A grower referendum is scheduled for July 2011 to determine continuance of the U.S. Highbush Blueberry Council, Folsom, Calif., said executive director Mark Villata.

The council is a mandatory national resource and promotion program for the blueberry industry.

It does research and promotions, including the new print media campaign featuring a grilling theme, broadcast media tour focusing on lightening up summertime barbecue menus, and foodservice promotions with national restaurant chains.