RIDING THE “BLUE WAVE” An Overview of the U.S. Highbush Blueberry Council and the Blueberry Industry
Blueberry Market Situation • Health Interest Continues to Drive Blueberry Demand • Blueberry Interest Encourages Increased Worldwide Blueberry Production • Industry Efforts Keep Demand Ahead of Supply
Blueberry Types HIGHBUSH BLUEBERRIES LOWBUSH BLUEBERRIES
World Highbush Blueberry Acreage Distribution in 2012 North America South America Europe Mediterranean Southern Africa Asia and Pacific World Acreage Has More than Doubled Since 2005 North and South America Account for 72% of World Acreage in 2012 Compared to 86% in 2005
Major U.S. Highbush Blueberry Production States Top Producers in 2012: Michigan Oregon Georgia Washington New Jersey California North Carolina Florida Mississippi
Blueberry Production in Canada and Mexico Highbush Blueberries are Produced in British Columbia and Southern Mexico Lowbush Blueberries are Produced in Eastern Canada and Maine
South American Blueberry Production Highbush Blueberries Produced in Chile and Argentina
The Blue Wave is Rapidly Approaching World Blueberry Acreage from 1995 to 2012 Increased from Just Over 50,000 Acres to Over 231,000 Acres
Predicted Growth in Worldwide Blueberry Production From 393 Million Pounds in 2005 to 1 Billion Pounds in 2013 and More Than 1.4 Billion Pounds by 2017
North American Highbush Blueberry Production Trends 1970 to 2012 700 Millions of Pounds 600 500 400 300 200 100 0 1970 1980 1990 2000 2010 2012 est. Production increased 8 fold from 1970 to 2010 (61 million lbs. to 489 million lbs.) The 2012 crop is currently estimated at 589 million pounds and projected to reach 805 million pounds by 2017.
Blueberry Interest Reflected in U.S. Per Capita Consumption Increases 40 35 30 25 Per Capita Fresh 20 Ounces Process 15 Total 10 5 0 2001/02 2006/07 2011/12 (est) Over past ten years total consumption has more than doubled from 16.8 ounces in 2001/2002 to 36.2 ounces in 2011/2012 Fresh consumption increased from 5.5 ounces to 20.0 ounces Process consumption increased from 11.3 ounces to 16.2 ounces
Projected Per Capita Consumption of Various Types of Fresh Fruit in 2010 (As Reported by USDA ERS- August 2012) 8 GRAPES 7 ST RAW BERRIES 6 PINEAPPLES PEACHES 5 PEARS 4 M ANGOS 3 PAPAYAS BLUEBERRIES 2 KIW I 1 RASPBERRIES 0 POUNDS PER PERSON Packer “2013 Fresh Trends Report” notes just 48% of survey respondents had purchased blueberries at least one time in 2012
Blueberry “Health Halo” Continues to Drive Blueberry Interest • Blueberries and Health are Key Consumption and Interest Drivers • Health Research and Human Clinical Trials
Ongoing Research Projects with Top Universities and Research Centers Harvard USDA HNRCA- Boston Loyola University-Chicago Agri-Food Canada National Institutes of Health Johns Hopkins University Oklahoma State University Appalachian State University Pennington Research Center University of Cincinnati University of Louisville University of California- Davis City of Hope
Current Areas of Focus in USHBC Health Research- Brain Health, Metabolic Syndrome, Cancer Cognitive Function Anti- Obesity inflammation Insulin Cardiovascular Function Sensitivity Brain Gout Injury Cancer
Domestic Promotions • Leveraging Blueberry Health Awareness at Retail and Foodservice • Little Blue Dynamo Lifestyle Campaign
Relating the Messages Teaming with Alison Sweeney Host of “The Biggest Loser” NBC-TV
Consumer Promotion - Newspapers
Magazines
Consumer Recipe Leaflets
National and Regional Television Coverage
Consumer Promotion – Website and Banner Ads
Consumer Promotion Via Social Media: YouTube
Twitter: @Blueberry411
Facebook: Blueberries
Foodservice Promotion
Blueberry Coverage in Foodservice Publications
Foodservice Promotion- Grade Schools and Colleges
Blueberries Are Available All Year Long Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec U.S. REGION South Midwest Northeast West CANADA SOUTH AMERICA
Blueberries: Supply/Price Blueberries - 52 Weeks 25,000,000 $9.00 Jun Jul-Aug-Sept Oct-Nov-Dec Jan-Feb-Mar Apr-May $8.00 20,000,000 $7.00 Weekly Pounds Volume $6.00 Price per Pound 15,000,000 $5.00 $4.00 10,000,000 $3.00 $2.00 5,000,000 $1.00 0 $0.00 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 2 4 6 8 10 12 14 16 18 20 USDA Weight USDA Avg Price
FROZEN HIGHBUSH BLUEBERRY PRICING 2010 to 2012 Process Price Cents Per Pound 250 200 150 100 Process Price 50 0 Jan-10 MAR MAY JUL SEP NOV Jan-11 MAR MAY JUL SEP NOV Jan-12 MAR MAY JUL SEP NOV
Forms of Processed Blueberries Frozen Dried (30-lb carton) Frozen Juice Puree (poly bag)
U.S. HIGHBUSH BLUEBERRY COUNCIL 80 IRON POINT CIRCLE, SUITE 114 FOLSOM, CALIFORNIA 95630 Phone (916) 983-0111
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