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Election Process Completed for U.S.A. Blueberry Council


By Karen Gentry Associate Editor


The election process has been completed for the new U.S.A. Blueberry Council (USABC) as the blueberry industry looks ahead to its new generic blueberry promotion program. The names of five state representatives and four regional representatives have been submitted to the USDA for approval after the completion of balloting that took place Dec. 11 - Jan. 15, according to Mark Villata, executive director of the North American Blueberry Council. The five state representatives will be from each of the top five producing states and the four regional representatives will include a member from the West, Midwest, Northeast and South. The names of those elected will be announced upon approval from the USDA. Villata said that the industry hoped to have the initial organizational meeting of the USABC in May but it will likely be a little later than that. At the first meeting the nine elected members will elect an additional four members to the board representing a handler, importer, exporter and public member. They will start working on a budget, set up an assessment and collection schedule and name an administrator, according to Villata. The Blueberry Promotion, Research and Information Order became effective on Aug. 16, 2000 after it was approved by 68% of those voting in a national referendum by producers and importers of 2,000 pounds or more of cultivated blueberries annually. Under the Order, the USABC will conduct generic promotion, information and related research programs designed to maintain and expand markets for cultivated blueberries. Growers, including Canadian producers, will be assessed at $12 per ton that would bring in a total anticipated budget of $1.1 million, Villata said. He said the North American Blueberry Council, which relies on voluntary dues from members, will look at how to restructure its dues as the organization will not be involved in promotion and publicity activities once the USABC is in place. The North American Blueberry Council will likely be more informational and involved in communications and political issues, Villata said. The first promotional efforts of the USABC will take place in early 2002. The increased funding for promotions will allow more aggressive international marketing in Japan and countries such as Taiwan, Villata said. “Other Asian markets are on the verge of being blueberry consumers,” said Villata. He cited Korea, Singapore, Hong Kong and Malaysia as potential markets for U.S. blueberries. He said European production of blueberries takes care of their own demand. Currently $300,000 is spent on market promotions of cultivated blueberries; this will jump to an anticipated $750,000 in the beginning of the marketing order, he said. “We should be able to do tie-in promotions with food brands,” said Villata. The industry may be able to tie in with companies like Sara Lee and Pillsbury. He said with the increased funding the industry could take advantage of the Market Assistance Program and receive more matching funds. “We’re all anxious to get going. It’s been a long process,” said Villata about the promotion order.