What sustainability may look like for the maturing berry industry of Australia

Berry production in Australia has evolved significantly since its origins in Tasmania in the early 1800s. Berry production increased to service the jam industry, and it wasn’t until the mid-20^th century that the commercial fresh berry market emerged. During the later part of the 20^th century the popularity of Rubus (raspberries and blackberries) and blueberries increased. This period also saw a shift from small, family-owned farms to larger-scale, corporate farming operations.

From the 1990s onward, technological advancements—such as tunnel infrastructure, substrate growing, and improved genetics—enabled a significant lift in production and fruit quality, supporting further market expansion. Growth in the industry continued and between 2013 and 2023, Rubus production increased by 498%, and blueberries by 320%, reflecting the sector’s rising market relevance.

The 2020s has seen the rate of market growth slow, and the berry industry beginning to consolidate. Challenges like continued increasing volumes, Covid-19 and high inflation have put pressure on the berry sector of Australia, which is now approaching maturity.

The growing system has changed drastically over time. The materials required to grow berries has increased, with the inclusion of pots or bags, growing media and tunnel plastic. Farms have scaled up, intensified growing practices and the market is maturing. Grower’s focus has shifted away from supplying ever-increasing volumes and more towards optimising their current systems and profitability.

Sustainability can be categorised into three pillars; economic, social and environment, while they are separate, they are often intertwined. As profitability becomes harder to maintain in the berry industry, the capacity for growers to invest in sustainability is limited. While there is a strong desire among growers to care for the environment, many lack the scale, capital, or knowledge to implement long-term sustainable practices. Consumers indicate sustainability is important, however market research indicates this does not translate to a market opportunity. 

Policy can be a useful tool for fast tracking action and may be employed to influence sustainable farming practices. Policy can be beneficial but should not be the primary driver for making sustainability decisions in the berry industry. The definition of sustainability may differ between growing regions. To ensure growers’ voices are considered in policy creation, engagement with organisations like Berries Australia, local grower groups, and government bodies is essential. 

Australian agriculture must adopt a locally tailored approach to sustainability. Global examples show that poorly aligned or overly prescriptive policies can harm farm viability. Growers must understand their interaction with ecosystems and communities and work collaboratively with supply chain partners to set and achieve practical sustainability goals. 

As the industry enters market maturity, it's critical to explore new opportunities, such as export growth and product differentiation, while also addressing sustainability across the supply chain. Collaboration is central to the future of the Australian berry industry. Many of the challenges growers face—such as labour, sustainability, and rising input costs—are not unique to berries. Engaging with other growers, industries, and stakeholders can accelerate problem-solving, reduce costs, and drive innovation.

There is growing recognition of the need for tools to measure biodiversity and ecosystem health at the local level, as well as technologies to improve water and fertiliser efficiency. Investment in decision-making tools, monitoring systems, and innovation will help farms reduce waste and improve environmental outcomes.

The labour-intensive nature of berry farming presents a significant opportunity for technology and robotics adoption. With support from industry and research partners, new technologies can be assessed and brought to market more quickly, helping growers remain competitive and resilient.

The Australian agriculture sector has a reputation for being innovative and adaptable. By embracing collaboration, knowledge-sharing, and continuous improvement, the Australian berry industry can navigate the challenges of maturity and lead in both innovation and sustainability.