U.S. Highbush Blueberry Council

What U.S. Highbush Blueberry Council does

The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program established in 2000 under USDA oversight, governed by the Commodity Promotion, Research, and Information Act of 1996. Headquartered in Folsom, California with 19 employees, it represents approximately 2,500 blueberry growers, packers, exporters, and importers from North and South America who market highbush blueberries in the United States and overseas. The organization's mandate is to grow the entire blueberry category through consumer demand generation, international market development, health research, and industry support programs.

USHBC's core offerings are organized around consumer marketing, data platforms, and industry enablement. The award-winning Blueberries GO BIG campaign drives consumer demand across video, social media, connected TV, and paid search (227.4M+ impressions). The BerrySmart suite provides industry intelligence through Insights (real-time production and pricing data), Field (smart farm network with Innov8.ag and Agtonomy), Food Safety (compliance resources), and Sustainability (a Life Cycle Assessment with UC Davis). Additional platforms include the Export Database, Supplier Database, and MRL Database for international trade. Industry programs include the Blueberry Boost Accelerator (with VentureFuel, $20,000 grand prize), the 15-month Blueberry Industry Leadership Program (four cohorts since 2022), the annual Blueberry Convention, The Business of Blueberries podcast, and the Behind the Blue newsletter.

USHBC is funded through mandatory federal assessments on industry participants supplemented by competitive USDA grants (Market Access Program, Emerging Markets Program, America First Trade Promotion Program) and distributes no commercial product itself. It activates retail promotions with Walmart, Kroger, Albertsons (15,000+ locations), Whole Foods, Sam's Club, and others, runs USDA trade missions to 9+ priority export markets (Australia, China, Philippines, Vietnam, India, Japan, Mexico, South Korea, Malaysia), and engages foodservice operators via IFPA partnerships. The 2026-2028 Strategic Plan, developed with The Directions Group, sets the roadmap for the next phase of category growth.

Name

U.S. Highbush Blueberry Council

Legal name

U.S. Highbush Blueberry Council

Website

https://ushbc.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

USHBC is a USDA-overseen federal research and promotion program representing 2,500 U.S. blueberry growers, packers, exporters, and importers, driving category demand through the Blueberries GO BIG campaign, BerrySmart data platforms, export market development, and industry leadership programs funded by mandatory assessments and USDA grants.

Ownership category

akta.pro rank

Product category

Agricultural Commodity Promotion

NAICS

Berry (except Strawberry) Farming (111334), Scientific Research and Development Services (5417)

SIC

Agricultural Production-Crops (100), Agricultural Services (700), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Berry Farming (Strawberries, Blueberries, Raspberries, Blackberries, Cranberries) (AFAGACAD)

akta.pro secondary industries

Berry Sorting & Packing Facilities (AFAOAGAD), Supplier Approval, Verification & Food Safety Risk Management (GFSI-aligned) (AFALADAH)

Keywords

• Agricultural commodity promotion
• Blueberry industry research
• Crop export development
• Consumer marketing campaigns
• Industry data analytics

Headquarters

HQ city

Folsom

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations, Others

Revenue model

1. Federal Assessment Program: USHBC is a federal agriculture research and promotion program funded through mandatory assessments on blueberry growers, packers, exporters and importers. The 2027 Assessment program collects funds from industry participants to fund promotion, research and market development activities.
2. USDA Grant Funding: Competitive grant funding from USDA programs including Market Access Program (MAP), Emerging Markets Program (EMP), America First Trade Promotion Program (AFTPP), and Technical Assistance for Specialty Crops grants to support international market development and export promotion.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

USHBC is a federal agriculture research and promotion program under USDA oversight that drives demand for highbush blueberries through consumer marketing campaigns (Blueberries GO BIG), export market development via trade missions and federal grants, industry intelligence platforms (BerrySmart suite, Export Database, Supplier Database), peer-reviewed health research funding, and industry leadership development programs.

Product overview

USHBC operates a comprehensive industry development ecosystem centered on driving blueberry demand through marketing campaigns, research investment, and data services. The core offerings include the Blueberries GO BIG consumer marketing campaign, the BerrySmart suite (Insights for market data, Field for agricultural technology, Food Safety, and Sustainability), and the Blueberry Boost Accelerator for CPG innovation. USHBC supports industry professionals through the Blueberry Industry Leadership Program, The Blueberry Convention annual event, Research Library, and data platforms including the Export Database and Supplier Database. Media engagement includes The Business of Blueberries podcast and Behind the Blue newsletter. All offerings work together to grow the entire blueberry category for U.S. growers and the broader industry.

Differentiator

Problem solved

Functional benefit

Brands

• BerrySmart: Data and insights platform providing real-time blueberry production and pricing data, food safety resources, field technology network, and sustainability measurement tools
• Blueberries GO BIG
• Blueberry Boost Accelerator
• The Business of Blueberries
• Behind the Blue
• Women in Blueberries
• Blueberry Industry Leadership Program

Products and services

• Blueberries GO BIG Campaign

Quantifiable outcome

• 163% increase in growers' revenue since USHBC inception
• +5 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

15 partnerships are on record, tiered core, supporting and major.

• VentureFuelcoreStrategic or Co-development Partner · 29 April 2026Partnership with innovation advisory firm VentureFuel to operate the Blueberry Boost Accelerator program. The eight-week hybrid accelerator connects early-stage companies innovating with blueberries to industry mentors, commercialization support, and strategic guidance. Program culminates in live pitch competition at The Blueberry Convention with $20,000 grand prize and $10,000 runner-up.
• Innov8.agcoreTechnology or IntegrationTechnology partner for BerrySmart Field program - collaborative smart farm network uniting growers, researchers and technology partners. Steve Mantle, founder and CEO of Innov8.ag, serves as guest host for BerrySmart Field podcast episodes discussing autonomous equipment and farm technology innovation.
• University of California, DaviscoreStrategic or Co-development PartnerResearch partnership with UC Davis researchers for Blueberry Life Cycle Assessment (LCA) - a nationwide sustainability project to measure and communicate the environmental impact of blueberry production. Survey data collected to build credible industry sustainability baseline.
• KekstCNCsupportingOthersConsulting company engaged to develop strategy and focus for future health research investment. Collaborated with USHBC Health Research Advisory Board to determine primary research focus on cognitive health.
• The Directions GroupsupportingOthersStrategic planning consultancy engaged to lead development of 2026-2028 USHBC Strategic Plan, serving as road map for the next three years to guide category growth strategies.
• Armato BarbersupportingOthersCommunications consultants who developed messaging framework supporting USHBC daily operations and strategic plan communications.
• People Inc. / InStyle MagazinemajorGTM or Marketing PartnerMedia partnership for Blueberries GO BIG campaign activations including Miami Race Weekend Formula 1 event. Celebrity influencer Ciara partnership for National Blueberry Month content. Campaign generated 345K+ views from Ciara partnership content.
• International Fresh Produce Association (IFPA)majorGTM or Marketing PartnerUSHBC is a National Strategic Partner with IFPA for promoting Dietary Guidelines for Americans. Participated in School Foodservice Partner X-Change to connect with K-12 and university foodservice operators. Blueberries featured in IFPA 'Eat the Realest Food All Day' campaign.
• National Produce Prescription Collaborative (NPPC)supportingGTM or Marketing PartnerUSHBC is a member of NPPC working to ensure fresh produce remains central to federal health strategies. Senior Director Leslie Wada participated in FIMCON convention to position blueberries within Food is Medicine initiatives.
• Fall Creek Farm & NurserycoreGTM or Marketing PartnerProgram sponsor for the Blueberry Industry Leadership Program, providing foundational support for leadership development across the blueberry sector. The program has graduated four cohorts of fellows since launching in 2022.
• Bryant Christie Inc.coreTechnology or IntegrationPartner for International Blueberry MRL Database preparation, providing Maximum Residue Levels data from U.S. Monitoring Residue Program and key export markets to help growers select pest management materials for export compliance.
• Formula 1 / Miami Grand PrixmajorGTM or Marketing PartnerSponsorship activation at Formula 1 Miami Grand Prix May 2026, partnering with People/InStyle for Pit Stop Party event with 100+ celebrity influencers. Strategic positioning to reach younger audiences - F1 reached 827M global fans in 2025 (63% increase from 2018).
• AgtonomysupportingTechnology or IntegrationTechnology partner featured in BerrySmart Field program. Agtonomy provides software platform to turn global tier-one equipment manufacturers' equipment into autonomous robots, making autonomy more accessible for growers.
• ProarándanossupportingStrategic or Co-development PartnerPeruvian Blueberry Growers & Exporter Association led by Luis Miguel Vegas. USHBC podcast features regular updates on Peruvian blueberry production, crop forecasting, and El Niño preparation for global supply chain coordination.
• CiaramajorGTM or Marketing PartnerPop and R&B star partnership for National Blueberry Month and Miami Race Weekend. Ciara's 35 million social media followers engaged with blueberry-themed content, recap reel garnered 345K+ views with additional videos and press interviews planned.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Florida Department of Citrus: State agency marketing Florida citrus under a marketing order. Runs consumer marketing, health research, and export development with an assessment-funded model directly comparable to USHBC.
• National Mango Board: USDA-overseen national promotion board for mangoes with the same checkoff structure, consumer marketing campaigns, export development, and health research investment model as USHBC.
• Wild Blueberry Association of North America: Marketing and research body for lowbush (wild) blueberries in North America. Closest category peer, both organizations promote a distinct blueberry sub-type with similar checkoff-style marketing mandates.
• National Watermelon Promotion Board: Federal research and promotion program for watermelon, structurally identical to USHBC (USDA-oversight checkoff, assessment-funded, demand-generation focus). Highly comparable operating model and stakeholder structure.
• Cotton Board: USDA-overseen research and promotion program for cotton, structurally identical to USHBC: assessment-funded, industry-led, collects from producers/importers, and funds marketing and research. Highly comparable governance and funding model.
• Almond Board of California: Federal marketing order for California almonds, similar in scale and structure to USHBC. Both run health-research programs, global market development, and data platforms funded by industry assessments.
• California Avocado Commission: State commodity commission for California avocados operating under a marketing order. Comparable in function (producer-funded marketing, research, retail partnerships) and category-promotion playbook to USHBC.
• California Strawberry Commission: State commission for California strawberries providing marketing, research, and trade support. A direct competitor for berry-category share of consumer demand and a structural peer as a berry-specific commodity board.
• North American Blueberry Council (NABC): Sister organization housed alongside USHBC, NABC focuses on grower solutions and production research while USHBC drives demand. Both represent the same blueberry industry but with complementary (non-overlapping) mandates.

Broad incumbents

• National Dairy Council: Long-established checkoff-funded nutrition research and promotion organization for dairy. Operates at larger scale than USHBC with a similar research-and-promotion model, providing a benchmark for category-development maturity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@eatblueberries
• Facebookfacebook.com/45690561526
• Instagraminstagram.com/blueberries
• Pinterestpinterest.com/blueberries
• TikToktiktok.com/@blueberrycouncil?lang=en
• LinkedInlinkedin.com/company/us-highbush-blueberry-council

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about U.S. Highbush Blueberry Council