U.S. Highbush Blueberry Council Partners With Retailers to Fuel Blueberry Demand; Kevin Hamilton Discusses

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Thu. May 9th, 2024 - by Peggy Packer

FOLSOM, CA - Over a dozen retailers nationwide tapped into a comprehensive shopper marketing and consumer campaign to drive incremental sales of fresh and frozen blueberries. The U.S. Highbush Blueberry Council (USHBC) launched an innovative new consumer activation, targeting increased blueberry consumption throughout the summer.

Kevin Hamilton, Vice President of Global Marketing and Communications, U.S. Highbush Blueberry Council

"In the dynamic world of retail, a well-crafted shopper marketing plan isn't just a strategy, it's the compass guiding inventory from shelves to shopping carts, seamlessly connecting products with the pulse of consumer demand,” said Kevin Hamilton, Vice President of Global Marketing and Communications. “While we remain focused on providing the valuable, great-tasting experience that our core consumers love from this healthy berry, we are excited to share that same deliciousness of blueberries with new consumers and get occasional users more involved in the category."

Employed by well-known retailers like Sam's Club, Smart & Final, Albertsons Portland, IGA USA, Schnucks, United Supermarkets, Demoulas Market Basket, Giant Martins, Target, and more, the campaign will run in over 4,000 stores across several major U.S. markets.

Over a dozen retailers across 4,000 stores will run an innovative summer campaign launched by the U.S. Highbush Blueberry Council

With an integrated approach tailored to each retailer, the USHBC’s marketing efforts target consumers during their path to purchase, both inside and out of the store. This includes in-store demos, on-shelf and point-of-sale signage, in-store radio, retail media, couponing and targeted emails, as well as Grab a Boost of Blue-branded items for produce personnel, a press release explained.

The campaign is primed to elevate an already strong produce category, as blueberry retail sales rose by 11.1 percent from 2021 to 2023. As the release went on to note, the industry is adapting to this new landscape with a focus on efficiency, quality improvements, and new varieties with better flavor and a longer shelf-life.

With a host of retail names channeling a rise in the blueberry category, ANUK will continue to report on the sector’s growth.