Blueberries GO Big, Food is Medicine, Meet Class 4 and More

From the Chair: Parents Are ‘Going Broke on Berries’

By Ellie Norris, USHBC Chair

That headline from a Washington Post article on June 12 certainly grabbed my attention. While I’m sure it was intended to be a little tongue in cheek to draw in more readers, the facts contained in the story are very real and relevant to all of us in the blueberry industry.

The piece talks about the “insatiable, bottomless appetite” that tiny humans have for berries, and near the top of their want list is a product near and dear to our hearts and businesses. The reporter states that blueberries have gone from a supply of less than three ounces per person a year in 1980 to more than two pounds per year today, while other fruits including apples, bananas and grapefruits have not followed.

This boost in demand doesn’t just happen. Thanks to decades of USHBC marketing informed by health research, parents know blueberries are good for their families and they’re willing to pay a premium price for them. Kids are gobbling them up because they are delicious and that’s an attribute being emphasized even more in our “Blueberries GO BIG” campaign.

We all created USHBC 25 years ago to grow the entire category and that’s exactly what is happening. As I mentioned last month, you need look no further than the recently released 2025 USHBC Impact Report to learn more about all the activities underway and the progress we continue to make in growing demand for blueberries.

No other organization can do for the industry what USHBC can do – and there’s more work to be done. Next month, the USHBC continuance referendum will take place and I encourage all of you to make an informed vote. You can find helpful resources on the USHBC website, and hear from other industry leaders on the topic by visiting the NABC referendum resource center.

I don’t know about you, but I feel even better about our future business prospects when I read a story about how the toddlers of today can’t get enough of the fruit we love to grow. Let’s keep that momentum going.

Blueberries GO BIG in India and South Korea

Earlier this month, USHBC hosted “Blueberries Go Big India 2026” in Mumbai to strengthen commercial interest in USA Blueberries with India’s food and beverage industry.

The event brought together more than 110 targeted industry participants, including importers, food processors, retailers, wholesalers, repackers, chefs, bakers, nutrition professionals, ingredient suppliers, R&D professionals and foodservice representatives. It featured 24 speakers and industry experts who discussed opportunities for U.S. blueberries across India’s food processing, retail, foodservice, bakery, dairy, beverage, snack and nutrition sectors.

A key highlight was the launch of celebrity chef Padma Shri Chef Sanjeev Kapoor’s second recipe book with USA Blueberries: “USA Blueberries Across the Globe.” The book builds on the previous USA Blueberries recipe collection focused on Indian traditional foods, expanding the use of U.S. blueberries into global, contemporary and Indian-inspired applications, including bakery, desserts, beverages, savory dishes, breakfast concepts, sauces, compotes, chutneys and foodservice formats.

USHBC Director of Global Business Development Haiying Zhang attended to meet with event participants, reinforce USHBC’s market development efforts and identify new opportunities for product trials, ingredient sourcing, recipe development and commercial applications.

The event featured product interaction and tasting stations starring USA Blueberries, including a blueberry smoothie station, blueberry yogurt sampling station, Haldiram’s x USA Blueberries tasting station and product displays of fresh, frozen, dried and value-added formats. 

A culinary master class demonstrated practical applications for U.S. blueberries in foodservice, bakery, desserts, beverages, snacks and Indian-inspired products, positioning blueberries as a versatile ingredient for India’s evolving food industry and creating follow-up opportunities.

Seoul Food 2026

Also this month, USHBC Vice President of Global Marketing and Communications Kevin Hamilton traveled to South Korea for Seoul Food 2026. As Asia’s fourth-largest food and hospitality event, it serves as the ultimate platform to connect with thousands of international food and beverage professionals.

USHBC’s presence helped demonstrate why blueberries are a must-have ingredient for global food manufacturing and retail product innovation.

National Blueberry Month and Summer Retail Promotions

Q3 always marks an important time of year for our industry and our consumers. For National Blueberry Month and to take advantage of peak summer interest in blueberries among shoppers, we’re activating with several national and large regional retailers on omnichannel campaigns to accelerate everyday and entertaining purchases among both new and current shoppers.

Retailers who are committed include: 

• Albertsons Corporate and Albertsons SoCal
• ACME
• Ahold (Giant Landover)
• Giant Eagle
• Harris Teeter
• Hy-Vee
• IGA
• Northeast Grocery (Tops, Price Chopper and Market 32)
• Raley’s
• Sam’s Club
• Schnucks
• SpartanNash
• Sprouts
• Target
• The Fresh Market
• Walmart

Keep an eye out for branded ads, digital displays, sponsored search, social media campaigns, dietitian features, secondary displays, demos, and in-store activations. Highlights include a Harris Teeter Health & Wellness email featuring nutritious poolside snack ideas with blueberries, helping inspire shoppers with fresh, healthy ways to enjoy blueberries all summer long.

Stay tuned for more highlights and results as these promotions get underway throughout the quarter. 

Food Is Medicine: USHBC Aligns Blueberry Health Research With Federal Health Strategies 

USHBC Senior Director of Nutrition and Health Research Leslie Wada, Ph.D., RD, participated in the Food Is Medicine (FIMCON) convention organized by the National Produce Prescription Collaborative (NPPC) earlier this month. As a member of the NPPC, the USHBC is dedicated to ensuring fresh produce remains central to federal health strategies, actively working to elevate the profile of blueberries within these vital medical interventions.   

The event brought together over 800 leaders spanning government, investment, research, health care and technology to channel momentum into lasting policy change.  

A central consensus emerged regarding the critical role of nutrition: Nearly three out of four American adults suffer from at least one chronic disease, frequently exacerbated by poor dietary habits. With government reports estimating that poor diets in the U.S. costs the healthcare system $50 billion annually, speakers presented compelling evidence that Food is Medicine (FIM) initiatives should serve as a cornerstone for federal and state health strategies, aiming to improve population health outcomes while curbing healthcare expenditures. 

Increased consumption of fruits and vegetables are an integral part of FIM programs and programs like Produce Prescriptions (PRx), medically tailored meals and medically tailored groceries are programs that can be prescribed through referrals from healthcare providers.

Doctors are also boosting the idea of food as medicine and are “prescribing” healthy foods to help fight chronic disease. 

While the broader FIM movement is focused on baseline food access, the USHBC is monitoring these emerging healthcare pipelines closely, strategically positioning blueberries – backed by decades of health research – as an accessible, craveable asset for healthcare providers and patients alike. 

Honoring Blueberry Legacies: Submit Your Award Nominations

Nominations are officially open for the USHBC Women in Blueberries: Elizabeth White Award and the NABC Awards.

This is your opportunity to help recognize the leaders, innovators and changemakers who continue to shape the future of the blueberry industry.

This year’s recipients will be celebrated during The 2026 Blueberry Convention, taking place in Monterey, California, September 22-25. But first, we need your input to help identify the standout individuals whose contributions deserve to be recognized.

Please review the categories below and submit your nominations by Aug. 14.

Women in Blueberries: Elizabeth White Award

Launched in 2025, this award celebrates women who have impacted the blueberry industry through groundbreaking research, innovative business practices, advocacy or leadership. Nominate now! 

The Blueberry Hall of Fame Award 

Honors leaders, growers and suppliers who have made a lasting impact on the blueberry industry in North America. Nominate now! 

The Duke Galletta Award

Recognizes excellence in blueberry horticultural research. Nominate now! 

The Alex Wetherbee Award 

Honors outstanding contributions in marketing and promotion. Nominate now! 

Help us recognize the people whose work, leadership and dedication continue to carry these legacies forward. Submit your nominations by Aug. 14.

Meet Class 4 of the USHBC Blueberry Leadership Program

Earlier this month, we announced the fourth cohort of fellows accepted into our Blueberry Industry Leadership Program. Launched in 2022, the program was designed to elevate up-and-coming leaders by providing in-depth training, industry education and meaningful connections with leadership across the supply chain.

This year’s class includes 11 professionals representing diverse sectors of the global blueberry industry.

Over the course of the 15-month program, fellows will take part in an immersive curriculum that includes in-person industry trips, virtual interactive sessions, leadership development, networking opportunities and an intensive capstone project. 

Since its inception, the program has continued to serve as a cornerstone for leadership development across the blueberry sector. The program was originally developed by the USHBC Industry Engagement Committee and USHBC Vice President of Engagement and Education Amanda Griffin, and continues to grow with the generous support of program sponsor Fall Creek.

Class 4 fellows are: 

• Ashley Borja, Customer Development Manager, Driscoll’s
• Alonso Cateriano, Head of Blueberry Sales, Agricola Cerro Prieto S.A.
• Laina Gray, Sales and Product Specialist, Oxbo International
• Logan Hart, Blueberry Field and Quality Assurance Specialist, California Giant Berry Farms
• Scott Herron, Grower Support, Fall Creek Farm & Nursery
• Mark Lemke, Blueberry Product Manager, Sun Belle LLC
• Doug Rombach, Senior Procurement Strategy Coordinator, North Bay Produce
• Abigail Sakuma, Sales Operations Manager, Sakuma Brothers Farm
• Christian Shehadey, Sales Representative/Account Manager, Family Tree Farms
• Fletcher Simmons, Operations Manager, Straughn Farms
• Madison Thelen, Product Manager, Naturipe Farms

As part of the program, these 11 fellows will learn from decades-long industry leaders, build their leadership skill sets, strengthen their professional networks and engage with the program’s growing alumni community from three previous classes. Through this shared experience, fellows will help carry forward the knowledge, collaboration and leadership needed to support the continued growth of the blueberry industry.

Applications for class 5 will open in fall 2027.

Blueberries Star in IFPA Campaign 

Blueberries are prominently featured in the International Fresh Produce Association’s (IFPA) “Eat the Realest Food All Day, Every Day” campaign, which promotes fresh fruits and vegetables as the foundation of a healthy diet.

The initiative urges consumers to build dietary habits around whole, minimally processed foods and stresses the importance of improved access to fresh fruits and vegetables. 

By directly aligning with the Dietary Guidelines for Americans (DGAs), the campaign aims to integrate fresh produce deeper into the national diet and federal nutrition programs.

Eat Real Food Partnership

NABC is proud to be a National Strategic Partner with the USDA and the Department of Health and Human Services to promote the 2025-2030 DGAs. You can explore the Daily Servings Guide and learn more at RealFood.gov.

Convention Corner: Secure Early-Bird Savings Before They Expire

If registering and securing housing for The 2026 Blueberry Convention, Sept. 22-25 in Monterey, California, somehow slipped off your to-do list, now’s the time to take action.

Lock in early-bird pricing by signing up today! 

The Blueberry Boost Accelerator Is Back! 

One of The Blueberry Convention’s most popular sessions – the Blueberry Boost Accelerator Pitch Competition – is back for 2026!  And here’s the best part … this exciting event is FREE to attend with your convention registration.

A huge hit at last year’s convention, the Blueberry Boost Accelerator propels standout products and entrepreneurs who are innovating with blueberries toward growth and commercialization. 

Be there to:  

• Watch finalists go head-to-head, presenting their products to a judging panel of industry experts and making their case for why their product is the next big consumer sensation.
• Sample innovative, blueberry-infused products and participate in a live Q&A with contestants. 
• Meet the grand prize winner who will walk away with $20,000, and the runner-up who will take home $10,000 to further accelerate their blueberry-forward business.

Be part of the excitement of this “Shark Tank” style presentation by registering for The Blueberry Convention today and including this FREE event in your registration.  

Schedule Highlights

Beyond the essential education sessions, inspiring keynotes and the pitch competition, this year’s convention schedule is packed with exclusive events you don’t want to miss, including:  

Ribbon Cutting and NABC President’s Welcome Reception

Start The Blueberry Convention with an evening of connection and celebration as we officially open the event with a ribbon-cutting ceremony. Then, enjoy the NABC President’s Welcome Reception and stroll down Blueberry Lane to visit exhibitors; reconnect with industry colleagues; and discover the products, services and innovations helping move the blueberry industry forward. 

Keynote and Awards Breakfast 

Join us for a special morning of inspiration and celebration as we gather for a featured keynote and recognize outstanding leaders in the blueberry industry. During this breakfast, NABC will present its annual awards, including the Elizabeth White Award honoring women in blueberries.

Committee Forums

Committee Forums are new interactive sessions designed to connect you with the work of USHBC’s Promotion and Industry Engagement Committees, highlighting current projects and creating space for industry input and discussion.

NABC Crop Report 

Hear crop updates from growing regions across the blueberry industry, giving you a timely look at production conditions and the current state of the season.

Governance Meetings 

Participate in the USHBC Council meeting, the NABC Board meeting and the NABC United Blueberry Advisory Committee to get up-to-date on important industry topics, discuss priorities and help guide the organization’s work on behalf of the blueberry industry.

BerryFit Club 5K 

Kick off day two with the BerryFit Club 5K, a fun and energizing way to start the day before convention programming begins. Runners and walkers of all paces are welcome.  

Grab a Boost of Blue Happy Hour

This relaxed gathering is where you can connect, unwind and celebrate a great week together before heading home or on to the industry tour.

Check out the full (and regularly updated) schedule to see everything we have planned! 

Meet Our Exhibitors 

Blueberry Lane and Blueberry Row are your go-to spots to connect directly with the people, products and services supporting the blueberry industry. Explore the latest solutions, ask questions and meet the exhibitors helping drive innovation across the supply chain.

Check out who will be there, and stay tuned as the list keeps growing: 

• A & B Packing
• BeeFlow
• BeeHero
• Crawford Packaging
• Ellips
• Fall Creek
• Fine Field 
• Highland Packaging Solutions
• Koppert
• Monte Package Company
• Multivac
• NNZ Inc.
• Oregon Blueberry
• Oxbo International 
• Pinion
• Punchbowl Automation
• Skyshield Solutions 
• SWAN Systems
• Thunderbird Plastics
• Tomra
• Unitec
• WECO

Please reach out to Mandy Boarman at [email protected] to learn about all of the exhibitor and sponsorship options.  

Register Now to Save 

Register today to lock in early-bird pricing (ending soon!) and book your room within our discounted housing block at the Hyatt Regency Monterey. 

New Industry Website Is Live!

The brand-new USHBC industry website is officially live!

Designed with our growers, handlers, exporters and industry partners in mind, this updated digital hub is your go-to resource for everything driving the blueberry industry forward. 

We’ve overhauled the platform to make finding news, event details, data and tools you need easier, faster and more intuitive.

Earlier this year, we launched our redesigned consumer site, Blueberry.org, as well as dedicated B2B sites for our key partners in retail, foodservice and food manufacturing. 

Take a look at our sites and let us know what you think.

Industry Site 

Consumer Site

Retailer Site

Foodservice and Food Manufacturing Site