Blueberry Birthday Celebrations Crop Up Across the Nation

With July 1 marking the start of National Blueberry Month, the U.S. Highbush Blueberry Council kicks off a year-long effort commemorating the first commercial crop of highbush blueberries and engaging hundreds of thousands of consumers to celebrate one of their favorite fruits. In the summer of 1916, the blueberries we know and love today were first marketed to consumers from highbush blueberry fields in Whitesbog, N.J. That first commercial sale was the culmination of pioneering efforts by the blueberry dream team: Elizabeth White, the daughter of a cranberry farmer, and Frederick Coville a distinguished USDA botanist. This month, the Blueberry Council launches a suite of marketing programs to drive consumer awareness and demand while celebrating this historic milestone. “Americans – especially the multi-billion dollar millennial market1 – are increasingly interested in the story behind their food, and are seeking simple ways to incorporate foods with genuine origins into their daily routine,” says Mark Villata, executive director for the U.S. Highbush Blueberry Council.  “Our Centennial marketing programs tap into that trend to encourage blueberry purchases during peak supply periods.” Demand-generating activities sponsored by the Blueberry Council this summer are expected to reach hundreds of thousands of American consumers, company officials say: they describe them as follows: -          Blueberry sampling and educational displays at the Smithsonian Museum of American History in Washington, DC, which attracts 60,000 visitors each month -          Blueberry sampling and displays at 125 employee cafeterias for companies including major banking institutions, media giants,  national museums, government agencies and advertising agencies -          Creative blueberry dishes featured on food truck menus in Washington, D.C. -          Social media contests spurring consumers to share photos of their favorite blueberry dishes o Instagram, Facebook and Twitter -          National and regional media placements, including a feature on the Science Channel show How It’s Made -          Digital marketing and advertising In celebrating the blueberry’s 100-year legacy, the Blueberry Council hopes to inspire 100 more years of enjoyment in eating well by educating people about the little changes they can make to achieve healthier lifestyles and by encouraging a spirit of creativity in kitchens across the globe. “Since the day the first crop of highbush blueberries traveled from farm to table, our industry has been helping people lead healthier, more fulfilling lives,” says Parm Bains, chairman of the U.S. Highbush Blueberry Council. “ Over the past 20 years alone, we’ve unearthed mounds of scientific evidence on the health benefits of blueberries, doubled blueberry use on chain restaurant menus, started shipping blueberries to 44 countries across the globe and nearly tripled consumption in the U.S. Just imagine what we can achieve as more people realize this little berry comes with big benefits.”