by SHELLEY HARTMANN 

Each year, the USHBC provides an impact report that details the council’s efforts to keep blueberries front of mind (and top of cart!) with consumers and other key audiences. In 2023, our mantra of “Inspiring Possibilities” was more powerful than ever as the USHBC focused on new and innovative ways to boost global passion for blueberries.  

Despite 2023’s challenges, the USHBC succeeded in conveying the blueberry industry’s critical messages, provided timely information and news about the market, and sustained consumer enthusiasm for our amazing blues. 

I encourage you to spend some time with the report to get a look at the committee members and staff who are leading the charge and learn about all of our efforts in 2023, including:

• Exciting consumer promotions and power periods 

• Outstanding media coverage

• Health research promotions and partnerships

• Retail marketing efforts

• Foodservice events and activations 

• Food manufacturing product development efforts

• Tactics for engaging blueberry industry stakeholders

• Data and insights work

• Global business development efforts 

I think you’ll be inspired when you check out the report – I know I was! Download the impact report by scanning the QR code or going to https://shorturl.at/N2IvC.

Blueberries Declared the Official Fruit of Major League Pickleball to Inspire Fans of America’s Fastest Growing Sport to Grab a Boost of Blue

The U.S. Highbush Blueberry Council (USHBC) announced its partnership with Major League Pickleball (MLP by Margaritaville) for their 2024 season, promoting blueberries as “the official fruit of MLP” among a rapidly growing base of pickleball fans. One in five adult Americans, or 48 million people, play or have tried pickleball – and its popularity is growing each year at a rate of 64%. By being the first-ever produce commodity to partner with the premier organization for professional coed team pickleball, USHBC aims to increase awareness of blueberries’ benefits among pickleball enthusiasts, encouraging them to eat more blueberries for a healthy and active lifestyle.

“Pickleball is a hugely popular sport that inspires excitement and passion – in the same way we know many people are superfans of blueberries for their deliciousness and health benefits,” said Kasey Cronquist, president of U.S. Highbush Blueberry Council. “There is a tremendous opportunity to capture and grow this enthusiasm through our partnership with Major League Pickleball, which will come to life throughout the season and motivate consumers to grab a boost of blue, whether they’re a fan of playing pickleball, watching it, or both.”

Blueberries’ partnership with MLP encompasses a comprehensive national marketing promotions program that spans 11 events in as many markets across the country, kicking off with the season’s first event, MLP Atlanta (May 9-12). USHBC advertising and messages encouraging consumers to Grab a Boost of Blue will appear in linear broadcast, streaming, courtside signage, and on MLP’s social media channels, website and newsletter. Additionally, MLP’s VIP and player tents will feature blueberries for hundreds of onsite attendees to enjoy at events throughout the season. 

To complement the sponsorship, USHBC will also work directly with pickleball influencers and players to create content that demonstrates how blueberries are a perfect partner to support nutrition for athletes and active lifestyles alike. Turnkey assets for retailers, including in-store merchandising and digital materials, will also be made available to amplify July promotions at point-of-sale, via social media, online and more.

USHBC will also launch a National Blueberry Month campaign to further boost consumption and excitement around pickleball, including plans to host special activities during MLP’s mid-season tournament taking place July 10-14 in Grand Rapids, Mich. More details will be announced in the coming weeks.

For more information about MLP’s 2024 season, visit majorleaguepickleball.net. For blueberry information and inspiration, visit blueberry.org. 

USHBC Launches New Retail Shopper Activations to Boost Blueberry Sales

The U.S. Highbush Blueberry Council (USHBC) has launched an innovative shopper marketing and consumer campaign to drive incremental sales increases and volume of fresh and frozen blueberries at retail. The latest consumer activation will launch this month, just in time for summer – all targeted at increasing the consumption of blueberries by occasional blueberry users and winning new consumers.

“In the dynamic world of retail, a well-crafted shopper marketing plan isn’t just a strategy, it’s the compass guiding inventory from shelves to shopping carts, seamlessly connecting products with the pulse of consumer demand,” said Kevin Hamilton, USHBC vice president of global marketing and communications. “While we remain focused on providing the valuable, great-tasting experience that our core consumers love from this healthy berry, we are excited to share that same deliciousness of blueberries with new consumers and get occasional users more involved in the category.”

The campaign will run in over 4,000 stores in major markets throughout the U.S., including retailers such as Target, Sam’s Club, Smart & Final, Albertsons Portland, IGA USA, Schnucks, United Supermarkets, Demoulas Market Basket, Giant Martins and many others. The USHBC shopper marketing efforts are tailored to each retail partner and take an integrated approach, both inside and outside the store, to target consumers during their path to purchase. Tactics include in-store demos, on-shelf and point-of-sale signage, in-store radio, retail media, couponing and targeted emails, as well as Grab a Boost of Blue-branded items for produce personnel.

The blueberry category in the United States has seen a boom in recent years, with retail sales increasing by 11.1% from 2021 to 2023, reflecting consumers’ growing enthusiasm and love for the crave-worthy flavor of blueberries and their many health benefits. The industry is adapting to this new landscape, with a focus on efficiency, quality improvements and new varieties boasting better flavor and shelf life. This new campaign is just one of many marketing and promotion tactics deployed throughout the year by the USHBC to further its mission to grow consumer demand for blueberries and empower the industry to make blueberries the world’s favorite fruit. Retailers interested in partnering with USHBC on future campaigns can reach out to Kristy Babb at [email protected]. 

NABC Update

Nominations Now Open for the NABC Awards

The nomination period for the annual NABC Awards is now open. This is your chance to help us recognize blueberry industry luminaries who have made a lasting impact. 

Learn about each award, then submit your nominations by June 28: 

Hall of Fame Award
The NABC Hall of Fame Award celebrates blueberry leaders, growers and suppliers who have impacted the blueberry industry in North America. The award is the council and industry’s highest honor, and is open to influential leaders, past and present. Selection is based on candidate attributes in leadership, collaboration, industry support, longevity and innovation. 

The Alex Wetherbee Award
The Alex Wetherbee Award recognizes outstanding contributions to the blueberry industry in marketing and promotion. Alex Wetherbee was one of NABC’s founders and a blueberry marketer from New Jersey who was respected industry-wide for his passion in promoting blueberries. Let us know who you think is carrying on these efforts! 

The Duke Galletta Award

The Duke Galletta Award recognizes excellence in blueberry horticultural research. The award is named in honor of Duke Galletta of Atlantic Blueberry, an inaugural member of the NABC. Galletta was very involved in blueberry varietal development and worked with USDA plant breeders, allowing them to set up test plots on Atlantic Blueberry land. Tell us about others in the industry who are leaders in horticultural research! 

This year’s winners will be honored at The Blueberry Summit, Sept. 25-27 in Denver. 

Learn more, then send in your nominations!  NABC Awards – NABC (blueberry.org)

Save Your Seat at The Blueberry Summit

The schedule and exciting networking events atThe Blueberry Summit, on Sept. 25-27 in Denver, are coming into focus! Now’s the time to check out thefull event scheduleand start planning your experience.

Register to attend along with three colleagues by June 30 to be entered into a raffle for four tickets to a Colorado Rockies game on the evening of Sept. 28!

You’ll save big when you register by Aug. 27 with early-bird pricing. And save even more when youreserve your hotel roomwithin our discounted room block, also by Aug. 27.  

You’ve got to be there to hear from blueberry industry thought leaders, connect with your peers, learn during educational sessions – and have some fun!

Don’t let this opportunity slip away!

Join NABC and Watch Your Business Bloom!

NABC is the national trade association for the highbush blueberry industry, made up of the most forward-thinking growers, fruit brokers, processors, food manufacturers, suppliers, equipment manufacturers and others connected to the blueberry industry. On behalf of our valued members, NABC serves as the lead advocate for the success and profitability of the industry and keeps you informed and knowledgeable about the critical issues facing your business.

Through our combined member strength, NABC works to ensure blueberries are represented in agriculture on both legislative and regulatory matters. We’re the voice of the blueberry industry, and your feet on the ground in Washington, D.C.

We encourage you to join these industry leaders in ensuring a successful future for your business and the entire blueberry industry. We are stronger together. Learn more and join today at https://nabc.blueberry.org/members/become-a-member/.