From Production to Brand: How IMBERRI Is Building the Global Competitiveness of Chinese Blueberries

In recent years, the global blueberry market has continued to expand. As consumer demand shifts toward healthier lifestyles and higher-quality fresh produce, expectations for blueberry quality, branding, and supply reliability are rising. At the same time, international markets are placing greater emphasis on sustainable cultivation, food safety, and resilient supply chains.

Against this backdrop, China's blueberry industry is accelerating its expansion into international markets. As one of the leading companies in China's blueberry sector, IMBERRI will participate in ASIA FRUIT LOGISTICA 2026, showcasing its fully integrated value chain spanning cultivation, post-harvest processing, cold chain logistics, and brand management, while engaging with global industry partners to explore new opportunities for the future of the blueberry industry.

Behind Every Blueberry Is a Modern Agricultural Value Chain

Backed by the agricultural expertise of its parent company, NPS, which has more than 30 years of experience in agricultural technology, IMBERRI has established a fully integrated blueberry value chain in Yunnan, one of China's premier blueberry-growing regions. Its operations cover cultivation, harvesting, cold chain processing, logistics, distribution, and brand marketing.

Today, the company operates more than 70 modern blueberry farms and over 40 cold chain processing centers, with modern cultivation bases covering more than 60,000 mu (approximately 4,000 hectares). With a cumulative investment of approximately RMB 6 billion, IMBERRI has become the world's largest single-substrate blueberry grower.

At the production level, IMBERRI is committed to environmentally responsible farming practices. Supported by an advanced crop protection system and biological pest control technologies, the company continuously improves fruit quality while reducing reliance on chemical pesticides, providing consumers with safer and healthier blueberries.

To preserve the freshness of its fruit, IMBERRI continuously optimizes its post-harvest supply chain. Blueberries enter cold chain processing within 40 minutes of harvest and are delivered to major sales markets within approximately 48 hours, ensuring exceptional freshness through an efficient cold chain network.

Today, IMBERRI blueberries are exported to Japan, the United Arab Emirates, and several countries and regions across Southeast Asia. During the 2024–2025 season, the company achieved blueberry sales exceeding RMB 2 billion, ranking No. 1 in China in production volume.

Quality, Branding, and Supply Chain Excellence Are Becoming the New Competitive Edge

According to IMBERRI, the global blueberry industry is undergoing significant transformation.

Consumers are placing greater emphasis on quality, trusted brands, and overall consumption experience, and they are increasingly willing to pay for premium products they can trust. Meanwhile, as market competition intensifies, growers must not only improve production efficiency but also optimize supply chain performance, reduce end-to-end costs, and maintain consistent product quality.

At the same time, both consumers and retailers are paying closer attention to food safety, environmentally responsible farming, sustainability, and reliable supply capabilities. A great blueberry is no longer defined by taste alone—it must also offer transparency regarding its origin, cultivation practices, and efficient, safe journey to market.

In response to these industry trends, IMBERRI remains committed to its philosophy of "building brands upward and cultivating land well downward." The company continues to strengthen its brand, enhance its integrated value chain, and drive high-quality industry development through technological innovation.

Rooted in Yunnan, Expanding to Global Markets

China remains IMBERRI's most important strategic market and one of the fastest-growing blueberry consumption markets worldwide.

At the same time, Southeast Asia has become a key focus of the company's international expansion. Through strategic partnerships with leading companies including the CP Group, IMBERRI continues to expand its presence in Thailand, Singapore, and Malaysia, while further developing markets such as Japan and South Korea, strengthening the global influence of Chinese blueberry brands.

Looking ahead, the company will continue to deepen cooperation with international nursery partners, introduce high-quality genetic resources, further enhance cultivation management and product quality, and deliver even better Chinese blueberries to consumers around the world.

Meet at ASIA FRUIT LOGISTICA to Explore Global Cooperation Opportunities

Following its successful debut at ASIA FRUIT LOGISTICA last year, IMBERRI has further strengthened its partnership with the exhibition by becoming the Official Fresh Produce Partner of ASIA FRUIT LOGISTICA 2026. This partnership reflects the exhibition's recognition of IMBERRI's brand strength, industry leadership, and innovation capabilities, while demonstrating a shared commitment to advancing the high-quality development of Asia's fresh produce industry.

At this year's exhibition, IMBERRI will showcase its premium blueberries and latest innovations, meeting face-to-face with buyers, retailers, and industry professionals from around the world to explore new opportunities for the future of the blueberry industry.

IMBERRI

Booth: Hall 5–5R02

We warmly welcome you to visit the IMBERRI booth to connect with industry professionals from around the world, explore the latest trends in the blueberry industry, and discover new opportunities in the global fresh produce market.