Topics in this issue of Behind the Blue:
- ‘The Business of Blueberries’ Spotify Year in Review
- Healthy Fall Boost Promo Recap
- Meet Us on the Links!
‘The Business of Blueberries’ Spotify Year in Review
The recently released Spotify Wrapped 2023 reveals the loyalty of our “The Business of Blueberries” podcast listeners and the most memorable listening moments from the past year. According to our recent listener survey, approximately 10% of our podcast listeners use Spotify as their platform of choice.
As the name implies, each week, USHBC President Kasey Cronquist sits down with leaders throughout the blueberry industry to discuss markets, management, research and the future of blueberries. The podcast continued to build a loyal following in 2023.
Here are the top highlights from this year’s Spotify Wrapped:
- “The Business of Blueberries” was in the top 10% of podcasts most shared globally. Blueberry fans spread the word through WhatsApp, direct links, texts and Instagram.
- “The Business of Blueberries” was heard in 39 countries (the greatest numbers of new listeners were from the U.S., Peru, Mexico, South Africa and Italy).
- 75% of listeners discovered “The Business of Blueberries” in 2023.
- In 2023, we gained 53% more followers, 63% more listeners and 59% more streams compared to 2022.
- The podcast was given the highest rating possible (a 5.0!) by listeners.
Be sure to subscribe to the podcast and tune in for more insightful discussions that add value to your business. Learn more and listen to the latest episodes here.
Healthy Fall Boost Promo Recap
Throughout August, September and October, the USHBC hosted its first-ever Healthy Fall Boost power period. Why a fall power period? Back-to-school season and National Fruits & Veggies Month (September) provide an impactful hook for reinforcing the importance of eating blueberries as part of a healthy fall routine and building nutritious habits.
Key activations included:
- Digital promotions and creation of a Healthy Fall Boost toolkit.
- Robust partnerships with MindBodyGreen, Medscape, Produce for Better Health and Recess Therapy.
- Registered dietitian webinars and Blue Crew/social media influencer content partnerships.
- New recipes and use applications for back-to-school and fall.
- E-commerce.
- Social media engagement and media relations.
- Paid media.
- Creative retail promotions.
These key activations netted enormous results, reaching over four million target audience members and producing over 300,000 engagements with this same audience.
If you didn’t have a chance to view the Fall Boost Toolkit, you can do so here. Stay tuned for more information and results from the Holiday power period underway now.
Meet Us on the Links!
You’ll want to be at The Blueberry Convention, Feb. 28-March 1 in Tucson, Arizona, to learn alongside industry colleagues and hear from some fantastic keynote speakers – but you’ll also want to add the Grab a Boost of Blue Golf Tournament to your experience!
The tournament is scheduled for Wednesday, Feb. 28 on the Conquistador Course at the El Conquistador Golf Country Club. The event includes some incredible contests and prizes – including a $10,000 hole-in-one-competition; a putting competition with a $5,000 prize; and prizes for closest to the pin, longest drive and the top three foursomes.
The shotgun kickoff is at 9 a.m., but you’ll want to arrive early for breakfast and the putting competition! Ground transportation to and from the course will be provided.
Signing up is easy. Just register for The Blueberry Convention and choose the Grab a Boost of Blue Golf Tournament from the selection of ticketed events.
This course is spectacular, and you’ll be joining USHBC and NABC President Kasey Cronquist and our very own “Data Joe” on the course!
Register ASAP. Space is limited.