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, with holiday themes like Mother’s Day and Memorial Day barbecues – 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 kbabb@blueberry.org.
About the U.S. Highbush Blueberry Council
Established in 2000, The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program with independent oversight from the U.S. Department of Agriculture (USDA). USHBC represents blueberry growers and packers in North and South America who market their blueberries in the U.S. and overseas, and works to promote the growth and well-being of the entire blueberry industry. USHBC was established by blueberry growers and currently has 2,500 growers, packers and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.org.
