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In this episode, hosts Dewald Kirsten and Louise Brodie sit down with Mario Steta, Chairman of the International Blueberry Organization (IBO) and Vice President of Sustainability, Compliance & Public Affairs at Driscoll’s, for a fascinating discussion on the evolution and future of the global blueberry industry.

Speaking from the IBO Summit 2025 in South Africa, Mario shares deep insights into how genetics, government support, infrastructure, and international collaboration are shaping the global fruit industry. From the rise of Peru to the lessons learned from Argentina and Chile, this episode explores what it takes to build a resilient, innovative, and sustainable blueberry sector.

Discover how public–private partnerships drive trade access, why “country brands” matter, and how consumer awareness and agricultural storytelling can elevate entire industries. Mario also draws thought-provoking parallels between Mexico and South Africa — and even takes the hosts down a fun detour into the world of blueberry-infused tequila.

Key Takeaways

•How global trade and genetics transformed blueberry production

•Why government collaboration is key to industry success

•The role of infrastructure and cold-chain management in competitiveness

•Lessons from Peru, Chile, Mexico, and South Africa

•The importance of storytelling and national branding in agriculture

•Insights on IBO’s future direction and sustainability goals

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