Blueberry council promotes renewed focus on heart health
The Folsom, Calif.-based U.S. Highbush Blueberry Council is encouraging consumers to make heart-smart choices — like grabbing a boost of blue — in February for American Heart Month.
A growing body of scientific evidence shows that blueberries can be part of eating patterns to improve heart health, especially as part of an overall healthy lifestyle, according to a news release.
Blueberries are Heart-Check certified through the American Heart Association Heart-Check Food Certification Program, the release said. Each serving (a handful or cup) is a good source of fiber, which helps support heart health and digestive health, according to the release. Whether fresh or frozen, blueberries provide a variety of vitamins and minerals, such as vitamin K and manganese.
To promote more heart-healthy boosts of blue, the U.S. Highbush Blueberry Council is sharing blueberry recipes, nutrition information, research and more throughout the month, the release said. Health professionals in the council’s “Blue Crew” will also contribute original recipes, blog posts and social media content as part of the campaign.
“Heart health is a serious topic, but we make it fun for consumers to form healthy habits — like taking a quiz to find heart-healthy blueberry recipes. A boost of blue makes every meal more nutritious and delicious,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council, said in the release. “We’re always excited to partner with trusted health professionals and share simple, tasty ways to enjoy blueberries, supporting healthy hearts and happy taste buds.”
The February promotion is the council’s first “power period” of 2023, which is part of Grab a Boost of Blue, a strategic positioning and call to action backed by new tools and consumer research for retailers, the release said.
The Heart Health Month toolkit, available now, features plug-and-play social posts and digital ads, tip sheets, recipe cards and other resources. The toolkit will be promoted in the U.S. Highbush Blueberry Council’s health professional and consumer e-newsletters, along with a new consumer landing page. The Blueberries and Heart Health page provides blueberry health information and engages fans with an interactive quiz to find Heart-Check-certified recipes tailored to their preferences.
The council also is engaging consumers through American Heart Month activations with 10 key blueberry retailers. In addition to vibrant blueberry displays, activations include a variety of consumer communications and resources unique to each retailer, such as feature ads, in-store audio ads and announcements, email blasts, social media activations, broadcast segments with local media, and more, the release said.
Several partnerships also will help amplify blueberry and heart health messaging — in February and beyond. During American Heart Month, the U.S. Highbush Blueberry Council will send an e-blast to WebMD’s 80,000 heart-health-focused consumers, driving to them to the landing page and quiz, as well as a research-focused e-blast to SmartBrief’s eatrightPRO audience of registered dietitians and nutrition professionals, the release said.
The Produce for Better Health website also will have a blueberry display ad and featured blueberry recipe. Later in the year, the blueberry council will participate in the American Heart Association’s 2023 Heart Challenge/Wall Street Run & Heart Walk in New York as a sponsor.