Spreading the Health Message in Japan


USHBC Shares Latest Blueberry Health Benefit Findings with Japanese Media Group

From May 5-8, 2019, USHBC hosted five Japanese health journalists at the Berry Health Benefits Symposium in Portland, Oregon. A special “Blueberry Day” was held the day before the Symposium began, where the journalists were able to learn about the latest health research findings specific to blueberries. The delegation included representatives from health, fitness and lifestyle publications.

A recent consumer research study in Japan revealed health benefits are a leading purchase factor for fruit among Japanese consumers, especially among the aging population. However, only 32% of surveyed consumers prefer blueberries over other fresh or processed fruit products. Raising awareness among health journalists in Japan of the latest health research findings of blueberries is expected to generate media coverage and consumer demand as the season ramps up in May.

USHBC Health Research Committee Scientific Advisor Dr. Aedin Cassidy presented findings related to blueberries and cardiovascular health, and Dr. April Stull discussed the effects of blueberry consumption and insulin response. Additional presentations covering USHBC’s health research and promotion programs were given by USHBC Health Research Administrator Dr. Leslie Wada and USHBC Marketing Manager Victoria De Bruin. Laura Campbell of FoodMinds/Padilla also shared the latest health messaging trends in the United States.