2010 World Blueberry Production - Presentation

2010
World Blueberry Acreage & Production

Cort Brazelton Brazelton Ag Consulting
2011 U.S. Highbush Blueberry Council
Where Have They Been ...
And they keep on going

North America
2010 North American Highbush Production Western Region

2008 Million Lbs. 2010 Million Lbs.
Fresh Process British Columbia Washington Oregon California TOTAL 40.00 6.50 18.00 13.00 77.50 35.00 23.50 26.60 1.00
Total 75.00 30.00 44.60 14.00
Fresh 56.00 12.00 25.80 27.00 120.80
Process 34.00 30.00 27.50 1.00
Total 90.00 42.00 53.30 28.00
86.10 163.60
92.50 213.30
2010 North American Highbush Production Western Region

2005 2007 2008 2010 Acres Acres Acres Acres British Columbia Washington Oregon California TOTAL 13,000 17,500 18,300 21,020 2,815 4,410 2,370 3,982 5,516 3,949 5,678 6,234 5,120 8,820 7,458 5,790
2010 Million Lbs.
Fresh 56.00 12.00 25.80 27.00 120.80
Process Total 34.00 30.00 27.50 1.00 90.00 42.00 53.30 28.00
22,595 30,947 35,332 43,088
92.50 213.30
2010 North American Highbush Summary Western Region

2010 Acres British Columbia Washington Oregon California TOTAL 21,020 8,820 7,458 5,790 43,088 Total Prod 90.0 42.0 53.3 28.0 213.3
NORTHERN Duke Draper Bluecrop Liberty Legacy Elliott Aurora SOUTHERN Emerald Jewell Star Springhigh Snowchaser
Timing Jul-Sep Jun-Sep Jul-Sep Mar-Jul Mar-Sep
2010 North American Highbush Production Midwestern Region

Fresh Process Michigan Indiana Others TOTAL 45.00 2.30 0.30 47.60
Total
Fresh 49.50 2.70 1.90 54.10
Process 49.50 1.30 0.00
Total 99.00 4.00 1.90
65.00 110.00 1.50 0.00 3.80 0.30
66.50 114.10
50.80 104.90
2010 North American Highbush Production Midwestern Region

2005 2007 2008 2010 Acres Acres Acres Acres Michigan Indiana Others TOTAL 18,500 19,300 21,200 22,750 850 1,055 850 1,275 900 1,300 950 1,500
2010 Million Lbs.
Fresh 49.50 2.70 1.90 54.10
Process Total 49.50 1.30 0.00 99.00 4.00 1.90
20,405 21,425 23,400 25,200
50.80 104.90
2010 North American Highbush Summary Midwestern Region

2010 Acres Michigan Indiana Others TOTAL 22,750 950 1,500 25,200 Total Prod 99.0 4.0 1.9 104.9
NORTHERN Jersey Bluecrop Elliott Duke
Timing Jul-Sep Jul-Sep Jul-Sep Jul-Sep
2010 North American Highbush Production Northeast Region

Fresh Process New Jersey New York E. Canada Nova Scotia TOTAL 46.00 2.20 3.00 1.00 52.20 8.00 0.10 0.10 0.25 8.45
Total 54.00 2.30 3.10 1.25 60.65
Fresh 32.00 2.20 3.80 1.00 39.00
Process 8.00 0.10 0.10 0.00 8.20
Total 40.00 2.30 3.90 1.00 47.20
10
2010 North American Highbush Production Northeast Region

2005 2007 2008 2010 Acres Acres Acres Acres New Jersey New York E. Canada Nova Scotia TOTAL 7,500 1,000 1,230 0 7,900 1,050 1,150 300 7,960 1,100 1,200 300 8,120 1,200 1,260 300
2010 Million Lbs.
Fresh 32.00 2.20 3.80 1.00 39.00
Process Total 8.00 0.10 0.10 0.00 8.20 40.00 2.30 3.90 1.00 47.20
9,730 10,400 10,560 10,880
11
2010 North American Highbush Summary Northeast Region

2010 Acres New Jersey New York E. Canada Nova Scotia TOTAL 8,120 1,200 1,260 300 10,880 Total Prod 40.0 2.3 3.9 1.0 47.2
NORTHERN Duke Bluecrop Elliott
Timing Jun-Aug Jul-Aug Jul-Sep Aug-Oct Jun-Sep
12
2010 North American Highbush Production Southern Region

Fresh Process Florida Arkansas Miss./Louisiana Georgia North Carolina Texas Others TOTAL
Total 9.00 1.50 3.70 31.00 28.50 1.50 0.00 75.20
Fresh 15.00 0.50 3.00 36.00 27.50 1.50 0.60 84.10
Process 0.80 0.00 4.50 20.00 11.50 0.00 0.00
Total 15.80 0.50 7.50 56.00 39.00 1.50 0.60
9.00 1.50 1.90 16.00 20.00 1.50 0.00 49.90
0.00 0.00 1.80 15.00 8.50 0.00 0.00 25.30
36.80 120.90
13
2010 North American Highbush Production Southern Region

2005 2007 2008 2010 Acres Acres Acres Acres Florida Arkansas Miss./Louisiana Georgia North Carolina Texas Others TOTAL 1,800 350 2,140 7,500 5,500 875 0 3,200 530 2,500 3,450 550 3,300 3,950 550 3,850
2010 Million Lbs.
Fresh 15.00 0.50 3.00 36.00 27.50 1.50 0.60 84.10
Process Total 0.80 0.00 4.50 20.00 11.50 0.00 0.00 15.80 0.50 7.50 56.00 39.00 1.50 0.60
9,120 11,000 12,800 6,000 950 0 6,200 1,000 0 6,800 1,050 450
18,165 22,300 25,500 29,450
36.80 120.90
14
2010 North American Highbush Summary Southern Region

2010 Acres Florida Arkansas Miss./Louisiana Georgia North Carolina Texas Others TOTAL
Timing Mar-May
Total Prod 15.8 0.5 7.5 56.0 39.0 1.5 0.6 120.9
3,950
550 May-Aug 3,850 May-Aug 12,800 Apr-Aug
6,800 May-Aug 1,050 450 May-Jul 0
29,450 Mar-Aug
NORTHERN Duke SOUTHERN Emerald Jewell Star Primadonna V1 Croatan Reville Oneal RABBITEYE Tifblue Brightwell Powderblue Premier Climax Columbus
15
2010 North American Highbush Production Mexico & Central America Region
Fresh Process Northern Mexico Southern Mexico Guatemala TOTAL 0.50 1.60 0.10 2.20 0.00 0.00 0.00 0.00
Total 0.50 1.60 0.10 2.20
Fresh 0.75 4.20 0.05 5.00
Process 0.00 0.00 0.00 0.00
Total 0.75 4.20 0.05 5.00
16
2010 North American Highbush Production Mexico & Central America Region
2005 2007 2008 2010 Acres Acres Acres Acres Northern Mexico Southern Mexico Guatemala TOTAL 60 120 0 180 180 350 15 545 260 530 25 815 295 1,350 27 1,672
2010 Million Lbs.
Fresh 0.75 4.20 0.05 5.00
Process Total 0.00 0.00 0.00 0.00 0.75 4.20 0.05 5.00
17
2010 North American Highbush Summary Mexico & Central America Region
2010 Acres Northern Mexico Southern Mexico Guatemala TOTAL 295 1,350 27 Total Prod 0.8 4.2 0.1 5.0
SOUTHERN Biloxi Misty Sharpblue UF Varieties Private Programs
Timing Feb-Jun Sep-Apr Sep-Apr
1,672 Sep-May
18
2010 North American Highbush Production North America Region

Fresh Process Western Midwest Northeast Southern Mexico & Cen. Am. TOTAL 77.50 47.60 52.20 49.90 2.20 229.40
Total
Fresh 120.80 54.10 39.00 84.10 5.00 303.00
Process
Total
86.10 163.60 66.50 114.10 8.45 25.30 0.00 60.65 75.20 2.20
92.50 213.30 50.80 104.90 8.20 47.20
36.80 120.90 0.00 5.00
186.35 415.75
188.30 491.30
19
2010 North American Highbush Production North America Region

2005 2007 2008 Acres Acres Acres Western Midwest Northeast Southern Mexico & Cen. Am. TOTAL 2010 Acres
2010 Million Lbs.
Fresh 120.80 54.10 39.00 84.10 5.00 303.00
Process Total 92.50 213.30 50.80 104.90 8.20 47.20
22,595 30,947 35,332 43,088 20,405 21,425 23,400 25,200 9,730 10,400 10,560 10,880 18,165 22,300 25,500 29,450 180 545 815 1,672
36.80 120.90 0.00 5.00
71,075 85,617 95,607 110,290
188.30 491.30
20
2010 North American Highbush Summary North America Region

2010 Acres Timing Western Midwest Northeast Southern Mexico & Cen. Am. TOTAL 43,088 Mar-Sep 25,200 Jul-Sep 10,880 Jun-Sep 29,450 Mar-Aug 1,672 Sep-May 110,290 Mar-Oct Total Prod 213.3 104.9 47.2 120.9 5.0 491.3
NORTHERN Duke Bluecrop Elliott Jersey Draper SOUTHERN Oneal Star Emerald Jewel Primadonna RABBITEYE Brightwell Tifblue Powderblue Climax
21
North American Acreage Increases 1995 - 2010

120,000 100,000 80,000 60,000
40,000
20,000 0 1995
1999
2001
2003
2005
2007
2008
2010
22
NA Region Acreage Increases 2005 - 2010

Mexico & Central America
100% 80%
60% Midwest 40% 20% 0% 2005 Acres
Southern Northeast
Western
2007 Acres
2008 Acres
2010 Acres
23
2010 North American Acreage Distribution

Western 39%
Midwest 23%
Mexico & Central America 1% Southern 27%

Northeast 10%
24
NA Fresh Production by Region 1995 -2010

300
250
200 150
100 50
Southern
Northeastern Midwestern Western
0
1995 1997 1999 2001 2003 2005 2007 2008 2010
25
NA Processed Production by Region 1995 -2010

200 Mexico & Central America
150
Southern
100
Northeastern
Midwestern
50
Western
0 1995 1997 1999 2001 2003 2005 2007 2008 2010
26
North America Overview

West
Slower growth in PNW, though continuing, driven by process and fresh demand both domestic and exports California planting growth miniscule, production still increasing facing competitive challenges Continues to grow, strong fresh and process position New growing techniques increasing productivity in some farms Significant growth, both in acreage and production, especially in Georgia Some concerns about long term competitiveness of some fields (NJ) Increased replanting, market proximity an advantage, 2010 a tough year due to weather and labor Mexico likely to become a player in next decade With rapid growth may come challenges
Midwest
South
Northeast
27
North America Overview

Domestic Market Export Markets Process Economics, Policy, Technology North America General Continues to grow, fresh movement considerable, new opportunities for growth in process Significant export opportunities to Pacific Rim and beyond Heavy fresh diversion, light wild crop, significant inventory movement and other factors contributed to rebound in process prices in 2010 Labor an increasing concern Considerable interest in machine harvest for fresh Room for continued growth Competitive advantages for operations of scale Rapid growth accompanied by tendencies to underperform
28
South America
29
2010 South American Highbush Production

Fresh Process Chile Argentina Uruguay Peru Brazil Colombia TOTAL 68.14 22.20 1.60 0.03 0.12 0.01 92.10 19.40 3.00 0.60 0.01 0.01 0.01
Total 87.54 25.20 2.20 0.04 0.13 0.02
Fresh 109.51 24.64 2.68 0.03 0.20 0.01 137.07
Process
Total
14.00 123.51 2.00 0.33 0.00 0.00 0.00 26.64 3.01 0.03 0.20 0.01
23.03 115.13
16.33 153.40
30
2010 South American Highbush Production

2005 2007 2008 09/10 Acres Acres Acres Acres Chile Argentina Uruguay Peru Brazil Colombia TOTAL 11,120 22,700 26,908 32,250 6,919 0 0 0 0 9,400 10,900 1,450 40 50 10 1,620 60 200 15 9,500 1,850 80 300 20
2010 Million Lbs.
Fresh 109.51 24.64 2.68 0.03 0.20 0.01 137.07
Process Total 14.00 123.51 2.00 0.33 0.00 0.00 0.00 26.64 3.01 0.03 0.20 0.01
18,039 33,650 39,703 44,000
16.33 153.40
31
2010 South American Highbush Summary

09/10 Acres Chile Argentina Uruguay Peru Brazil Colombia TOTAL 32,250 9,500 1,850 80 300 20 44,000 Timing Nov-Mar Sep-Jan Oct-Jan Aug-Jan Sep-Jan Jul-Feb Sep-Apr Total Prod 123.5 26.6 3.0 0.0 0.2 0.0 153.4
NORTHERN Duke Bluecrop Elliott Brigitta Legacy SOUTHERN Oneal Star Jewel Emerald Misty RABBITEYE Brightwell Tifblue Centurion Ochlockonee
32
South America Acreage Increases 1995 - 2010

50,000 40,000 30,000
20,000 10,000 0
1995
1999
2001
2003
2005
2007
2008
2010
33
South America Acreage Increases 2005 - 2010

100%
80%
Uruguay
Argentina
Brazil
60% 40%
20%
Chile
0% 2005 Acres
2007 Acres
2008 Acres
09/10 Acres
34
2010 South America Acreage Distribution
Argentina 22% Uruguay 4%
Chile 73%
Peru 0% Colombia 0%
35
2009/10 South America Fresh Production
Uruguay 2%
Argentina 18%
Chile 80%
36
2009/10 South America Processed Production
Uruguay 2% Argentina 12%
Chile 86%
37
South America Overview

Continent Long term opportunities to supply growing demand throughout northern hemisphere Rapid growth has led to underperformance in many regions Larger operators of scale strengthening position Continuing to grow and replant Exchange rate and labor availability a major concern Challenges to remaining competitive, undergoing correction Many challenges resulted from rapid growth Growth very limited Some operators better positioned than others and doing well
Chile
Argentina
Uruguay Other Countries
Comparatively small but growing

New growing regions and markets in South America
38
Europe
39
2010 European Highbush Production Southern & Western Europe

Fresh Process France Spain Portugal TOTAL 2.20 9.20 1.00 12.40 0.23 0.00 0.00 0.23
Total 2.43 9.20 1.00 12.63
Fresh 3.75 17.63 2.42 23.80
Process 0.22 0.00 0.00 0.22
Total 3.97 17.63 2.42 24.02
40
2010 European Highbush Production Southern & Western Europe

2005 2007 2008 2010 Acres Acres Acres Acres France Spain Portugal TOTAL 741 494 99 1,334 810 1,870 320 3,000 840 2,100 330 3,270 890 2,600 480 3,970
2010 Million Lbs.
Fresh 3.75 17.63 2.42 23.80
Process Total 0.22 0.00 0.00 0.22 3.97 17.63 2.42 24.02
41
2010 European Highbush Summary Southern & Western Europe

2010 Acres France Spain Portugal TOTAL 890 2,600 480 Timing Jul-Aug Mar-Jun Apr-Jun Total Prod 4.0 17.6 2.4 24.0
NORTHERN Duke Bluecrop Brigitta Draper Elliott Aurora SOUTHERN Star Misty Oneal Bluecrisp Windsor Private RABBITEYE Ochlockonee Powderblue
3,970 Mar-Aug
42
2010 European Highbush Production Central & Northern Europe

Fresh Process Austria Denmark Netherlands Germany Ireland Italy Sweden Switzerland UK TOTAL
Total 0.50 0.20 3.60 16.86 0.05 3.40 0.20 0.30 0.65 25.76
Fresh 0.60 0.28 2.76 18.73 0.13 3.64 0.22 0.20 2.40 28.95
Process 0.11 0.03 0.28 1.21 0.00 0.22 0.01 0.10 0.10 2.06
Total 0.71 0.31 3.03 19.95 0.13 3.86 0.23 0.30 2.50 31.01
43
0.40 0.10 3.30 16.53 0.05 3.30 0.10 0.20 0.65 24.63
0.10 0.10 0.30 0.33 0.00 0.10 0.10 0.10 0.00 1.13
2010 European Highbush Production Central & Northern Europe

2005 Acres Austria Denmark Netherlands Germany Ireland Italy Sweden Switzerland UK TOTAL
2007 Acres 100 50 580 4,400 25 540 80 50 550 6,375
2008 Acres 110 50 600 5,063 35 600 80 50 550 7,138
2010 Acres 125 60 1,180 5,300 35 680 90 55 670 8,195
2010 Million Lbs.
Fresh 0.60 0.28 2.76 18.73 0.13 3.64 0.22 0.20 2.40 28.95
Process Total 0.11 0.03 0.28 1.21 0.00 0.22 0.01 0.10 0.10 2.06 0.71 0.31 3.03 19.95 0.13 3.86 0.23 0.30 2.50 31.01
44
0 0 0 3,954 0 445 0 0 49 4,448
2010 European Highbush Summary Central & Northern Europe

2010 Acres Austria Denmark Netherlands Germany Ireland Italy Sweden Switzerland UK TOTAL
Timing Jul-Aug Jul-Sep Jun-Sep Jul-Sep Jul-Sep Jun-Aug Aug-Sep Jul-Sep Jul-Sep Jun-Sep
Total Prod 0.7 0.3 3.0 19.9 0.1 3.9 0.2 0.3 2.5 31.0
125 60 1,180 5,300 35 680 90 55 670 8,195
NORTHERN Duke Bluecrop Draper Elliott Brigitta Aurora
45
2010 European Highbush Production Eastern Europe

Fresh Process Baltics Poland Ukraine Romania Others TOTAL 0.00 17.40 0.00 0.00 0.00 17.40 0.00 0.60 0.00 0.00 0.00 0.60
Total 0.00 18.00 0.00 0.00 0.00 18.00
Fresh 1.10 13.84 0.44 0.42 0.09 15.89
Process 0.00 9.91 0.22 0.00 0.09 10.22
Total 1.10 23.75 0.66 0.42 0.18 26.11
46
2010 European Highbush Production Eastern Europe

2005 2007 2008 2010 Acres Acres Acres Acres Baltics Poland Ukraine Romania Others TOTAL 0 3,954 0 0 0 3,954 250 6,700 160 100 120 7,330 290 6,900 180 120 140 7,630 335 7,800 190 130 160 8,615
2010 Million Lbs.
Fresh 1.10 13.84 0.44 0.42 0.09 15.89
Process Total 0.00 9.91 0.22 0.00 0.09 10.22 1.10 23.75 0.66 0.42 0.18 26.11
47
2010 European Highbush Summary Eastern Europe

2010 Acres Baltics Poland Ukraine Romania Others TOTAL 335 7,800 190 130 160 8,615 Total Prod 0.0 18.0 0.0 0.0 0.0 18.0
NORTHERN Bluecrop Draper Elliott Bluegold
Timing Aug-Sep Aug-Sep Jul-Sep Jul-Sep 0 Jul-Sep
48
2010 European Highbush Production

Fresh Process South & Western Central & Northern Eastern TOTAL 12.40 24.63 17.40 54.43 0.23 1.13 0.60 1.96
Total 12.63 25.76 18.00 56.39
Fresh 23.80 28.95 15.89 68.64
Process 0.22 2.06 10.22 12.50
Total 24.02 31.01 26.11 81.14
49
2010 European Highbush Production

2005 2007 2008 2010 Acres Acres Acres Acres South & Western Central & Northern Eastern TOTAL 1,334 4,448 3,954 3,000 6,375 7,330 3,270 7,138 7,630 3,970 8,195 8,615
2010 Million Lbs.
Fresh 23.80 28.95 15.89 68.64
Process Total 0.22 2.06 10.22 12.50 24.02 31.01 26.11 81.14
9,736 16,705 18,038 20,780
50
2010 European Highbush Summary

2010 Acres South & Western Central & Northern Eastern TOTAL 3,970 8,195 8,615 20,780 Total Prod 24.0 31.0 26.1 81.1
NORTHERN Duke Bluecrop Draper Elliott SOUTHERN Star Misty Oneal RABBITEYE Ochlockonee Powderblue
Timing Mar-Aug Jun-Sep Jul-Sep Mar-Sep
51
European Acreage Increases 1995 - 2010

21,000
18,000
15,000 12,000
9,000
6,000 3,000 0 1995

1999
2001
2003
2005
2007
2008
2010
52
European Acreage Increases 2005 - 2010

100% 80% 60% 40% 20% 0%
2005 Acres
Eastern
Central & Northern South & Western

2007 Acres 2008 Acres 2010 Acres
2010 European Acreage Distribution

Central & Northern 39%
South & Western 19%
Eastern 42%
54
2010 Europe Fresh Production
Central & Northern 42%
Eastern 23%
South & Western 35%
55
2010 Europe Processed Production
Central & Northern 16% South & Western 2%

Eastern 82%
European Overview
Continent Mainland consumption growing but gradually and limited to certain areas Health research and media attention may help increase awareness and demand Spains growth slowing in deference to lower cost Morocco French growth limited - French market awaiting different flavor profile Main center of non-UK consumption growth Some planting continues, locally focused Polish growth notably slowed Some activity further east Growth in Russian market
South & Western Central & Northern Eastern
57
Mediterranean & North Africa
58
2010 Mediterranean & North Africa Highbush Production

Fresh Process Morocco Egypt Turkey Israel Others TOTAL 0.30 0.00 0.50 0.01 0.00 0.81 0.00 0.00 0.00 0.00 0.00 0.00
Total 0.30 0.00 0.50 0.01 0.00 0.81
Fresh 1.76 0.09 0.13 0.10 0.10 2.18
Process 0.02 0.01 0.01 0.00 0.00 0.04
Total 1.79 0.10 0.14 0.10 0.10 2.23
59
2010 Mediterranean & North Africa Highbush Production

2005 2007 2008 2010 Acres Acres Acres Acres Morocco Egypt Turkey Israel Others TOTAL 0 0 0 0 0 0 170 20 0 25 0 215 180 25 120 30 0 355 450 35 150 35 2 672
2010 Million Lbs.
Fresh 1.76 0.09 0.13 0.10 0.10 2.18
Process Total 0.02 0.01 0.01 0.00 0.00 0.04 1.79 0.10 0.14 0.10 0.10 2.23
60
2010 Mediterranean & North Africa Highbush Summary

2010 Acres Morocco Egypt Turkey Israel Others TOTAL 450 35 Total Prod 1.79 0.10 0.14 0.10 0.10 2.23
NORTHERN Chandler Bluecrop Patriot Bluegold SOUTHERN Misty Star Biloxi Sharpblue UF varieties Private
Timing Feb-Jun Feb-Jun
150 Mar-Aug? 35 Mar-Jun? 2 0
672 Feb-Jun
61
Mediterranean & North Africa Overview

Morocco continues to grow, driven by demand for lower cost higher quality spring fruit Long term potential to supply spring fruit to Europe Limited activity outside of Morocco up to this point, demand for spring fruit remains strong
Morocco
North Africa Mediterranean
Potential new consumption markets developing
62
Southern Africa
63
2010 Southern Africa Highbush Production

Fresh Process South Africa Zimbabwe Others TOTAL 1.10 0.01 0.00 1.11 0.44 0.00 0.00 0.44
Total 1.54 0.01 0.00 1.55
Fresh 2.10 0.00 0.00 2.10
Process 0.20 0.00 0.00 0.20
Total 2.30 0.00 0.00 2.30
64
2010 Southern Africa Highbush Production

2005 2007 2008 2010 Acres Acres Acres Acres South Africa Zimbabwe Others TOTAL 740 0 0 740 800 0 0 810 900 0 0 910 1,120 1 1 1,124
2010 Million Lbs.
Fresh 2.10 0.00 0.00 2.10
Process Total 0.20 0.00 0.00 0.20 2.30 0.00 0.00 2.30
65
2010 Southern Africa Highbush Summary

2010 Acres South Africa Angola Zimbabwe Others TOTAL 1,120 2 1 1 Total Prod 2.3 0.0 0.0 0.0 2.3
NORTHERN Duke Legacy Chandler Elliott SOUTHERN Emerald Jewel Star Snowchaser RABBITEYE Ochlockonee Powerdblue
Timing Aug-Jan Aug-Jan 0 0
1,124 Aug-Jan
66
Southern Africa Overview

Industry seeking position as supplier of quality counterseasonal blueberries to Europe and UK to compete with other southern hemisphere suppliers Some barriers to rapid growth Limited activity up to this point
Republic of South Africa Other Countries
67
Asia & Pacific
68
2010 Asia & Pacific Highbush Production Asia

Fresh Process China India Japan South Korea TOTAL 1.76 0.00 4.00 0.10 5.86 2.30 0.00 0.05 0.00 2.35
Total 4.06 0.00 4.05 0.10 8.21
Fresh 3.00 0.20 4.90 0.50 8.60
Process 3.60 0.00 0.20 0.00 3.80
Total 6.60 0.20 5.10 0.50 12.40
69
2010 Asia & Pacific Highbush Production Asia

2005 2007 2008 2010 Acres Acres Acres Acres China India Japan South Korea TOTAL 642 0 1,112 0 1,754 3,275 0 1,300 40 4,615 2,900 60 2,090 50 8,645 80 2,230 180
2010 Million Lbs.
Fresh 3.00 0.20 4.90 0.50 8.60
Process Total 3.60 0.00 0.20 0.00 3.80 6.60 0.20 5.10 0.50 12.40
5,100 11,135
70
2010 Asia & Pacific Highbush Summary Asia

2010 Acres China India Japan South Korea TOTAL 8,645 Total Timing Prod May-Oct 6.6 0.2 5.1 0.5 12.4
NORTHERN ANGUSTIFOLIUM & HALFHIGHS Duke Bluecrop Tophat Northland North Country Blomindon Elliott SOUTHERN Northblue St. Cloud Misty Sharpblue RABBITEYE Tifblue Oneal UF and UG Centurion varieties in Beckyblue Japan
80 Mar-Aug? 2,230 180 11,135 May-Aug Jun-Aug May-Aug
71
2010 Asia & Pacific Highbush Production Pacific

Fresh Process Australia New Zealand Philippines TOTAL 4.40 2.00 0.01 6.41 0.88 1.50 0.00 2.38
Total 5.28 3.50 0.01 8.79
Fresh 5.70 2.00 0.00 7.70
Process 0.90 1.50 0.00 2.40
Total 6.60 3.50 0.00 10.10
72
2010 Asia & Pacific Highbush Production Pacific

2005 2007 2008 2010 Acres Acres Acres Acres Australia New Zealand Philippines TOTAL 1,384 1,050 0 2,434 1,450 1,290 10 2,750 1,470 1,290 10 2,770 1,530 1,450 2 2,982
2010 Million Lbs.
Fresh 5.70 2.00 0.00 7.70
Process Total 0.90 1.50 0.00 2.40 6.60 3.50 0.00 10.10
73
2010 Asia & Pacific Highbush Summary Pacific

2010 Acres Australia New Zealand Philippines TOTAL 1,530 1,450 Total Prod 6.6 3.5 0.0 10.1
NORTHERN Duke Bluecrop Elliott Nui Puru SOUTHERN Private Biloxi Sharpblue RABBITEYE Rahi Maru Powderblue
Timing Aug-Jan Nov-Mar
2 Sep-Apr? 2,982 Aug-Apr?
74
2010 Asia & Pacific Highbush Production

Fresh Process Asia Pacific TOTAL 5.86 6.41 12.27 2.35 2.38 4.73
Total 8.21 8.79 17.00
Fresh 8.60 7.70 16.30
Process 3.80 2.40 6.20
Total 12.40 10.10 22.50
75
2010 Asia & Pacific Highbush Production

2005 Acres Asia Pacific TOTAL 1,754 2,434 4,188 2007 Acres 4,615 2,750 7,365 2008 Acres 2010 Acres
2010 Million Lbs.
Fresh 8.60 7.70 16.30
Process Total 3.80 2.40 6.20 12.40 10.10 22.50
5,100 11,135 2,770 2,982
7,870 14,117
76
2010 Asia & Pacific Highbush Summary

2010 Acres Asia Pacific TOTAL Total Prod 12.4 10.1 22.5
NORTHERN Duke Legacy Chandler Elliott SOUTHERN Emerald Jewel Star Snowchaser RABBITEYE Ochlockonee Powerdblue
Timing
11,135 May-Aug 2,982 Aug-Apr? 14,117 52 wks
77
Asia & Pacific Acreage Increases 2005 - 2010

100%
80% Pacific
60% 40%
Asia
20% 0% 2005 Acres

2007 Acres
2008 Acres
2010 Acres
78
2010 Asia & Pacific Acreage Distribution
Pacific 21%
Asia 79%
79
2010 Asia & Pacific Fresh Production
Pacific 47% Asia 53%
80
2010 Asia & Pacific Processed Production
Pacific 39%
Asia 61%
81
Asia & Pacific Overview

Australia New Zealand Japan High demand in domestic market, opportunities for further exports if Mainland China and other markets open and grow Growth limited, highly professional, focused on supplying niche markets for high end quality fresh product Most established Asian market domestic production preferred when available in late spring Significant movement of fresh and processed imports Sleeping giant has awoken, huge market potential for exports of fresh and processed Demand outstrips domestic supply for foreseeable future New Japan for exports, high demand and increasing awareness of blueberries
China
South Korea
82
World
83
2010 World Highbush Production by Region

Fresh North America South America Europe Med. & N. Africa Southern Africa Asia & Pacific World Acreage 229.40 92.10 54.43 0.81 1.11 12.27 390.12
Process 186.35 23.03 1.96 0.00 0.44 4.73 216.51
Total 415.75 115.13 56.39 0.81 1.55 17.00 606.63
Fresh 303.00 137.07 68.64 2.18 2.10 16.30 529.30
Process 188.30 16.33 12.50 0.04 0.20 6.20 223.57
Total 491.30 153.40 81.14 2.23 2.30 22.50 752.87
84
2010 Worldwide Lowbush Production Wild Region

Fresh Quebec PEI Nova Scotia New Brunswick New Foundland Maine China V. Ulig., Vitis Idaea Europe Total Wild
Process 78.0 9.8 40.0 33.7 1.7 89.5 6.6 25.0 284.3
Total 80.0 9.8 40.0 33.7 1.7 90.0 6.6 25.0 286.8
Fresh 2.0 0.0 0.0 0.0 0.0 0.5 0.0 2.0 4.5
Process Total 28.0 9.0 27.5 25.0 0.5 64.5 10.0 15.0 179.5 30.0 9.0 27.5 25.0 0.5 65.0 10.0 17.0 184.0
2.0 0.0 0.0 0.0 0.0 0.5 0.0 0.0 2.5
85
2010 World Highbush Production by Region

2005 Acres North America South America Europe Med. & N. Africa Southern Africa Asia & Pacific World Acreage 71,075 18,039 9,736 0 740 4,188 103,778 2007 Acres 85,617 33,650 16,705 215 810 7,365 144,362 2008 Acres 95,607 39,703 18,038 355 910 7,870 162,483 2010 Acres 110,290 44,000 20,780 672 1,124 14,117 190,983
2010 Million Lbs.
Fresh 303.00 137.07 68.64 2.18 2.10 16.30 529.30
Process 188.30 16.33 12.50 0.04 0.20 6.20 223.57
Total 491.30 153.40 81.14 2.23 2.30 22.50 752.87
86
2010 World Highbush & Wild Production by Region

Fresh North America South America Europe Med. & N. Africa Southern Africa Asia & Pacific TOTAL 231.9 92.1 54.4 0.8 1.1 12.3 392.62
Process Total 439.1 23.0 27.0 0.0 0.4 11.3 671.0 115.1 81.4 0.8 1.6 23.6
Fresh 305.5 137.1 70.6 2.2 2.1 16.3 533.80
Process Total 342.8 16.3 27.5 0.0 0.2 16.2 648.3 153.4 98.1 2.2 2.3 32.5
500.81 893.43
403.07 936.87
87
World Acreage Increases 1995 - 2010

250
200
Thousands North America Europe Southern Africa Pacific
South America Med. & N. Africa Asia
150 100
50
0 1995
1999
2001
2003
2005
2007
2008
2010
88
Timing North America

Jan Feb Mar Apr May TIMING - WORLDWIDE June July Aug Sept Oct Nov Dec
North America Western British Columbia Washington Oregon California Midwest Michigan Indiana Others Northeast New Jersey New York E. Canada Nova Scotia Southern Florida Arkansas Missouri/Louisiana Georgia North Carolina Texas Mexico & C. America Northern Mexico Southern Mexico Guatemala Cort Brazelton
Brazelton Ag Consulting
89
Timing Americas
Jan Feb Mar Apr TIMING - WORLDWIDE May June July Aug Sept Oct Nov Dec
North America Western Midwest Northeast Southern Mexico & C. America South America Chile Argentina Uruguay Peru Brazil Colombia
90
Timing Europe
Europe South & Western France Spain Portugal Central & Northern Austria Denmark Netherlands Germany Ireland Italy Sweden Switzerland UK Eastern Baltics Poland Ukraine Romania Others Cort Brazelton
Brazelton Ag Consulting
91
Timing Mediterranean & Africas

Med. & N. Africa Morocco Egypt Turkey Israel Others Southern Africa South Africa Angola Others South America Chile Argentina Uruguay Peru Brazil Colombia
92
Timing Europe, Mediterranean & Africas

Europe South & Western Central & Northern Eastern Med. & N. Africa Southern Africa South America Chile Argentina Uruguay Peru Brazil Colombia
93
Timing Asia & Pacific

Asia & Pacific Asia China India Japan South Korea Pacific Australia New Zealand Phillipines South America Chile Argentina Uruguay Peru Brazil Colombia
94
Timing Worldwide
North America South America Europe Mediterranean & North Africa South Africa Asia & Pacific
95
World Acreage Distribution
Asia & Pacific 7% Southern Africa 0.6%

Med. & N. Africa 0.4% Europe 11%
North America 58%
South America 23%

96
2010 Total World Production
Asia & Pacific 3%

Med. & N. Africa 0.30% Southern Africa 0.31% Europe 11%
North America 66%
South America 21%
97
2010 World Fresh Production
Med. & N. Africa 0.41% Southern Africa 0.40%
Asia & Pacific 3% North America 57% South America 26%
Europe 13%
98
2010 World Highbush Processed Production
Asia & Pacific 4%

Med. & N. Africa 0.04
North America 85%
Southern Africa 0.05%
Europe 7% South America 4%
99
2010 World Highbush and Lowbush Processed Production
Asia Wild 2%
North America 47%
Asia & Pacific 2% Europe Wild 3.72% Europe 3.10% No.America Wild 38%
South America 4%
100
2010 World Highbush Fresh vs. Processed

300
Fresh 250 200 150 100

50
Process
0
North America
South America
Europe
Med. & N. Southern Africa Africa
Asia & Pacific

101
2010 World Highbush & Wild Fresh vs. Processed

500
Fresh Process
400 300 200

100 0
North America
South America
Europe
Med. & N. Southern Africa Africa
Asia & Pacific

102
Worldwide Trends
Home of majority of the worlds production North America remains by far the largest market Room for growth in both fresh and processed Production developing gradually Mainland European market presents untapped potential for consumption growth Still UK-centric Asia contains the fastest growing markets for blueberries in the world today Production is growing but not as rapidly as demand
Americas
Europe & Africa
Asia & Pacific
103
Worldwide Trends
Blueberry industry going global both production and consumption New consumers now a major driver of demand Fresh has been in the drivers seat, how can this consumption growth be sustained? Opportunity for renewed growth in processed Rapid growth creates unique challenges General drive towards professionalism, quality and scale Repositioning and retooling in established regions Globalization: Blueberries following the global consumption and production trends of other foods and desirable goods
Worldwide
104
2008 World Production Growth Prediction

1,500
Million Lbs.
Over 1.3 Bn Lbs. by 2013 Over 1 Bn Lbs. by 2011
1,200 900 600 300

0 2005
Asia & Pacific

Southern Africa
Med. & N. Africa

Europe
South America
North America
2007
2008
2009
2010
2011
2012
105
2010 World Production Growth Prediction

1,500
Million Lbs.
Over 1.4 Bn Lbs. by 2015 Over 1 Bn Lbs. by 2013
Asia & Pacific

Southern Africa
1,200 900 600

300 0
Med. & N. Africa Europe

South America
North America
2005 2007 2008 2009 2010 2011 2012 2013 2014 2015
106
Where Have They Been ...
Existing Market Growth Market Developing Market
107
Special Thanks to all the Contributors!

Please remember the data in this report is a combination of hard data, soft data, official estimates, not so official estimates, conjecture, best guesses and wild guesses!
Special thanks to leading growers, shippers, packers, officials, suppliers, extension, foreign service, researchers and others from around the world who made this report possible!
Also, thanks to Northwest Visuals and team members at Fall Creek Farm and Nursery for their support in data collection and preparation.
108

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2010

World Blueberry Acreage & Production

2011 U.S. Highbush Blueberry Council

Where Have They Been ...

And they keep on going

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Production Western Region

Total 75.00 30.00 44.60 14.00

Fresh 56.00 12.00 25.80 27.00 120.80

Process 34.00 30.00 27.50 1.00

Total 90.00 42.00 53.30 28.00

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Production Western Region

Fresh 56.00 12.00 25.80 27.00 120.80

22,595 30,947 35,332 43,088

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Summary Western Region

Timing Jul-Sep Jun-Sep Jul-Sep Mar-Jul Mar-Sep

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Production Midwestern Region

Fresh 49.50 2.70 1.90 54.10

Process 49.50 1.30 0.00

Total 99.00 4.00 1.90

65.00 110.00 1.50 0.00 3.80 0.30

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Production Midwestern Region

Fresh 49.50 2.70 1.90 54.10

Process Total 49.50 1.30 0.00 99.00 4.00 1.90

20,405 21,425 23,400 25,200

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Summary Midwestern Region

Timing Jul-Sep Jul-Sep Jul-Sep Jul-Sep

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Production Northeast Region

Total 54.00 2.30 3.10 1.25 60.65

Fresh 32.00 2.20 3.80 1.00 39.00

Process 8.00 0.10 0.10 0.00 8.20

Total 40.00 2.30 3.90 1.00 47.20

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Production Northeast Region

Fresh 32.00 2.20 3.80 1.00 39.00

9,730 10,400 10,560 10,880

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Summary Northeast Region

Timing Jun-Aug Jul-Aug Jul-Sep Aug-Oct Jun-Sep

Cort Brazelton Brazelton Ag Consulting

2011 U.S. Highbush Blueberry Council

2010 North American Highbush Production Southern Region

Total 9.00 1.50 3.70 31.00 28.50 1.50 0.00 75.20

Fresh 15.00 0.50 3.00 36.00 27.50 1.50 0.60 84.10

Process 0.80 0.00 4.50 20.00 11.50 0.00 0.00

Total 15.80 0.50 7.50 56.00 39.00 1.50 0.60

9.00 1.50 1.90 16.00 20.00 1.50 0.00 49.90

0.00 0.00 1.80 15.00 8.50 0.00 0.00 25.30

2011 U.S. Highbush Blueberry Council