Topics in this issue of Behind the Blue:
- January Nielsen Report Now Available
- USDA Foods Procurement Solicitation for Frozen Highbush Blueberries
- Complement Your Brand Promotions With Grab a Boost of Blue
- Register Today for Spring Forward 2022!
The most recent USHBC Nielsen report for the week ending January 29 is available here. The January 2022 report shows that total blueberry sales (fresh and frozen combined) are down -17.2% in volume and -3.7% in dollars vs. year average (YA). Breaking the fresh category’s three-month streak of gains in volume and dollars at the end of 2021, fresh blueberry sales are down -19.7% in volume and -4.5% in dollars vs. YA.
Fresh blueberry dollar retail sales are being supported by higher prices,with fresh conventional selling at $4.72/lb, up +18% or +$0.72/lb relative to last January. Although food prices have increased across the board due to inflation, other berries have increased retail price by only +5% since last January, retailing on average at $4.19/lb. Fresh organic blueberries retail prices have increased even more sharply, with retail prices up +33% to $8.41/lb.
Consistent with frozen volume trends seen in recent months, the frozen blueberry segment is down -5.3% in volume, but is up +1.2% in dollars. The dollar sales increase for frozen blueberries are being driven by higher retail prices, which is unusual for what has traditionally been the most stably priced segment of the blueberry category. The average retail price per pound for all frozen blueberries in January 2021 was $3.31/lb, which increased +7% to $3.54/lb in January 2022. Frozen conventional blueberry prices have increased +8%, from $3.06 per pound in January 2021 to $3.31 in January 2022.
Summaries of the preceding month’s retail sales performance are posted at the end of the second week of every month. Find the full list of reports at ushbc.org/nielsen-reports.
The U.S. Department of Agriculture (USDA) Agricultural Marketing Service (AMS) recently issued a solicitation for frozen highbush blueberries, with submissions due by Friday, February 18. USDA AMS purchases 100% domestically produced and processed food products to support agricultural producers and grow demand for U.S. agricultural products. The various programs, collectively known as USDA Foods, are purchased and delivered to schools, food banks and households in communities across the country.
The U.S. highbush blueberry industry benefits from multiple procurement programs, including the National School Lunch Program, Federal Food and Nutrition Assistance Programs and Trade Mitigation Programs. USDA may purchase and distribute agricultural products and processed foods to various food nutrition assistance programs as a way of diverting them from the normal channels of trade and commerce. USDA accepts proposals from industry on a rolling basis.
Approved vendors can submit bids through the Web-Based Supply Chain Management (WBSCM) system, a web-based ordering and procurement system for USDA Foods purchases. Learn more about becoming a USDA Foods vendor here.
Complement Your Brand Promotions With Grab a Boost of Blue
USHBC’s strategic positioning and call to action, Grab a Boost of Blue, fueled by smart promotions throughout the year, is meant to complement – not compete with – blueberry industry brands. Grab a Boost of Blue is not USHBC’s brand – it’s a call to action designed to benefit the entire industry, motivating consumers to make blueberries a part of their everyday lifestyle and turning general blueberry consumers into blueberry enthusiasts. What does that achieve?
Loyalty to and passion for the fruit that has it all – ease, convenience, versatility, health benefits, delicious taste and a beautiful color that adds innovation and interest to the plate.
Research conducted when developing this positioning showed that Grab a Boost of Blue messaging resonates with shoppers and helps drive them to make blueberry purchases. The research determined:
- 96% of shoppers find Grab a Boost of Blue to be positive.
- Exposure to the logo and related messaging drives a 30-point increase in intent to purchase blueberries, with 87% of produce shoppers expressing intent to purchase on their next grocery trip.
“We love to see the industry engage with Grab a Boost of Blue,” said USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks. “Most recently, we’ve seen it used in captions on social media, the logo featured on brands’ original content to give consumers that final call to action, and, best yet, the logo on packaging in stores! All of these tactics build upon a collective industry effort that will resonate and stand out among the clutter.”
Check out ushbc.org/boostofblue to find all the tools and resources you need and to get licensed to use the logo. Let’s work together to make blueberries the world’s favorite fruit!
Registration is still open for Spring Forward 2022, Feb. 28-March 3! Whether you choose to join us in person in Tampa or virtually, this event is your ticket to all the inspiring possibilities for blueberries, with an eye on boosting your bottom line! You’ll hear exciting keynotes, learn alongside industry thought leaders and find out what’s in the works during USHBC and NABC committee meetings.
Plus, we’ve got farm tours, happy hours, a dinner and other networking opportunities to help you reconnect with your blueberry industry colleagues.
See more of our content lineup and activities (and register!) here. If you have any questions, please reach out to [email protected] for more information.