In November 2025, the U.S. Department of Agriculture (USDA) announced the launch of the America First Trade Promotion Program (AFTPP), a $285 million (€262.2 million) initiative aimed at strengthening the global competitiveness of U.S. agriculture, expanding exports, and opening new markets for American farmers.
The program will allocate funding to U.S. agricultural organizations to support high-impact marketing and promotional activities scheduled between June 2026 and September 2028.
Ushbc seeks $10 million
Within this strategic framework, the U.S. Highbush Blueberry Council (USHBC) has applied for $10 million (€9.2 million) to support U.S. blueberry exports, safeguard hard-earned market positions, and enhance economic returns for growers and supply chain operators.
If approved, AFTPP funding would enable the implementation of a bold, sales-driven export strategy across eight priority markets: Canada, Mexico, Japan, South Korea, India, Malaysia, the Philippines, and Vietnam.
Planned activities include:
High-impact retail promotions
Expanded participation in international trade shows
Targeted e-commerce campaigns
Direct trade engagement initiatives
Accelerating export growth
The goal is clear: accelerate the transition from promotion to transaction, converting market interest into concrete purchase commitments and delivering measurable export growth.
For U.S. blueberry growers and shippers, this initiative represents expanded opportunities to diversify sales destinations, secure larger and more consistent volume commitments, and strengthen farmgate returns by moving additional product offshore.
Export expansion also plays a strategic role in the domestic market by easing supply pressure during key marketing windows, supporting more stable pricing, and reducing revenue volatility for growers.
Complementing existing federal programs
If funded, USHBC’s AFTPP activities would complement ongoing initiatives supported by other federal export programs, building on recent successes and reinforcing momentum.
Overall, this strategy is designed to position U.S. blueberries on a dual growth path: near-term expansion and long-term competitiveness, ensuring that American growers continue to thrive both at home and in global markets.
Text and image source: ushbc.blueberry.org
