Sharing What’s Behind the Recommended Assessment Increase, USHBC Presents at Oregon, Global Business Development Update, Leadership Spotlight

Topics in this issue of Behind the Blue:

• From the Chair: Sharing What’s Behind the Recommended Assessment Increase
• Kristen Brinkley Moves From Alternate to USHBC Council Member
• USHBC Presents at Oregon Blueberry Conference
• USHBC Represented at IBO Meetings in Berlin 
• Global Business Development Update: Increasing Demand Overseas
• Leadership Spotlight: Meet Jake Johnson

From the Chair: Sharing What’s Behind the Recommended Assessment Increase

Uniting for Our Future 

By Bryan Sakuma  

I can still remember the conversations we were having in 2012 regarding the need to increase our assessment for the USHBC. In 2012, the USHBC was just at $.006/lb, and we knew it wasn’t enough to accomplish the consumer marketing needed to promote the health benefits that research by USHBC was uncovering. So, together as growers, we agreed to invest more in ourselves and we landed on $.009/lb, starting in 2014. 

I haven’t met anyone who believes the increased investment in 2014 was a mistake, but what a difference a decade makes. We can certainly look back today and recognize it was a wise decision. 

The USHBC has needed every penny to keep up with the growth of this industry. But our industry has changed dramatically since the assessment was raised in 2014. While we knew that production would continue to grow, I don’t think we’d have thought that it would have grown this fast. As a Washington blueberry grower, I can say that I’m still amazed that our state surpassed 200,000,000 pounds in 2024. I can remember when we were just a 4,000,000 pound state. Washington isn’t alone. Growth in production continues and it is growing exponentially.

As a member of the council at USHBC, I’ve had the privilege of serving with growers from all over the country. We’ve worked together to ensure that the investment that we are collectively making continues to provide our growers a valuable return on the investment. 

And indeed it has. 

While I am grateful for the continued work by Harry Kaiser, Ph.D., who continues to provide us with our five-year review on USHBC’s impact on the value of our industry, I can also speak from my personal experience serving on the council. As council members, we see the opportunities, we set the strategy and we see the results. 

And what we’ve seen is that we need to choose to invest in ourselves. We know we’re a good investment, the question is, with supply continuing to outpace consumer demand, how much can we afford to invest in marketing and advertising? 

As the council is preparing to discuss this need at our next scheduled meeting in March, I welcome hearing your thoughts, questions and suggestions. In fact, our Assessment Steering Committee recently put together a Frequently Asked Question document that helps answer a lot of the questions we’ve been fielding during our regional meetings. You can find this resource here.  

Also, rest assured that we’re reviewing past and current programs, along with consumer surveys, to help us formulate a robust marketing strategy for the future. 

This is an important decision. Please reach out to me, your council representative or USHBC President Kasey Cronquist any time – we’d be happy to discuss what is being proposed with you further.  

Kristen Brinkley Moves From Alternate to USHBC Council Member

Kristen Brinkley, packing house and food safety manager for South River Berry Farms, has joined the USHBC Council as a producer representing North Carolina after Jimmy Horrell’s planned departure from the berry industry. She will serve until the end of 2025.

Brinkley said she’s excited to connect more farmers in North Carolina to the USHBC and its demand-driving efforts. 

Her grandfather started the family farm in the 1950s, and Brinkley has worked on the farm, along with her father and uncle, “since the time I could make boxes.” While attending college, she decided to remain in the ag sector and, beyond the blueberry industry, worked as a state soybean inspector. 

After a year, she returned to the family business to help with food safety, labor, frost detection and the many other efforts blueberry growers handle.

Please join us in welcoming Brinkley to the council! 

USHBC Presents at Oregon Blueberry Conference 

The USHBC team participated in this year’s Oregon Blueberry Conference, providing a timely update on driving demand through global trade initiatives focused on realizing our industry’s vision to make blueberries the world’s favorite fruit. 

USHBC President Kasey Cronquist thanked the Oregon Blueberry Commission for the opportunity to share the important work underway, and introduced Director of Government Affairs Alyssa Houtby and Director of Global Business Development Haiying Zhang. 

Houtby discussed the NABC’s efforts in Washington, D.C., to raise the profile of the blueberry industry with the new administration and Congress, advocating for our growers and the growth of the category. Zhang provided example after example, country after country, on the great work the USHBC is doing to expand global demand for USA Blueberries.

USHBC Represented at IBO Meetings in Berlin

USHBC President Kasey and Vice President of Global Marketing and Communications Kevin Hamilton were in Berlin earlier this month to represent the United States during the International Blueberry Organization’s (IBO) meetings. The IBO holds its meetings in conjunction with the Fruit Logistica trade show. 

The week also provided many opportunities for Cronquist and Hamilton to meet with industry stakeholders to discuss the future of the industry, the efforts underway by USHBC to grow global demand, and how we can work together to realize our industry’s vision to make blueberries the world’s favorite fruit!

Global Business Development Update: Increasing Demand Overseas

By Haiying Zhang

USHBC Director of Global Business Development

The USHBC Global Business Development program has made significant strides on behalf of the industry through a range of strategies aimed at increasing consumer demand for blueberries overseas. In 2024, we executed comprehensive marketing campaigns focusing on four pillars:

• Consumer Outreach
• Retail Promotions
• Trade Communications
• Foodservice/Manufacturing Partnerships

Our integrated marketing activities in international markets netted the following notable successes: 

South Korea

Retail promotions

USHBC continued its strategic initiative to expand the presence of U.S. blueberries in South Korea’s retail marketplace in 2024. This included collaboration with 242 stores across nine retail chains, resulting in 586 total in-store promotions and $514,600 in sales. Additionally, USHBC partnered with Coupang, Korea’s No. 1 e-commerce platform, to host the second annual U.S. Blueberry Festival online. Held in August, the campaign promoted 27 frozen, fresh and dried U.S. blueberry products through online and mobile banner ads, as well as a dedicated page highlighting the promotion. As a result, total sales on Coupang reached $130,909, representing a 31% week-over-week increase, and a massive 433% increase over last year’s promotion period. 

Altogether, USHBC’s in-store and online retail promotions contributed to a record year for exports to South Korea. A total of 15.2 million pounds of U.S. blueberries were shipped to the market, representing 17% year-over-year growth and a substantial increase of 82% over the last five years. 

This highlights the resounding success of USHBC’s ongoing retail promotions in South Korea, as well as the increasing popularity of U.S. blueberries among consumers in the market.

Foodservice/Manufacturing Partnerships

In 2024, USHBC successfully executed two impactful promotions that showcased the versatility of U.S. blueberries and ensured their continued use in Korea’s foodservice and manufacturing sectors. The first campaign was implemented in collaboration with Noah Bakery, a popular bakery in the Seoul area. Five new menu items were developed with frozen U.S. blueberries, including breads, bagels and a blueberry yogurt latte, and promoted from November 25 to December 8. 

Similarly, USHBC partnered with Kemy Food to launch a blueberry flavor of BeBe Grain, a healthy snack for children, using U.S. blueberry powder derived from concentrate. The product was promoted during the holiday season. In total, 2,055 U.S. blueberry bakery items and 57,522 packs of the blueberry BeBe Grain flavor were sold, generating $118,447 in revenue. 

Vietnam

Consumer Outreach

USHBC has seen remarkable success in Vietnam thanks to a dynamic social media strategy. Through regular posts on Facebook and Instagram, collaborations with key Vietnamese influencers and interactive contests to boost engagement, USHBC has built a thriving online community and fostered a positive brand image for U.S. blueberries in the market.

In 2024, engagement soared as influencer collaborations garnered over 11,700 reactions and 1,153 comments, while online contests attracted over 4,500 participants. Meanwhile, the U.S. Blueberries-Vietnam Facebook page experienced explosive growth, reaching 1,132,586 users – a 125% increase from 2023 – and adding 6,934 new followers. Similarly, a new Instagram page launched in May 2024 quickly reached 113,557 users, gaining 2,219 followers and proving to be a powerful platform for visual engagement. 

As a result of USHBC’s strategic use of influencers, interactive contests and a multi-platform approach, 2024 marked the strongest year of U.S. blueberry sales in Vietnam since 2019. Exports to the market totaled 200,841 pounds, representing 2% growth over the last five years and an impressive 64% increase year-over-year. This success solidifies U.S. blueberries’ position as a beloved fruit in the country and highlights the continued potential for market growth in the years ahead.

The Philippines

Retail Promotions

Because fresh U.S. blueberries are a seasonal fruit, consumers in the Philippines need to be reintroduced to them each season. Frozen U.S. blueberries, on the other hand, are available year-round, but consumers tend to lack knowledge of their availability, potential uses and benefits. 

As a result, sales of fresh and frozen U.S. blueberries at participating stores increased by more than 80% and 73%, respectively, compared to the year prior. This strong growth in sales highlights the importance of USHBC’s marketing activities in raising consumer awareness and demand for U.S. highbush blueberries in the Philippines, and expanding export opportunities for the industry in turn. 

In total, exports of U.S. blueberries to the Philippines reached 141,316 pounds in 2024, representing 64% growth over the last five years and an explosive 229% increase year-over-year.

Malaysia

Retail Promotions and Foodservice/Manufacturing Partnerships

In fall 2024, multiple shipments of halal-certified frozen U.S. blueberries arrived in Malaysia. Because of strict halal requirements in the country, these shipments successfully opened the door for frozen U.S. blueberries to be used in food processing and manufacturing – as well as to be sold in mass-market retail – for the first time. To support this important milestone, USHBC partnered with major retail chains in Malaysia, including AEON, Jaya Grocer and TFP Retail to promote frozen U.S. blueberries to shoppers. In-store sampling, social media posts and advertisements were implemented to highlight the availability of frozen U.S. blueberries, allow consumers to taste them at the point-of-sale and drive sales. 

These retail campaigns, supported with Market Access Program (MAP) funding, were a resounding success. Social media posts garnered over 1.1 million impressions, while in-store sampling events and other advertisements drove sales increases of 214% and 209%, respectively, during the promotions as compared to the week prior. These activities were well-received by the participating retailers, and the halal-certified frozen U.S. blueberries were sold across 186 stores and 8 retail chains. 

To encourage the use of frozen U.S. blueberries in new food items, USHBC conducted an educational technical training seminar for food processing and manufacturing professionals in Malaysia. As a result, six new products have been developed and launched using frozen U.S. blueberries, including a jam, desserts, muffins and blend-and-serve blueberry milkshakes, with more anticipated as shipments to the market continue. This successful product launch is expected to generate new opportunities for U.S. blueberry exports to Malaysia in the years to come. 

Overall, 80,910 pounds of U.S. blueberries were shipped to Malaysia in 2024. This figure does not include frozen and dried blueberries, and notably still represents 127% year-over-year growth from 2023.

South Korea, Japan, India, China, Hong Kong, Vietnam, the Philippines and Malaysia

Trade Communications

In September 2024, USHBC participated in the Asia Fruit Logistica trade show in Hong Kong. This is the premier event for the fresh produce trade in the Asia-Pacific region, featuring approximately 760 exhibitors from 42 countries and more than 13,000 buyers and attendees from throughout the world. 

The USHBC recognized this event as a unique opportunity to connect importers and exporters, generate new business opportunities and support sales of U.S. blueberries to markets across Asia. To achieve this, the USHBC hosted a large, customized booth on the trade show floor showcasing fresh U.S. blueberries. This served as a central meeting place for USHBC executives, in-market representatives and trade members to gather and host business meetings. In total, 67 meetings were held between U.S. blueberry exporters and importers from South Korea, Japan, Vietnam, Malaysia, the Philippines, China and India. 

The booth design and prime location adjacent to the U.S. pavilion also drove foot traffic and supported additional networking opportunities. Discussions were fruitful, fostering valuable connections and laying the groundwork for new U.S. blueberry sales across the region. 

Asia has been identified as a key area for export growth by the USHBC. Participating in Asia Fruit Logistica afforded the U.S. blueberry industry a crucial connection point with trade in the region to capitalize on this potential and develop future sales opportunities. In total, 21.1 million pounds of U.S. blueberries were shipped to South Korea, Japan, India, China, Hong Kong, Vietnam, the Philippines and Malaysia in 2024, representing 14% year-over-year growth and an increase of 32% over the last five years.

India

Foodservice/Manufacturing Partnerships

USHBC successfully introduced frozen and dried blueberries to India’s food processing and manufacturing sectors in 2024. Using Quality Samples Program (QSP) funding, a total of 834 30-pound cases of frozen blueberry samples and 300 25-pound cases of dried blueberry samples were distributed to leading Indian food manufacturers. 

These companies used the samples to develop new products featuring U.S. blueberries including cakes, cookies, muffins, pastries, traditional sweets, yogurts, ice creams, chocolates, energy bars and more. Throughout the research and design process, USHBC engaged regularly with the participating manufacturers, conducted 11 hands-on trainings and 44 industry visits to provide technical assistance and product development support, and collected feedback regarding the samples and commercial viability. 

The program generated strong interest across India’s food sector, leading to successful product trials, positive feedback and significant potential for future commercial adoption. Companies expressed interest in incorporating U.S. blueberries into their product lines, with some already launching products, including blueberry oatmeal cookies and fruit fillings for use in cakes and confectionery items, indicating a strong opportunity for additional trade partnerships and market expansion. 

This highlights a growing demand for U.S. highbush blueberries as a valuable ingredient in the market, and USHBC’s success in laying the groundwork for long-term supply chain development and import growth in India. A total of 673,511 pounds of U.S. blueberries were exported to India in 2024, representing growth of 26% from 2023 and 28% over the last five years.

Next month, we’ll provide an in-depth look at our efforts to promote frozen blueberries at retail! 

Leadership Class Spotlight: Meet Jake Johnson

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. 

When Jake Johnson heard about the Blueberry Industry Leadership Program, he was quick to apply. After all, he knew he wanted to grow as a leader alongside others with similar tenure in the industry, network with others in the blueberry community he didn’t regularly rub shoulders with, and create a closer connection to the USHBC and NABC.

“I have thoroughly enjoyed getting to know the other program fellows through learning and sharing about our individual personality types and leadership styles, as well as working together to come up with a class project and begin the execution phase of that process,” said Johnson, who handles sales and grower support for Fall Creek.

Johnson comes to the Blueberry Industry Leadership Program with an impressive background rooted in agriculture. As a fifth-generation member of Cooley’s Gardens, his grandparents’ farm, he grew up immersed in the world of farming and plant propagation. Cooley’s Gardens specialized in breeding and propagating Irises, with their products reaching markets across the globe. 

Building on this foundation, Johnson pursued his education at Oregon State University where he honed his expertise in ag business. In 2013, he ventured into the realm of blueberries and has since garnered invaluable experience in the industry.

Before joining the Fall Creek family, Johnson served as the procurement manager at Firestone Pacific Foods where he worked closely with blueberry growers to ensure a steady supply of fruit for the frozen industry. His wealth of knowledge and experience in sourcing high-quality blueberries positions him as a valuable asset for the Fall Creek team. 

“I’m always encouraged by the industry’s ability to take off our company hats and work together for the greater good of the blueberry industry. This is something special about ‘blueberry people,’ and I believe it has been key to the success and growth of the Industry,” Johnson shared. “I’m excited to work together with the other leadership class fellows and build lifelong working relationships with them. There is so much value in building a network across the industry and I look forward to continuing that through this program.”