Plenty of Reasons To Admire the U.S. Blueberry Industry
June 14, 2022 
Industry stakeholders attending the North American Blueberry Council (NABC) + U.S. Highbush Blueberry Council (USHBC) Spring Forward conference tour a blueberry farm in Florida.
Photo courtesy of the U.S. Highbush Blueberry Council
Over the years, while teaching fruit production classes, I would always introduce blueberries as our newest berry crop. I would tell the story of Dr. Fred Coville’s work with USDA on the domestication of the highbush blueberry in the early 1900s.
As a native southerner, I did not come in contact with a cultivated blueberry plant until age 23. I began working with this exciting berry in 1980, when I joined Dr. Jim Moore at the University of Arkansas. He established the first blueberry variety trial in the region.
I enjoyed my years in research with blueberries, and I am still amazed by how the planting and consumption of this “new” berry have expanded domestically and globally.
One area I most admire about the U.S. blueberry industry is the foundational support it has given to the research and promotion of this fabulous crop.
Many of you are familiar with the USDA Agricultural Marketing Service Research and Promotion program (AMS R&P). The program was first authorized by Congress in 1966, and there are currently 22 programs across a wide range of agricultural industries. The blueberry industry voted to establish a program in 2000, and the U.S. Highbush Blueberry Council (USHBC) was established for oversight.
As stated on its website, the USHBC “represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas and works to promote the growth and well-being of the entire blueberry industry.”
CONSISTENT SUPPORT
An exciting aspect of the blueberry AMS R&P initiative is that it has been renewed four additional times, with the most recent industry referendum taking place in 2021. AMS reported that 84% of producers and importers voted to support continuing the USHBC and its efforts. This represented 93% of the volume of highbush blueberries grown. Amazingly, this vote represented a 10% increase in producers and importers who voted in favor of the last program renewal in 2016. Those who were eligible to vote on the continuation of the AMS R&D blueberry program were growers who produce 2,000 pounds or more of highbush blueberries domestically, or importers that contribute 2,000 pounds or more of fresh or processed blueberries to the U.S. market. It is obvious that the council is doing something very beneficial and constructive for growers with this level of continued support.
Has the program had an impact? Here are a few facts shared by the USHBC:
• Blueberries are now on one in four menus, with 93% more restaurants offering blueberries than in 2005.
• In 2019, 49% of U.S. households purchased blueberries — a 25% increase in annual household penetration over the previous six years.
• 76% of food manufacturer respondents reported using blueberries in their company’s manufactured products — higher than any other berry.
SPREADING THE WORD
As a researcher, I have always been impressed with the support of the USHBC for supporting investigations into the health properties of blueberries. The USHBC shares that it has “invested in and promoted the results of a $10M nutrition research pipeline. As a result, 87% of all blueberry-earned media coverage in 2020 includes positive health messages, and 86% of registered dietitians and nutrition influencers recommend blueberries to their patients or clients.” I think most U.S. consumers recognize that blueberries are healthy, and this message will only become stronger with this continued health benefit emphasis.
Many years ago, I recall perceiving the spirit of cooperation that existed among blueberry industry leaders. Based on conversations with longtime highbush blueberry industry leaders like Dave Brazelton, Tom Avinelis, Rod Cook, and others, I could envision the harmony of the industry benefiting everyone involved. The collaborative nature of the blueberry community was evident from the onset. I think the AMS R&P blueberry program is a defining achievement of the leadership in the blueberry industry. Kasey Cronquist, President of USHBC, said, “This industry is like family.” That is a strong statement of unity and evidence that the spirit of cooperation is still strong in the blueberry community.
I know other berry crops could benefit from the AMS R&P program. All berry crops are striving for a greater market share through expanded promotion and increased consumption, and, as we all know, the entire berry category offers an exceptional experience for consumers.
It seems we are often experiencing substantial pushing and shoving on many issues in our society these days. The blueberry industry is the perfect example of working together for the better of all. Let the berry good times roll!
Subscribe Today For
