Apr 7, 2009

Blueberry Council Seeks Assessment Increase

In response to what it called an unprecedented increase in blueberry production, the U.S. Highbush Blueberry Council (USHBC) board voted to recommend a doubling in the assessment growers pay for promotion. Growers currently pay 0.6 cents a pound ($12 a ton) and would pay 1.2 cents a pound if USDA approves the request.

The USHBC is proposing a new market promotion initiative, “BLUEprint 2015 – Building Demand to Meet Future Supply.”

In the last three years, North American acreage of highbush blueberries grew 33 percent, from 71,000 acres in 2005 to more than 95,000 in 2007, said Mark Villata, executive director of the council. A record 407 million pounds were produced in 2008, more than twice the level of 10 years earlier. As new acres mature and world production grows, blueberry supply is expected to exceed 1 billion pounds by 2015, he said.

“In spite of a sagging economy, the future looks bright for our industry,” Villata said. “Consumers love blueberries and are aware of their health benefits, which has helped increase per capita consumption. But now, with rapidly increasing supply, we will have to make a concerted market promotion effort to double consumption by 2015.”

The proposed change will be published in the Federal Register with a 60-day comment period. The USDA makes the decision to approve the increase or not. While growers voted to create the council to fund promotion and research, the assessment rate can be set by USDA.

Assuming the increase is approved, the assessment would be applied to the 2010 crop, and promotion and advertising programs would start in 2011. The new rate would generate about $4 million, Villata said.

Programs will target consumers, foodservice, food manufacturers and export markets. Paid advertising will be part of the plan. There will also be increased support for blueberry health and nutrition research and for expanded grower educational efforts in food safety and good management practices to strengthen consumer confidence.

For more information, visit www.blueberry.org, e-mail [email protected] or call 916-983-0111.