Topics in this issue of Behind the Blue:
- USHBC Details Strategic Plan to ‘Make Blueberries the World’s Favorite Fruit’
- Inspiring Consumers to Grab a Boost of Blue During American Diabetes Month
- Mintel’s Global New Products Database Is Now Live on the USBHC Data & Insights Center
USHBC recently announced details about its approved 2021-2025 strategic plan, which charts an ambitious course to exponentially grow the volume and value of blueberries domestically and across the globe. The comprehensive plan explains how USHBC will lead demand-driving programs based on shared resources, research and insights that inspire possibilities and sustain the profitable growth of the blueberry industry. The goals and objectives written into the plan were developed to unite the industry around a bold new vision to make “blueberries the world’s favorite fruit.”
USHBC embarked on the strategic plan development in partnership with Rockland Dutton Research & Consulting, drawing on highly relevant experience working with the National Mango Board, World Bank, Beef Checkoff, Hass Avocado Board and more. The work was the most robust planning process in USHBC’s history, with significant internal and external input. This included close to 50 interviews of board members and industry leaders, a survey of 193 industry stakeholders, and discussions with the entire USHBC staff and all partner agencies.
As the only organization completely focused on growing the volume of blueberries sold in the U.S. and globally, USHBC has driven demand for blueberries through comprehensive consumer promotional efforts and programming in retail, foodservice, export and food manufacturing.
To view the 2021-2025 Strategic Plan, visit ushbc.org/about-ushbc.
During American Diabetes Month, the U.S. Highbush Blueberry Council’s (USHBC) promotions team is kicking off initiatives to inspire consumers to grab a boost of blue as part of an overall healthy diet. The American Diabetes Association notes that fruit can fit into a diabetes-friendly meal plan, help to satisfy a sweet tooth and provide extra nutrition.
- Program spokesperson, Maya Feller, MS, RD, CDN, and other health professional partners in the USHBC “Blue Crew” are contributing original content, including blog posts, recipes, social media content and more.
- Partnership with the American Diabetes Association (ADA): The ADA is featuring a digital ad and two blueberry recipes that meet its nutrition criteria, Blueberry Almond Chicken Salad Lettuce Wraps and 5 Ingredient Blueberry Protein Muffins, on its online Diabetes Food Hub. These program activities are complemented by a full-page print ad that is running in the fall issue of Diabetes Spectrum, a journal committed to assisting health care professionals in developing strategies to individualize treatment and enhance diabetes self-management education to optimize patient outcomes.
- Special activations with year-round partner the Produce for Better Health Foundation (PBH), include: Sponsorship of an expert advice article authored by PBH contributor and registered dietitian, Elaine Magee, MPH, RD, that provides a closer look at how fruit can be included in a diabetes-friendly eating plan. Two social media posts will also show how grabbing a boost of blue as a snack or addition to a dish is an easy way to make a quick, healthful choice every day, reaching a potential 1 million followers across PBH’s digital ecosystem. Additional digital content is being amplified via PBH’s digital health professional and consumer e-newsletters, reaching 95,000+ subscribers.
“American Diabetes Month is an opportunity for USHBC to help individuals impacted by Type 1 or Type 2 diabetes find delicious ways to enjoy healthy meals and snacks – including grabbing a boost of blue,” said Jennifer Sparks, vice president of marketing and communications at USHBC. “Through our partnerships with trusted and credible health organizations and experts, we’re excited to showcase how fresh and frozen blueberries can fit conveniently into a diabetes-friendly meal plan and provide a pop of sweet-tart flavor, along with a variety of beneficial vitamins and minerals.”
You can read more about USHBC’s efforts during American Diabetes Month here. If you’re planning to include American Diabetes Month in your marketing mix this month, be sure to leverage USHBC’s American Diabetes Month Toolkit! This toolkit is filled with social media content, ads, tip sheets, recipes and other resources to help you promote awareness of the health benefits of blueberries and drive demand during this important month.
USHBC’s Data & Insights Center helps convert blueberry production and market information into relevant data points and actionable insights for industry stakeholders. Launched earlier this year, the Data & Insights Center now includes data from Mintel’s Global New Products Database.
The Global New Products Database tracks all packaged goods from every retailer in 86 countries across the world. These views will show you the latest products launched that have the ingredient “blueberries” across all grocery stores in the U.S. and Europe, along with all of the pertinent information on these items, including images.
To get full access to the analytics dashboard, take a few minutes to sign up for a free account on Impexium, USHBC’s new digital management software. Once registered, you can choose from four data sources – USDA, Nielsen, Retailer KPIs, and now Mintel – and view trends and changes over time.
Subscribe to receive additional blueberry industry insights by clicking the Boosting Demand With Blues Retail Newsletter and Data and Insights interest boxes here.