Berries

Berry industry statistics from 2004

Summary

The gross value of production for berries, comprising blueberries, strawberries and raspberries, is approximately $1.7 million per annum for the AlpValleys region. Berry production is spread throughout Alpine and Indigo Shires and Wangaratta Rural City and its location is dependent upon the berry type.

Smaller and marginal producers are leaving the industry. There is a shift toward a smaller number of growers producing larger volumes of fruit and creating farm sizes that can be managed as a commercially viable business. Most Rubus and blueberry enterprises are only a part of farm income or augment off-farm income as a lifestyle choice.

Blueberries

Raspberries and strawberries combined

Berry industry overview

Location of the berry industry within North East Victoria

Blueberries

Raspberries and strawberries combined

Projected berry industry growth

Berry industry labour requirements

Most growers maintain and manage their production as owner/operators with a few larger growers employing permanent and casual employees. . However, most require access to reliable harvest labour. Approximately 130 casual staff are required during harvest.

Berry industry marketing activities

Growers expressed a need to continue marketing product towards replacing imports of processed fruit, and increasing exports of fresh fruit and products.

Co-operative marketing is being used to increase size of supply and certainty of supply.

Berry industry strategic advantages and opportunities

• Export within the strawberry industry is occurring on a small scale and potential exists for co-coordinated growth in fresh fruit export sales. The export of fresh produce is supported by stable prices for the product and a consistent demand. Varieties have been developed that are suited to extended transportation. Victorian Rubus and blueberry growers are not focused on export
• North East Victoria is a location that has an opportunity to provide export fruit in the off-season to the United Kingdom and Europe, and all year to Asia.
• The growers in the region are dedicated to quality assurance and growth and are keen adapt to new technologies.
• The regions “clean, green” environment image lends itself well to the product and is complemented by the health aspects associated with the consumption of berry fruit i.e. (antioxidants), especially blueberries and to a lesser extent rubus.
• Further opportunity may exist for organic production.
• The industry is investigating varieties that have autumn-fruiting selection, which ripens at a similar time to the industry’s standard, and another variety that is a late summer-fruiting fruit, which fills a void between summer and early autumn production. If this is adapted in the North East region, it may provide a greater ability for growers to increase the production window. Both offer commercial growers advantages over existing cultivars and will assist regional growers to deliver a more stable supply of quality fruit.

Berry industry strategic disadvantages and impediments to growth

• There is a lack of skilled pickers available during harvest.
• There are problems with post farm gate handling of produce with regard to transportation and perishability. Critical mass is a major factor to achieve cost efficient transport to market.
• Growers believe that there are significant risks associated with rubus production. As a result there are fewer large enterprises that commit solely to rubus growing. Consequently there is a lack of marketing.
• The processed rubus fruit market has limited opportunities due to competition from imports and sustainable contract terms of trade. Access to large and cheaper volumes of imported product is available at prices that local growers cannot sustainably match.