Imports have made blueberries a year-round staple for many American consumers. With many consumers, especially younger ones, focused on eating healthier or increasing the proportion of plant-based foods in their meals, blueberries have a ready audience that can be convinced to make them a more regular part of their meals. subsistence allowance.

Cross-marketing and even usage signage tips can encourage shoppers to pair blueberries with yogurt for breakfast, smoothies for lunch, and salads for dinner, and can liven up any meal throughout the day.

Marc Goldman, product manager for Morton Williams Supermarkets , Bronx, NY, says that blueberry promotions can be relatively effective in the US and import seasons, even if imports have a downside, and it really isn't much of a difference, he says.

“The difference is that the imported ones are normally a 6-ounce container. They don't sell as well as pints. In addition, in the US season it will be sold much more than what is imported”.

Even so, he adds, "if the quality is good and the price is right, I will promote."

En Bargain Grocery , Utica, NY, When blueberries arrive, they are marketed with high visibility to attract consumer attention. “We'll do a display in the center aisle to highlight them,” says Mike Servello. “For a good price, they move very fast.”

Import Geography

The import season, with higher volume coming from Mexico, Peru and Chile, now overlaps more with US production, according to Tony Colonna, berry category manager at William J. Kopke Jr. Inc. , Great Neck, New York.

“The South American season starts harvesting in July and runs through March,” he says. “Mexico normally starts in August and runs through June. The overlap with US production continues to expand. The most significant overlaps are in March/April and August/September.

Imports to the United States are growing each year, and Colonna says they are seeing "significant growth" from Peru and Mexico.

A nature , Salinas, CA, imported berries arrive from Chile, Peru, Uruguay, Argentina and Mexico. “Naturipe starts importing berries in September and we usually finish around April or May,” says Jim Roberts, president of sales.

And the cultivated area is gaining abroad.

“In general, the import volume has increased, as well as the acreage, specifically in Peru and Mexico,” says Helena Beckett, director of sales for Giddings Berries USA , the Monterey, California-based subsidiary of Giddings Fruit. “We are seeing acreage investments in countries that are closest to the US market.”

“The key season for us is from September to February. The Peruvian season overlaps with the end of the US/Canada season,” Beckett adds. "Peru and Chile are our main sources of imports."

The overlap is pronounced with the US season, with imports extending their schedule.

“Imports from Peru are getting earlier. This season they started arriving in June/July, with significant volume beginning in September,” says Phil Rindone, sales manager for berries at Pandol Brothers , Delano, Calif. “This is due to a number of factors, including the slowdown in the economies of Europe and Asia this year, as well as increased production in Peru. Mexican production occurs in two main stages, which extend from late summer to May.

He added that the acreage is growing, not only in key import-source regions like Peru and Mexico, but also in other parts of the world.

At Naturipe, Salinas, CA, berries imported from Chile, Peru, Uruguay, Argentina and Mexico arrive.
PHOTO COURTESY NATURIPE

At Naturipe, Roberts says availability and quality will be especially strong during October, November and early December, with FOB market prices similar to last year during the peak October-November periods.

“We expect to see lower volumes in December and early January as Peru winds down and Chile is a couple of weeks behind at this point compared to last year. By mid-January, we expect Chile to be at peak production and then volumes from Mexico to pick up as we get into February and March,” adds Roberts.

The US economy is still under pressure from inflation, so at least some effect on imported blueberries is expected.

“Inflationary pressures are affecting costs in general,” Beckett says.

En AJ Trucco , Bronx, NY, imports start with Peru and move to Chile in January, says Tony Biondi, director of sales. He notes that the import volume has increased compared to previous years, even if cold weather kept the crop smaller than originally anticipated. However, prices have made up for any shortfall in the crop due to increased demand.

“Blueberry consumption has increased everywhere because of the health benefits,” he says.

For all intents and purposes, blueberries are now a year-round staple, and Biondi says that imports, and particularly Peru, where growers have embraced new varieties and growing conditions are near ideal, is a prime source. level at present.

How to boost blueberries

With higher expectations of finding fruit, blueberries have enjoyed increased consumer demand, Beckett says. As produce departments respond, good handling practices must be the foundation of in-store merchandising.

“Blueberries should be marketed refrigerated, and ideally there is a conventional and organic option for consumers to choose from,” he notes. "Cross-marketing with other berries makes sense, or a companion item, as long as refrigeration is available."

Basic merchandising is a family affair, and Biondi says that positioning blueberries with other berries, particularly strawberries, is important in import season to capture the attention of consumers, including children.

Pandol Brothers' Rindone agrees that blueberries can benefit from promotions that employ their extended family. So retailers can get a boost from “berry patch” ads that promote multiple berries at once, as well as large package presentations, including 18-ounce and 24-ounce ones.

Biondi says price promotions are important to boost and support blueberry sales throughout the calendar.

“Now is a great time to promote blueberries because the price is so reasonable,” he says, whether it's a reduced price of a pint, two for one, or buy one, get one free.

At Bargain Grocery, Utica, NY, when blueberries arrive, they are displayed with high visibility to attract consumer attention. PHOTO COURTESY EDIBLE OPPORTUNITY

Although demand is increasing, fruit and vegetable departments can keep up the momentum by keeping imported blueberries top of mind with buyers. “Blueberries used to be a featured item in the spring and summer, which was in line with domestic production,” says Colonna de Kopke. “With significant volume increases from South America and Mexico, we are seeing promotional opportunities 12 months of the year. Large packs have been more consistent throughout the year and that trend will continue."

In fact, "January is a great month to promote blueberry imports," Beckett says. “There is a strong supply from Chile and Peru, and consumers are focused on renewing their healthy eating habits after the Christmas season. It's a great time to capture organic sales, as consumer engagement with wellness is at its peak, most likely to turn around in this time frame, and there's plenty of supply to support your renewed good habits.”

Retailers do not have to change their basic blueberry marketing strategy when the domestic season gives way to the import sales period.

“Retailers can promote imported and domestic berries in the same way,” says Naturipe's Roberts. “Since the berry category is now the largest category in produce, we recommend that our retailers create a fall berry patch in the produce section. This highlights berries that are in season, including blueberries, all in one place. We also recommend that retailers highlight all the benefits of blueberries: they are packed with antioxidants, high in manganese, and a great source of fiber, no matter where they come from.”

new notions

It may be a good idea to provide consumers with ideas for more uses, recipes, and simple reminders that blueberries are a good addition to everything from breakfast cereals to ice cream to baked goods.

“Blueberries are great for snacking, baking, smoothies, etc.,” says Colonna. “Promotions for the blues can include any and all of those apps. Promotions should reflect the time of the season. Around Thanksgiving/Christmas, promote them for holiday baking, etc."

Blueberries have wide appeal, Beckett says, but consumers shift their focus to cooking as the weather changes. So the key to merchandising is what style of cooking is preferred in import season, as cold, outdoor-oriented dishes give way to warm and comforting.