Knowing how consumers behave in the markets you're supplying is essential when it comes to developing the right strategy for selling and marketing berries. During the opening session of Global Berry Congress, we'll take a close look at some of the latest consumer trends and seek to gauge the impact of factors such as the on-going financial crisis, food scares in the US and Europe and other issues such as taste preferences, health awareness, environmental considerations and consumption habits when it comes to buying berries.

With British consumers now spending more on berries than on any other fruit, it's clear that there's a great deal of good work being done in terms of how the fruit is sold in the country. Furthermore, there are signs that this success could be repeated elsewhere in Europe as players right along the supply chain become more aware of the need to address key issues such as availability, varietal mix, promotional strategies, cross-sector collaboration and consumer awareness. But is enough being done to maximise the potential for growth across other European markets? How can companies add value and increase market penetration of different berry varieties while at the same time keeping a lid on their input costs? And what does the future hold for the UK? Can its recent success be sustained indefinitely?

While many of the world's major berry producers and marketers have traditionally focused their attention on supplying developed markets in North America and Europe, new opportunities have emerged over the past decade to begin selling berries to customers in places such as Russia and the Middle East. Even further east, meanwhile, lies the tantalising prospect of a sizeable Asian market that might eventually begin to rival its western counterparts in terms of consumer demand. How will those new opportunities present themselves and how can suppliers and marketers ensure they are well prepared?

When it comes to ensuring that all members of the berry supply chain are able to maximise their returns, identifying the best varieties that are able to meet a wide range of requirements from consumers, retailers, suppliers and growers
is essential. But what features do consumers, marketers and retailers want from new berry varieties? And are breeders in a position to meet those demands? This session will look at the various demands placed on berry breeding companies and identify areas for potential improvement.

Some of the leading players in the fresh berry marketing arena will be invited to share their views on a range of promotional tactics adopted in order to boost sales. What potential do they see to encourage greater levels of demand in key markets and how can they make certain that such marketing investments have a permanent impact on the value and volume of berries sold? Will the trade favour generic campaigns which centre around the notion of boosting sales year-round, or will they adopt a more seasonal, countryfocused approach? Alternatively, will increased investment in proprietary berry varieties mean that promotional efforts are far more targeted in future?