fresh ideas 

10:00 OUT OF THE GROUND, INTO THE GREENHOUSE

Strawberry production is becoming more and more sophisticated with every year, boosted by the availability of new technology and methods of cultivation. We look at where those technological advances are taking the sector.

• CINDY VAN RIJSWICK, RABOBANK

10:30 FILLING THE WINTER WINDOW

Over the past decade, Morocco has grown in importance as a key supplier of fresh berries in the winter months. What are the latest trends as far as the country's berry production and exports are concerned, and how will a potential further increase in plantings affect its prospects in the international market?

• NABIL BELMKADDEM, BESTBERRY / INTERPROBERRIES MAROC

11:00 PRESENTING A PREMIUM PRODUCT

Jessica Andreotti of Italian soft fruit marketer Sant'Orsola explains what steps the company has taken to connect with Italian consumers and to tell them about the quality of its fresh berry offer throughout the year.

• JESSICA ANDREOTTI, SANT’ORSOLA

11:30 GIVING ITALY THE BLUES

Italy could be emerging as a key player in the European fresh blueberry business after several groups began investing in production of the fruit. What is the latest as far as that expansion is concerned and how will the companies involved manage to develop their customer base at home and abroad?

• THOMAS DRAHORAD, NCX DRAHORAD
• CARLO LINGUA, RKM

12:00 BRANDING THE BERRY CATEGORY

Dutch marketer The Greenery lifts the lid on the recent development of Sweet and Sunny, a new, cross-category branding concept for berries. The company's business unit manager for soft fruit explains how the company has established and extended the range through a combination of local, European and overseas supply.

• SJRAAR HULSMAN, THE GREENERY

12:30 BUILDING ALLIANCES ACROSS EUROPE

Cross-border partnerships and year-round supply are very much at the heart of European Berry Growers, a new alliance that brings together fresh berry suppliers in Poland, Portugal and Spain. Four of its founding members explain why the alliance has been set up and how a collaborative approach enables them to take even bigger strides in developing the berry market in future.

• DOMINIKA KOZARZEWSKA, POLSKIE JAGODY
• HUGO PINTO, FRUTAS NATURALES
• SERGIO SÁNCHEZ, FRUTAS NATURALES
• RUI SILVA, ACEGROW

14:00 SERBIA STEPS INTO THE SPOTLIGHT

A number of suppliers in Serbia are working hard to grow exports of fresh berries, including raspberries and blueberries. Our first of two sessions about Serbia on the GBC #FreshIdeas stage considers the current climate for investment in the country's horticulture industry and what opportunities lie ahead for those interested in developing fresh berry supply in a country known more traditionally as a source of frozen berries.

• ANDRIY YARMAK, FAO
• VESELIN DJODJEVIC, BLUEBERRY CLUB SERBIA
• MILOS MILOVANOVIC, FAO
• SLOBODAN OBRADOVIC, DRENOVAC


14:30 STRATEGIC THINKING IN THE BERRY SUPPLY CHAIN

The second of our GBC #FreshIdeas sessions on Serbia features Pureberry, very much one of the country's recent success stories when it comes to creating reliable supply of high-quality, fresh raspberries in the country. We hear about how investment in better production methods, logistics, branding and packaging is giving the group a real advantage in the international market.


• SANJA LARSSON, PUREBERRY FRUITS ROUGE

15:00 VERTICAL FARMING READY FOR LIFT-OFF

Can vertical farming live up to all the recent hype? Rob Hancock of the James Hutton Institute looks at how the group's Advanced Plant Growth Centre could take berry production to a whole new level.

• ROB HANCOCK, JAMES HUTTON INSTITUTE

15:30 EASTERN EUROPE CONTINUES TO EMERGE

FAO economist Andriy Yarmak explores the potential of new and untapped sources of supply in eastern Europe and central Asia.

• ANDRIY YARMAK, FAO
• OLEG BOSYY, FRUITECH
• IEVGENII KHARLAN, IBERRY

16:00 HEALTHY BERRY GROWTH IN UKRAINE

Iryna Kukhtina, purchasing director at Danone Dairy and president of the Ukrainian Berries Association, looks at how marketers can use the healthy attributes of berries to create stronger demand for their products.

• IRYNA KUKHTINA, UKRAINIAN BERRIES ASSOCIATION