The U.S. blueberry sector is considering a hike in grower assessments to strengthen its marketing power and better compete in a crowded marketplace.
Currently, growers pay $18 per ton ($0.009 per pound) to the U.S. Highbush Blueberry Council (USHBC). A new proposal suggests increasing this to $50 per ton for fresh fruit (2.5 cents/lb) and $30 per ton for processed (1.5 cents/lb). The goal is to raise $30 million annually by 2028 to fund expanded marketing.
A strategic industry choice
“This is a grower-led organization, and this will be a grower-led decision,” said Bryan Sakuma, USHBC chair and co-owner of Sakuma Brothers Farms in Washington.
He noted the urgency: supply is outpacing demand, and blueberry volumes are expected to double in five years. “The only way to meet this challenge is through unified, intensified marketing. But doing more requires greater investment,” Sakuma said.
Funding next-level marketing
With additional funding, the USHBC plans to expand retail promotions, digital campaigns, foodservice initiatives, and public relations—unlocking tools that were previously unaffordable.
“We're competing with snacks, sweets, and other fruits,” said Sakuma. “Our marketing must connect in fresh, culturally relevant ways and move beyond just health messaging.”
Grower opposition emerges
Not all stakeholders agree. Mike Townsend, president of Townsend Farms in Oregon, opposes the increase. He argues that foreign producers now dominate the council, contributing 60% of funds, and shaping strategies that no longer serve U.S. growers.
“They’re treating the U.S. market as just one of many. We’re losing profitability while they benefit from early-season fresh fruit sales,” Townsend said. In a recent meeting, he referred to USHBC as the “United Nations blueberry council” and called for collaboration to support American producers.
Lessons from other crops
Sakuma pointed to the success of other industries. After avocado growers raised their assessments in 2003, the U.S. market grew from $1.3 billion to over $7 billion by 2021. Watermelon growers followed suit in 2024.
If approved, the new USHBC rates would apply in 2027, with full implementation in 2028.
Source text and image: fruitgrowersnews.com
