Blueberry grower and marketer Naturipe has launched its FeBLUEary celebration for the fifth year in a row. The campaign started yesterday, highlighting the first organic blueberry peak season of 2021.

This year, Naturipe is expanding its FeBLUEary program from traditional in-store merchandising to popular digital platforms. This would ensure that FeBLUEary promotions and offers are available to consumers, both in-store, as well as through online purchases throughout the month.

“A lot has changed FeBLUEary since our last campaign,” said CarrieAnn Arias, vice president of marketing for Naturipe. “We have seen a change in the way consumers buy food. We know that now more than ever they rely on e-commerce to restock their fridges. That's why we meet consumers where they are by taking our campaign to their online grocery shopping apps. We make sure that consumers have access to organic blueberries, especially during the peak season when we see promotional volumes. "

Naturipe's annual FeBLUEary campaign was launched in 2017 to celebrate the industry's first organic blueberry peak season. While its organic blueberries reach the first promotable volumes in February, Naturipe's organic and conventional berries are available year-round.

"For consumers who prefer organic blueberries, now is a good time to 'get their hands' on the fruit," Arias said. “Our organic blueberries are fresh, firm and full of flavor all year round. Our FeBLUEary campaign is a fun way for retailers to promote these berries, and especially when we will have record volumes in February. "