Ukraine is experiencing a significant drop in blueberry prices, with farmers offering them at a record-low 80 hryvnias per kilogram (below 1.80-1.90 euros). This is due to the devaluation of the hryvnia and the impact of the Russian invasion. Despite the challenges of labor shortage, increased cultivation costs, and the health benefits of blueberries, they are no longer the most expensive mass strawberry fruit on the market. Experts believe that this price drop is part of the global trend in blueberry production and emphasize that affordable prices stimulate consumption and force producers to improve efficiency. Despite the difficulties, direct export of blueberries remains profitable for Ukraine, and the country is expected to grow in the frozen blueberry segment, with demand in both the European Union and Asia.