The Wild Blueberry Association of North America aims to identify new uses for the product in the UK market.

UK sales of wild blueberries North America have reached £3-5 million a year, mostly to food manufacturers and the catering trade.

Peter Ridout, planning and development officer for the Canadian department of fisheries and agriculture, on the stand, told FPJ: “We have been focusing on the ingredients trade, and this show has given us the opportunity to talk to our customers’ customers, but we are also keen to find new ideas for how we can use wild blueberries.

“The whole crop is frozen at harvest or processed into other forms, such as canned or puréed products. The combination of the fruit with dairy products is also increasing, as is the drinks market.

“We are looking now to raise awareness about our product, look at new opportunities and move forward,” he added.

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