And now the British consumer expects to find fresh Northwest blueberries on the shelf each summer. The image and awareness phase is over. Government does have a role to play in working with agriculture to develop markets, gather intelligence, introduce the appropriate buyers, understand and penetrate the distribution chains. Once that is accomplished and the private sector parties on both sides have developed a good relationship, it's time for us in government to get out of the way and let free enterprise do what it is supposed to do. Having said all that, ODA officials believe the U.K. will remain a tough market.
Consumers are very picky and blueberry competitors are also launching marketing efforts.
Price will continue to be an important factor. So will quality. But Roth, for one, believes the Oregon blueberry is there to stay in Great Britain.