Rare blueberry farming takes root in Mato Grosso do Sul
Still uncommon in Brazil’s Midwest, blueberries are now being cultivated in Mato Grosso do Sul, thanks to a bold bet by a former musician turned producer.
Known as the “fruit of longevity”, blueberries (mirtilo in Portuguese) are native to North America and thrive in cold climates. In Brazil, they are mostly found in the South, especially in Rio Grande do Sul and Paraná. But in the heat of Mato Grosso do Sul, their presence is almost unheard of — until now.
That is changing with Flávio Coelho, a former professional musician who decided to invest in the rare fruit on his property in Jaraguari, near Campo Grande.
From curiosity to pioneering
It all started when Flávio’s brother Euller and a friend, Patrick, who lives in Canada, suggested planting blueberries in MS. At first, Flávio was skeptical. But after researching and finding examples in Goiás, he decided to test the idea.
In 2023, he visited a plantation in Brasília and returned with five seedlings. When the plants adapted well and began to flower, he expanded the investment to 3,000 bushes. Within six months, he was already harvesting 150 kilos per week.
By the end of 2024, production is expected to reach 1 ton. And growth won’t stop there — a new unit of Berry Five, his company, is set to open in October with 10,000 plants.
Strong demand for a rare fruit
“Demand is huge. If I produced more, I would sell it all,” says Flávio.
Currently, all blueberries are sold to Mape, a fruit distributor that delivers across Mato Grosso do Sul and into neighboring Mato Grosso. The berries are packed in 125-gram trays, but Flávio plans to expand sales directly to retailers and even offer a “pick-your-own” experience in the future.
Adapted to the heat
To thrive in the state’s warm climate, blueberries are grown in plastic bags filled with rice husks, which help control moisture. Daily care includes irrigation in eight short cycles and constant monitoring to prevent pests. Birds, attracted to the sweet fruit, are the biggest challenge.
Flávio cultivates two varieties — Emerald and Biloxi — with Emerald showing faster production and becoming the favorite for expansion.
The project, supported by specialists from the University of Brasília (UnB) and visited by technicians from Senar/MS, required an estimated R$ 500,000 per hectare in investment.
“It’s worth it. When I started, blueberries were only found in gourmet fruit stores. Today, they are becoming more popular and even reaching supermarkets,” he explains.
Health benefits
Blueberries are globally known for their health properties. They are rich in antioxidants and anthocyanins, which help prevent degenerative diseases and reduce inflammation. The fruit also:
- Improves heart health and lowers blood pressure
- Supports brain function and memory
- Slows skin aging by stimulating collagen
- Provides hydration and satiety with high water and fiber content
- Has less than 60 calories per 100 grams
From music to agriculture
Before entering agribusiness, Flávio spent over 10 years as a musician, even playing guitar in the backing band for the famous sertanejo duo João Bosco & Vinícius. Tired of constant touring, he returned to MS and embraced rural life.
Now, alongside blueberries, he is also planting African mahogany for reforestation and preparing a new sertanejo project called “Modão e Moagem”, blending traditional country music with local culture.
“Even without owning a farm before, I grew up in the countryside, visiting relatives and friends. The rural environment was always part of my life,” he recalls.
With the upcoming expansion, blueberries — still rare in Mato Grosso do Sul — may soon become a new attraction in both local markets and rural tourism.