Topics in this issue of Behind the Blue:
- Message From the USHBC Chair
- Register for the Blueberry Summit
- National Blueberry Month Successes
- USHBC Announces New Blueberry Industry Leadership Program Fellows
- Learn About Chilean Growing Regions at Destination Chile
- USHBC Presents at International Vaccinium Symposium
Let’s Keep the Momentum Going!
From the Chair
By Shelly Hartmann
I am delighted to see the incredible success of our July marketing activations for National Blueberry Month, including the very first Great American Blueberry Eating Challenge. The enthusiasm and energy have been inspiring, and I’m confident we can carry this momentum forward as we approach September and the Blueberry Summit. I look forward to seeing everyone in Denver for this exciting event Sept. 25-27. Who knows, we might have our own blueberry eating contest!
Go Blueberries!
Register for the Blueberry Summit
Don’t miss the Blueberry Summit in Denver, Sept. 25-27. Imagine being part of discussions that will drive the industry forward, networking with key players and experiencing the vibrant city of Denver with fellow industry leaders. Whether you want to expand your knowledge, grow your business or make meaningful connections, the Blueberry Summit is where you need to be.
Time is running out, and seats are filling up fast. Don’t let this opportunity slip away – register today!
National Blueberry Month Successes
National Blueberry Month once again provided us with the opportunity to celebrate and promote blueberries to consumers through retail activations, the first-ever Great American Blueberry Challenge eating contest and social media contests.
USHBC’s National Blueberry Month retail promotions appeared just about everywhere! Thirty retailers operating nearly 10,000 stores collaborated with USHBC to aggressively promote blueberries all month long.
The user-experience event combined the excitement of pickleball with the health benefits of blueberries to create a unique and fun experience for everyone. As the popularity of pickleball surges across the country, what better way to fuel your game than with the ultimate superfruit? Retailers embraced this trend by showcasing blueberries innovatively, from in-store displays to dynamic marketing campaigns, leading to a noticeable increase in blueberry sales.
In one of the most exciting celebrations of National Blueberry Month yet, the USHBC, in partnership with Major League Pickleball and Major League Eating, hosted The Great American Blueberry Challenge, which kicked off at the start of the month to inspire blueberry lovers nationwide to share on social media creative ways to grab a boost of blue, and culminated in the first-ever blueberry eating championship. This first-of-its-kind eating contest took place in Grand Rapids, Michigan, on July 13 and included professional competitive eaters from across the country who were challenged to eat as many blueberries as possible in eight minutes. The winner set a world record by consuming over 18 pounds!
Patrick Bertoletti took the top prize in the competition, earning a cash prize as well as the inaugural title of Blueberry Eating Champion. An impressive total of 82.769 pounds of blueberries were devoured by the competitors during the event, with a final ranking as follows:
- First place: Patrick Bertoletti, 18.475 lbs.
- Second place: Geoffrey Esper, 16.044 lbs.
- Third place: James Webb, 15.319 lbs.
- Fourth place: Nick Wehry, 12.600 lbs.
- Fifth place: Gideon Oji, 12.569 lbs.
The event also included special celebrity judges USHBC Chair Shelly Hartmann of True Blue Farms; USHBC Promotions Committee Chair Brian Bocock of Naturipe; and professional pickleball player Anna Bright of the MLP St. Louis Shock.
The Great American Blueberry Challenge also included a month-long social media contest encouraging consumers to submit the most creative, unique and even downright wacky ways they enjoy blueberries. Over 100 submissions were received, and one grand prize winner was selected, along with three runners up.
USHBC Announces New Blueberry Industry Leadership Program Fellows
USHBC has announced the third cohort of fellows accepted into the Blueberry Industry Leadership Program. The program, launched in March 2022, is designed to elevate up-and-coming leaders in the blueberry industry by providing in-depth training, industry education and connections to other ag leaders for passionate blueberry professionals across the supply chain.
“We’re thrilled to welcome this group of leaders as the third class of fellows,” said Amanda Griffin, USHBC’s vice president of engagement and education. “Since launching the Blueberry Leadership Program, we’ve received overwhelming interest, which always makes the selection process extremely difficult. The USHBC is proud to provide this opportunity to these ag professionals, empowering them to guide the blueberry industry into a bright future.”
Selected as the third class of fellows in the program are:
- Yvan Berrospi, Supply Chain and Operations Coordinator, Family Tree Farms
- Gabriel Bocock, General Manager of Operations, Bumbleberry Acres
- Joshua Carlton, Farm Manager, JLC Farms
- Sergio Carrasco, Production Manager, The Fruitist Company
- Jake Johnson, Sales and Grower Support II, Fall Creek Farm & Nursery
- Stephanie Kleiner, Blueberry Product Business Manager, Driscoll’s
- Peter Machala, Category Manager, Wakefern Food Corp.
- Brody Schropp, Horticulturist, MBG Marketing
- Zach Semerikov, Food Safety and Quality Assurance Manager, Scenic Fruit
- Jessica Silver, Commercial Manager, United Exports Sales and Marketing
The Blueberry Industry Leadership Program is the first of its kind in the blueberry industry and helps fellows grow their leadership skill set, learn from decades-long industry leaders and develop their network of connections. The fourth group of fellows to enter the program will be selected in the fall of 2025. For more information on the program or how to apply, visit ushbc.blueberry.org/get-involved/industry-leadership-development-program/.
Learn About Chilean Regions at Destination Chile
Destination Chile, Dec.9-13, is your chance to explore Chilean blueberry growing regions and learn how Chile is responding to increasing supply from competing regions.
With over 18,000 hectares of highbush blueberries planted and an ongoing commitment to finding new and better varieties, you’ll learn all about the Chilean market and connect with regional growers.
The trip is limited to 40 attendees and the registration fee is $1,950, which covers:
- Hotel reservations (checking in Dec. 9 and checking out Dec. 13).
- Group ground transportation.
- All organized meals Dec. 9-13.
- All group activities and tours.
Check out the full itinerary, then register to join us.
USHBC Presents at International Vaccinium Symposium
USHBC President Kasey Cronquist and Senior Director of Nutrition and Health Research Leslie Wada, Ph.D., delivered a presentation at the International Society for Horticultural Science’s 13th International Vaccinium Symposium, held at Dalhousie University in Halifax, Nova Scotia and Charlottetown, Prince Edward Island, Canada, August 24-29.
Their keynote presentation focused on marketing strategies for blueberries in an increasingly global economy.
The symposium provided an immersive experience, including a preconference tour of the Annapolis Valley, a three-day scientific program, and a full-day exploration of wild blueberry, cranberry and strawberry operations.
The event aimed to foster international collaboration and share the latest advancements in Vaccinium species research.
