and other industry leaders, creating opportunities to exchange knowledge, build partnerships, and better understand where the market is heading."

Image by IBO

For the IBO President, these encounters are part of a broader strategy to strengthen the organization's international presence and coordination. 

“The IBO is, without a doubt, the leading global blueberry organization, with a Global Industry Report and summits that serve as a benchmark for the berry sector,” Steta said. “Three years ago, the IBO Board of Directors decided to raise the organization’s profile, which has translated into greater participation in industry forums.”

This story was originally published on the International Blueberry Organization's website on October 9, 2026. 

*All images courtesy of the IBO

Related stories 

Peru will host the 2027 edition of the IBO Summit

Global blueberry realignment: From rapid expansion to quality-driven market