Supermarket Perimeter - March 2019 - 43

Savory applications
De Bruin of the USHBC says that while the most popular uses for fresh
blueberries continue to be alone as a snack, on yogurt, in cereal, in
salads and on pancakes, there was a 29% increase in consumers using
fresh blueberries in savory applications between 2013 and 2017.
Examples of non-traditional savory dishes include USHBC recipes
for a "blueberry quinoa power bowl," blueberry balsamic dressing, and
crispy chicken thighs with blueberry sauce, she adds.
Organic blueberries also are on the uptick. De Bruin says the USHBC
has seen increased consumer interest in organic blueberries, and growers are meeting that demand with increased plantings.
"According to Nielsen data, organic blueberries are gaining in popularity," she says. "In 2017, their market share was 6.1% (in volume). In
2018, that volume share number jumped to 8.5%."
Jason Fung, director of category development for The Oppenheimer
Group, Vancouver, British Columbia, says the company is expanding
its organic blueberry offerings from both California and the Pacific
Northwest during the springtime.
"The growth of the snacking category in general has certainly
supported the North American consumption of blueberries, as well,"
he adds.
Brian Vertrees, director of business development - West region for
Naturipe Farms LLC, Salinas, California, says the company offers both
conventional and organic blueberries in various sizes ranging from a
6-ounce clamshell to a pint to a 2-pound clamshell.
"We see an increasing demand for organic blueberries and have increased acreage to meet this demand," he says. "In addition to organics,
there is a trend for sustainable packaging. For blueberries specifically,
we offer our Earth Cycle pulp-fiber pint that is completely compostable,
which virtually eliminates plastic and resonates well with organic
shoppers."

Year-round availability
Fresh blueberries from South America have allowed U.S. growers and
suppliers to extend the growing season so consumers can enjoy blueberries year-round, says De Bruin of the USHBC.
The domestic and Canadian blueberry seasons run from April to
late September; blueberry imports from South America are available
October through March.
As for the 2019 season, Cindy Jewell, vice president of marketing for
California Giant Berry Farms, Watsonsville, California, says pricing has
been stable so far.
"Weather is always a factor with pricing," she says. "We just need
stable weather patterns in all regions to help the constant transition
between districts."
With transitions occurring every couple of months from one region
to another, Jewell says weather can adversely affect availability if one
berry region transitions out and another starts late, creating gaps in
shipments.

BOOST YOUR BLUEBERRY DISPLAYS
PROMOTE WITH OTHER
BERRIES, AND OFFER
COMBINED PRICING

"This offers one price for
multiple berry types as a
mix-and-match option for
shoppers," says Cindy Jewell,
vice president of marketing for
California Giant Berry Farms.
"So, whether they are buying
blueberries or blackberries,
they would be offered at the
same price, or it could be a
buy one-get one offer, again
capturing additional sales."

DISPLAY AT THE FRONT OF
THE PRODUCE DEPARTMENT,
AT EYE LEVEL, AND
STRESS HEALTH

"Customers always search for
blueberries because of health
benefits. Displays should
indicate all the benefits to our
health," says Franco Maggiore
of Thomas Fruits et Legumes,
Montreal, Quebec.

USE ROLLING CASES

In recent years, Walmart,
Sam's Club, Ahold, Wegmans,
Safeway and several other
smaller retailers have added
rolling refrigerated cases as
secondary displays for berries,
which has increased space allocation, says Victoria De Bruin,
marketing manager of the
Folsom, California-based U.S.
Highbush Blueberry Council.

www.supermarketperimeter.com

USE BIG, BOLD DISPLAYS
WITH A SINGULAR LOOK

In addition, says Jason Fung,
director of category development for The Oppenheimer
Group, Vancouver, British
Columbia, managers should
avoid messy looking displays
with multiple packages and
label facings - what Fung calls
"label pollution."

MARCH 2019 - 43

http://www.supermarketperimeter.com

Supermarket Perimeter - March 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - March 2019