Topics in this issue of Behind the Blue:
- From the Chair: ‘Blueberries GO BIG’ Marketing Campaign Debuts
- Meet the Innovative Startups Leading the Blueberry Boost Accelerator’s Inaugural Cohort
- Promotion Committee Meets for a Deep Dive into 2026 Marketing Strategy
- 2025 BerrySmart Field Days Wrap Up in Oregon, Washington
- USHBC Attends IFPA K-12 School Forum
- Register for The Blueberry Convention Before Early-Bird Pricing Ends
- Q1, Q2 USHBC International Market Development Report
- Leadership Class Spotlight: Meet Yvan Berrospi
From the Chair: ‘Blueberries GO BIG’ Marketing Campaign Debuts
By Bryan Sakuma
USHBC Chair
While many of us have our heads down focused on our harvest, the USHBC has been working on our behalf to help ensure that all these berries have a home.
Our new marketing campaign – “Blueberries GO BIG” – was developed to help drive the demand and awareness of the benefits of blueberries, and encourage the crave for this amazing piece of fruit.
Overall, the “Blueberries GO BIG” campaign demonstrates an emotional connection to the fruit in two creative scenarios, showing that big things happen when you grab a boost of blue.
“Blueberries GO BIG” debuted earlier this month as part of a comprehensive paid media campaign directed at 18 million blueberry consumers. The campaign includes video ads, social media, connected TV, paid search and other efforts. USHBC is also partnering with influencers to demonstrate how blueberries “go big” for content creators in their own ways.
The campaign illustrates the many benefits of blueberries, including health as a foundational message, while also giving more air time to attributes like the great taste and easy-to-eat benefits we know are important to consumers.
I encourage you to check out these outstanding marketing assets! The A Better Way ad shows consumers how to up their “coolness” factor and shake up their post-workout recovery. And Next Level Snacks shows how blueberries can come in clutch for kids’ halftime snacks.
Meet the Innovative Startups Leading the Blueberry Boost Accelerator’s Inaugural Cohort
On Aug. 12, USHBC, in partnership with VentureFuel, announced the four companies selected for the inaugural cohort of the Blueberry Boost Accelerator. Each startup was chosen by a selection panel of blueberry industry leaders for its bold use of blueberries in innovative products that span wellness, fun snacking formats and better-for-you indulgence – offering novel, exciting ways for consumers to enjoy blueberries.
The Blueberry Boost Accelerator was launched earlier this year to fuel forward-thinking product innovation and elevate blueberries as a hero ingredient by supporting visionary startups. From functional nutrition to clean-label desserts, this inaugural cohort exemplifies the future of the power of blueberries.
The 2025 Blueberry Boost Accelerator cohort includes:
- Bonny Prebiotic Fiber Powder (New York, NY) — A clean-label, prebiotic fiber powder with a blueberry-infused flavor, designed to support gut health and make fiber fun, flavorful and functional.
- Farmer Bob’s “Beyond Berries™” (Salem, OR) — A playful, frozen, nutrient-dense fruit snack made with upcycled blueberries and raspberries, and naturally sweet dates, reshaped into a new-to-market format that’s fun, naturally sweet and family-friendly.
- Pluff (Orlando, FL) — A high-protein, mousse-style dessert launching with a “Berry Blast” flavor made with freeze-dried blueberries. Pluff delivers indulgent texture and functional nutrition in one high-protein, low-sugar bite.
- Sorbatto’s “Blue Cream” (Wapato, WA) — A dairy-free, allergy-friendly frozen dessert made from 75% highbush blueberries. With no added sugar or water, Blue Cream offers a creamy, fruit-first alternative to traditional ice cream.
Companies were evaluated across various criteria: volume potential and market relevance; unique value proposition and differentiation (including blueberry prominence); product marketability and PR potential; fundability and scale; and the strength of founding teams.
The cohort now enters a nine-week accelerator sprint, receiving weekly one-on-one coaching from VentureFuel, expert sessions with industry leaders, peer roundtables and support with developing marketing materials, including a professionally produced commercial. The program will culminate in a live pitch competition at The Blueberry Convention in Seattle, Oct. 8-10, where the winning company will receive a $20,000 grand prize, and the runner-up will receive $10,000.
To learn more about the Blueberry Boost Accelerator, visit blueberryboostaccelerator.com.
Promotion Committee Meets for a Deep Dive into 2026 Marketing Strategy
USHBC’s Promotion Committee and USHBC staff met in Denver last week for deep-dive discussions across all marketing promotions channels, including foodservice, food manufacturing, health research and nutrition, global export market development, consumer, retail, the USHBC website and more.
The gathering had strong participation and engagement by committee members, both in person and virtually, that netted critical direction to guide the USHBC marketing team in developing a viable strategy for 2026.
Potatoes USA graciously hosted the meeting at its headquarters, allowing Promotion Committee members to be exposed to and learn from leaders like CEO Blair Richardson and Chief Marketing Officer Kim Breshears.
The committee toured Potatoes USA’s headquarters, including their commercial kitchen where they execute culinary innovation. There was also time to sample a breakfast menu featuring potatoes and blueberries!
Interested in learning more about the Promotion Committee’s efforts and 2026 plans? Join the committee meeting being held at the upcoming Blueberry Convention in October.
2025 BerrySmart Field Days Wrap Up in Oregon, Washington
The 2025 BerrySmart Field program has been on the move, bringing growers together with researchers and tech providers to see the latest innovations and research in blueberry production.
On July 23, Oregon State University hosted its annual Blueberry Field Day with BerrySmart Field technologies in Aurora, Oregon, featuring updates on pollination; Spotted Wing Drosophila (SWD) management; irrigation strategies; food safety in machine harvesting; and live demos of BerrySmart tools like precision spraying, digital yield forecasting and automated harvesting. Attendees also toured field trials showcasing the next generation of blueberry cultivars.
Just two weeks later, on August 6, Washington State University held its 2025 Blueberry Field Day with BerrySmart Field tech at Mt. Vernon, Washington. The crowd gathered for presentations on pest management, irrigation, nutrient strategies and virus challenges, along with a tech demo, a look at new digital tools and a variety trial tasting.
A joint effort between the USHBC, innov8.ag and regional research and commercial partners, the BerrySmart Field program is aimed at optimizing blueberry farming operations through data-driven insights, research-backed results and technological advancements.
Couldn’t join us this summer? Don’t worry — you can still hear the season’s key takeaways at The Blueberry Convention this October in Seattle, where Steve Mantle, Innov8.ag CEO and founder, will share insights and grower feedback from the BerrySmart Field program across Washington, Oregon, New Jersey and Florida.
USHBC Attends IFPA K-12 School Forum
The USHBC recently participated in the International Fresh Produce Association’s (IFPA) K-12 School Forum held prior to the annual IFPA Foodservice Conference in Monterey, California. The event helps K-12 the foodservice directors, chefs and administrators who are responsible for produce purchasing and menu development connect with produce growers, shippers and representatives of the produce industry. This year, foodservice representatives of colleges and universities also attended.
During the conference, discussions centered around ways to source, serve and promote fresh produce in school meals and snack programs. The forum included a session on “Selling Fresh Produce to K-12 Schools: The Business of School Nutrition;” a mini-expo session where USHBC hosted a tabletop; field tours of local produce fields, including one from Cal Giant; and a networking coffee and idea-sharing session.
Blueberries are part of many school meals but there’s room for growth. The USHBC will continue to remind school foodservice directors that blueberries are an important part of a healthy child’s diet.
Register for The Blueberry Convention Before Early-Bird Pricing Ends
Time’s running out to take advantage of early-bird registration pricing and hotel discounts for The Blueberry Convention, October 8-10 in Seattle! Sign up by Sept. 8 to save!
Wondering what it’s all about? We’re glad you asked!
Check out the still-developing schedule of events, then get signed up to participate in:
- Top-notch education sessions from industry thought leaders.
- The Blueberry Boost Accelerator Live Pitch Competition.
- Blueberry Lane and Blueberry Row expo areas.
- The NABC & USHBC Anniversary and Awards Dinner.
- BerryFit Club yoga and 5k (where you’ll see the sites of Seattle).
- The Blueberry Farm Tour: A Taste of Washington’s Finest.
Sign up by Sept. 8 for best pricing. And be sure to add all the special events you want to be a part of as you register. Plus, reserve your room in our discounted housing block, also by Sept. 8.
Q1, Q2 USHBC International Market Development Report
The USHBC maintains a robust international market development program aimed at expanding global demand for U.S. blueberries through targeted trade and consumer initiatives. Priority markets include South Korea, Japan, India, Mexico, Vietnam, Malaysia and the Philippines. All activities are strategically designed to build awareness, drive preference and increase sales of U.S. blueberry products across both fresh and processed categories. Below is a summary of key trade and marketing highlights from the first six months of 2025.
Trade Insights
USHBC’s in-market representatives provide monthly updates on international blueberry trade in priority export markets. Below are selected highlights relevant to the U.S. blueberry industry:
South Korea: Imports of frozen U.S. blueberries reached 14 million pounds during the first half of 2025 – a 55% increase compared to the same period in 2024. The U.S. held a 50% share of South Korea’s frozen blueberry import market. Fresh U.S. blueberry imports resumed on June 23, with 46,000 pounds imported by month’s end – more than double the 22,000 pounds imported in June 2024.
Japan: Japan imported 37.6 metric tons (MT) of fresh U.S. blueberries in March through May, 2025, a 40% increase compared to the same period in 2024. In May 2025, U.S. fresh blueberries accounted for 34% of Japan’s total fresh blueberry imports, while Mexico supplied 64% of the market, with smaller volumes from China and the United Arab Emirates. Frozen blueberry imports rose from 1,982 MT in May 2024 to 3,425 MT in May 2025. However, the U.S. share declined from 12% to 7.4%, despite a 3% increase in the actual volume shipped from the U.S.
India: The first fresh U.S. blueberry shipments of the 2025 season arrived in India in May and totaled 1.72 MT. In total, India imported 110 MT of fresh blueberries in May 2025, with 60% of volume from Tunisia, 38% from Peru and the remainder from the U.S. and Morocco. This mirrored April 2025 trends when Tunisia supplied 78%, followed by Peru (12%) and Chile (8%). India also imported 60 MT of dried blueberries in May, with 67% originating from U.S. suppliers – mostly sweetened whole dried berries – and the balance from China.
Mexico: In June 2025, fresh U.S. blueberries were available at Walmart and Bodega Aurrera locations. However, U.S. frozen and dried blueberry availability remained limited due to increased competition. Mexican-grown fresh and frozen blueberries dominate retail shelves, and imported frozen berries from Chile, Canada and China also contribute to the competitive environment.
Vietnam: Between April and June 2025, Vietnam imported 89,955 pounds of fresh U.S. blueberries – a 15.5% increase over the same period in 2024. With Chinese supplies declining, U.S. blueberries led the market in June. Retailers report stronger sales momentum for U.S. blueberries compared to 2024, reflecting increased consumer awareness.
The Philippines: Dried U.S. blueberry imports totaled 13.3 MT from January through May 2025, up from 7.8 MT during the same period in 2024. Canned U.S. blueberry imports also grew significantly from 0.6 MT in January-May, 2024, to 11.6 MT in January-May, 2025. Fresh blueberries were sourced from Mexico, Peru, Chile, Denmark and Australia during the first half of the year, with U.S. fresh blueberries entering the market in April.
Malaysia: In May 2025, an influx of Chinese fresh blueberries led to a significant market price drop. Concurrently, high domestic durian availability – one of Malaysia’s most popular fruits – shifted consumer purchases away from imported fruits like blueberries, affecting sales performance.
Marketing Communications Efforts
USHBC’s International Market Development Program kicked off its 2025 marketing campaigns in January with the goal of promoting awareness and sales of U.S. blueberry products. The remainder of this report, linked in this PowerPoint presentation, provides a brief summary of key activities implemented through June 2025, organized by activity type and market.
For more information, please contact Haiying Zhang, USHBC director of global business development, at [email protected].
Leadership Class Spotlight: Meet Yvan Berrospi
Class 3 of the Blueberry Industry Leadership Program is in full swing, and we’re excited to introduce you to a fellow from the class each month in Behind the Blue.
Yvan Berrospi, supply chain and operations coordinator for Family Tree Farms, was born in Chiclayo, a city on the northern coast of Peru, and is the oldest of three siblings. Berrospi says he excelled in school, and enjoyed playing sports and making friends.
At 17, Berrospi moved to Lima to study industrial engineering at the university there. After graduating, he traveled to remote locations such as oil wells in the jungle and mining operations in the mountains to deliver fuel and the necessary supplies to keep operations running.
In 2016, Berrospi tried his first blueberry, and by 2017 he was working in the blueberry industry. His work has allowed him to visit blueberry operations in Chile, Mexico, Argentina, Ecuador and the U.S.
“I’m incredibly proud to be part of this group of USHBC leaders who share the challenges and commitments to help the blueberry industry reach further,” Berrospi said. “It’s a lifetime-unique opportunity to strengthen my leadership skills, while gaining a broader perspective of the blueberry industry, both in the U.S. and internationally. The USHBC is a long-term visionary organization and a global reference in our sector, and being part of this program allows me to learn from that vision and contribute back with my own experience. I see this as a chance to combine knowledge, innovation and collaboration to create value in the blueberry industry as a whole.”
His favorite part of the program?
“I’ve truly enjoyed meeting inspiring people across the industry and expanding my network with different roles in the blueberry supply chain: genetics and nursery, growers, agronomists, packing, commercial, and sales and operations,” Berrospi shares. “Leadership tools like the Enneagram and the Kolbe are essential in any forward-thinking industry, because the future is also about people (even more: passionate people, like USHBC leaders). The journey has been incredibly rewarding, filled with challenges, learning, laughs and great moments. Learning about the industry’s long-term plans, big picture and emerging trends has opened up exciting perspectives and countless opportunities for both personal and professional growth.”