Contests, promotions aim to move summer berries - The Packer

Contests, promotions aim to move summer berries

07/20/2012 11:42:00 AM
Tom Burfield

The association offers a wealth of recipes and berry information on its website,

The U.S. Highbush Blueberry Council, Folsom, Calif., has its work cut out for it if it wants to move the 735 million pounds of blueberries expected to be in production in North America by 2015, said Mark Villata, executive director.

The council, which traditionally targeted its marketing efforts toward women 45 and older, will expand its efforts with its Little Blue Dynamo campaign aimed at women 25-30, which includes soccer moms and young professional women.

The council has scheduled print advertising this summer in Cooking Light magazine and Food Network Magazine and has scheduled online activities, including a tie-in with TV personality Rachael Ray and her website, which will direct visitors to the council’s website.

Wish Farms, Plant City, Fla., has variable-printed quick-response codes on its packaging that can provide consumers with detailed information on a mobile website about the berries they purchased.

“It connects directly to the picker in the field and the farm location,” said Gary Wishnatzki, president and chief executive officer.

“You can actually see a video of the grower whose farm the berries came from.”

The site also provides information and recipes and offers consumers a chance to leave feedback on a site that is specific to the farm location.

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