News in brief:
– Agrovision expands into China’s Yunnan province, planning a 2,000-hectare blueberry farming operation to meet local demand.
– The move targets health-conscious Chinese consumers and aims to establish a year-round supply of premium blueberries, aligning with Agrovision’s global growth strategy.
Global berry producer Agrovision is set to launch a significant blueberry farming venture in China’s Yunnan province, aiming to secure a steady supply of Chinese blueberries throughout the year.
Agrovision’s initial phase involves a 33-hectare plantation in Yunnan, with plans to expand to 2,000 hectares. The company chose Yunnan for its favorable microclimate, characterized by warm days and cold nights, conducive to blueberry cultivation. By early 2025, Agrovision anticipates offering locally-grown blueberries in the Chinese market.
Strategic advancement and economic boost
Steve Magami, CEO of Agrovision, expressed the strategic significance of the move, emphasising the company’s commitment to providing high-quality berries year-round. He also highlighted the positive impact on the local agricultural economy and the opportunity to cater to health-conscious Chinese consumers.
Agrovision’s expansion in China builds upon its existing presence, including sales and marketing operations in Shanghai since 2022. The company, already active in Peru and Mexico, has emerged as a key player in supplying premium blueberries to the Chinese market. Additionally, a recent partnership with Chileâs Greenvic aims to meet the rising demand for cherries in China.
Long-term supply strategy
Magami outlined Agrovision’s long-term vision, indicating plans to eventually supply neighboring countries from its Chinese operations. While Peru currently fulfills the majority of China’s blueberry demand, Agrovision aims to gradually transition to domestic production.
The expansion aligns with Agrovision’s marketing strategy, targeting health-conscious Chinese consumers who prioritize fresh and ethical food products. With China’s growing emphasis on healthy eating, Agrovision aims to capitalise on this trend, leveraging statistics indicating a willingness among Chinese consumers to pay premiums for healthier and ethically produced goods.
