Peru's blueberry industry experienced a significant downturn in 2023 due to the El Niño effect, resulting in a 40% decrease in production and a 40-50% price increase. However, Agrícola Santa Azul's CEO, Andrés Mujica, predicts a recovery in 2024 due to rested plants and normal weather conditions. Mujica stresses the need for accurate production forecasts, new market exploration, and quality maintenance to prevent market saturation. He also foresees a change in blueberry varieties and increased investment in agronomic management for better fruit quality. The company also prioritizes sustainable development and social responsibility. Meanwhile, entrepreneurs and residents seek security, growth opportunities, and a supportive government.