USHBC Continuance Referendum, Health Research Meeting, Going Big in July

From the Chair: Have a Say in Our Collective Future

By Ellie Norris, USHBC Chair 

The USHBC continuance referendum, to be decided by eligible domestic producers and importers of highbush blueberries, will take place July 13-24. This is a pivotal time for our industry and I hope all who can will make an informed decision about our collective future.

We created USHBC 25 years ago to grow the entire category and make bigger opportunities possible to build the businesses, legacies and lives we want. The organization exists to give more consumers in the United States more reasons to buy more blueberries, to expand demand for U.S. blueberries in global markets and to provide data and services that equip the industry for success.

We’ve accomplished so much and there is so much more to do. 

If you’re looking for more information on just how much value USHBC has represented for our industry over the years, I encourage you to review the helpful information available on the USHBC website, and to listen to what other industry leaders have to say on the subject by visiting the NABC Online Resource Center. 

Industry members – predominately U.S. growers – have led, directed, approved and evaluated the USHBC’s work from the very beginning and will continue to do so moving forward. This is our organization. If you have additional questions or feedback, please reach out directly to me or any other USHBC board member.

Every voice and every vote matters, and our top priority is to ensure you have all the facts you need to make this critical choice about how we move forward to contend with a marketplace filled with both pressures and promise.

Advisory Boards Meet to Review Health Research Proposals

The USHBC Health Research Advisory Board (HRAB) and Scientific Advisory Board (SAB) met in South Haven, Michigan, recently to select a health research proposal for 2026 funding. 

Earlier this year, the council requested Letters of Intent (LOIs) from researchers interested in studying the effects of blueberry consumption on brain health. This initiative stems from a consumer study indicating that interest in purchasing blueberries increases when research links their consumption to cognitive health.

As the first step in the funding process, the HRAB and SAB reviewed several LOIs summarizing proposed studies. From these submissions, the boards invited six investigators to submit full research proposals.

During the meeting in Michigan, the group discussed each of the proposals to determine the best candidate for funding. Additional discussions are needed before a final selection is made. The project title and researcher will be shared in the fall. 

In addition to research proposal evaluation meetings, the HRAB and SAB visited Brookside Farms to sample various blueberry varieties. This was followed by a visit to learn about MBG’s genetics program, and a tour of the True Blue Farms packing facility. The trip concluded with a dinner at the Blueberry Chicks Studio.

A big thank you to HRAB and SAB members for their leadership and dedication to USHBC’s health research program.

Blueberries Go Big for National Blueberry Month

July means it’s National Blueberry Month and the perfect time of year to capture peak consumer interest in blueberries. Last month, we shared an overview of our promotions in partnership with retailers across the country, and we’re looking forward to sharing results coming from those promotions soon. In the meantime, here are some of the digital and in-store ads consumers can expect to see.

In addition to our retail promotions, our consumer paid media and content will continue to engage our audience throughout the month and inspire them to go big with blueberries. Stay tuned for planned content with celebrity influencer, pop and R&B star Ciara, who will be sharing how she likes to enjoy blueberries during National Blueberry Month on social media and in articles. 

As far as paid media, our campaign continues to perform very well, and is on track to exceed our annual benchmarks – currently our ads have reached over 12.6 million people, with still half the year to go to hit 18 million. Results are still being fully calculated for our buy with People Inc. and InStyle around Miami race weekend, but are tracking well to hit or exceed campaign goals. 

Our efforts to boost demand and increase purchase frequency for blueberries will certainly continue through the rest of the year. Stay tuned for our reports on results and to learn more about our consumer and retail promotions efforts and more. 

Honor Our Trailblazers: Send in Your Awards Nominations by Aug. 14 

A newly updated awards page is live, offering a look at the rich history, past recipients and legacy names behind our industry’s highest honors. We encourage you to check out the refreshed page to learn more about our awards, then send in your nominations for those awards and the USHBC Women in Blueberries: Elizabeth White Award by Aug. 14. 

Your nominations will help us celebrate the individuals whose vision, service and leadership continue to shape the future of blueberries. Award recipients will be recognized during The 2026 Blueberry Convention, Sept. 22-25 in Monterey, California.

Women in Blueberries: Elizabeth White Award

Launched in 2025, this award celebrates women who have impacted the blueberry industry through groundbreaking research, innovative business practices, advocacy or leadership. Nominate now! 

The Blueberry Hall of Fame Award 

Honors leaders, growers and suppliers who have made a lasting impact on the blueberry industry in North America. Nominate now! 

The Duke Galletta Award

Recognizes excellence in blueberry horticultural research. Nominate now! 

The Alex Wetherbee Award 

Honors outstanding contributions in marketing and promotion. Nominate now! 

Help us recognize the people whose work, leadership and dedication continue to carry these legacies forward. Submit your nominations by Aug. 14.

Convention Corner: Explore, Connect and Innovate in Monterey 

One amazing benefit of bringing the blueberry industry to Monterey for The 2026 Blueberry Convention, Sept. 22-25, is the opportunity to experience one of California’s most dynamic agricultural regions up close.

Make the most of your time on the Central Coast by adding Blueberries & Beyond: A Central Coast Tour to your registration.

This on-the-ground industry tour will take attendees beyond the meeting rooms and into the fields, offering a closer look at the region’s diverse commodities, production practices and forward-looking approaches to farming.

A featured stop on the tour will be Reservoir, an on-farm agtech incubator where startups are developing and testing agricultural robotics, physical AI, biological technologies, hardware solutions and precision agriculture tools directly in real field conditions. Attendees will see emerging technologies at various stages of development – from early prototypes to systems nearing commercial deployment – and hear directly from founders about the problems they are working to solve for agriculture.

From field-level insights to a better understanding of the people, crops and innovations shaping this important growing region, the tour will offer a meaningful final-day experience – filled with behind-the-scenes access, valuable takeaways and the kind of camaraderie that only comes from a shared passion for agriculture.

To get in on all the action, simply add the Blueberries & Beyond Tour at checkout when you register for The Blueberry Convention. Already registered? You can still add the tour to your convention experience today.

Schedule Highlights

Beyond the amazing content you count on every year, the 2026 convention will include these not-to-be-missed opportunities:  

Keynote and Education Sessions 

Plan your schedule around our informational and inspiring keynote sessions and deep-dive education sessions that will deliver critical insights. Speaker announcements coming soon! 

Blueberry Lane and Blueberry Row

Looking for the latest industry solutions? Head over to Blueberry Lane and Blueberry Row where you can explore cutting-edge solutions for your operation, ask questions of product experts and meet exhibitors who are driving innovation and solutions.

Health Halo Corner

Visit the Health Halo Corner to connect with Senior Director of Nutrition and Health Research Leslie Wada, Ph.D., RD., get the latest on our research program and ask your questions. 

Governance Meetings 

Participate in the USHBC Council meeting, the NABC Board meeting and the NABC United Blueberry Advisory Committee to get up-to-date on important industry topics, discuss priorities and help guide the organization’s work on behalf of the blueberry industry.

The Blueberry Stand 

Stop by The Blueberry Stand to shop our exclusive blueberry-themed swag. Don’t leave the convention empty-handed! 

Check out the full (and frequently updated) schedule to see everything we have planned! 

Meet Our Exhibitors 

As mentioned above, Blueberry Land and Blueberry Row are filling up fast. Check out who will be there (so far!):  

• A & B Packing
• Autofruit
• BeeFlow
• BeeHero
• Crawford Packaging
• Ellips
• Fall Creek
• Fine Field 
• Highland Packaging Solutions
• Koppert
• Monte Package Company
• Multivac
• NNZ Inc.
• NorthScope
• Orchard Robotics
• Oregon Blueberry
• Oxbo International 
• Pinion
• Punchbowl Automation
• Skyshield Solutions 
• SWAN Systems
• Thunderbird Plastics
• Tomra
• Unitec
• WECO
• WiseConn

Contact Mandy Boarman at [email protected] to learn about all exhibitor and sponsorship options.

Register Now to Save 

Register today to lock in early-bird pricing (ending soon!) and book your room within our discounted housing block at the Hyatt Regency Monterey.