Your Future,
Our Focus

The blueberry industry created the USHBC 25 years ago to grow the entire category. We do that by giving consumers in the U.S. more reasons to buy more blueberries, expanding demand for U.S. blueberries in global markets and providing resources that equip all in the industry for greater success.

PROPELLING THE BLUEBERRY INDUSTRY FORWARD

Ellie Norris

Oregon Grower
USHBC Chair

My personal passion is family farming and preserving that way of life for those of us that love it. We created USHBC to help us do that and it’s absolutely working.

As chair of the USHBC, my goal is to make sure all perspectives are heard, while seeking to unite the industry around a shared goal of continuing to build consumer demand for our blueberries. No other organization can do for the industry what USHBC can do, and the work we’re doing has never been more important than it is today.

I encourage you to learn more about our organization as well as efforts both planned and underway. And, if you can, get more involved by sharing your ideas, participating in meetings or even exploring ways to serve on our committees or board.

Together, we can continue to leverage USHBC to make bigger opportunities possible for all of us to build the business, life and legacy we want.

MEET THE COUNCIL

USHBC’S INDUSTRY–LED WORK HAS NEVER BEEN MORE IMPORTANT

The marketplace is filled with pressures, and promise! Thanks to decades of USHBC marketing informed by health research, U.S. consumers know blueberries are good for them. And for the first time in modern history, they want – and expect – them year-round. And there’s still room for growth.

2026 USHBC Continuance Referendum: The USHBC continuance referendum will take place July 13-24, 2026. Learn more, then cast your vote in July.

LEARN MORE

STRONG ROI, YEAR AFTER YEAR

14%

increase in average annual blueberry consumption

953M

million-pound increase in blueberry demand

163%

increase in growers’ revenue

$19.29

of return for  every dollar spent

BLUEBERRIES GO BIG CAMPAIGN

USHBC’s latest consumer marketing campaign – Blueberries GO BIG – helps create a demand-driving emotional connection by showing that big things happen when you Grab a Boost of Blue. The award-winning campaign highlights the delicious, craveable and shareable attributes of blueberries, and targets blueberry consumers through video ads, social media, connected TV, paid search and more.

EXPANDING EXPORT OPPORTUNITIES

By securing millions of dollars in federal grant funding, USHBC elevates export opportunities for U.S. growers. Our efforts have opened high-value markets for fresh blueberries in Australia, China, the Philippines and Vietnam. And marketing campaigns across India, Japan, Mexico, Southeast Asia and South Korea culminated in a 15% increase in export volume and a 32% surge in total value from 2019 to 2025.

DIVE DEEPER INTO USHBC

2025 USHBC Impact Report

DOWNLOAD REPORT

Data & Insights Center

With the BerrySmart Insights platform, USHBC has made significant investment in human resources and technology to improve the quality of and access to real-time blueberry production and pricing data.

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