Exhibiting at Asia Fruit Logistica 2025

The U.S. Highbush Blueberry Council (USHBC) is a national organization dedicated to promoting the growth, research, marketing, and consumption of highbush blueberries in the United States and around the world. Established as a USDA Research and Promotion Program, the USHBC plays a central role in advancing the U.S. blueberry industry through strategic initiatives that drive demand, support growers, and highlight the health and nutritional benefits of blueberries.

Organization Overview

Headquartered in Folsom, California, the USHBC was created in 2000 and operates under the oversight of the United States Department of Agriculture’s Agricultural Marketing Service (AMS). The council represents blueberry growers, importers, marketers, and processors, working collaboratively to grow market share and increase profitability across the value chain.

Mission and Objectives

• Increase global demand for U.S.-grown highbush blueberries
• Fund and direct scientific research into health benefits and production improvements
• Enhance domestic and international marketing strategies
• Develop tools and resources for growers and industry stakeholders
• Provide market intelligence, export assistance, and retail support

Programs and Initiatives

1. Research and Health Promotion

• Invested over $10 million in health research since inception
• Sponsored more than 100 peer-reviewed scientific studies validating blueberries’ impact on brain health, heart health, diabetes management, and aging
• Partners with leading institutions such as Tufts University, Harvard University, and the USDA Human Nutrition Research Center

2. Marketing Campaigns

• Leads the multi-channel "Grab a Boost of Blue" consumer campaign across digital, retail, and foodservice platforms
• Generated over 2.5 billion media impressions in 2023
• Collaborates with retailers for seasonal promotions and in-store activations nationwide

3. Industry Data and Analytics

• Publishes quarterly and annual production, pricing, and shipment reports
• Offers real-time harvest tracking through the USHBC Data & Insights Center
• Provides grower and exporter benchmarking tools to guide strategic planning

4. Export Development

• Supports blueberry exports through USDA Market Access Program (MAP) funding
• Target export markets include:
  • Canada: Largest importer of U.S. fresh blueberries
  • South Korea: Major market for fresh and frozen blueberries
  • Japan, Taiwan, Vietnam, and the Philippines: Growing demand for frozen and processed formats
• Conducted market access studies, technical assistance, and importer training workshops in over 10 countries

5. Grower and Supply Chain Support

• Offers education on sustainable practices, labor efficiency, pest management, and food safety
• Promotes innovation in mechanized harvesting and smart agriculture
• Developed the BerrySmart Insights app for real-time production decision support

Market Impact and Economic Value

• The U.S. is the world’s largest producer of highbush blueberries
• Total U.S. highbush blueberry production exceeded 700 million pounds in 2023, across fresh and processed formats
• The blueberry industry contributed an estimated $4.7 billion in total economic impact in the U.S. in 2023
• Top producing states include Washington, Oregon, Georgia, Michigan, and California

USHBC’s efforts have supported a 30% increase in per capita consumption of blueberries in the U.S. over the last decade.

Stakeholders and Membership

The council is composed of:

• Growers representing various U.S. production regions
• Importers of foreign highbush blueberries
• Marketers and food processors
• State and regional agricultural partners
• Academic and research collaborators

Stakeholder engagement is fostered through regular meetings, committee participation, and educational events like the Blueberry Convention.

Capabilities and Infrastructure

• Strategic leadership with a marketing and health science focus
• Global market development programs backed by USDA grants
• Proprietary data analytics platform to drive industry insights
• Media relations, digital marketing, and influencer engagement infrastructure
• Compliance with USDA checkoff program regulations and transparency protocols

Certifications and Oversight

• Operates under USDA Agricultural Marketing Service oversight
• Adheres to federal standards for research and promotion programs
• Ensures annual audits, performance reviews, and public reporting

Recognitions and Achievements

• Named a benchmark case in USDA’s success stories for agricultural marketing programs
• Cited in scientific publications for contributing to public health awareness
• Recognized for leadership in sustainability and innovation by allied agricultural trade groups

Achievements

• Achieved record U.S. blueberry consumption at over 1.8 pounds per capita in 2023
• Expanded export programs to over 25 international markets
• Facilitated the introduction of value-added blueberry products in major retail chains
• Spearheaded marketing strategies that drove double-digit growth in frozen blueberry sales post-COVID

The U.S. Highbush Blueberry Council continues to advance the global presence and perception of American blueberries through science-backed marketing, strategic investments in research, and unwavering industry support.