Two recent campaigns by the Folsom, Calif.-based organization promoted increased awareness of the health and lifestyle benefits of blueberries among children, parents and school foodservice departments.
Results included a 14% increase in weekly blueberry purchase intent and the conversion of approximately 12,000 households from non-purchasers to purchasers, according to a news release.
The council worked with a marketing organization to promote blueberries to 100,000 families through interactive educational materials including blueberry-themed student activity booklets, posters and parent newsletters at 351 U.S. elementary schools.
In a blueberry boot camp, the organization worked with 16 school foodservice personnel through the Culinary Institute of America to show how adding berries to menus can produce benefits, according to the release.
The foodservice personnel serve more than 845,000 meals daily at 1,300 of the larger U.S. schools.
“By teaching kids that blueberries are tasty, fun and healthy, we encourage them to request blueberries on their family’s grocery list, send more consumers into stores and drive healthier habits for every member of the family,” Mark Villata, the council’s executive director, said in the release. “By charging schools to take advantage of programs that provide blueberries and include them on menus, we help ensure healthier food choices are available in the cafeteria as well as around the family dining table.”