Supermarket Perimeter - November 2020 - 47

HEALTH MESSAGING
86% of dietitians always recommend
blueberries as a way to add more fruit
into a diet. Blueberries are one of the
top three fruits recommended by
dietitians. 96% of blueberry coverage
features health messaging.

ǍΖ
ȕ

As part of that effort, the Grab a Boost of Blue brand mark was
revealed at the show.
A new consumer call to action, Grab a Boost of Blue is consistent
with the organizational branding and motivating to consumers. It will
be used in advertising, at point of sale, in social media channels and
even on packaging to remind the consumer of what they get from a
handful of blueberries.
In consumer tests, 96% of those polled like the new slogan's design
and call to action and identified it as relevant to them.
And in pre- and post-purchase intent measures, exposure to the logo
and message increased consumers' purchase intent for both fresh and
frozen blueberries.
"The organizations are now more consistently branded in a fashion
that will better enable the organization to stand out and communicate
its role as a global leader in nutrition science and marketing that
has helped double the size of the industry over the past ten years,"
Cronquist said.
In 2020, organics gained a huge chunk of total blueberry category
sales for club store giant Costco, said Todd Eagan, the retailer's berries
buyer, who spoke at the show.
Organics now make up more than 40% of Costco's blueberry dollar
sales, Eagan said. The retailer has been able to deliver year-round
organic blueberry coverage since 2018.
"Geographic diversity has helped us expand the category and give
the customer year-round supplies," he said.
Eagan stressed the importance of working closely with suppliers and
others in the industry to ensure that a steady supply of high-quality fruit
keeps coming.
"The need for partnerships is more crucial than ever before. Without
those partnerships it can become transactional way too quick."

86%

Source: USHBC

THE BENEFITS
A 6 -month blueberry trial
found users who ate more
blueberries had increased
bioactive metabolites and
more reactionary blood
vessels (translates to a 13%
lower risk of heart attacks).

Approximately 2-4 servings
a week decreases risk of
hypertension (10%), diabetes
(23%), stroke (5%), heart
disease (34%).
Source: Eric Rimm, Harvard T.H.
Chan School of Public Health

78% of consumers
go to the grocery
store looking for
heart healthy food
Source: American Heart Association

Getting the tech edge
Four other speakers at the show addressed the rise of data-driven
decision-making in the blueberry industry.
Catherine Cowan and Jessica Mahan of consultancy 84.51° discussed
artificial intelligence, machine learning and predictive analytics that are
being used to understand and create predictive solutions for Kroger and
other retailers.
Those technologies allow users to understand household count,
household penetration and even the per trip visit basis across
geographies and much more.
Suppliers are also having data-driven conversations and trying to
better understand consumer sentiment and if there's a need to make it
better, they told attendees.

supermarketperimeter.com

4 PILL ARS
In 2021, USHBC will focus on four pillars
when sharing news with consumers.

1
3

2
4

Cardiovascular
Health

Wellness and
Healthy Lifestyle

Brain Health

Diabetes

NOVEMBER 2020 - 47


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Supermarket Perimeter - November 2020

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