Topics in this issue of Behind the Blue:
To ensure the blueberry industry and retailers can immediately capitalize on its consumer promotion program, USHBC is developing comprehensive online resource hubs that will be released later this month. The hubs will feature ready-to-use tools and content, including how-to-tips and ideas; blueberry and recipe photography; banner ads; social media posts and ideas; health and nutrition content; QR codes and more. By early 2021, the online hubs will also house specialized toolkits to tie into six power-period campaigns and keep blueberries front and center all year:
“Blueberries fit into every consumer’s life and our new strategic positioning – coupled with smart promotions for power periods throughout the year – is designed to inspire and motivate people of all ages and lifestyles to ‘Grab a Boost of Blue,’” said Jennifer Sparks, USHBC vice president, marketing and communications.
Discussions with marketers and retailers are in full swing to align the industry and push the Grab a Boost of Blue positioning throughout all channels for the most widespread success. USHBC provides the new brand logo free of charge and encourages all blueberry growers, marketers and promoters to get on board and use the tools to their advantage. Early adopters of the logo, who are already licensed, include East-West Label Company, Chilean Blueberry Committee, CalGiant, Wish Farms, Sonoco and Oregon Blueberry Commission. Want to join these leaders in industry promotion and use the logo in your own promotions? Click here to sign the licensing agreement and gain access to the style guide and collection of Grab a Boost of Blue logos.
“The more partners who join us in this effort, the more success we’ll see for the entire industry,” said Kasey Cronquist, USHBC president. “The opportunities are limitless.”
That’s just one of the many topics “The Business of Blueberries” has touched on since it launched in June. Additional highlights include:
Since the podcast started in June, “The Business of Blueberries” podcast has been downloaded more than 7,000 times in 41 states and 30 countries.
Check out our podcast page to see all the episodes published so far. The next episode of the “Business of Blueberries” will be released on Thursday and features a discussion on blueberry genetics with Dr. Paul Lyrene.
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Mike has been involved in blueberries since childhood, having grown up on his family’s blueberry farm in Canada. After selling the family farm in 1991 to a company in eastern Canada, Mike continued on as manager of the ever-expanding operation, which eventually grew to 200 acres.
During this period, Mike was one of the founding shareholders of Berryhill Foods. After Berryhill Foods was sold, he started his own farm, which grew to 40 acres. Later, Mike became very involved in consulting for other blueberry growers and the British Columbia Blueberries Council Research Committee.
Mike eventually became chair of BC Blueberries where he spearheaded research that introduced new technology and development to the blueberry industry. He served as president of NABC for two years and has been a valued presence for USHBC during his many years in the industry.
“I believe that the U.S. Highbush Blueberry Council achieved this 20-year key milestone as a result of the dedication and hard-thinking philosophy of its members,” Mike said during his award acceptance remarks. “[USHBC] has led and continues to reach significant and key advances due to the leadership and dedication of its staff and all industry members and supporters.”
Congratulations again to Mike. See the full list of award winners here.