 Wild Blueberries
How do you turn a commodity fruit ingredient into one of the most sought-after health icons? A brand strong enough to grow demand at premium prices? For more than 15 years, we have been helping our client, the Wild Blueberry Association, do just that.
The Wild Advantage
We started by building a brand identity for Wild Blueberries that evoked their unique origin and distinctive characteristics. Communicating a set of “Wild Advantages” that differentiated Wild from cultivated blueberries helped motivate the trade to prefer this premium ingredient for their products.
Nature’s Antioxidant SuperFruit
The first news about Wild Blueberries and health broke in 1997 when USDA studies showed them to be #1 in antioxidant content. From that moment, we capitalized on the growing interest in nutraceuticals to launch a health-based marketing strategy that would propel Wild Blueberries to health hero status.
The Power of Blue
Scientists continue to discover more ways in which Wild Blueberries and their high antioxidant content can be beneficial, from fighting cancer and heart disease to promoting healthy aging. Connecting the “blue” in Wild Blueberries with growing awareness around the health benefits of colorful fruits and vegetables has been a powerful part of our marketing strategy. Through trade and consumer advertising, public relations and our Wild Blueberries website, we are keeping the Wild Blueberry health story hot and continuing to build demand for this super star fruit.
Record Demand for the Must-Have SuperFruit
Consumers now prize Wild Blueberries as a must-have, anti-aging superfood. In fact, 79% of the US population now views blueberries as the #1 leading antioxidant food. While the supply of Wild Blueberries increased by 60% from 1998 – 2008, prices increased 150%, and demand has remained at record levels. Ongoing research and continued media attention has grown Wild Blueberries business here and abroad…with no end in sight.
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