- From the Chair: Building the Businesses, Lives, Legacies We Want
- Strategic Momentum: Advancing the Blueberry Health Halo
- Award-Winning Blueberries GO BIG Campaign Exceeding Initial Goals
- USHBC Awarded $850,000 in AFTPP Funding
- Blueberry.org Gets a Revamp
- Scaling the Presence of USA Blueberries in the Philippines
- U.S. Secretary of Agriculture Appoints 2026 U.S. Highbush Blueberry Council Board
- New Survey: Help Tell the Real Sustainability Story of the Blueberry Industry
- Registration for The 2026 Blueberry Convention Is Open!
From the Chair: Building the Businesses, Lives, Legacies We Want
Ellie Norris
USHBC Chair
I watched my mom and dad (known as Dr. Duke to those who know him best) build our farm from the ground up in Southern Oregon. Like so many of you, we time weddings, births and vacations around blueberry season and know both the challenges and joys of being in such an all-encompassing business. I’m passionate about family farming and ensuring those legacies continue, and that’s why I’m excited to step in as the next chair of the USHBC.
The blueberry industry created USHBC 25 years ago to grow the entire category. No other organization can do for the industry what USHBC does, which is make bigger opportunities possible for all of us to build the businesses and lives we want. And the work of the USHBC has never been more important than it is today.
My leadership style starts with listening and creating space for constructive dialogue. Of course we are going to have different perspectives, but I want to bring people together around shared goals. I believe the more we’re aligned the more we can grow this industry. Again, that’s why we created USHBC and we have tremendous momentum on our side.
Thanks to decades of USHBC marketing informed by health research, U.S. consumers know blueberries are good for them. And for the first time in modern history, they want – and expect – them year-round. But there’s still plenty of room for growth and health benefits are where opportunities begin, not end, when it comes to relevant and impactful advertising and promotions.
We have more work to do and I look forward to being a part of those efforts with all of you. Please get in touch, get involved and, through USHBC, let’s create an even better and brighter future for the blueberry industry.
Strategic Momentum: Advancing the Blueberry Health Halo
By Tammy Brannen
Health Research Advisory Board Chair
The USHBC health and nutrition research program is currently in a position of unprecedented strength. As chair of the Health Research Advisory Board (HRAB), I’m incredibly proud to lead this pivotal chapter in our industry’s journey. Our work is no longer just about discovering benefits; it’s about strategically investing in ensuring that blueberries’ “health halo” is front of mind for consumers.
This June, the HRAB will convene to review and select our next research project. After collaborating with consulting company KekstCNC to develop strategy and focus for future research investment, we’ve determined that our primary focus for the current research cycle will be cognitive health. While we’ve long understood the potential of blueberries in this area, our goal is to invest in rigorous, peer-reviewed science that provides the industry with concrete evidence to share with health professionals and consumers alike.
By narrowing our lens on brain health, we’re doubling down on a category that resonates deeply with an aging global population and health-conscious younger demographics. And thanks to our work with KekstCNC, we now have a definitive understanding of exactly what consumers think about the blueberry health halo we’ve established over the years.
More importantly, we have defined the metrics to measure this halo and a strategic road map to ensure we maintain it. This data-driven approach allows us to:
- Track how health claims influence purchasing behavior.
- Pinpoint where consumers need more education on blueberry benefits.
- Ensure that as the “superfood” marketplace becomes more crowded, blueberries remain the gold standard for nutritional density.
The research we greenlight this summer and in the future will provide the foundation for our marketing and advocacy efforts for years to come. We’re not just conducting science for the sake of science – we’re building the clinical evidence required to influence the hearts and minds of consumers, retailers and policymakers.
I look forward to sharing the research project the HRAB selects following our June meeting.
Award-Winning Blueberries GO BIG Campaign Exceeding Initial Goals
USHBC’s latest marketing campaign – “Blueberries GO BIG” – helps create a demand-driving emotional connection to blueberries, by showing that big things happen when you grab a boost of blue.
The award-winning campaign targets 18 million blueberry consumers through video ads, social media, connected TV, paid search and other efforts. Since its launch, the Blueberries GO BIG campaign has achieved more than 227.4 million impressions and a cross-channel reach of 27.4 million – exceeding our initial goals.
Next up: Blueberries will be going big at Formula 1 Miami Grand Prix in early May with an on-site activation in partnership with People Inc. We’ll be hosting a bespoke blueberry bar as part of the race weekend festivities.
The event is a strong opportunity for blueberries to continue to be part of the cultural conversation and connect with younger audiences. Formula 1 has experienced a massive surge in popularity in recent years, with a global fan base reaching 827 million in 2025 – a 63% increase compared to 2018 – driven by younger audiences, including Gen Z.
Influencers and celebrities in attendance will enjoy delicious blueberry treats and beverages to rev up their excitement – and their appetites – ahead of the race, and content will be shared on social and digital channels by People, InStyle and our owned channel, @blueberries, on Instagram. Be sure to tune in and engage the weekend of May 2-3.
USHBC Awarded $850,000 in AFTPP Funding
The USHBC has been awarded a $850,000 grant from the USDA Foreign Agricultural Service’s America First Trade Promotion Program (AFTPP).
The AFTPP was established to strengthen the position of American agriculture in the global marketplace. The program is a precursor to larger supplemental funding coming in fiscal year 2027 from the Working Families Tax Cuts.
For the blueberry industry, this $850,000 injection will be a primary catalyst for:
- Increasing our presence in high-growth regions where demand for premium, health-focused fruit is surging.
- Building on the success of recent missions, such as our outreach in the Philippines, to forge lasting partnerships with importers, distributors, retailers and the media.
- Promoting the benefits of USA Blueberries to consumers worldwide.
“USDA’s market development programs have a proven record of delivering for our farmers, ranchers and producers,” said Under Secretary for Trade and Foreign Agricultural Affairs Luke J. Lindberg. “Partnering with industry opens new doors for trade, strengthening our position in the global marketplace and advancing the administration’s priority of keeping American agriculture competitive, resilient and ready to meet growing global demand.”
Created 25 years ago to grow the blueberry category, the USHBC exists to give more consumers in the U.S more reasons to buy more blueberries,expand demand for U.S. blueberries in global markets and equip the industry for success.
The 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 South Korea, Japan, India, Mexico, Vietnam, Malaysia and the Philippines. All activities are strategically designed to build awareness, drive preference and increase sales of U.S. blueberry products across both fresh and processed categories.
Blueberry.org Gets a Revamp
Over the past several months, we’ve been working on a revamp of the entire USHBC website portfolio. We recently launched our newly redesigned consumer site, Blueberry.org, as well as dedicated B2B sites for our key partners in retail, foodservice and food manufacturing.
This project focused on improving the user experience and reorganizing site navigation across the board to ensure all our audiences can more easily find the content and information they need, making the user experience more intuitive and efficient.
For consumers visiting Blueberry.org, the site is now significantly more dynamic, modern and engaging. It’s designed to be fun to navigate, making it easier for users to discover new recipes and find old favorites, alongside valuable information on buying, storing and understanding the farm-to-kitchen journey of blueberries.
Meanwhile, for our professional audiences — retailers, foodservice operators and food manufacturers — we’ve restructured the B2B sites with a sharp focus on business utility. Content is now organized in a more intuitive fashion, allowing these professionals to quickly locate data and resources that specifically demonstrate how incorporating blueberries can effectively support their business goals and improve their bottom line.
The website is an important channel for connecting with our audiences, and the updated sections ensure that USHBC is seen as the go-to resource for all things blueberries, ultimately driving demand and exemplifying the many reasons why blueberries should be the world’s favorite fruit.
The next phase of our website redesign will include the USHBC website for blueberry industry stakeholders, expected to be live over the next 4-6 weeks. In the meantime, take a look at our sites and let us know what you think.
Foodservice and Food Manufacturing Site
Scaling the Presence of USA Blueberries in the Philippines
The USHBC recently concluded a high-impact week in Manila as part of the USDA FAS 2026 Agribusiness Trade Mission to the Philippines. Led by Kevin Hamilton, vice president of global marketing and communications, and Haiying Zhang, director of global business development, the USHBC team focused on turning market potential into long-term profitability for U.S. growers.
The trade mission included a high-level plenary session where Hamilton and Zhang engaged with top economic and commercial experts, including Senior Commercial Officer Paul Taylor and Agricultural Attaché Herpin Rochet Jateng. These sessions provided critical insights into the Philippines’ shifting retail landscape and economic trends, reinforcing why this region is a primary destination for category growth.
The week culminated in an exclusive “Meet and Eat” Media and Trade Dinner at The Split in Taguig. Renowned Filipino Chef Kalel Chan developed a curated menu that showcased the versatility of USA Blueberries across both sweet and savory applications.
Export initiatives like the Manila trade mission are essential to maintaining healthy, profitable markets for USA Blueberries. By strengthening relationships with Philippine officials and industry stakeholders, the USHBC is ensuring that USA Blueberries are positioned as a premium, staple ingredient in this dynamic market.
U.S. Secretary of Agriculture Appoints 2026 U.S. Highbush Blueberry Council Board
Earlier this month, U.S. Secretary of Agriculture Brooke Rollins announced the appointment of 23 members and alternate members to serve on the U.S. Highbush Blueberry Council (USHBC) board. The appointees will serve three-year terms, effective immediately, through Dec. 31, 2028.
You can read the full press release about the appointments here.
Ellie Norris, owner of Norris Farms in Oregon, was elected by her peers as chair of the U.S. Highbush Blueberry Council (USHBC). She will serve until Dec. 31, 2026. With the recent approval by Sec. Rollins, Norris stepped into the role immediately.
In addition to Ellie’s service as chair, the full slate of 2026 officers for USHBC are as follows:
- Chair: Ellie Norris, Norris Farms, Oregon
- Vice Chair: Brittany Lee, Florida Blue Farms, Florida
- Treasurer: Brandon Raso, Variety Farms, New Jersey
- Secretary: Vacant
- Member at Large: Daniel Bustamante Canny, Agricola Cerro Prieto S.A, Peru
- Past Chair: Bryan Sakuma, Sakuma Brother Farms, Washington
Many thanks to Bryan Sakuma for his leadership as chair, and to the 2025 board for their additional months of service leading up to this announcement.
View all of our dedicated executive officers, council, committee and subcommittee members.
New Survey: Help Tell the Real Sustainability Story of the Blueberry Industry
The USHBC BerrySmart Sustainability Task Force recently launched the Blueberry Life Cycle Assessment (LCA), a nationwide project in partnership with researchers at the University of California, Davis.
This project is an important step in helping our industry better understand, measure and communicate the sustainability of blueberry production. It’s also a chance to make sure the real story of blueberry farming is told accurately — based on actual grower practices and real data from across our regions.
Your participation in the LCA survey will help us:
- Document the positive practices already happening on blueberry farms.
- Build a credible industry sustainability baseline rooted in real production data.
- Identify opportunities to strengthen our industry over time.
- Better position U.S. blueberries in customer, marketplace and industry conversations.
We want to make sure your region, your production realities and the work already happening on your farm are reflected in the final results. Your participation ensures the picture of our industry is complete. Rest assured:
- All information will be reported only in aggregated form, such as by state or region.
- Individual farm data will remain confidential.
- This project is not connected to regulatory agencies.
- Participation is completely voluntary.
The deadline to participate in the survey is May 29. You can reach out to Elias Marvinney, Ph.D., at [email protected] with questions.
Registration for The 2026 Blueberry Convention Is Open!
Registration and housing for The 2026 Blueberry Convention, Sept. 22-25 in Monterey, California, are now open!
The Blueberry Convention is the largest gathering of the blueberry industry in the U.S. You’ll want to be there to:
- Discover cutting-edge advancements and industry tech.
- Hear the latest economic outlook, and get category data and insights.
- Learn about the results of our Blueberries GO BIG campaign efforts.
- Get up to speed on our health research projects.
- Meet the people behind the products and solutions on Blueberry Lane.
- NEW: USHBC Council and NABC Board meetings on Wednesday.
Sign up today to take advantage of early-bird pricing, plus book your room within our discounted room block at the Hyatt Regency Monterey.