A new boost for the U.S. blueberry industry comes from the international promotion front. The U.S. Highbush Blueberry Council (USHBC) has secured $850,000 in funding under the America First Trade Promotion Program (AFTPP), managed by the Foreign Agricultural Service of the United States Department of Agriculture (USDA).
A program to strengthen global presence
The AFTPP program was created with the goal of strengthening the competitiveness of U.S. agriculture in international markets. This initiative also represents an advance allocation of more substantial resources expected in 2027, linked to the “Working Families Tax Cuts” fiscal package.
For the blueberry sector, the $850,000 contribution acts as a strategic lever to support international expansion at a time when global demand for premium and health-oriented fruits continues to grow.
Focus on high-potential markets
The resources will be allocated to strengthen the presence of U.S. blueberries in high-growth regions, where interest in high-nutritional-value products is increasing. At the same time, USHBC aims to consolidate commercial relationships across the entire supply chain, leveraging experience gained in recent international missions, such as the one in the Philippines.
The objective is to develop long-term partnerships with importers, distributors, retailers, and local media, expanding the visibility and positioning of U.S. blueberries among consumers.
Promotion and demand: the U.S. strategy
Among the priorities is also the promotion of the nutritional benefits of U.S. blueberries on a global scale, a key factor in stimulating demand both in the fresh segment and in processed products.
“USDA market development programs have consistently proven effective in supporting farmers and producers,” said Luke J. Lindberg, Under Secretary for Trade and Foreign Agricultural Affairs. “Collaboration with the industry opens new business opportunities, strengthening the competitiveness of U.S. agriculture and its ability to meet growing global demand.”
Along the same lines, USHBC President Kasey Cronquist highlights the strategic value of the investment: “This funding represents an accelerator for the sector. We are ready to use these resources to expand our presence, stimulate demand, and strengthen the role of U.S. blueberries in high-potential global markets.”
A long-term vision for the sector
Founded 25 years ago with the goal of developing the blueberry category, USHBC continues to operate on multiple fronts: increasing domestic consumption, expanding international demand, and providing useful tools for the growth of the entire sector.
The organization’s international program focuses on priority markets such as South Korea, Japan, India, Mexico, Vietnam, Malaysia, and the Philippines. Activities aim to strengthen awareness, preference, and sales of U.S. blueberries, both fresh and processed.
Source text and image: ushbc.blueberry.org
