Berry Swing survey links EU berry quality to safety and sustainability
A consumer survey conducted under the Berry Swing project has found that food safety, sustainability and traceability are now the primary drivers of value in the European berry supply chain, according to findings released recently.
The research, carried out among more than 300 mountain sports enthusiasts in Livigno during the last Winter Olympics, found that nearly nine in ten respondents rated European berries as superior in quality to competing products. Ninety per cent of participants associated EU-grown berries with rigorous controls and reliable traceability, while 88 per cent considered them healthier and nine in ten rated their taste more favourably than non-EU alternatives.
Sustainability perceptions strengthen market position
Sustainability credentials featured prominently in the results. Eighty-seven per cent of respondents considered EU strawberries, blueberries, blackberries, raspberries and redcurrants more sustainable than non-EU alternatives, citing both environmental and social factors. Seven in ten respondents said they were more likely to purchase berries produced using methods that reduce environmental impact, protect natural resources and maintain high safety standards.
The survey forms part of Berry Swing – Little European Heroes Against Climate Change, a three-year project co-funded by the European Union and CSO Italy. The initiative is designed to promote a production model built around quality, food safety, sustainability and innovation, with particular focus on the Italian and German markets.
Production volumes rising alongside quality demands
The findings arrive against a backdrop of substantial growth in global berry production. According to the International Blueberry Organisation (IBO), cultivated area expanded from approximately 130,000 hectares to more than 282,000 hectares between 2015 and 2024, an increase of 117.5 per cent. Global production reached 2.15 million tonnes in 2024 and is forecast to rise to 3.2 million tonnes by 2028.
Analysis from the IBO and the Centre for the Promotion of Imports (CBI) indicates that competitiveness in the sector is increasingly determined by supply chain transparency and sustainability credentials rather than production volume alone. Both organisations report growing buyer preference for berries sourced through traceable, sustainably managed supply chains that meet defined quality and food safety benchmarks.
Implications for supply chain operators
For food scientists and supply chain engineers, the data point to traceability infrastructure and verified sustainability practices as increasingly central to commercial positioning within the berry category. As cultivated area and output continue to expand, operators able to demonstrate rigorous quality control and environmental performance may be better positioned to meet buyer and consumer expectations across European markets.
The Berry Swing project will continue to track consumer perception data as part of its broader remit to document standards across the European berry supply chain.
