Consumer demand for blueberries continues to increase.
One reason is the fruit is good for you and loaded with antioxidants “whether you’re 2 or 90,” said Dudley Calfee, blueberry crop consultant and president of the Florida Blueberry Growers Association, Brooksville, Fla.
“Research shows they are a true superfood,” he said. “The best way to promote them is to have someone sampling muffins or pancakes.”
Mark Villata, executive director with the U.S. Highbush Blueberry Council, Folsom, Calif., added that according to a recent Interactions Marketing report, 81% of shoppers have purchased an item on impulse after experiencing a product demo.
“Blueberries are eye-catching and versatile, making them an ideal product to feature in demos,” he said, with ideas ranging from smoothies to a savory blueberry jam and goat cheese served with smoked salmon flatbread.
Villata said one of the great things about blueberries is their convenience - they make for an easy, rinse-and-go everyday snack, and that benefit should be promoted.
“They also can add instant flavor and no-brainer nutrition to a variety of spring/summer dishes,” he said.
“We recommend stressing all of these benefits and capturing consumers’ interest by tying to lifestyle trends and timely events via cross-merchandising.”
For example, Villata recommended retailers present consumers with a one-stop area for suppliers paired with blueberries and other spring/summer activity staples such as snack-size plasticware, mason jars for making jam and chutney, popsicle molds for homemade fruit pops, and grilling and outdoor dining supplies to inspire cookouts.
CarrieAnn Arias, marketing manager for Dole Fresh Vegetables, Monterey, Calif., said not only is general demand high for all berries, but consumers are actually buying more mixed berries than they did last year.
For blueberry displays, a front-and-center island display right where consumers enter the store will maximize sales for Southeastern blueberries in April, May and June, said Kyla Oberman, director of marketing for Naturipe Farms LLC, Salinas, Calif.
“Memorial Day should be a great holiday to really push blueberries,” she added.
Eric Crawford, president of Fresh Results LLC, Sunrise, Fla., said as prices become more and more aggressive, a whole new demographic of consumers will have the opportunity to experience fresh blueberries, and the ones that are already consuming blueberries on a regular basis will want larger pack sizes.
“My suggestion is for a retailer to carry both a big pack size and a small pack size on their shelves,” he said.
Finally, Villata said retailers can increase blueberry exposure by expanding display space with rolling refrigerators.
“In recent years, Walmart, Sam’s Club, Ahold, Wegmans, Safeway and a number of other smaller retailers have added rolling refrigerated cases as secondary displays for berries, which has increased space allocation,” he said.
“The trend among those looking to capture additional sales has been toward adding refrigerated displays both inside the produce department and in other sections of the store to take advantage of cross-merchandising opportunities.”
