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The growing trend market of fresh products is driven by a consumer oriented to new lifestyles and environmental issues. The berries market in Europe represents a good example of a consumer driven supply chain, due to the capacity to answer all the sequences of the system. To explore the process developed by fruit growers’ associated groups in Italy, the research is organized into four stages. The first stage provides a review of the organization of the fresh fruit supply chain (FFSC) and the need to innovate it in light of the driven demand. The second section focuses on the innovation displayed towards storing, managing and maintaining the quality of fruit during the supply. The third section considers the case study. The manuscript concludes by summarising the main results and discussing the implications for future research. The use of a modified active packaging system (MAP) with “green” films has enabled the maintenance of the quality of the fruits for two months, as well as the presence of the company blueberries market for longer periods, and has finally led to improving the exports, thus reaching new European countries, increasing the turnover of the associated group and better remuneration for the fruit growers as a consequence

Blueberry Supply Chain in Italy: Management, Innovation and Sustainability