Topics in this issue of Behind the Blue:
Don’t miss the big debut! Join USHBC and NABC President Kasey Cronquist, USHBC Chair Chris Barnhill and NABC Chair Ken Patterson for the unveiling of USHBC’s new brand identity. This work has been months in the making, working alongside USHBC’s agency partner, the Sterling Rice Group.
Tune in to the NABC/USHBC Conference & Expo on Sept. 28 at 2:00 p.m. PT / 5:00 p.m. ET to learn what went into the process and why we landed where we did. And of course, be the first to see our beautiful new logos and brand work! Register here.
Starting in 2017, USHBC partnered with Café de Crie, one of the largest foodservice operators in Japan, to promote U.S. frozen highbush blueberries.
At the start of the partnership in 2017, Café de Crie developed a new drink menu item, a blueberry smoothie, and promoted it for a limited time via online advertising, Simple Notification Service (SNS) and in-store point of sale materials (e.g. tray mats) at their 206 chain stores, with the USHBC logo and messaging around health benefits of blueberries.
Café de Crie continued the promotion in 2018 and 2019, and achieved a 20% sales increase every year in both sales and the amount of U.S. blueberries used:
Today, the blueberry smoothie is now a permanent menu item, sustained without USHBC promotional support.
We’re just days away from the FREE NABC/USHBC Conference & Expo, Sept. 28-Oct. 1, and we’ve got dozens of reasons why you don’t want to miss this inspiring, informative, industry-uniting event. More than 600 people have signed up, but our goal is to hit at least 1,000 attendees. If you’ve already got it on your calendar, help us spread the word by inviting your team members, partners or customers to register now.