The journey of blueberries from Swedish forests to the global market

In the article Swedish consumers’ perspectives on wild bilberries: attitudes, consumption patterns, and foraging behaviour, FINEST researchers have investigated how Swedish consumers view the origin, taste, use and place of blueberries in everyday life. The study is based on a nationally representative survey of 2,010 participants and shows that more than half of those surveyed picked blueberries in 2023 – a sign that berry picking is still an important part of Swedish food culture.

Part of the study also investigated whether consumers could distinguish between wild blueberries (Vaccinium myrtillus) and cultivated blueberries (Vaccinium corymbosum). The result was clear. After seeing a picture, over 90 per cent of participants were able to correctly identify which berry was which and also felt confident in their choice. This shows that many Swedes not only have a strong relationship with blueberries, but also a clear understanding of what constitutes a ‘Swedish blueberry’.

"Swedish blueberries contain significantly more bioactive substances than cultivated blueberries, especially anthocyanins. Anthocyanins give the berries their dark blue colour and are strongly linked to antioxidant properties. Although more clinical studies are needed, research indicates that wild blueberries may have several health-promoting effects compared to cultivated blueberries," says Marcus Adevi, researcher at RISE.

Marcus Adevi continues:

"Since we refer to both berries as “blåbär” in Swedish, there is often confusion. In English, a distinction is made between “bilberry” – which is the Swedish wild berry – and “blueberry” – the cultivated variety, which is an increasingly important distinction if the Nordic blueberry is to reach international markets."

Nordic focus on the potential of berries

The conference in Rovaniemi brought together researchers and representatives from the business community throughout the Nordic region to highlight the role of berries in the food system of the future.

How berries from the Nordic region can be positioned through their origin and high nutritional quality was a recurring theme. The discussion about the possibility of marketing wild blueberries as ‘Nordic bilberries’ aroused great interest, and Jasmiina Vilpponen, co-founder of BärBar, shared insights on how wild berries can be used in commercial and sustainable products.

The session Wild Berry Biocompounds for Health and Other High-Value Applications discussed the bioactive substances in berries and their potential in health and food innovation. Several studies related to these themes have been conducted within FINEST. For example, research at RISE has studied lingonberries and benzoic acid in relation to preservative properties, while researchers from Uppsala University and RISE have analysed the Swedish berry industry's innovation system and development dynamics.

"Together, these studies within FINEST provide an overall picture of how we in Sweden relate to our forests and berry resources. This knowledge is important for the future and strengthens the Swedish food supply, and can contribute to the development of a berry industry that is economically, socially and environmentally sustainable," concludes Marcus Adevi.