The chairman of the International Blueberry Organization (IBO), Peter McPherson, has commended initiatives implemented by Spanish grower association Freshuelva to boost consumption of the superfruit.

Freshuelva said McPherson also expressed a willingness to work together with the association to help drive blueberry growth worldwide.

The Huelva-based industry body said that he made the remarks during the recent Fruit Attraction trade fair, held in Madrid.

The association also said that Spanish Agriculture Minister Rodrigo Sánchez Haro praised the IBO's work and its importance both for Huelva and the rest of the world.

During the event, Freshuelva president Alberto Garrocho and manager Rafael Dominguez presented McPherson with key data from the provincial industry.

They also explained the promotional activities Freshuelva is developing this year to promote blueberry consumption in Spain through the #DiloconArandanos (Say it with Blueberries) campaign.

In addition to boosting consumption within Spain, the association is also looking to enter or grow in certain markets in northern Europe and the Middle East. 

The Freshuelva Blueberry Committee said that one of its main objectives is finding new markets for Huelva-origin blueberries, which have been growing constantly in volume for many years.

The committee was established one year ago and is the IBO's representative in Spain, as Huelva is the leading growing region.