As Florida's blueberry season winds down, other areas of the United States are increasing their volume. Kasey Cronquist, president of the US Highbush Blueberry Council, says, “Georgia, California and Mexico are in full season right now. "North Carolina is preparing to start soon, and later production will move north across the United States and Canada as the summer months approach."

This season so far, volumes have been good, according to Cronquist. “We have seen an increase in overall volume compared to last year, and the quality has also been excellent. “Blueberry supply is strong right now and we are doing everything we can to maintain momentum despite the challenges the pandemic has created in the supply chain.”

Peak demand for frozen blueberries

Before the pandemic hit, demand for blueberries was normal. "It was normal before everything started," Cronquist explains. “However, over the last six to eight weeks, as all other producers have experienced, we have seen some significant changes in consumer behavior. Fresh blueberries have enjoyed some increase in demand due to current circumstances, although they have softened after the initial spike. But in frozen blueberries, we have seen an increase in demand, which is still strong, much higher than before the outbreak.”

“Fortunately, regarding frozen products, we were prepared to cover this increased demand. In some parts some adjustments were made; for example, some processors started working one more day a week, "he adds. "There were many blueberries in cold stores that were easily and quickly moved to retailers. That demand has grown and many of the processors that have been supplying the foodservice have actually been able to make up for their losses by redirecting those blueberries to retailers".

New campaign to highlight the health benefits of blueberries

Although demand for frozen blueberries is particularly high right now, the fresh product is also enjoying good movement. «We have seen a resurgence of blueberries due to the situation. People are moving towards healthy products, and it has been encouraging for the sector to see that consumer behavior is shifting more towards these products with high nutritional value. "Blueberries are in a good position to satisfy these preferences."

To highlight the health benefits of blueberries, the US Highbush Blueberry Council has launched a new campaign to marketing called The Blueberry Method. The campaign launched on April 15 and highlights that blueberries are a good source of antioxidants and vitamin C. Ads about blueberries will be shown to consumers to boost the pull and repeat purchases.

“The campaign has great messages and fun aspects that people will really enjoy and relate to in the current circumstances we are all facing. “We are excited about the campaign and have already seen a great response,” concludes Cronquist.

The Blueberry Method Materials Kit is available, and includes a collection of brand assets and resources for use by merchants, growers, and other stakeholders to enhance the value of blueberries.