News and Marketing Program Updates from the U.S....

150,000 Consumers Get Schooled About Blueberries

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September 2016 Bluespaper

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News and Marketing Program Updates from the U.S. Highbush Blueberry Council

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In This IssueU.S. Cold StorageAmerilert SignupUSHBC Fall 2016 Meeting TopicsMeetings and EventsHealth ResearchFood Tech/Export Update by Thomas PayneMarketing UpdateIn the News

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U.S. Cold Storage Update

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Holdings: At the end of July, 260.7 million lbs. of frozen blueberries were reported in cold storage, compared to236.4 million at the end of July in 2015. The comparable 2014 figure was 171.7 million lbs. and in 2013 it was166.4 million.

Movement: Reported holdings increased 102.7 million lbs. in July. The 2015 comparable figure was 103.8. Thecomparable 2014 figure was 70.0 million lbs. and in 2013 it was 62.4 million.

Bottom line (opinion - Tom Peerbolt, editor): The trend of the past few years continues as supplies now incold storage are at record high levels. The large number of both new and maturing acreage and generally goodharvest conditions this year in most growing regions have contributed significantly to these numbers. Hopefullythis increasing supply along with strong marketing efforts will lead to increasing demand.

The North American Blueberry Council (NABC) sends out detailed monthly cold storage reports by email to its members.

For further information, please send an email to [email protected]

Aerial view of Philadelphia, the destination for the 2016 NABC & USHBC Fall Meeting

USHBC Fall 2016 Meeting TopicsUSHBC Finance Committee Meeting (2:00pm to 4:00pm - Wednesday, October 5, 2016)Review of 2016 Budget and Expenditures; Current Cash Position; Assessment Collection Update andProjected Income for 2017; Establishment and Recommendation of 2017 USHBC Budget; Selection of 2016 AuditFirm; Review of 2017/21 Strategic Goals and Objectives

USHBC Industry Relations Committee Meeting (4:30pm to 6:30pm - Wednesday, October 5, 2016)Update on 2016 USHBC Election Results and Discussion of Potential USHBC Officer Candidates to beRecommended for 2017; 2016 Continuation Referendum Update and Discussion of Results; Consideration of Cost ofProduction Research for USDA Purchase Proposals and Other Uses; Industry Relations Committee Activity Updates

mailto:[email protected]



and Review of 2017 Industry Relations Committee Budget; Progress Report on 2012/17 Goals and Objectives;Review of 2017/21 Strategic Goals and Objectives

USHBC Promotion Committee Meeting (8:00am to 12 Noon- Thursday, October 6, 2016)Presentation of 2017 Food Manufacturer Publicity Plan and Little Blue Dynamo Awards; Presentation of 2017Consumer/Foodservice Promotion Program; Update on 2016/17 Chilean Winter Promotional Activities; Presentationof 2017 Food Manufacturer Export Market Promotion Activities; Update on 2017 UES Consumer Export MarketPromotion Activities; Finalization and Recommendation of 2017 Market Promotion Budget

USHBC Health Research Committee Meeting (1:30pm to 5:30pm- Thursday, October 6, 2016)Review of 2016 Budget, Accounts Payable and Committed Funds; Review of Blueberry Bank Inventory; Review of2017 Health Research Budget; Health Research Study Progress and/or Final Reports; Finalization of 2017 Requestfor Proposals (RFP) Packet; Update on April 2017 Health Research Committee and Researcher Meeting; Discussionof Tufts Nutrition Council Participation; Progress Report on 2012/17 Goals and Objectives; Review of 2017/21Strategic Goals and Objectives

USHBC Good Practices Committee Meeting (8:00am to 10:00am- Friday, October 7, 2016)USHBC Issue Management Plan Update; Update on USDA TASC Funded Blueberry Pest Research for Fresh MarketAccess and EU Phosphonate Research; Update on South Korea MRL Analysis Project; GAP Subcommittee Update;Discussion of Bee Health Research, Revisions to Worker Protection Standard Rules, EU Consideration of Chlorate,BAC, and DDAC Level Regulations; Review of 2016 and 2017 Good Practices Committee Budget; Progress Reporton 2012/17 Strategic Plan Goals; Review of 2017/21 Strategic Goals and Objectives

USHBC Council Meeting (10:30am to 1:30pm- Friday, October 7, 2016)USDA Agricultural Marketing Service (AMS) Update; USHBC Committee Reports, Recommendations andEstablishment of 2017 Budget; Discussion of Committee Assignment Procedure; USHBC 2017/21 Strategic PlanUpdate

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2016 NABC & USHBC Fall Meeting

Complimentary Tours provided by Sunny Valley Internationalthrough the Philly Tour Hub will be available Monday - Friday.

Spots are filling up quickly - Call to make your reservation today!

https://gallery.mailchimp.com/f586f7d9c425e2bea07008bec/files/Philly_Tour_Hub_Complimentary_Tours_9.20.16.02.pdf



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Market Tech/Export UpdateBy Thomas Payne

Here in the U.S, frozen blueberries are a stapleingredient in the bakery and restaurant trade. USHBC isworking to introduce this versatile ingredient to the foodindustry. Here are some details on the recent seminar byChef Michael Rosenblum, former Executive Chef and



F&B Manager of the Embassy of the United States inBeijing. He is a big advocate of blueberries and we willbe seeing more of his work in China in the future! Blueberry smoothies, blueberry bars and blueberrymuffins were all demonstrated.

Left: Embassy Chef Team and our Julia Zhu, whopromotes highbush blueberries in China.

Chef Rosenblum emphasized that US highbushblueberries have a skin that allows juice to sweeten thewhole muffin and that smoothies can be madeeconomically with frozen blueberries.

Check out some of the demo action at the recent seminarheld in Beijing September 9, 2016:

Above: Smoothies demonstrated. Becoming very popular with image conscious youth in China.



Above right: Ultimate Cheesecake. This is a very popular item in China. Above left: Panna cotta with blueberriesinside and on top!

Above: Ultimate blueberry muffins. Chef encouraged audience to use a lot of blueberry to provide identity.Too oftenbakers are timid as they do not want to have blue color in the batter. Well, this blue color is exactly what the consumerwants! Great job chef!



Above: Satisfied customers!

Health ResearchBy Leslie Wada

Did you know that the USDA conducts dietary surveys that provides information on what Americans eat? This datacan help nutritionists get a better description of the average American diet and how it changes over time. The Food Availability Data System (FADS) is compiled by the USDA, Economic Research Service (ERS). Thedatabase contains estimates of amounts of over 200 food and beverage commodities available for consumption. Thedata are used to measure U.S. food and beverage consumption trends and yearly changes in commodityconsumption. There are other dietary surveys conducted by USDA/AMS in collaboration with the U.S. Department of Human andHealth Services, National Center for Health Statistics that have collected data on dietary intakes, but the focus inthese surveys are on foods in general rather than on commodities. However, these government surveys provideadditional information on characterizing the consumers based on income, ethnicity, education, etc. In a recent report,ERS researchers converted foods reported in these dietary surveys to intakes of specific commodities in order toassociate consumer demographics with this FADS commodity database. The ERS researchers disaggregated 63 commodities for 15 demographic characteristics. Blueberries were groupedwithin the Berries group which contained: fresh and frozen blueberries, fresh cranberries and cranberry juice, freshand frozen raspberries, fresh and frozen strawberries and frozen blackberries. When we look at berry consumption data for the period from 1994 to 2008 we see some interesting trends.



The annual, per capita berry consumption in the U.S. increased from 1994 to 2008 despite the drop in totalfruit consumption during that same period. This increase was seen in both children and adults An increase was seen in both genders in children and adults but berry consumption was the highest inwomen. When intake among ethnic groups defined as Non Hispanic whites, Non Hispanic blacks, Hispanics and Otherwere compared, Non Hispanic whites had the highest consumption of berries. However, the ethnic groupconsidered as Other showed the greatest percentage increase in consumption over the time period 1994 to2008.Berry consumption was greater in high income consumers (>185% poverty line) compared to low incomeconsumers (



Refs: Lin, B, Buzby JC, Anekwe TB, Bentley JT. U.S. Food Commodity Consumption Broken Down by Demographics,1994-2008, ERR-206, U.S. Department of Agriculture, Economic Research Service, March 2016

Marketing News


When figuring out what to eat for breakfast, parents defer to theirchildren about 1/3 of the time, and about 1/8 of the time for lunch(NPD Group), making Generation Z a highly influential target forblueberries.This years Kaleidoscope School Marketing campaign worked to drivepurchase intent among schools and households, and received highmarks with 71% of those reached reporting that they will purchaseblueberries in the future. Thats over 106,500 people who are moreinclined to purchase blueberries as a result of this years program!So how did we influence so many kids, parents and decision makersin over 580 elementary schools? Key to our success was thedistribution of a series of custom, attention-grabbing materials:

Nutrition-focused newsletters for English- and Spanish-speaking parents;Booklets with blueberry-themed activities for students;

http://www.ridethebluewave.com/news/school-marketing-program-to-reach-150000-families-in-2016/



Colorful cafeteria posters with facts about blueberries; and,Fliers providing helpful (and persuasive) information to school nutrition managers.

The 2016 partnership with Kaleidoscope led to other successes, too:

72% of parents would like blueberries served in the cafeteria this year in comparison to 66% thatresulted from a similar program in 2015 (a 9% increase!)54% of parents said they either strongly agree or agree that they will recommend buying blueberriesto their families and friends93% said they would recommend the program to other schools

Whats next? We continue to find the right avenues for reaching and influencing these important consumerswho without a doubt will play a big role in driving consumption over the next several years.

Blueberries Take Over Boston at FNCE 2016 Boston might be the home of the best lobster youve ever tasted, but this October 15-18, blueberries aretaking over at the Food & Nutrition Conference and Expo (also known as FNCE). The Council has exhibitedat FNCE for years because it reaches a dynamic audience of Registered Dietitians (RDs), researchers,health professionals, nutritionists, and students who are interested in new health findings and nutritionalinformation of produce.Last year, the USHBC handed out 3,000 pieces of marketing materials, 1,600 recipe samples and hostedtwo contests that led to over 1,000 connections with new blueberry ambassadors in the health arena. Thisyear were putting our key takeaways to use and developing similar booth activities to gain the attention andinterest of even more attendees:

Fresh. Frozen. Dried. Theyll all be the stars of thisshow, as were sampling a different recipe and formfor each day of the conference. A 2015 crowdfavorite, Blueberry Farro Salad will be just one in themix of delicious dishes.An exclusive recipe contest for attending RDs, whowill be prompted to submit blueberry recipes thatthey love passing on to their clients, friends and

http://www.eatrightfnce.org/FNCE/http://www.blueberrycouncil.org/blueberry-recipe/freekeh-and-blueberry-salad/



colleagues. A lucky winner will be chosen at randomto receive a prize.For many, blueberries are synonymous withwellness, so its only fitting that the USHBC attendsas a Wellness & Prevention sponsor. USHBC-funded researcher Dr. Eric Rimm of Harvard will bepresenting to attendees on the health halo that surrounds our little blue fruit.

Check back in November for a full recap of FNCE 2016 and to see images of this years activities.

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In The NewsFarm Management

Farmers learn to predict profits more accurately (Farm Progress, 9/9)

Food SafetyFDA provides $21.8 million for FSMA produce safety rule implementation(Produce News, 9/12)Part 1: Protecting a diversified food chain This is Part 1 of a four-part series. Subsequent parts willpost on the next three Mondays. (Food Safety News, 9/12)

Plant ResearchThe secret life of plants (Western Producer, 9/8)

TechnologyFire Up Those Drones! FAA Part 107 is Live (Precision Ag, 8/29)The tech advantage of digital oversight Video (Good Fruit Grower, 9/1)VIDEO: Field robots: their time is near (The Western Producer, 9/8)

Weather / ClimateCalifornia: Weather Agencies Predict Drought Could Benefit from Hot Summer and No La Nia(AndNowUKnow, 9/8)Drought Rages On In Northeast (Growing Produce, 9/10)FDA provides $21.8 million for FSMA produce safety rule implementation(Produce News, 9/12)

LaborCalifornia: Historic Farmworker Overtime Law Approved (Growing Produce, 9/12)

http://farmfutures.com/story-farmers-learn-predict-profits-more-accurately-17-146549http://www.theproducenews.com/the-produce-news-today-s-headlines/19695-fda-provides-21-8-million-for-fsma-produce-safety-rule-implementationhttp://www.foodsafetynews.com/2016/09/part-1-protecting-a-diversified-food-chain/#.V9cjzJgrIdUhttp://www.producer.com/2016/09/the-secret-life-of-plants/http://www.precisionag.com/business/fire-up-those-drones-faa-part-107-is-in-effect/http://www.goodfruit.com/the-tech-advantage-of-digital-oversight/http://www.producer.com/2016/09/field-robots-their-time-is-near/http://www.andnowuknow.com/quick-dish/weather-agencies-predict-drought-could-benefit-hot-summer-and-no-la-nina/laura-hillen/50833#.V9c0K5grIdUhttp://www.growingproduce.com/vegetables/drought-rages-on-in-northeast/http://www.theproducenews.com/the-produce-news-today-s-headlines/19695-fda-provides-21-8-million-for-fsma-produce-safety-rule-implementationhttp://www.growingproduce.com/farm-management/labor/historic-farmworker-overtime-law-approved/



Conservation & LandCalifornia's Water Usage Spikes 15 Percent Following Relaxation of Mandatory Cuts (AndNowUKnow, 9/9)USDA announces $26 million investment to spur innovative conservation (Ag Professional, 9/12)FDA provides $21.8 million for FSMA produce safety rule implementation(Produce News, 9/12)Restored Wetlands Provide Critical Habitat for Migratory Birds, Many Other Species (USDA Blog,9/12)

Magazine/Website CompilationsThe Packer: blueberriesGrowing Produce: recent berry articlesAndnowyouknow.com: blueberriesFruitnet-Eurofruit: recent berry articlesFresh Fruit Portal: blueberries

The Bluespaper contains links to third party sites that are not maintained by the USHBC.Back to top

You can download the USHBCs web app to your cell phone's home screen for easy access to blueberrypromotion news!

Just go to: Ridethebluewave.com

The USHBC Bluespaper is compiled and reported by Tom Peerbolt and published by the U.S.Highbush Blueberry Council; 1847 Iron Point Road, Suite 100; Folsom, California 95630. Phone(916) 983-0111; Fax (916) 983-9022; Web Site: www.blueberry.org. or www.littlebluedynamos.com. The 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. The USHBC prohibitsdiscrimination in all its programs and activities on the basis of race, color, national origin, sex,religion, age, disability, political beliefs, sexual orientation, genetic information, parental status andmarital or family status. The USHBC fully complies with any and all applicable Federal, State, andlocal equal employment opportunity statutes, ordinances and regulations, including, but not limitedto Title VII of the Civil Rights Act of 1964; the Americans with Disabilities Act of 1990; the AgeDiscrimination in Employment Act of 1967; and the Equal Pay Act of 1963. Persons with disabilitieswho require alternative means for communication of program information (Braille, large print,audiotape, etc.) should contact the USHBC office at (916) 983-0111. To file a complaint ofdiscrimination, write to USDA, Director, Office of Civil Rights, 1400 Independence Avenue, SW,Washington D.C. 20250-9410 or call 800-795-3272 (voice) or 202-720-6382 (TDD)

Copyright 2016 US Highbush Blueberry Council, All rights reserved.

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