Annual Report - North American Blueberry Council

U.S. HighbushBlueberry CouncilAnnual Report2011 - 2012

Chairman’s MessageReflections on 2011As all of you in the blueberry industry know, the blue wave is clearlybecoming a reality. It is becoming increasingly apparent that we havelots of work to do to stay ahead of the coming supply. We must stayfocused on creating demand for our nutritious and delicious product. Iam confident that we have assembled a great team to help us remainsuccessful as the future unfolds.I am so proud of the work that has been done by all of the committees ofthe United States Highbush Blueberry Council. The spirit of cooperationis almost unheard of in any other commodity organization. We havedeveloped a kindred spirit where we all understand that it is much betterto cooperate and be part of a successful industry than it would be to goit alone.I urge everyone to continue to support the efforts of the USHBC and to spread the word amongyour peers in the blueberry industry. We are looking forward to the challenges that face us andtrust that, although there may be bumps, there is a good long road ahead.Art GallettaChairmanU.S. Highbush Blueberry Council2

Executive Director’s MessageNothing to be “Blue About”There is nothing to be feeling “blue” about in the blueberry industrythese days as we continue to see the positives of increased blueberryinterest both here at home and overseas, more exciting health newscoming out about our “little blue dynamos”, more products withblueberries as a featured ingredient showing up on supermarketshelves, and positive steps being made to gain market access for freshblueberries in key export markets with current import restrictions.There are some definite market opportunities out there for our industry.Blueberry per capita consumption has room to grow, we still have underdeveloped domestic markets anda limited volume currently allocated to offshore markets, blueberries continue as a key ingredient in newproduct development, and the blueberry “health halo” remains a purchase driver.In order to encourage more blueberry movement we are focusing our market promotion efforts here athome on a new, underdeveloped consumer segment of women 25 to 45 years of age. We are working toencourage these women to make blueberries a part of their lifestyle. At the same time, we are continuingto encourage blueberry consumption among our secondary target of women 45 years of age and older.To bring our message to this new younger audience we have to go where they look for their news andinformation -- the social media. We are adding social media networks such as Facebook to our mediamix to publicize our message to this new segment At this point we have 30,000 Facebook fans with agoal of 60,000 by year end. Twitter is also part of our new communication method with “tweet chats”encouraging new blueberry followers and driving traffic to the updated USHBC website (www.littlebluedynamos.com)and our Facebook page for blueberry information and recipes. We are also using on-linebanner advertising targeted to the health, family, food and entertainment oriented websites that arevisited by this younger audience. The ad is animated and links to the USHBC website for more blueberryinformation.Social media is a new, exciting and dynamic area, and one that we must tap to reach potentialconsumers, but at the same time we also continue to include “old school” publicity activities intraditional media outlets such as newspapers, magazines and television as part of our promotionalprogram. You can see how our little blue dynamo image is being publicized this summer in print adsplaced in Food Network Magazine and in Cooking Light.Our consumer publicity activities, along with programs designed to increase foodservice use of bothfresh and frozen blueberries and activities directed to food manufacturers to encourage blueberry productdevelopment, are examples of how the USHBC is working to keep ahead of the “blue wave” of blueberryproduction and keep demand ahead of supply. Our industry is challenged to continue to move recordlevels of production each year, but with the market promotion programs we have in place we believe theUSHBC is on track to meet this challenge.Sincerely,Mark VillataUSHBC Executive Director3

USHBC Executive OfficersArt GallettaChairmanNew JerseyNeil MooreVice ChairmanNorth CarolinaDoug KrahmerTreasurerOregonShelly HartmannSecretaryMichigan4Mark HurstPast ChairmanOregonMark VillataExecutive DirectorCalifornia

U.S. Highbush Blueberry CouncilUSHBC Members and Alternates - 2012GEORGIA ....................................................................................Member - John Bennett...............................................................................Alternate - Adair Chambers-PetersonMICHIGAN: ............................................................................Member - George Fritz, Jr........................................................................................................ Alternate - Bob CariniNEW JERSEY: ...............................................................................Member - Denny Doyle................................................................................................Alternate - Tim WetherbeeNORTH CAROLINA: .......................................................................Member - Neil Moore.......................................................................................Alternate - Christopher BarnhillOREGON: .................................................................................Member - Doug Krahmer.................................................................................................Alternate - Steve EricksonWASHINGTON: ........................................................................ Member - Bryan Sakuma...................................................................................................Alternate - Rob DhaliwalWESTERN REGION: .............................................................. Member - Verne Gingerich.................................................................................................Alternate- Robert DitchenMIDWEST REGION: ..................................................... Member - Shelly Ann Hartmann................................................................................................... Alternate- Patricia GoinNORTHEAST REGION: ..................................................................Member - Art Galletta......................................................................................................Alternate - Dave ArenaSOUTHERN REGION: ..................................................................Member - Keith Mixon................................................................................................ Alternate - Duane HatcherHANDLER: .....................................................................................Member - Paul Macrie......................................................................................................Alternate - Guy CottonIMPORTER #1: ............................................................................. Member - Stan Crafton........................................................................................... Alternate - Francisco AllendeIMPORTER #2: ...................................................................... Member - Janice Honigberg....................................................................................................Alternate - Chris MartinIMPORTER #3: ............................................................................... Member - Parm Bains........................................................................................................... Alternate - Ray BilnEXPORTER: ..............................................................................Member - Sofia Rebolledo.................................................................................................Alternate - Nicolas MollerPUBLIC MEMBER: ........................................................................Member - Amy Howell.........................................................................................................Alternate - Juan Silva5

ResearchIt has been a very busy year for theUSHBC Health Research Committee!Sinceselecting a variety of interesting studies in the last funding cycle,the Committee has worked with each new research group to help get theirstudy underway. For some of the human studies, blueberry placebo powderwas manufactured and both blueberry powder and placebo powder werepackaged in individual portion packets for the subjects. Blueberry placebopowder looks and tastes like the blueberry powder but does not have any ofthe active ingredients that are in blueberries.The USHBC projects that are currently in progress include studies on theeffect of blueberry consumption on high blood pressure, breast cancer,traumatic brain injury, gout, cardiovascular risk factors, cognitive aging,and the body’s response to a high fat meal.In addition to these studies that we funded fully, we have been able toextend grower’s investments by only having to provide blueberry powderand/or minimal funds to encourage additional blueberry research. One such study is looking atthe effect of blueberry polyphenols on fat cell development and another is following up on researchlooking at the effect of blueberry consumption on natural killer cells and blood pressure in humansubjects.One of our studies that was recently completed evaluated the effect of blueberry juice consumptionon drug metabolism. The interaction between grapefruit juice and certain medicines has beenwell documented and consumers are advised to not drink grapefruit juice when taking certainmedicines because it can cause either too much or too little drug to be absorbed by the body.Fortunately, results indicated that there is no evidence for concern with blueberry juice.If you have further interest in research pertaining to blueberries and health, we continue to providean ongoing list of newly published scientific research papers related to highbush blueberries on theUSHBC webpage, with a link to the abstract of each paper listed (http://www.blueberrycouncil.org/health-benefits-of-blueberries/blueberry-scientific-research/)6

Good Management PracticesAchieving & Measuring SuccessBeyond great yields and great returns, how can we measure success in ourblueberry industry? How about Zero Food Safety Issues? How about Zero “badpress”? How about customers that love our products and feel great about buyingthem? If these are the measurements then the 2011-12 Blueberry season was agreat success! The USHBC Good Practices Committee continues to build programstargeted toward getting the good practices message out to the grower community toassure that these goals are met.Actions taken this year to communicate to the blueberry community includedcontinued education and industry updates through the Bluespaper. Everyblueberry grower in the USA should be receiving this news bulletin. The USHBCBluespaper is undergoing revisions and updates and will now be distributed in anelectronic format via e-mail. If you would like to receive the new electronic versionof the monthly Bluespaper please send your e-mail address to JoDee Gowan at theUSHBC office: (jgowan@blueberry.org) or call the USHBC office at (916) 983-0111.Educating members on what to do in the event of a crisis has also been a priority. Who do wecontact, what do we say and how do we deal with an industry issue is extremely important toour blueberry business. Over the past months more than 100 members of our industry haveparticipated in issue response training through our media consultant Norm Hartman. If you areinterested in this training, and how you can be a part of this, please contact the USHBC office.As part of our issue response plan we continue to push for the industry to sign up for the USHBCBlueberry Alert System. Once again, if you haven’t signed up for this tool please do so on theUSHBC website or contact the USHBC office.Our hope is that every year is successful and our mission is to communicate to all how they canhelp and the importance of doing their part.7

Communications and PromotionsYear-Round Publicity KeepsBlueberries in the HeadlinesBlueberry buzz never stops! In 2011, consumers,college campuses and K-12 schools were primaryaudiences for messages about blueberries’ healthbenefits, convenience, menu versatility, andyear-round availability of all forms of blueberries.Throughout the year, millions of blueberry messageswere delivered through print, broadcast, online andpersonal contact.Materials Available for Council MembersThe USHBC continues to developan array of promotional andeducational materials that areavailable to Council membersto use in customer outreach, ontheir company websites or printedmaterial. Members can contact theUSHBC office or Lewis & Nealeto order consumer leaflets, LittleBlue Dynamo-logoed balloons,beach bags, beach balls, blueberry-shapedstress balls, and otheritems in any quantity. DVDs that contain 14 how-todemonstrations for cooking with blueberries plushighbush blueberry history, nutrition and more areavailable, as well. An entire library of USHBC logos,recipes, food photos, blueberry beauty shots andmore are offered on CDs and can be found on www.LittleBlueDynamos.com.Consumers Read (and Hear) All About It!Women who make the food decisions for their familiesare a prime target for USHBC messages. A continuousstream of blueberry information goes out to our targetaudience through traditional media outlets--newspapers,magazines and television—and new mediaoutlets—websites and social media platforms.Newspapers: Every spring, 900 newspaper foodeditors, including 150 Spanish-language editors,receive a CD loaded with a new press kit plus alibrary of photos, recipes, clip art and beauty shots.The 2011 press kit, Blueberries Put the m-m-m Backin Summer, gave editors three new recipes for quick,cool summer blueberry desserts, plus photos. The kitresulted in articles in 130 newspapers and nearly 5million reader impressions.Recipe Brochure“Blueberry Kitchen”DVD CoverNewspaper CoverageThe USHBC press kit in 2012 is designed witha slightly different format. With a full archive ofrecipes, photos and past press releases, the editorswill receive “story starter” ideas as well as three newrecipes and photos, so they can easily create theirown blueberry pages.8

with Get Ready for Summer Fun press materials,a health research update, recipe cards, an inflatableLittle Blue Dynamo-logoed beach ball and freshblueberries.Recipe Photos Usedin Ready-to-PrintColumns and PressKits.In spring and fall of 2011, another 10,000 newspapers,mostly community weeklies and online newswebsites, received short, seasonally-themed releaseswith blueberry recipes and photos. BlueberriesPop with Fun All Summer Long and BlueberryPancake: Simple, Sweet and Easy, resulted inplacements in more than 500 newspapers with 12million reader impressions and nearly 500 onlineplacements.Magazines: Lewis & Neale, on behalf of the USHBC,stays in touch with food and health editors at majorconsumer magazines, especially those read bywomen, delivering new angles and ideas to ensurethat blueberries get year-round coverage.Editor Showcases offer opportunities to meeteditors and share blueberry news and ideas withthem. In 2012, the USHBC is participating in twoof these events where approximately 100 food andhealth editors meet one-on-one with publicists.Results of multi-pronged media outreach effortsinclude numerous articles, recipes and photos inmagazine pages and on their websites.Print readership in magazines totaled 63 million,while online placements garnered 110 millionimpressions in 2011!Social Media: The USHBC created blueberry buzzonline in 2011 in other ways, as well.Facebook: By December of 2011, the USHBCFacebook page had 40,000 fans, compared to6,000 in January, 2011. Fans check in frequentlyfor blueberry news and often share what they findwith their Facebook friends.USHBCFacebook PageTwitter: In June 2011, Sara Moulton, chef andPBS TV show host, hosted a “Twitter Party” thatreached more than 290,000 Twitter users.Magazine CoverageIn late 2011, 15 health writers received deliveriesof Little Blue Dynamo logoed beach bags packedIn 2012 three Twitterparties will be hostedby Gloria Tsang,author and creatorof Health-Castle.com, the world’slargest health-relatedwebsite run byregistered dietitians.9

Communications and PromotionsBlogs: A summer 2011 blogger recipe contestresulted in 130 entries posted on blogs and reachinga combined 400,000 unique monthly visitors; adspromoting the contest on Facebook yielded 7 millionimpressions.In addition, the USHBC became aproud sponsor of the popular PBSseries Joanne Weir’s CookingClass. The series is rated one ofthe top 4 cooking shows on PBSand reaches 90% of US households,airing on 350 stations. Little BlueDynamo ads run at the beginningand end of the shows and Joanneuses blueberries as an ingredient inseveral episodes to air in 2012.LittleBlueDynamos.com:The USHBC WebsiteBlueberry BlogsIn fall 2012, mommy-bloggers are the focus foranother contest that asks for original blueberryrecipes with kid-appeal.Television: Blueberries were the stars on TV showsin the summer, fall and winter throughout the US—Houston, Seattle, Washington DC, Minneapolis, andNew York City, to name a few. Viewers learned aboutblueberry health news as well as new ways to enjoyfresh and frozen blueberries from notable blueberryambassadors such as Sara Moulton, Rebecca Scritchfield,RD, Pat Baird, RD, and Pete Napolitano. Totalviewership: approximately 4.5 million.As the Little Blue Dynamo design team spearheadedan entire new ‘personality’ for blueberries, a newlydesigned website was an important part of thepackage. Lewis & Neale provided material fromthe previous website including recipes and photos,videos, the foodservice section, as well as new copyto introduce various subjects and guide visitors tothe information they seek. Website metrics showthat most visitors go the LittleBlueDynamos.com insearch of blueberry recipes.Health Professionals Receive –and Deliver – Blueberry NewsHealth professionals who learn about research relatedto the health benefits of blueberries inform theirpatients and clients about why blueberries belongin their diets. The USHBC has several methods forconveying research findings to health professionals.BlueberryAmbassadors: SaraMoulton, Pat Baird, RD,Pete Napolitano , andRebecca Scritchfield, RD10In 2011, What’s New in Blueberry HealthResearch, a two-sided fact sheet was developed asa resource for professionals. It includes references topublished studies, as well as summaries of blueberry

Communications and Promotionsresearch related to cardiovascular health, insulinresponse, brain health, and cancer. The fact sheetwas distributed at conferences and was included inblueberry deliveries to health editors and bloggers.The research information can also be downloadedfrom the USHBC website.The USHBC was a sponsor at two major conferencesin 2011. At both the American Association ofDiabetes Educators Conference (6,000 attendees)and the American Dietetic Association Conference(10,000 attendees), the USHBC’s booth attractedhealth professionals who received blueberry researchupdates, original research papers and blueberrysnacks. Attendees write for print and online publications,teach and counsel patients.Blueberries on the Menuchefs and culinary instructors were offered ablueberry curriculum developed in partnership withthe Culinary Institute of America (CIA).Outreach to foodservice has gained tremendousmomentum since USHBC’s initial outreach in 2003. Thestrategy to sell more product into high-volume networksinvolves tactics that have resulted in heightenedawareness of fresh, frozen and dried blueberries asingredients that are naturally appealing to patrons inboth restaurants and on-site foodservice operations.The USHBC continues to add foodservice-friendlyrecipes and photos to its large library and usesthem to reach foodservice decision makers throughplacements in print and online publications andpersonal contact.In early 2012, the USHBCwas a major sponsorof the SupermarketDietitian Symposiumthat gathered 60 dietitianswho work for major supermarket chains. They takeback information to share with consumers throughpersonal consultation, classes, tours, training andwriting for chain websites, blogs and magazines.Foodservice trade publicationsdeliver news and informationthrough print and websites aswell as e-newsletters sent tosubscribers.TradePublicationsFood Service Decision MakersPut Blueberries on the Menu2011 was a banner year for the USHBC’s foodserviceprogram. College campuses, K-12 schools andcorporate dining were special targets, while workingIn 2011, the USHBC placed a total of 22 blueberryrecipes and photos in leading trade print publicationsand websites for a total of 2.4 million readerimpressions.11

Communications and PromotionsPress releases announcing USHBC foodserviceinitiatives, including sponsorship of the SchoolNutrition Association’s National School BreakfastWeek and the USHBC partnership with the CulinaryInstitute of America were sent directly to tradepublication editors and via PR Newswire. Releasesresulted in placements in trade as well as consumerpublications and websites for total 261 millionimpressions.Trade advertising in print and online is one waythe USHBC maintains year-round awareness ofblueberries in foodservice.In 2011, a half-page ad featuring blueberries as an idealingredient in menus for fast-casual operations ran inrestaurant-focused magazines. Another half-page adaddressed the K-12 school market with quotes fromwell-known school directors regarding how they serveblueberries in their school meal programs.2011 USHBC/CIA Partnership“Blueberry Kitchen: Contemporary Recipes fromthe Culinary Institute of America” is a blueberrycurriculum that includes how-to videos for 14 newrecipes showcasing blueberries as an ideal ingredientfor breakfast, salads, sauces, sandwiches, dessertsand cocktails. Geared to chefs, the material covershighbush blueberry history, nutrition, how blueberriesfit into ethnic cuisines and more. The entireseries can be viewed at www.CIAProChef.com/blueberries.Videos are posted on YouTube and the CIAiTunes channel, and the USHBC also posted videoson several trade websites.“Blueberry Kitchen” hasobtained wide distributionand notoriety through pressrelease-generated promotionand ads running on websitesfrequented by foodserviceprofessionals.The USHBC printed 5,000copies of “Blueberry Kitchen”to offer free to working chefsand educators. By the end ofApril 2012, more than 2,500had been ordered through aform at www.blueberrycouncil.org/foodservice/free-dvd-orderform.A 2012 ad campaign running on websites thatare frequented by foodservice professionalsfeature click-now buttons that link directly tospecific pages on LittleBlueDynamos.com. Adspromote three USHBC initiatives: free “BlueberryKitchen” DVDs; a new online turnkeypromotion kit for campus dining; and, the “HealthHalo Award” contest for schools.The DVD, which is availablein any quantity to Councilmembers, can be useful tohome cooks as well as pros.Blue Plate Special is a USHBC quarterly e-newsletterdelivered to 1,000+ foodservice decision makers.Brief articles inform readers of USHBC activities,offers and menu ideas with links to LittleBlueDynamos.comfor moreinformation.Foodservice E-Newsletter Masthead12Screen Shot from Blueberry Video

Communications and Promotions2012 USHBC/CIA Partnership“Blueberry Chef Invitational” will gather 15 topchefs from restaurant chains and large corporatedining companies to a 2-1/2 day blueberry event atthe CIA campus in Hyde Park, NY. Thechefs will learn more about blueberriesand how to work with them throughlecture and hands-on experience in thekitchen; they will develop their ownblueberry menu ideas and will become“blueberry ambassadors” in the future.The USHBC Goes to SchoolK-12 schools are challenged to provide balancedmeals to students that include a fruit component atbreakfast and lunch. With the goal to raise awarenessof blueberries as a USDA food and as a child-friendlyingredient for school meals, the USHBC’s schooloutreach began in 2009 and continues to show results.School districts order frozen blueberries through theUSDA commodities program to incorporate intosauces, baked goods and other items to add to theirmenus. In other cases, fresh blueberries are purchasedthrough local growers or broadline distributors.Overall, school decision makers have responded verypositively to USHBC messaging.CNIC 2012 LogoThe USHBC is a major sponsor of the Child NutritionIndustry Conference. Every January, the CNICgathers hundreds of school foodservice professionalsfrom the federal, state, district and local levels. TheUSHBC hosts the Blues Breakfast for all attendeeswho enjoy an impressive buffet of items made fromfrozen and winter fresh blueberries. The breakfasthas quickly become a tradition that attendees lookforward to.The 2012 Blueberry Health Halo Award is a contestthat asks school foodservice school foodservicedirectors for an overview of ways they and their staffshave made their menus more nutritious and/or addedactivities and education to their programs to benefittheir young customers. The contest was promotedby press release, advertised on websites frequentedby school professionals and through direct e-mailto Lewis & Neale lists. The winner will receive anall-expense paid trip for two to the School NutritionAssociation’s national conference in July, 2012.The USHBC providesfree materials to K-12schools, frequentlyaddresses theirindustry in Blue PlateSpecial e-newslettersand press releases,attends conferences,stays in contact withkey decision makers,School Handout Materialand in 2012, sponsors acontest.In March, 2011, the USHBCwas one of three majorsponsors of National SchoolBreakfast Week. Not onlydid blueberries get nationaland local media coverage,thousands of young studentsenjoyed blueberries on theirschool menus.The USHBC Goes to CollegeAds Promoting“Health Halo Award”Contest for SchoolsCollege students are ideal recipients for blueberrymessages and experiences. They’re makingindependent food choices, establishing food habitsand are interested in food and health information.The USHBC supports week-long blueberry events onlarge campuses throughout the country.13

Communications and PromotionsPosters and PhotosTaken at CollegePromotionsAnother large-volume segment of the foodserviceindustry, employee dining is an ideal vehicle to deliverblueberry messages to health-conscious adults.Blueberries& BuffetsIn 2011, more than150,000 students at universitiesfrom Massachusettsto San Diego enjoyedblueberry items in theirdining halls and learnedmore about blueberries andtheir health benefits whileenjoying various activities. In addition to offeringtasty blueberry dishes, such as Pork Tenderloin withBlueberry-Peach Salsa and Blueberry-Wheat BerrySalad, campus directors make blueberry promotionsentertaining and memorable for their student-customerswith such activities as blueberry trivia games,blueberry “races” and students dressed in blueberrycostumes.In 2011, the USHBC supported week-long blueberrypromotions in corporate employee cafeterias acrossthe country. Approximately 90,000 employeesenjoyed blueberries in breakfast parfaits, bakedgoods, salads, salsas and desserts. In some units, acredit was given every time a customer made a blueberry-itempurchase, so the more they purchased,the better their chances to win blueberry gift basketsor $25 gift cards.In 2012, at least 10 of the country’s largest campuseswill conduct blueberry promotions featuringblueberry menu items, games, prizes and fun forstudents.The USHBC Goes to WorkBlueberry Placements in Mexican Consumer MagazinesBlueberries in MexicoThe USHBC works closely with an agency in Mexicothat is successfully introducing blueberries to theircountry’s consumers and chefs.Consumers learn about blueberries and want to trythem as a result of placements in major women’s andfood magazines and websites. In 2011, 1.6+ millionconsumer reader impressions were attained.Corporate Dining Promotions14

Communications and PromotionsJaso, an upscale Mexico City restaurant, was host to agroup of consumer food editors who enjoyed a dinnerthat included blueberries in every course. The dinnerkicked off a month-long (November) promotion, ablueberry tasting menu developed by the chef.A Kids’ Exposition in October was attended bychildren aged 2 - 15 and their mothers who enjoyedblueberries andlearned about theirnutritional benefits,as they snackedon blueberriesand used them todecorate cookies,as part of USHBCsponsoredactivitiesat a Kids’ Expositionat Inbursa Mall inMexico City.For foodservice, blueberry education began atthe Mexican and French Institute of Gastronomyand Baking. At a demo and workshop studentslearned about buying, choosing and cooking withblueberries. A week later, student teams competedin a ‘mystery basket’ contest that challenged them tocreate blueberry dishes in one hour.The blueberry booth at Gourmet Show 2011 inMexico City proved to be very popular with manyof the 7,000 attendees. Printed materials, recipebooklets and samples of blueberry snacks wereoffered from the booth. Those who had never triedblueberries before were especially intrigued.Blueberry Boothat the 2011Gourmet Showin MexicoAt Expo elGourmet.com the blueberry boothwas overwhelmed with foodservice andspecialty food professionals who wanted tosample the various blueberry snacks and pickup printed information.ExpoelGourmet.comBlueberry BoothGourmet food shows gave consumers andfoodservice professionals opportunities to sampleand learn about blueberries.Throughout 2011 and into 2012, blueberry promotionin Mexico includes creation of new recipes and photosfor placement in consumer and trade press, distributionof material in print and on CDs, and outreachand communication with foodservice andthe gourmet trade.15

Kicking Little Blue Dynamos Up a NotchLast year, the USHBC unveiled a new positioningand image for highbush blueberries, which willdefine our identity and direction for years to come.This expanded market positioning was established toaddress the “blue wave” of blueberry supply we anticipatein the coming years by growing demand forour product in existing and new markets.Our strategy for establishing blueberries as a toprankingoption in the produce aisle is based on extensiveconsumer research and acknowledges thatshoppers make purchases based on their perceptionsand past experiences with products. The most successfulproducts today are ones that create and consistentlydeliver distinctive performance benefits,as well as compelling emotional benefits. The goodnews? Blueberries have plenty of both!The new blueberry positioning, Little Blue Dynamos,highlights the performance-based perks of blueberries– good nutrition, great taste, convenience andversatility – as well as all the happy feelings the tinyfruit evokes – energy, enthusiasm, nostalgia andeven joy. This positioning defines this year’s nationalconsumer advertising campaign developed by CRT/tanaka and enhances the consumer and foodservicepublicity programs led by Lewis & Neale, as well asthe market and product development programs ledby TJP Market Development.With the Little Blue Dynamos program, the USHBCwill join a number of other commodity groups (includingcotton, carrots, tuna, eggs and milk) that areusing emotion-based marketing messages to growdemand and make their products stand out from thecompetition.The Look and Feel of LittleBlue DynamosSince 2010, we’ve begun to integrate the Little BlueDynamos look and feel into all USHBC communications,and what fun it has been! You can now seeevidence of the new blueberry image in a variety ofplaces, including:Our website www.littlebluedynamos.comOur social media pagesFacebook:www.facebook.com/littlebluedynamosTwitter: www.twitter.com/blueberry411YouTube:www.youtube.com/littlebluedynamosFacebook16You TubeTwitter

Kicking Little Blue Dynamos Up a NotchOur trade show banner, press materials, healthleaflets, recipe cards and other printed collateralLittle Blue Dynamos at RetailPerhaps the most exciting place you’ll find signs ofLittle Blue Dynamos is in your local grocery store.Naturipe, Oregon Berry, North Bay, Agricola Catoand others we haven’t yet discovered are featuring theiconic Little Blue Dynamos seal on their blueberrypackaging. And, you can too!As the seal continues to gain recognition, it willremind produce shoppers of all the nutrition andlifestyle benefits blueberries have to offer and nudgethem to toss more berries in the basket.Our Culinary Institute of America web pageand promotions, http://www.ciaprochef.com/blueberries/Blueberries in ClamShells for Retail SalesIf you’d like to tap into the marketing power of LittleBlue Dynamos for your packaging and promotions,please contact the USHBC office for a copy of theguidebook and participant seal.Chilean Blueberry Council leafletsand shelf-talkers17

Kicking Little Blue Dynamos Up a NotchAdvertising & Consumer Engagement2011The new blueberry image made its advertising debutin the summer of 2011 with a modest online campaigntargeting the group we know to hold the greatestpotential to grow blueberry sales – women aged25-45. Our online banner ads appeared on websiteslike Oprah.com, Glam.com, Yahoo, Spaparazzi,Hostess and Fox News and directed viewers back toour website.The 2011 ad campaign generated 22,384,095 impressionsand 11,713 clicks through to littlebluedynamos.comA Little Blue Dynamos-themed Facebook photocontest we fielded in June-July of 2011 reachedwomen in the same target audience and spurredthem to associate blueberries with energy, sociabilityand fun. The photo contest attracted 323,831,146potential social media impressions.Oprah.comYahooHealthFacebook Photo ContestHostess.com18Social Media Hits

Kicking Little Blue Dynamos Up a NotchIn addition to exposure through USHBC-sponsoredefforts, Little Blue Dynamos popped up on NorthCarolina billboards, mall displays and print adsthanks to support from the North Carolina BlueberryCouncil, and appeared in their first local television adthanks to the Oregon Blueberry Commission.In 2012, we’re kicking things up a notch with a broader-reaching consumer advertising campaign targetingwomen 25-45, especially moms with young kids athome. This year’s program includes the following:Full-page print ads in Food Network Magazine(May, June and July/August issues) andCooking Light (June, July and August issues)Sponsorship of Chicago Botanic Garden ChefEvent, which draws families from suburbanChicago neighborhoods to learn about cookingwith fresh, seasonal foods (July 14-15)Banner ads running on FoodNetwork.com andRachaelRay.com (May-August)Interactive recipe ad unit featured on FoodNetwork.com(May-August)Recipe integration on RachaelRay.com (June-August)Google search ads (May-August and twomonths in winter)Two advertorial emails, a recipe guide andsweepstakes targeting Daily Candy readers, anopt-in audience of moms in key cities acrossthe U.S.It’s going to be an exciting year, so we encourage youto keep an eye out for Little Blue Dynamos messaging,and to make use of this vibrant campaign tobolster your own marketing efforts! Please contact theUSHBC office for materials and details.Oregon Blueberry CommissionRecipe SectionLittleBlueDynamos.comNorth Carolina Blueberry CouncilAll of these activities combined drew nearly 79,000unique visitors to the USHBC website in 2011.2012Food NetworkMagazine19

Food Technology - Keeping Blueberries Up with ChangeMore than 40 percent of US produced highbushblueberries are utilized as ingredients in manufacturedfood products. Thisincludes the traditionalitems such as blueberrypie fillings, jams, jelliesand muffins. Today,blueberries are usedin hundreds of applicationsand categoriesincluding preparedentrees, juices, petfoods and even naturalcosmetics!USHBC Food Technology activities have helpedlaunch blueberries into new uses that ensure thatprocessed blueberries have a home now and for yearsto come.New ProductsThe typical grocery storein the USA features about30,000 items. This includeswet, dry, frozen andnon-food items. Manufacturersare continuallydeveloping new productsto keep up with customerdemand. An estimated2,500 new products areintroduced each month.While more than 85percent of new items fail,15 percent succeed! Our goal is to keep blueberriestop of mind with the food industry.Product Diversity:The grocery industry is continually changing.According to MINTEL Global New Product Database,a research service for new products, the profileof blueberry usage in manufactured products haschanged dramatically in the past ten years. Wheremost new products with blueberries were in thebakery area in 1986, today we are finding usage in20Tom Payne(TJP Marketing Development)in ActionNew BlueberryDog BiscuitNew Product Catagoriesdozens of new areas including prepared foods, mealreplacements, and yes – even pet foods!What are Manufacturers Looking For?Value Added. Value added is the word in foodprocessing. Companies are looking for ingredientsin a product that make the item more valuable anddesirable to the customer. USHBC research indicatesthat customers perceive blueberries as desirable andvaluable. In fact consumers attest that blueberriesadd value to a product. This accounts for more thanthe added cost of the blueberries. Manufacturersadd blueberries to products, and proudly highlightblueberries on the package.Consumers are comfortable with blueberries.Consumers recognize blueberries as a healthfulingredient.Blueberries help sell!More than 35 percent of all blueberry containingproducts show images of fresh blueberries all overthe package or in merchandising materials andadvertising campaigns. New blueberry products giveblueberries exposure all over the supermarket andwork synergistically along with fresh blueberries toenergize blueberries in the marketplace.Ease Use. Today food processors demand ingredientswith specific characteristics and product functionsthat improve product processing. For example, drygoods require a specific moisture content and wateractivity (moisture stability). Dairy manufacturers areconcerned with acidity and pH (lack of any adversechemical reaction). Bakeries and confectioners

Food Technology - Keeping Blueberries Up with Changeare looking for precise piece size, color and flavorprofiles. Where we once promoted just fresh andfrozen blueberries,we are now workingwith a whole range ofblueberry productsincluding dehydrated,liquid blueberries, intermediatemoisture,powders, juice andconcentrates. Thishas opened up more New Products areand more new product Entering the Marketcategories. We are seeingexplosive growth in areassuch as juices, cereal barsand frozen items whichwere once impossible forblueberries!“Healthy Halo.”New food fads comeand go – but thepublic perception ofhealthy blueberriescontinues to grow! USHBC research indicates thatconsumers feel a healthy affinity to blueberries. Muchof the wonderful health research on blueberries, antioxidantsand other areas has contributed to a “halo” ofhealth perception. Food processors know that addingblueberries can help capture consumer appeal.Keeping the Momentum Going.USHBC conducts activities to keep blueberries in thefood industry express lane.The Blueberry Web! The “Berry Latest” informationon blueberry products, new uses, technicaltips and trends are posted on a food technologyand bakery section of the blueberry.orgwebsite. In 2011 we had more than 604,000visitors, and lots of feedback. We now utilizesocial media tools as well as the telephone toreceive queries and contact with food producersin search of blueberry information.In the Field. USHBC continues face-to-faceFood Tech Section of Blueberry.org Websitework with US food processors to keep a presenceand dialog on blueberries and new products.In 2011, we interfaced with professionalsin 15 food industry events across the country.We talked to hundreds of food processors,followed up, and keep the dialog going. Contactsjoin our newsletter list and we continuallybuild our network of blueberry “friends” in thefood industry.Media. USHBC publishes articles on blueberriesin the food trade magazines read byresearch and development and marketing staffs.Now we are positioning the “little blue dynamos”as a value added ingredient in all categoriesincluding, dairy, confectionery, snacks andothers. We also publish advertisements andadvertorials in food industry publications tokeep blueberries top of mind.BlueberryCoveragein TradePublications USHBC continuallymonitors the food industry and looks for newopportunities for blueberries. Emerging areassuch as pet foods, natural cosmetics, healthand performance beverages have become keyblueberry usage areas. USHBC performs21

Food Technology - Keeping Blueberries Up with Changeresearch on benefits, and technical specifics inthe product area and targets key companies.Each category has specific information requirementsand USHBC creates information platformsto communicate the benefits. By stayingahead of the curve, we are able to keep blueberrydevelopment moving into new and lucrativeareas in the future.Blueberries in pet foods. Almost everyonehas a dog at home and blueberries (powder, fiberand even whole blueberries) are now gainingmainstream use in ultra-premium pet foods! Inthe last three years, we have seen 169 new blueberrycontaining pet food products. And, nowthe trend is catching on in Europe and Asia anddoes not appear to be slowing down!Pet Foods that Contain BlueberriesCosmeceuticals. The health benefits of blueberriesare now part of the multi billion dollarnatural cosmetic business. Companies making“Skin Foods” facial scrubs, shampoos and cosmeticsare capitalizing on blueberries in highvalueproduct areas. Items such asfreeze dried blueberry powders, juiceconcentrate, extract, and even IQFblueberries are now used in a wholerange of natural cosmetics. A Cosmeceuticalsindustry report estimates theindustry to grow 5.8% per annum to$8.5 billion by 2015. And, blueberrieswill be along for the ride!Shampoo with BlueberryIngredientsBlueberryDog FoodNew Categories. More than 30 percent offood products produced today utilize technologiesthat did not exist in 2001 when theUSHBC was formed! The USHBC Food TechnologyProgram keeps an eye over the horizonto seek out emerging technologies and marketsfor blueberry use.USHBC stays engaged with the US ArmedForces food development system whichdevelops some of the most innovative newproducts for war fighters. These technologiessuch as high-pressure processing,microwave, infrared and other leadingedgeareas will become mainstream in thefuture. USHBC is even advising NASA onblueberry-containing foods for the Marsmissions in the future.School Food Service Processing. USHBCworks on the next generation of blueberrycustomers in the school foodservice area.Since most school foods are processedbefore delivery to schools, we interfacewith school district approved processorsto integrate blueberries into menu-readyitems. This includes muffins, bars, maincourses and desserts.Ethnic Foods. We believe blueberries havea place in many of the emerging non-traditionalcuisines. These include processedAsian, Middle Eastern and Indian foods –all of which are experiencing double digitcategory growth. USHBC works withspecialty foods processors to documentuses such as Filipino empanaditas, Indiansweets and Japanese kanten (jellies).These import ideas will someday becomemainstream and place blueberries in anappealing manner to our new customers.What’s NextUSHBC is continually looking for the next BIG THINGfor blueberries in the food industry. Regularly, we getcalls and emails from companies with innovative andsometimes “crazy” new ideas for blueberries. Withdevelopments in fresh, processed and other forms –we see new possibilities all over the boardand in the supermarket shelves. Anythingis possible!22

USHBC on the Ground in Foreign MarketsOverseas exports are now essential for the futureof the US highbush blueberry industry. USHBC isplanting roots in the Asian market for long-termmarket development.Why AsiaChinese Visitors Lined Up for USHBCBooth at a Shanghai ExpositionOverseas Representativein Korea, Ken Yang, KSBImeet as many buyers and industrial users as possible.Last year USHBC participated in trade shows in AbuDhabi, UAE (SIAL Middle East), Germany (Anuga),Japan (Foodex), Seoul (Food and Hotel Korea), Taiwan(Taipei Bakery and Food Taipei), Shanghai (SIALChina), and Mexico (Alimentaria). This results inblueberry business leads for our industry back home.Once blueberries are in market we work hard to makethem succeed. This includes, advertising, publicityin magazines and seminars for industrial users suchas bakers, candy makers and dairy processors. Akey component of the USHBC export campaign is to“train the trainers.” USHBC educates the sellers ofblueberries on uses, health benefits and methods tohelp build and maintain the blueberry market.OverseasRepresentative inTaiwan, Millie Hsia“Fresh and frozen blueberries have been exportedfrom North America to the world for decades--especiallyto countries in Europe with blueberry traditions.But, nowhere else have we seen rapid growth andstaying power as we have seen in Asia,” accordingto Tom Payne export consultant for the USHBC.“European countries are also crazy about blueberries– but have developed their own production. Asia isgetting a taste for blueberries, and markets are rapidlydeveloping!”USHBC approaches exports in a systematic manner.First, we conduct long-range recon activities. We visitthe markets, meet the trade and test feasibility andinterest. USHBC participates in trade shows where weBlueberries Introduced to Customersin the United Arab Emirates23

USHBC on the Ground in Foreign MarketsTo date, USHBC has helped establish long-term markets in five of the fastest growing marketsin the world:Japan is the leading market for fresh blueberries and a strong polybag market forfrozen blueberries. USHBC activities concentrate on industrial users such as bakeries,confectionery and dairy processors to get blueberries into the products and ontothe labels. During the last three years, new product introductions have soaredin Japan with 380 new blueberry products launched nationwide. This is incredibleconsidering the terrible disasters the country endured in 2011. Japan is now asteady and dynamic market for fresh and frozen blueberries!Japan New Products24

USHBC on the Ground in Foreign MarketsTaiwan. When USHBC first approached Taiwan ten years ago, “nobody knew whata blueberry was,” according to Payne. Now, Taiwan is the second leading marketfor fresh blueberries in the world. USHBC has worked with a local representative tocontinually promote through grocery chains, restaurant promotions, on televisionand through the media. “Now, we are working to promote blueberries in manufacturedproducts such as dairy and juices – where there is long term staying power.”According to Payne, the popularity of blueberries in Taiwan has spread to “greaterChina.” The many Chinese owned businesses in other countries in Southeast Asia,such as the Philippines, Malaysia, Indonesia and Brunei, are catching on to highbushblueberries.Blueberries onTaiwan TVTaiwan Facebook Page25

USHBC on the Ground in Foreign MarketsBlueberry Fever in Korea. Nowhere else inthe world has a country accepted blueberries asfast as Korea. Ten years ago, we had to explainwhat a blueberry was to Korean buyers. Nowthey are the largest export market for frozenblueberries (outside of Canada). Koreans, whohave a tradition of food as medicine (Ginseng,omija berries etc), have accepted the healthbenefits of blueberries in their diet. Frozenpacks of blueberries are sold around the clockon TV home shopping networks. Groceryand chain stores have “blueberry freezer casesinside of the produce section. A major hyperstore in Seoul recorded more than $250,000in consumer packed frozen blueberry sales inone day! That is until they ran out. Consumerswere limited to one bag per family. The“blueberry fever” is spurred along with televisionand press coverage, and ongoing USHBCpromotions. In 2011, USHBC began to focuslargely on food processing to get more andmore blueberries into manufactured products.Already, we have seen a big boost of more than263 new blueberry containing products in thelast three years. The enthusiasm continues togrow, as fresh blueberries from Oregon will beallowed into Korea in 2012.Blueberry Freezerin Korean StoreKorea BlueberryNew ProductsBlueberryProducts,KoreaBlueberry BeautyBeverages, KoreaFrozenBlueberryPackages26Blueberry Pudding, KoreaBlueberry Shipments to Korea

USHBC on the Ground in Foreign MarketsPeople’s Republic of China (PRC). Yearsago, one of our growers stood up at a meetingand proclaimed: “If we could get eachperson in China to eat just one blueberry, wewould have to plant more blueberries…” Well,maybe not all of the 1.3 billion Chinese areinterested – but certainly blueberries are gainingpopularity. China has a “wild blueberry”tradition in the far northern provinces of Heilinjong(near the Russian Border.) China hasa small yet growing domestic highbush businessthat cannot come close to supplying localdemand. Now, the Chinese food industry hashad a taste of blueberries and more and morefrozen blueberries are used in food productssuch as juices, bakery fillings and dairy additions.These products are being promoted bynationwide television campaigns utilizing Chinesecelebrities including popular musiciansand film stars. USHBC is working with theChinese companies to utilize frozen and driedblueberries including technical assistance,seminars and meetings. In the future we willramp up activities when we are allowed to shipfresh blueberries into the market.What’s NewThe USHBC is planting roots in foreign marketsfor intensive long-term promotions and marketdevelopment. The industry recently contractedwith trade representatives in Taiwan, India, China,and Korea. Each representative conducts regularmeetings with current and potential users. Wecontinually work with the local USDA-AgriculturalTrade Offices (ATOs) to cooperate and collaborate onpromotions such as supermarket sampling, televisionshows and other activities. In new markets such asIndia, the representative has been helpful at assistingblueberry industry visitors with in country meetingsand business introductions.Our in-country representatives are working hardin the marketplace and we will continue to buildlong-term markets. At the same time, USHBC istaking aim at new emerging markets such as theMiddle East and India where, the positive healthmessages – including blueberries and diabetes –are starting to resonate! The sun never sets on USHighbush Blueberries!India Website27

USHBC/NABC Continues to Work to Open Foreign Markets to US Blueberry ImportsThe world loves blueberries. Several countriescontinue to restrict fresh US blueberries.The US Highbush Blueberry Council/ NorthAmerican Blueberry Council (USHBC/NABC) workon developing the information keys necessary tounlock markets for highbush blueberries. USHBCdevelops the information which is delivered byNABC.Restrictions: Despite the fact that the UnitedStates produces a clean and safe product, foreigngovernments sometimes will enforce restrictionson imports. This is often done to protect domesticmarkets; such is the case in South Korea. Sometimesoutdated phytosanitary laws or misunderstandingshave led to restrictions on fresh blueberry imports.People’s Republic of China. USHBC/NABChas developed information for a campaign toopen the Chinese market for fresh blueberriesfrom the USA. The Chinese customers are eagerto see fresh blueberries in the market, and we aregetting great support from the US Departmentof Agriculture (USDA-APHIS) in the USA andBeijing.Other Markets. USHBC/NABC has officiallypetitioned the government of Australia to allow USfresh blueberries into the market. Research is alsounderway for an approach on South Africa and Israel.India. This subcontinent of over 1 billionpopulation is getting a taste of fresh USblueberries after restrictions were lifted in 2008.USHBC/NABC worked on detailed analysis ofthe production systems and risk for pests inthe USA. The Indian government immediatelylifted a ten year ban. Fresh blueberries are beingshipped directly into India on the other side ofthe globe, and are gaining popularity.South Korea. Thanks to the hard work ofthe Oregon Blueberry Commission (OBC), theKorean market for fresh Oregon blueberrieshas been opened in the 2012 season. USHBChas been providing support, and is preparingbackground work for applications for the restof the country in the future. The 2012 seasonis quite important as proof to the Koreangovernment that the importation of freshblueberries from the USA will not endanger ordisrupt local production.Fresh Blueberry Display in China28

Rely on BlueberriesThe Corporate ResponsibilityStatement of the USHBCMembers of the U.S. Highbush Blueberry Council(USHBC) believe in several core values related tothe responsible stewardship of the resources withwhich we are entrusted. In order to fulfill our responsibilitiesin accordance with these values wewill strive to: Promote sustainable practices in agriculture,balancing the needs of consumers with theneeds of the land and the industry. Contribute to an important agricultural economythat must be self-supporting and profitable. Recognize the interdependence of our growing,handling and marketing activities with customers,regulators, neighbors, suppliers, employees andothers who support and permit our work. Enjoy and foster diversity in all its positive forms,from the crops we grow to the membership inour blueberry community. Encourage the sharing of information to provideparticipants in the industry and our consumersthe knowledge they need to make good choicesabout all aspects of their enjoyment of blueberries. Embrace the challenge of promoting the goodnessof blueberries to all corners of the earth and tobe the impetus that contributes to the health andwell-being of consumers and creates opportunityfor fellow industry members.The USHBC Code of EthicsAs members of the U.S. Highbush BlueberryCouncil, we acknowledge our responsibility toour industry, its customers, the Council and ourfellow humans to exhibit the highest standardsof business conduct. We therefore encourage ourindustry members to: Be committed to adherence to laws, practicesand regulations which apply to the areas wherewe conduct business. At a minimum, follow the standards and practicesrequired by law and regulation for growing,harvesting, processing and handling blueberriesfor the protection and health of our employeesand those who eat our great product. Encourage that hours worked each day, anddays worked each week, shall not exceed legallimitations, that unsafe workplace practices notbe tolerated and that employees be trained insafe practices. Provide impartial and unprejudiced treatment toemployees in all sectors of the industry. Conduct all our business practices with honesty,fair dealing and in conformance with high ethicalstandards and use only legal and ethical meansin all business activities following all applicablelaws and operating in ways that encourage trustamong our members, their customers and otherstakeholders. Provide the means to help our industry grow insocially appropriate and ecologically responsibleways throughout the entire supply chain. Be strongly committed to the strict adherenceto all environmental rules, regulations andstandards that are imposed by local, state andnational government authorities. Hold one another to the highest levels ofintegrity and be a good corporate citizen inevery community and locality where we grow.Encourage blueberry growers to become involvedin the life of their communities by participatingin and sponsoring activities that result incommunity betterment. Collaborate with industry members, researchersand others to benefit the responsible growth ofthe blueberry industry. Be honest and fair in our promotion of blueberriesand scrupulously accurate in our representationof the benefits of eating blueberries. Support our Council, and the industry at large,by debating, crafting and promoting changesthat will create opportunity for involvement inthe industry. Educate members about good managementpractices that contribute to further developmentof the industry’s growing, handling, marketing,health, safety, public education and otherimportant disciplines.29

Financial StatementsStatements of Financial PositionDecember 31, 2011 and 2010Assets $4,254,339 $3,657,602Liabilities and Net Assets 841,011 $4,254,339 $3,657,602 Statement of ActivitiesFor the Years Ended December 31, 2011 and 2010 3,691,582 3,296,314 3,830,227 3,314,654 841,011 $702,366 $841,01130

Meeting ScheduleUSHBC Meeting Schedule and InvitationUSHBC meetings are open to all members of the industry and offer an excellent opportunity tolearn more about the Council and the various market promotion and health research activitiesbeing conducted by the USHBC. These open meetings also offer the opportunity to contribute bysharing your thoughts with the USHBC.All members of the blueberry industry are encouraged to attend and participate in USHBC meetingsand are asked to also consider future service with the USHBC as an elected member or alternate.Please contact the USHBC office at (916) 983-0111 if you have any questions concerning theUSHBC or future meetings, or for more information about USHBC member or alternate positions.2012 USHBC Fall MeetingSt. Louis, MissouriWednesday, October 3 to Friday, October 5, 2012The Ritz-Carlton St. LouisPhone (314) 863-63002013 USHBC Spring MeetingSavannah, GeorgiaWednesday, February 27 to Friday, March 1, 2013Savannah Marriott RiverfrontPhone (912) 233-77222013 USHBC Fall MeetingWrightsville Beach, North CarolinaWednesday, October 2 to Friday, October 4, 2013Hotel TBDThe USHBC has adopted a diversity outreach plan to attempt to achieve a diverse representationon the Council. USHBC programs and meetings are open to all individuals. TheUSHBC prohibits discrimination in all its programs and activities on the basis of race, color,national origin, sex, religion, age, disability, political beliefs, sexual orientation, geneticinformation, parental status and marital or family status. The USHBC fully complies withany and all applicable Federal, State, and local equal employment opportunity statutes,ordinances and regulations, including, but not limited to Title VII of the Civil Rights Act of1964; the Americans with Disabilities Act of 1990; the Age Discrimination in EmploymentAct of 1967; and the Equal Pay Act of 1963. Persons with disabilities who require alternativemeans for communication of program information (Braille, large print, audiotape, etc.)should contact the USHBC office at (916) 983-0111. To file a complaint of discrimination,write to USDA, Director, Office of Civil Rights, 1400 Independence Avenue, SW, WashingtonD.C. 20250-9410 or call 800-795-3272 (voice) or 202-720-6382 (TDD).31

The USHBC Annual Report is published by theU.S. Highbush Blueberry Councilwww.blueberry.orgSM