Kevin Hamilton, VP of Global Marketing and Communications at USHBC: “We want to embed blueberries in everyday life”

It’s a good time to be in the blueberry business. The industry currently has a $9.1 billion impact on the U.S. economy, with prices increasing 9 percent compared to 2024 alone, and more than half of American shoppers adding the fruit to their carts in the past year. 

The boom has been accompanied by what Kevin Hamilton, VP of Global Marketing and Communications at the U.S. Highbush Blueberry Council (USHBC), calls “unprecedented production.” This has resulted in variety, the emergence of important actors, and a big marketing challenge. 

“There’s no debate about the fact that we all have to band together in order to drive a new demand paradigm to match the new supply,” he said during his presentation at the 15º annual International Aneberries Congress in Guadalajara, Mexico. 

In the U.S., the USHBC has undertaken the task of changing the way consumers think about blueberries in their daily lives. That, Hamilton said, will be crucial to expand to a market size capable of absorbing the increasing volume of blueberries hitting grocery store shelves year-round.

More than just healthy 

Blueberries are renowned for their health benefits and high antioxidant content. But that, Hamilton said, is only part of this blue gold’s value proposition to the American consumer: “The problem is that we’re a food, so we need to be known for more than just health—particularly in the U.S.”  

It’s all about shifting that “should eat” mindset to a “want to eat” one. Highlighting flavor and a high level of convenience rarely found in other fruit offerings (no stems, seeds, or need to peel), the USHBC is looking to “embed blueberries into everyday life.” 

Another marketing hurdle the industry faces is the idea of blueberries as a topping, an ingredient, or an add-on. Hamilton said the industry won’t be able to push through the current market volume if people sprinkle two or three berries on their yoghurt—they need to eat them by the handful.  

Whether the industry organization will be able to change the hearts and minds of consumers, both in the U.S. and globally, remains to be seen. Meanwhile, the blueberry industry continues to expand, with relatively new and powerful actors such as Peru overcoming their growing pains and establishing themselves as a true blueberry powerhouse worldwide. 

Reporting for FreshFruitPortal.com by Macarena Bravo, from Guadalajara, Mexico. 

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