Category Analysis: Blueberries
The blueberries category is experiencing a remarkable surge in popularity. Organizations are dedicated to connecting growers and retailers who share a vested interest in the success of blueberry crops. Meanwhile, growers are devising innovative and enticing ways to encourage consumers to incorporate blueberries into their daily diets.
“The blueberries category is at a pivotal moment—one defined by both real pressure and meaningful opportunity,” said Kasey Cronquist, President of the North American Blueberry Council. “On one hand, supply is expanding rapidly across North America and globally. At the same time, growers are navigating rising input costs, labor constraints and increasingly complex production decisions. Those dynamics are creating margin pressure and uncertainty at the farm level. On the other hand, the foundation for growth has never been stronger. Decades of industry investment in health research, promotion and advertising mean U.S. consumers don’t just recognize blueberries as a ‘superfruit’ they expect them to be available year-round. That’s a significant shift, and it creates a powerful platform to continue building demand and growth. Overall, blueberries are in the enviable position of still being in an early stage of a long-term growth curve. That’s why, at USHBC, we’re making the necessary investments to grow the pie—so we can make it bigger for everyone, not just fight over the size of each slice.”
This year, the Council is focused on three priorities, all anchored in one objective: accelerating demand to keep pace with a growing supply. “At the core is demand growth,” Cronquist said. “Our mandate is to give consumers more reasons to buy blueberries more often. That means evolving our marketing from awareness to action—recognizing that health is where blueberries begin, not where they end, and driving repeat purchase through taste, versatility and everyday use. We’re also focused on strengthening industry alignment through better data. Investments in tools like BerrySmart Insights are helping create a more complete, shared understanding of the category—so the industry can make more informed decisions. And ultimately, this work has to deliver results. Every dollar invested in USHBC matters. Historically, our programs have returned nearly $19 to the category for every $1 invested, and we’re focused on building on that performance. But beyond ROI, this is about confidence—confidence that the category is growing, that there’s a strategy to match the scale of supply and that we’re building a stronger, more resilient industry for the future.”
Blueberry growers are shifting and adapting their priorities to ensure a robust crop of blueberries. “We’ve remained focused on what has always been at the core of Naturipe Farms: consistently delivering high-quality berries to our customers,” said President Jim Roberts. “What continues to evolve is how closely we have to work with and respond to Mother Nature. Every season brings its own set of variables, so while our standards and commitment stay the same, our day-to-day focus is always on adapting to growing conditions to ensure we can deliver the best possible fruit.”
“We started the year focused on evaluating and refining our Small Batch Harvest program, specifically reviewing last season’s varieties to determine which to scale and which to move on from,” said Annie Pape, Sales and Marketing for supplier Frank Donio. “We also prioritized the launch of our Straight Up Berries blueberry juice, which successfully went to market this spring. Following strong early feedback we’re now focusing on cross-merchandising this summer when our Jersey Fresh blueberries are in season. On the farm, our focus right now is just keeping a really close eye on the blueberry crop. We had some cold weather last week during the blossom pollination stage, so there’s a chance of some minor impact in certain areas. We’re continuing to monitor as we get closer to the season.”
For Naturipe Farms, one of the most exciting opportunities right now is its continued investment in breeding and new varietal development.
“We’re focused on genetics that truly move the category forward and deliver berries that consistently win in flavor, texture, and consumer experience,” Roberts said. “Sweet Selections Blueberries and Blackberries are a great example of that in action. They’re exceptional berries, and we’re seeing strong consumer response that tells us people will seek them out again and again at the store. The blueberry season that’s in full swing in Georgia right now and as Michigan gets moving is also exciting. This is a strong window for premium quality and a clear opportunity to build real momentum at retail.”
One of the most exciting opportunities for Frank Donio is the launch and growth of its Straight Up Berries blueberry juice. “It represents a completely new extension of our blueberry program,” Pape said. “There is a limited presence of true 100 percent blueberry juice in the market so that gave us a chance to introduce something genuinely different and fill a gap in the category. What sets our product apart is a proprietary cold processing method that avoids traditional heat pasteurization and helps preserve the delicate compounds blueberries are known for.”
