At the 39th International Blueberry Seminar, held in Lima, logistics was once again highlighted as a decisive factor for export competitiveness. Beyond transportation, it is now understood as a strategic part of the supply chain, especially in an industry like blueberries. blueberrywhere the condition, the opportunity of arrival and the final quality of the product directly affect the commercial return.

In this context, Juan Pablo Avendaño, commercial manager of Fracht Group, spoke with Blueberries Consulting and stated that one of the main mistakes continues to be approaching logistics as a linear process focused solely on costs. In this interview, the executive analyzes where the main opportunities for improvement lie today and why outsourcing can become a key tool for exporters.

Juan Pablo Avendaño, commercial manager of Fracht Group, at the International Blueberry Seminar Lima 2026. © Blueberries Consulting

—Juan Pablo, welcome. What is the significance of the seminar having incorporated the logistics topic into its program?

Thank you very much, and also thank you to Blueberries Consulting for organizing these seminars. They get more interesting every year, and the fact that this time the topic of logistics was addressed seems especially relevant to me, because today it is a key aspect for exporters of blueberry.

—What do you think is the main mistake exporters make in logistics?

One of the most frequent mistakes is considering logistics as a linear process, where the only relevant factor is cost. Today, logistics must be understood in a much more dynamic way, as a fundamental part of the export chain, where it is necessary to anticipate potential problems.

Therefore, rather than focusing solely on the value of the service, the important thing is to safeguard the commercial value of the product. In the case of blueberries, that means making logistical decisions that help preserve quality, condition, and on-time delivery.

Juan Pablo Avendaño, commercial manager of Fracht Group, at the International Blueberry Seminar Lima 2026. © Blueberries Consulting

—Where do you see the main opportunities for improvement today?

The opportunities for improvement are quite widespread and apply to different countries. One of them involves having more infrastructure, but that infrastructure must be accompanied by better road connectivity, because both elements are closely related.

Another important point is to increase technology and modernize processes. As better tools and greater productive efficiency are incorporated, the entire chain is strengthened. This should extend to packaging, the cold chain, and, of course, export logistics. blueberry.

—Are there also challenges at the institutional level?

Yes, undoubtedly. There is significant room for improvement in governance and institutional frameworks. If countries lack strong institutions, ensuring compliance with international standards becomes much more difficult, and that is crucial for any exporting company.

In an industry like that of blueberryWhere markets are demanding and competition is high, that institutional framework also becomes part of competitiveness.

Juan Pablo Avendaño participated in the logistics efficiency panel. © Blueberries Consulting

—There's a lot of talk about outsourcing these days. In export logistics, how important is it to take that step?

This is very important because it allows exporters to focus on what they truly know and excel at: the production and marketing of their products. By outsourcing, they leave logistics in the hands of specialized companies with more contacts, more operational options, and greater responsiveness.

This helps ensure the shipment arrives in the right form and at the right time, which ultimately also helps to protect the best possible price for the product being traded.

—What recommendation would you give to Peruvian exporters today?

Peru has closely observed the development of export industries in neighboring countries. In those markets, the level of outsourcing or working with freight forwarders is quite high, close to 80%. In Peru, however, that percentage is still lower.

Therefore, the recommendation is to work more with freight forwarding and logistics companies, and to outsource these services. This will allow them to optimize processes and have a much more efficient experience, with more timely product handling and better conditions for the blueberries to arrive at their destination in good condition.

Participation in Lima 2026

Juan Pablo Avendaño participated in the 39th International Blueberries Seminar Lima 2026 as a panelist on “How Logistics Efficiency Redefines Agro-Export Commercial Success: Challenges and Opportunities,” a session that addressed the impact of costs, transit times, and operational coordination on the competitiveness of fresh fruit. In this context, his presentation reinforced a central idea for the industry: in the business of blueberryLogistics cannot be reduced to a cost variable, but must be considered a strategic tool to safeguard quality, sustain commercial value, and improve responsiveness to increasingly demanding markets.

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Read the full interview on our YouTube channel Blueberries TV