Hort Innovation Australia is expecting a significant shift in the Australian berry market, with the national blueberry harvest set to surpass strawberries in production value for the first time. This is due to a nearly tripling in value since 2013 and a 23.9% increase in tonnage by the country's largest berry producer, Costa Australia, in the first half of 2021. Despite these trends, Josh McGuiness, a blueberry grower and trader, does not anticipate blueberries will overtake strawberries soon due to retail preferences and a difficult growing season. The increase in blueberry production and quality is attributed to significant investment in breeding and cultivation, resulting in a year-round supply and a more enjoyable eating experience.