Exploring the competitiveness and sustainability of blueberry cultivation in marginal Italianareas

Marginal agriculture presents both challenges and opportunities for sustainable agriculture, particularly in blueberry(Vaccinium myrtillus L.) cultivation. This study explores the potential of blueberry cultivation in Italy, whereconsumption has increased by 156.3% in volume and 206.6% in value since 2017. The area dedicated to blueberrycultivation has increased from 1,200 ha in 2020 to 1,500 ha in 2023, with production increasing from less than 7,000tonnes to over 10,000 tonnes per year. Despite a competitive global market and increased production from countriessuch as Peru and Spain, Italian blueberry export values have grown, driven by growing global demand for functionalfoods and improved production techniques, including high-yielding cultivars and precision agriculture. Around 75% ofItalian production is exported, generating over 100 million euros in revenue. However, growing imports highlight agap in domestic supply. Blueberry cultivation supports ecosystem conservation, prevents soil erosion, and enhancesbiodiversity, making it suitable for marginal areas. This research compares the profitability of organic blueberrycultivation versus conventional cultivation and assesses socioeconomic sustainability in marginal versus non-marginal areas using data from the Italian Agricultural Accounting Network (RICA). The findings aim to informstrategies that balance competitiveness and sustainability in the Italian blueberry sector.