In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Curt Granger, vice president of global marketing and communications for NABC and USHBC; and valued agency partner, Grant Prentice, director of strategic insights at Padilla FoodMinds. Two years ago, the USHBC launched a new strategic position and call-to-action through the Grab a Boost of Blue program. The industry is seeing this program inspire consumers, drive demand and increase sales. This episode covers the Grab a Boost of Blue program, its results so far and how the blueberry industry members can get involved.
“The goal was really twofold. One was to create a message that really celebrates the healthfulness of eating blueberries that USHBC can share with consumers. But also to create programming that is simple and easy for marketers to adopt and use within the context of their own programming.” – Grant Prentice
“It’s gonna have to be a collaborative, kind of all hands on deck from our side of it, marketers and USHBC, to take a look at the different promotions and to support them if that’s ideally where we we want to be. The tighter we get in working together the stronger we go to market and the stronger this brand grows.” – Curt Granger
Topics covered include:
- The progress, initial results and proven effect of Grab a Boost of Blue.
- Various uses of Grab a Boost of Blue and upcoming collaborations to promote the industry.
- How industry members can access Grab a Boost of Blue licensing and promotional materials, including a promotional calendar of upcoming power periods.
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru, Mario Ramirez in Mexico and Andres Armstrong in Chile. This was recorded on January 25, 2023.
The Blueberry Boost
The next big blueberry industry event is The Blueberry Convention, Feb. 21-24 in San Diego. Join us for inspiring keynotes, innovative technology, business solutions and networking opportunities. The event kicks off with the first-ever Grab a Boost of Blue Golf Tournament on Feb. 21, followed by a reception and meet and greet with exhibitors. There will be sessions on data analytics, industry insights and a panel discussion on best bee practices. Reserve your seat here.