Hortifrut: Blueberry Specialist

Cultivated blueberries are becoming increasingly popular on account of the health benefits associated with them. Within just a few years, Chile has made a name for itself as a supplier of organic blueberries, and between 2005 and 2008 the cropping area increased by a factor of five from around 200 ha to over 1,000 ha. Half of this land is managed by the firm Hortifrut, that operates worldwide in the berry market and has specialised in organic blueberries in particular. Together with the USA, Europe is the major market for this blue superfruit. (Picture: Different varieties of blueberry in different climate zones ensure that organic customers in the USA and Europe get the fruit they want all year round)

The hub of operations is Hortifrut’s headquarters that are located in Santiago. The firm was founded in 1983 by Victor Moller and he quickly entered the American market with freshly harvested raspberries from Chile. At the beginning of the 1990s he included blueberries in his product range and expanded the five hectares devoted to organic cropping at that time to today’s 400 ha. Since the company has 15 farms of its own and works together with 300 growers in different climate zones, the crop can be harvested from the end of September to the end of April, although around 70 % of harvesting falls between the middle of December and the end of January, after which the berries are marketed or processed without delay. In the 2008/2009 season, Hortifrut harvested a total of roughly 2,000 t of organic blueberries. (Picture: Fully occupied: all the reins are in the hands of managing director Ramiro Soffia in the headquarters of Hortifrut in Santiago de Chile)

By operating cropping projects in Mexico, the USA and Spain, Hortifrut covers further climate conditions, and this enables it to live up to its slogan: “Berries for the World. Every Day”. “Organic is a top priority,” explains Ramiro Soffia. Currently, 80 % of the blueberries he grows in Chile are organic, and only 20 % are cultivated using integrated plant protection with a reduced input of pesticides. “Victor Moller is expanding organic cultivation because he is convinced of the great advantages,” says Soffia. With more than half of its total turnover of blueberries going for export, Hortifrut is one of the market leaders in Chile. (Picture: Successful entrepreneur: the founder and owner of Hortifrut, Victor Moller)

More than 70 % of production in Chile and the USA is marketed via four distribution partners in the USA under the brand Naturipe Farms. In the USA, Hortifrut also works together with producers like the Michigan Blueberry Growers. Soffia explains that about 20 % of the berries are shipped to Europe, where demand is constantly growing. Clients are importers like the Dutch Eosta, the retail food trade and the organic markets in Germany, Britain, France and Spain. In total, Hortifrut sells 3,500 t of BCS-certified organic berries, some of which are produced in Spain and prepared for the market in Hortifrut’s own packaging facility in Huelva. (Picture: Ramiro Soffia is the managing director of Hortifrut in Chile)

Hortifrut exports the remaining 10 % or so to the Asian markets, the Far East, Australia and the Caribbean and also sells them to other countries in South America. Although the company’s main business is fresh berries, processed fruit also plays a part. The company has its own facility for deep-freezing the berries. It even has its own shop in Santiago, called Tienda Berryhouse, where you can buy fresh berries (conventional and organic) and all manner of products based on berries. Hortifrut also drives the domestic market by means of an interactive website for children, a newsletter, events for consumers, recipe suggestions and tips on nutrition. “We’re the biggest producer of blueberries in Chile and the USA. As pioneers, we feel it’s our duty to be pioneers in marketing too,” is Soffia’s comment on their many initiatives. (Picture: In the wide expanse of Hortifrut’s farm Santa Isabel, a nature trail has been created that shows visitors how blueberries are grown)

Hortifrut’s farm Santa Isabel (near Chilán, 200 km south of Santiago) is a good illustration of the company philosophy. They grow here a good 20 ha of blueberries, raspberries, blackcurrants and green asparagus. Emilio Merino assisted in the conversion of the land to organic, and he will continue in his role as organic adviser. Caring for the diversity of insects, birds and indigenous trees and plants is a big issue for Merino. In collaboration with Hortifrut, he created the nature trail, that enables tourists staying in smart houses at the entrance to the farm and visitors who pick their own fruit to fully appreciate natural cycles and biodiversity. (Picture: Emilio Merino advises and manages Hortifrut’s farm Santa Isabel)

Hortifrut does not care for nature alone – it regards corporate social responsibility as very important as well. With finance from a foundation, workers are given the opportunity of further training, and there is a progamme for seasonal workers and mothers, as well as aid for the victims of the earthquake in Chile. As Soffia points out, for the last three years the working conditions have been better than required by law, resulting in Hortifrut never having a problem in finding fruit pickers. “Victor Moller has accepted the challenge of converting all his land to organic farming and of ensuring social justice,” is how Soffia sums up their approach. (Picture: Good working conditions and wages mean that Hortifrut has no problem in finding workers)









Pictures: Different varieties for early and late harvesting                       Raspberries are also an important product