The US Highbush Blueberry Council has secured its future after producers and importers voted in favour of continuing the marketing and promotional body
The US Department of Agriculture’s (USDA) Agricultural Marketing Service (AMS) has announced that a majority of eligible blueberry producers and importers voted in favour of continuing the work of the US Highbush Blueberry Council (USHBC).
“When the industry comes together, we make bigger opportunities possible for everyone to build the business, life and legacy they want and I’m thrilled the work of USHBC will continue,” said Ellie Norris, an Oregon blueberry grower and chair of the USHBC.
“No other organisation can do for the industry what USHBC can do, especially when it comes to driving category growth.”
The USDA requires USHBC to hold a referendum every five years, and Norris said she and the rest of the board worked closely with staff to ensure eligible voters were well-informed about the past, current and planned efforts and progress made by the industry-led body.
“We have momentum on our side. Thanks to decades of USHBC marketing informed by health research, US consumers know blueberries are good for them and now they want and expect them year-round,” said Norris.
“That said, I recognise not everyone voted ‘yes,’ and I hope those who have different perspectives or new ideas will become more involved in USHBC moving forward.
”Diverse perspectives are welcome and can make us stronger,” she pointed out.
According to AMS, 58 per cent of producers and importers representing 84 per cent of the volume of blueberries grown, were in favour of continuing the programme.
“I’m excited about what’s next because the work of USHBC has never been more important than it is today,” said Brittany Lee, a Florida grower and USHBC vice-chair.
“The marketplace is certainly filled with pressures, including growing supply, but it’s also filled with promise and there is plenty of room to create more demand.”
