USHBC’s new strategic positioning and call-to-action, Grab a Boost of Blue, is focused on driving blueberry demand and increasing sales. Coupled with smart promotions throughout the year and designed to tap into consumers’ passion for blueberries, this message seeks to inspire and motivate them to enjoy more of the fruit they love, in more ways and more often. In this episode, we sit down with two blueberry marketing experts to talk through what Grab a Boost of Blue brings to the table.
Hosts Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Cindy Jewell, president of Jewell Marketing, and Jeff Malensky, president of Oregon Berry Packing and chair of the USHBC Promotions Committee. Malensky and Jewel join Cronquist for a discussion about all things related to Grab a Boost of Blue.
To access Grab a Boost of Blue assets and more, and to see what else is coming, visit our Grab of Boost of Blue Industry Resources page.
“I think what I’m excited about is the doors that [Grab a Boost of Blue] is going to open up for the industry … we have so many folks that are committed to moving the needle forward more, but we haven’t done it as a set effort.” – Jeff Malensky
“The interesting thing about [Grab a Boost of Blue] is it’s a conversation that everyone can have together … it’s an overlying message that everyone can benefit from.” – Cindy Jewell
Topics covered include:
- How Grab a Boost of Blue originated.
- The ways Grab a Boost of Blue benefits each industry segment.
- Importance of collaboration within the blueberry industry.
- A preview of what’s ahead for Grab a Boost of Blue.