In 2003, after decades of effort by the North American Blueberry Council, the U.S. Department of Agriculture proclaimed July National Blueberry Month and Canada made a Royal Proclamation for Blueberry Month in August. So now is the prime time to celebrate consumers’ most-preferred berry.
“We work to drive demand for blueberries all year round, but National Blueberry Month presents a unique opportunity to increase promotions — and touch points — during a time when blueberries are top-of-mind for consumers,” said Mark Villata, executive director at the U.S. Highbush Blueberry Council. “Promotions will showcase fresh and frozen blueberries, and a variety of other forms, within targeted content that emphasizes their delicious taste, health benefits and versatility.”
The U.S. Highbush Blueberry Council represents blueberry growers and packers in North and South America who market their blueberries in the U.S. and overseas, and it works to promote the growth and well-being of the entire blueberry industry. The USHBC was established by blueberry growers in 2000 and currently has 2,500 members.
“National Blueberry Month is a time for the USHBC to celebrate highbush blueberries on an even bigger scale,” said Victoria De Bruin, marketing manager at the USHBC. “Summertime is peak season in North America, aligning perfectly to ramp up our consumer promotions during this honorary month. We increase our promotions in July in order to drive consumer demand and consumption when there’s increased supply, and build our loyal customer base that sustains blueberry purchases year-round.
“This year, we introduced an evolution of our widely successful Positively Bluetiful campaign, focusing on a new, volume-driven call action: ‘Grab a Bunch of Bluetiful,’” she continued. “The campaign is rooted in consumer insights and cultural truths around how people eat today. In a world where snacking, solo dining, and on-the-go eating are prevalent, our mission was to help celebrate the moments when people are together. We want our audience to engage in and enjoy these moments with blueberries at the center. This summer, we’re looking into additional research around consumer eating habits and what togetherness looks like today as a deeper exploration of our ‘Grab a Bunch of Bluetiful’ campaign.”
De Bruin said that other key promotions in July include increased social media daily content, Instagram stories, a shopping list app advertising campaign, influencer partnerships, new website recipes, and a celebrity partnership with Tia Mowry-Hardrict, who will share a new video with her expansive fan base promoting Blueberry Month.
In 2018, blueberries generated 65 percent of volume growth in the fresh berry category, while frozen blueberries were the top-selling frozen fruit and berry, according to Nielsen.
Health benefits are one of the top blueberry purchase drivers for consumers and there’s plenty of research to validate that. Blueberries have more anti-oxidants than any other fruit; they help boost the immune system, promote heart health, control blood glucose levels, trim stomach fat, improve dental health and reduce the risk of memory loss.
