FOLSOM, CALIF. - The US Highbush Blueberry Council launched the Blueberry Method campaign earlier in April to put the health benefits of blueberries at the top of consumer minds.
The campaign seeks to teach shoppers that blueberries are a good source of the antioxidant Vitamin C and a healthy snack for individuals and families in the midst of the coronavirus (COVID-19) outbreak.
The blueberry industry is using consumer shopping apps like Ibotta and Shopkick to run digital blueberry shopping incentives and serve ads to shoppers to drive impulse purchases. The industry is also doing a chef segment on “Good Morning America,” working with registered dieticians to promote the health benefits of the fruit, sharing snacking ideas with shoppable recipes, rolling out new video ads and supporting produce campaigns for Produce for Better Health and the Produce Marketing Association.
The council said the industry is also working hard to support the food supply and retail partners with timely deliveries, sufficient supply and marketing support. Additional information on the Blueberry Method can be found here.