USHBC publishes a small but powerful ad in
medical publications.
Would you believe
something so small, so delicious, could be so good for you?
USHBC placed an advertisement in the August 2002 issue of popular
Bon Appetit magzine. The ad encouraged consumers to learn
more about hte health and nutrition virtues of blueberries.
T
Hotline:
Toll Free hotline number continues to receive calls from bakers
and industrial users. We work on behalf of the entire
blueberry industry to help promote product development, solve
problems and create new demand!
Web
Site: The USHBC web site is up and running
and getting better each day. More than 10,000 visitors
are accessing the site each day!
Publicity: More than $100,000 in equivalent advertising space generated
in trade magazines read by food processors.
Intl.
Ads. USHBC
is promoting the use of blueberries in food products in the
international food industry. (view ads) Targeted Publications
include: Pan Americano (Mexico, Central and South America;
Bread and Cake, Scandinavia; International Food Ingredients,
Europe; and Food and Wine, Singapore and two Chinese publications.
USHBC placed an ad and article in Food Marketing & Technology,
a major European Food Technology publication! (view)
Trade
Shows: USHBC promoted
highbush blueberries at trade shows in North America which are
attended by decision makers in the food industry:
Mexico
Trade Shows. In 2002, USHBC introduced introduced highbush blueberries
to the Mexican baking industry at a successful show called EXPOPAN!
. The results were muy bueno!!! The Mexican
public has heard about this wonderful fruit for years and now
have the opportunity to try in bakery items. In 2003, USHBC
contines efforts exhibiting at the Alimentaria
Food Show in Mexico City June 3-6.
Alimentartia Mexico
City Booth - Heavy traffic demonstrated high interest
in blueberries by the Mexican trade.
American Assn. of Cereal Chemists (AACC) in Montréal, Québec Canada, October 2002.
Chicago
Institute of Food Technologists (IFT) Regional Show, November
7, 2002. 12:00-6:00 pm.
Philadelphia/NJ
Institue of Food Technologists (IFT) Regional Show, Nov.
13, 2002, South Jersey Expo Center Pennsauken, NJ, 4-7 pm.
School Foodservice-
USHBC is promoting blueberries to the schools and especially to
companies that process food products sold to schools.
US
Military Activity
- USHBC is promoting the use of blueberries and blueberry
products in rations (MRE) and Feeding systems (Unitized Government
Rations) UGRS.
The USHBC now administers export marketing
activities. Beginning September 1, 2002 the Council
will conduct activities in Taiwan, Japan, Korea and the People's
Republic of China.
Market Analysis:
In past six years Japan has become largest blueberry export market.
Population associates blueberries with eye health and general
goodness. Active market for fresh and processed blueberries.
Strategy:
Keep stimulating the Japanese interest in blueberries!
Activities:
Web site in Japanese language.
(visit) Links Japanese consumers and food professionals
with the very latest information on highbush blueberries.
Emphasis on health and nutrition and new products. The
site includes an exciting flash animation that gives accessors
an instant tour of the blueberry industry!
Advertorials
in key trade magazines. Articles in trade magazines
read by food professionals on the latest health benefits of blueberries.
These include fresh produce magazines, food trade and food processing
magazines.
Health Magazines!
Ad encourages the Japanese consumer to eat blueberries
today to ensure a healthy long life!
Fresh Produce Industry Magazines:
We are publishing the advertorial approach in the main magazines
read by produce professionals. The emphasis is to get
the buyers to appreciate the goodness of blueberries as well
as the health benefits! (Click the thumbnails to view
the ads)
USHBC is making a splash in the food trade.
As a result of one on one press meetings held in May, we are
receiving coverage on the positive benefits of blueberries! Take
a look at the Prepared Foods-Mintel Reports site online archive
which has a story entitled, "Baseball
and Blueberries."
Web Site- USHBC has developed and maintains a Taiwan
language web site!
http://www.blueberry.org/taiwan The site
is continually updated including news, new Taiwanese products
and health news. We also inform the consumers of new
health information and where they can buy fresh blueberries and
blueberry products.
Trade
Servicing - USHBC
contracts with a skilled marketing professional in Taiwan to help
develop the market for Fresh Blueberries. This includes regular
meetings with companies, attendance at trade functions and promotional
activities.
Highlights
Healh Article in Evergreen
Magazine. Authored by a Taiwanese health influential, Dr.
Liu, this two page article outlines the important health benefits of
blueberries. This is the most popular magazine in all of Taiwan
read by health conscious women. (our target audience)
Trade Ads(In progress) USHBC is emphasizing the health and nutrition
virtues of blueberries in the major Taiwanese Women's publications.
Take a look at our innovative ads which are causing quite a stir in
this island nation! See the whole series. (view) Here is
our media schedule for 2003 to support fresh blueberry sales!
(03 schedule)
Advertorials in Top Women's Magazine
-
USHBC published a combination
ad and editorial in the May 2003 issue of Evergreen Women, a top
women's magazine. The article covers the different health
benefits of blueberries. This is of extreme importance to
Taiwanese at this moment during the current health crisis.
Advertorials:
USHBC is publishing articles on the health virtues of blueberries
in major women's magazines. Click the thumbnail on right
to view design. >>>
Results!
Fresh Blueberry Imports - 2002 lbs
Due to USHBC/NABC promotions, Taiwan has
begun steady imports of fresh blueberries! (Around 50,000 lbs
in the last year) USHBC actively works with store chains and importers
to arrange promotions during the peak blueberry periods. 2003
also looks to be another good year!
Market Analysis:
South Korea was one of the first countries in the world to catch
the blueberry heath craze back in the early 80s. Unfortunately
due to the difficulties in the Korean economy, the trend was
short-lived and did not amount to significant commercial activity.
But, the consumer interest in blueberries continues! Our
mission is to re-introduce blueberries, survey the market and
hopefully rekindle interest and commercial activity for the
blueberry industry in the fresh produce and food processing
area.
(Above:
CJ Foods Korea, Blueberry Dessert)
1st Korean Blueberry Festival!
Congratulations to the Korean Blueberry
Association on their first successful Blueberry Festival. Check out
the national television coverage!
Part 1. Korean Blueberry Festival
Part 2. Korean Blueberry Festival
Part 3. Korean Blueberry Festival
Happy Happy Happy Video!
Korea has gone
blueberry happy! Check out this series of videos aired on National
Television and get happy, happy happy!
Food & Hotel Korea Trade Show, March
18-20, 2003 in Seoul. (show
details) USHBC exhibited at the first trade only food
fair in Seoul Korea in the USA Pavillion. We met with
some of the leading companies in Korea, many showing keen interest
in blueberries. (Right: booth traffic)
Market Analysis:Hong Kong, despite its small size is of tremendous importance
to the blueberry industry. The region is a trendsetter in
style, music, and taste for all of greater China. The port of
Hong Kong is a major transshipment port for gods entering the mainland
China. The border with China is getting more and more blurred
everyday as Hong Kong Companies invest heavily throughout China.
Hong Kong is the blueberry industry's first step into China and we will
use every opportunity to work this market for fresh blueberries, make
inroads into the regional food industry and take some exploratory steps
into Guangdong province in conjunction with our Hong Kong activities.
Strategy:Promote the health virtues of blueberries to the public,
work the hotel trade and introduce products to the regional food industry.
Activities:
Web Support
HOFEX Trade Show. Postponed until Spring 04 in Hong
Kong. (show details)
Market Analysis:Emerging upper and middle class populations in large
cities of East China are demanding imported high quality fruits.
Photo: Hyperstore, Shenyang, North China.
Strategy:Initial market entry and recon through visit and trade meetings.
Activities:
Although we are not implementing activities
this year for China, we are taking our first steps into the China market
with participation at the HOFEX trade Show in Hong Kong Spring, 2004.
(show details)
In 2002, two trade
ads were placed and have been published in the July
and September
2003 issues of China's Global Food Industry. In addition
an article, "Functional
Properties of Highbush Blueberry," was written and published
in the July 2003 issue.
USHBC conducts research
to ensure a bright future for the blueberry industry. The
scope of funded projects includes highbush blueberry research
on the following:
.gif)
