The U.S. Highbush Blueberry Council (USHBC) is shifting its marketing efforts toward a more strategy-driven approach in 2025, according to a report from the council’s Director of Global Business Development.

Haiying Zhang speaking at the Oregon Blueberry Conference in Salem.

Speaking at the Oregon Blueberry Conference in Salem in February, Haiying Zhang, who started with the USHBC last June, said the new approach is focusing on three areas: Firstly, the approach involves driving up demand. “We are going to really emphasize those promotional efforts that help us to drive up demand,” Zhang said.

“Secondly, we are developing a global marketing campaign strategy, so no matter what markets we’re in, we are seeing consistent messages about USA blueberries. No matter where consumers are getting our messages, what media platforms they are using to get our messages, the messages are consistent. So, we are building that consistency,” she said.

Thirdly, Zhang said the marketing effort will play to the nuances of different markets. “At the same time (as creating consistency in messaging), we do want to make sure that we execute our strategy with localized execution,” she said.

As for executing its strategy, the USHBC has set aside a budget to design and fund a series of promotional activities, she said. “First, our goal is to get more customers to know about USA blueberries, generate buzz, generate awareness. Secondly, we’re here to help these customers really get interested, to emotionally connect with your product,” Zhang said.

“If we do those things, this will definitely help us to increase our target customer base and to bring new customers to your product and get existing customers to purchase more of your product,” Zhang said. “That will lead to higher demand and higher sales.”

Zhang noted that the approach may not result in an immediate increase in sales, but the idea is to build a sustainable customer base over time. “We call these kinds of marketing efforts transformational,” she said. “Transformational activities take time. But it is a must when it comes to building a sustainable customer base.”

Zhang, who comes to the blueberry industry from the pistachio industry, where she helped dramatically increase export sales in recent years, said that the potential for growth of blueberry sales in the global export market space is substantial.

“I think there are tremendous amounts of opportunities here and especially in the export space,” she said.

She added that the industry has seen steady increases over the past several years and she expects that to continue and hopefully to accelerate in the years ahead.

In looking back at last year, Zhang noted that the USHBC participated in several high-profile food expositions, including the Asia Fruit Logistica in Hong Kong, an event it plans to participate in again in 2025. “We have a large booth, and I welcome all of you to join us and let us connect you with importers in our priority markets,” she said.

The USHBC marketing program also conducted promotional events in retail stores in Asia in 2024, put on educational seminars in key markets and conducted other activities to promote sales of U.S. blueberries in foreign markets, she said. The organization plans to conduct those activities again in 2025, she said.

One avenue for producers to connect with export markets, Zhang said, is the USHBC’s export database, a centralized information source that can help growers reach customers in twenty-seven world markets. The site also includes links to information on what it takes to enter the different markets, including import certificate requirements, information on tariffs, consumer preferences and other information.

USHBC also hosts a supplier database on its website, which is a list of blueberry suppliers that is shared with importers of U.S. blueberries.

“When we conduct training seminars, educational seminars, when we go to various trade shows, we bring this with us and we share this,” she said.