Chair’s Message, Awards Nominations Open, Blueberry Boost Accelerator Competition and More

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Topics in this issue of Behind the Blue:

From the Chair: The Right Resources, Leading Us in the Right Direction

By Bryan Sakuma

USHBC Chair 

Earlier this month, I had the pleasure of attending our first-ever Blueberry Data & Insights Summit in Santa Clara, California. During the two-day event, we took a deep dive into the state of the blueberry industry’s data and insights tools, and then rolled up our sleeves to imagine what could be improved, and what tools and resources could support that improvement. 

We heard from USDA’s Agricultural Marketing Services team to learn how they do their reporting, and we had an honest discussion about the gaps the blueberry industry continues to face in reporting related to coverage, consistency and credibility. We also took time to brainstorm what a reimagined data system for the industry could look like. 

Which led us to a great discussion and updates on USHBC’s BerrySmart Insights Fresh program and the future of crop estimates via BerrySmart Field – two innovative USHBC initiatives that are leading the way when it comes to gathering and using data to better understand our category and ultimately drive better decision-making. 

The following day we headed to the Google campus where we unpacked what it looks like to build a modern data culture in agriculture with tools like Looker, Vertex AI and Orion – which are already transforming insight delivery and planning. And we took time to reflect on what these modern tools make possible for our industry. 

Now, a few weeks after the event, I can say that the data summit is an excellent example of how the USHBC is delivering on what growers need to make good business decisions today and into the future. It also laid bare the type of things – big things – we can get done when we have more resources to work with. 

After all, it would not have been possible to make the tremendous inroads we’ve made in data and insights without support from our Memorandum of Understanding contributors who kickstarted the department at USHBC. 

Sometimes more is more, and events like the Blueberry Data & Insights Summit opened our eyes to what’s possible. 

Send In Your Nominations for New USHBC Award, NABC Awards

There’s still time to send in your nominations for the new USHBC Elizabeth White Award celebrating the extraordinary contributions of women in the blueberry industry and three NABC awards. The nomination period closes June 30!   

We’ll be honoring thought leaders in the blueberry industry at The Blueberry Convention this fall, and we need your input on who should be recognized.  

The Elizabeth White Award 

Celebrates women who have impacted the blueberry industry through groundbreaking research, innovative business practices, advocacy or leadership. 

Help us honor women in blueberries by sending in your nomination here. 

The Blueberry Hall of Fame Award 

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

The Duke Galletta Award

Recognizes excellence in blueberry horticultural research. 

The Alex Wetherbee Award 

Honors outstanding contributions in marketing and promotion. 

Use the nomination links here to send in your recommendations. 

Upcoming Blueberry Convention Includes 5-Stop Farm Tour

One reason we’re holding The Blueberry Convention in Seattle this fall is the proximity to some of Washington state’s premier blueberry farms. Which is why we’re thrilled to announce the Blueberry Farm Tour: A Taste of Washington’s Finest – taking place Oct. 11. 

During this day-long journey, you’ll explore some of the region’s most innovative and picturesque farms. This immersive tour is your opportunity to see where it all begins – from field to processing – all while connecting with fellow industry professionals.

We’ll begin our day at Golden Eagle Farm in Everett where you’ll get an up-close look at their growing practices and approach to quality and sustainability. From there, we’ll head north to Sakuma Brothers in Burlington, a farm rich in history and innovation. Enjoy a guided tour of their operations followed by a locally catered lunch featuring Pacific Northwest flavors.

Next, we’ll travel to Lynden where we’ll visit a Van Mersbergen Farm field, and then one of the region’s premier processors (coming soon!). Here, you’ll gain insights into post-harvest handling and technology in action.

Our final stop takes us to Everson where Samson Farms will host us for a tour of their expansive operations. We’ll close the day on a high note with a wine tasting and dinner at Samson Estates Winery, a beautiful venue surrounded by berry fields and mountain views.

Expect a day filled with behind-the-scenes access, valuable takeaways and the kind of camaraderie that only comes from shared passion and purpose. 

To get in on all the action, just add the farm tour at checkout when you register for The Blueberry Convention. Already registered for the convention? Add the tour to your experience today. Plus, book your housing in our block at the Westin Seattle Hotel to save with our discounted group rate.

Blueberry Boost Accelerator Seeks Next Generation of Food, Consumer Product Innovation

USHBC, in partnership with VentureFuel, recently launched the Blueberry Boost Accelerator — a new program designed to discover and support emerging startups that are redefining the future of blueberries. 

The Blueberry Boost Accelerator underscores USHBC’s commitment to leadership in the food system through innovation. By investing in new ideas, technology and entrepreneurs, USHBC continues to unite stakeholders to strengthen the industry’s global competitiveness.

The nine-week hybrid accelerator program will connect early-stage, revenue-generating companies of products using blueberries as a prominent ingredient with top blueberry, food and Consumer Packaged Goods (CPG) industry leaders to fast-track growth through expert mentorship, tailored commercialization support and strategic guidance. Participants will receive professional brand assets like video commercials and sales materials; gain media exposure; and connect with buyers, investors and innovation leaders. 

Startups will refine their pitch with 1:1 support and showcase their product at The Blueberry Convention, Oct. 8-10 in Seattle, where the grand prize winner will receive $20,000 and the runner-up will win $10,000. To be eligible, companies must have a safe, working product prototype that has been reviewed under USDA oversight.

Applications for the accelerator are now open and will be reviewed on a rolling basis through July 11, 2025, at 11:59 pm PT. Interested entrepreneurs can RSVP for a virtual information session on June 25 at 12 p.m. ET to learn more about the program and the application process.

Know companies who might be a fit for the program? Help spread the word and encourage them to apply here. 

BerrySmart Fields Leading 2 Data-Focused Pilot Programs

Informed insights are key to production success, but getting there requires consistent methodology, truly representative data and data integrity, according to Steve Mantle, founder and CEO of Innov8.ag, a data services company. Innov8.ag is working in partnership with USHBC to implement the BerrySmart Fields program, validating a smart farm network enabling blueberry growers, packers and other stakeholders to collaborate on farm operation optimization with better and more predictable outcomes.​

As part of the BerrySmart Field’s work, Innov8.ag has been spearheading two data-focused pilot programs on blueberry pilot sites across the U.S. 

The BerrySmart Insights Pilot explores the use of AI fed by satellite imagery to identify blueberry acreage by farm, county, state, region and eventually country; quantify the timing of harvest differences for early- versus mid-versus late-stage acreage; and define the impact of weather patterns and year planted on yield. 

The BerrySmart Fields program, guided by USHBC’s BerrySmart Technology Task Force, is focused on showcasing new technologies and collecting on-farm data. This year, the program combines crop mapping with AI to tune ripening curves on Duke, Last Call and Calypso varietals, building on a bitwise database of more than 45 different varieties of blueberries using data collected since 2022, including 1.97 billion blueberries counted, 432 million images of blueberry fields analyzed and forecasts for over 79,000 hectares of crops!

Taken together, these analyses help us understand the seasonal variation of blueberry farms, which in turn supports the development and training of powerful, accurate data systems to automatically identify blueberry fields and accurately estimate their acreage. With trusted, consistent and system data collection, the BerrySmart Fields program is enabling the future of an AI-powered “reality check” on blueberry acreage, forecasts and production history, and the reliable and informed insights blueberry industry stakeholders need to make smart, profitable decisions. 

Stay tuned for more on the additional technologies we’re putting to work in BerrySmart Fields in our next newsletter!

Leadership Class Spotlight: Meet Josh Carlton

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. 

Josh Carlton, vice president of JLC Farms in Florida, began his career in blueberries as an H2A contractor, harvesting several different farms in the state before becoming a grower in 2022. 

Prior to this new venture, Carlton’s family was deeply involved in the Florida citrus industry for several generations, but a rapid decline in that industry led them to look into other opportunities. 

Carlton shares that he has been involved in the ag industry his entire life and finds blueberries to be the most intriguing crop by far. And that’s what drove his interest in the Blueberry Leadership Program. 

“As a grower in Florida, I’ve only seen a very small portion of the blueberry industry. My thought was that by being part of the leadership program, I would learn a lot more about the industry, including the international side of it,” Carlton says. 

His biggest takeaway from the program so far? “The connections I’ve made. I believe that in any kind of business, connections are a key part of success. I have been able to establish numerous connections with people from all corners of the industry.”

First Quarter International Market Development Report

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 India, Japan, South Korea, Vietnam, Malaysia, the Philippines and China. All activities are strategically designed to build awareness, drive preference and increase sales of U.S. blueberry products across fresh and processed categories. Below is a summary of key trade and marketing highlights from the first four months of 2025. 

Trade Insights

USHBC’s in-market representatives provide monthly updates on international blueberry trade across priority export markets. Here are some highlights from January through April 2025 that are particularly relevant to the U.S. blueberry industry.

South Korea: Imports of frozen U.S. blueberries in South Korea totaled 8.4 million pounds for the first four months of 2025, 57% more than the same period in 2024. During this time period, the U.S. held a 50% market share of South Korean frozen blueberry imports, compared to 43% in 2024. 

Japan: Imports of U.S. frozen blueberries reached 2.1 million pounds from January through March 2025, a 75% increase compared to the same period in 2024. Overall, Japan’s total frozen blueberry imports grew by 62% year-over-year. Among other suppliers, Canada led with 13.5 million pounds – more than double its volume from the previous year – while imports from Chile declined by 31% to 1.4 million pounds.

India: Imports of fresh blueberries surged by over 200% in February 2025 compared to February 2024, despite coinciding with the peak of the Indian domestic season. Most imports originated from Peru, Chile and the Netherlands.

Vietnam: The first shipments of fresh U.S. blueberries arrived in Vietnam in mid-April, with most importers reporting that they sold out as soon as shipments arrived. Meanwhile, Chinese blueberries dominated the traditional market with larger volumes selling well in the low-cost categories.

The Philippines: From January through April, fresh blueberries from Denmark, Australia, Mexico, Peru and Chile were available in the Philippines. The first shipments of fresh U.S. blueberries arrived in April. Interest in U.S. supplies remains strong, with importers making inquiries and some already placing orders for May deliveries.

Malaysia: African blueberry producers continue to grow their presence in the Malaysian market. In the first quarter of 2025, Morocco and South Africa accounted for a significant share of fresh blueberry imports, while Egypt entered the market in March. Despite this growth, Chinese supplies continue to dominate.

China: The area of cultivated blueberries in China is forecast to exceed 100,000 hectares in 2025, with production approaching 900,000 metric tons. From January through March, China imported fresh blueberries primarily from Peru and Chile.

Marketing Communications Efforts

USHBC’s International Market Development program launched its 2025 marketing campaigns in January, with a goal of promoting U.S. blueberry products and generating interest ahead of the upcoming season. The remainder of this report provides a brief summary of key activities conducted through April 2025, organized by activity type and country.

1. Trade Shows

South Korea: USHBC participated in Samsung Welstory’s 2025 Food Festa, Korea’s leading foodservice trade show, April 2-4 in Seoul. The event served as a valuable platform to increase U.S. blueberries’ profile among Korea’s foodservice and manufacturing professionals. USHBC showcased frozen and dried blueberry samples, and distributed Korean-language brochures to raise awareness of product formats and applications. Participation helped reinforce the U.S. blueberry brand presence in Korea’s food industry, including among the 7,000 event attendees and 3,180 visitors to the USHBC booth. Four trade leads were generated.

India: USHBC welcomed over 2,000 visitors to our booth at AAHAR 2025, held March 4-9 in New Delhi. The booth engaged visitors with cooking demonstrations incorporating blueberries into Indian sweets and ice cream, highlighting innovative applications of blueberry products. The booth also facilitated meetings between key suppliers and food processors, bakers and retailers. The event recorded over one million visitors, making it one of Asia’s largest food and hospitality trade expos.

Vietnam: USHBC participated in the Food & Hospitality Expo in Hanoi March 18-20. During the event, more than 2,000 participants sampled U.S. dried blueberries and blueberry-based dishes. Most said they loved the taste of U.S. blueberries and trusted the quality and origin of the products. The event strengthened connections with BRG Group, a Hanoi-based supermarket chain with 42 stores, as well as 10 other companies that directly import U.S. blueberries.

The Philippines: USHBC hosted a booth at the Bakery Fair in Pasay City March 6-8, showcasing creative ways of using blueberries and generating 160 potential trade leads, which are currently being vetted. 

China: USHBC hosted a booth at Food Ingredients China, one of the world’s largest food additive and ingredient trade shows, from March 17-19. Samples of dried blueberries were available for tasting, along with displays of three types of powdered blueberries (whole, juice and fiber) and blueberry juice concentrate. Visitors to the booth included those from China and other Asian and Middle Eastern countries. During the event, USHBC garnered six trade leads and contact information for 210 trade representatives. 

USHBC promoted U.S. highbush blueberries to foodservice and manufacturing professionals at Samsung Welstory’s 2025 Food Festa on April 2-4 in Seoul. 

From left to right: Chef Rakhee Vaswani providing a live cooking demonstration at the USHBC Bakery Seminar in New Delhi on March 3; the USHBC booth at the AAHAR 2025 trade expo in New Delhi from March 4-8; U.S. blueberry cheesecake launched by ITC in India.

2. Educational Workshops and Seminars

India: On March 3, USHBC hosted a bakery seminar in collaboration with the Indian Bakers’ Federation in New Delhi. The seminar, titled “Inspiring Possibilities with USA Blueberries in Bakery Products,” included a cooking demonstration and a panel discussion highlighting opportunities for integrating U.S. blueberries into Indian bakery formulations. The seminar attracted  over 70 bakers, importers and food processors, and provided an interactive platform for knowledge sharing, product demonstrations and business networking.

India: On April 5, USHBC led a virtual orientation session for Indian trade and promotional partners. The session provided a briefing on 2025 marketing campaigns to align these agencies with USHBC’s global strategy and branding standards.

India: USHBC, in partnership with CuliNex and Indian food manufacturers, hosted a technical webinar attended by 30+ R&D and procurement professionals from foodservice and manufacturing companies. The event highlighted U.S. blueberry applications in beverages, baked goods and snacks, as well as their functional benefits such as color stability, clean label compliance and nutritional value.

The Philippines: On April 23, USHBC hosted a seminar for beverage manufacturers, brewers, coffee shops and sauce makers to learn about infusing blueberries into beverages. During the event, chefs led cooking demonstrations using dried, powdered and frozen blueberries. The event generated 38 trade leads. 

(Top) A blueberry cooking demonstration was held during a USHBC food manufacturing seminar in the Philippines on April 23. (Bottom) Prepared foods featuring U.S. blueberries were handed out at the Flames and Flavors event in the Philippines April 25-27. 

3. Public Relations and Retail Activations

India: USHBC partnered with Gwalia Sweets, a premium Indian sweets brand, to host a month-long Blueberry Festival from April 7 to May 12 across eight retail outlets in Ahmedabad and Bangalore. The campaign launched with a high-energy event featuring chefs, and influencers, and a live culinary workshop that attracted over 150 participants. Following the launch, in-store promotions were activated at all eight Gwalia locations, supported by sampling, eye-catching point-of-sale displays and direct consumer engagement. The initiative aimed to elevate awareness and trial of USA blueberries – both IQF and dried forms – by showcasing their culinary versatility in traditional Indian sweets and desserts. 

The festival received widespread attention, delivering both commercial results and media visibility. Fifteen new blueberry-infused products were developed and promoted. And 14 media placements were secured across major print and digital platforms. The campaign reached over 375,000 consumers. Retail activation generated incremental sales of $37,000, representing a +10% year-over-year increase. This successful collaboration demonstrated the power of cultural fusion and influencer-driven consumer engagement in driving category growth.

Vietnam: USHBC hosted a kickoff event to promote the start of the fresh U.S. blueberry season in Ho Chi Minh City on April 22. The event welcomed 51 attendees, including representatives from five supermarkets, 16 importers, five journalists and three key opinion leaders, and received media coverage from various digital platforms. Over half of these attendees were company managers interested in new opportunities to promote U.S. blueberries in Vietnam. 

The Philippines: USHBC participated in the Flames and Flavors event April 25–27, spotlighting the culinary versatility of U.S. frozen blueberries. During the event, Chef Sonny Mariano led live product demonstrations, preparing unique savory applications such as blueberry ketchup and blueberry balsamic sauce, highlighting how frozen U.S. blueberries can be used beyond traditional sweet dishes. Attendees were invited to sample the creations, allowing them to experience the vibrant flavor and adaptability of U.S. blueberries firsthand. Feedback was overwhelmingly positive, with many participants noting the natural sweetness and rich taste, and expressing interest in incorporating blueberries into their own recipes for sauces, dressings and marinades. During the  three-day event, 63 packs (31.5 kg) of frozen U.S. blueberries sold, reflecting a 223% increase over typical daily sales of 5-7 packs (2.5–3.5 kg). This activation effectively drove product trial and enhanced consumer perception, and delivered a meaningful boost in sales for frozen U.S. blueberries.

Malaysia: USHBC promoted U.S. blueberries during the opening of a new Village Grocer Setul store April 17-20. U.S. blueberry samples were handed out to over 1,000 customers, and the blueberry mascot helped build excitement about blueberry products. The U.S. blueberry promotion was also featured on the retailer’s Facebook page to gain additional consumer exposure. Sales results are being tracked and will be reported later this month. 

Product Launches

India: India’s leading food and hospitality conglomerate, ITC Ltd., launched a Blueberry Cheesecake Bento as part of its product innovation initiatives supported by the Quality Samples Program USHBC organized in 2024. Since then, the dessert has been made available across major e-commerce platforms, including Swiggy and Zomato, targeting urban consumers looking for premium indulgences, as well as select ITC Hotel restaurant menus, integrating high-quality imported ingredients into fine dining experiences. The product has been well-received in the market, showcasing growing demand for blueberry-based innovations in Indian foodservice.

For more information, please contact Haiying Zhang, USHBC director of global business development, at [email protected].