National consumers seem ready to accept Florida blueberries but are unaware of when the blueberries are available and some of the health benefits associated with the crop, according to research from the UF/IFAS Center for Public Issues Education.
For the most part, consumers seemed aware of the health benefits to eating blueberries: strengthened eyesight, improved memory and more. More than 80 percent correctly believed that blueberries both lower the risk of cancer and help prevent heart disease. More than half, however, incorrectly believed that blueberries help soothe achy joints.
Only 16 percent of consumers said they knew when Florida blueberry season was. But many of those consumers incorrectly believed blueberries were available over the summer months, instead of spring. Between 10 and 15 percent of consumers believed that Florida blueberries were in season between October and February.
The majority of consumers identified a pint container as the ideal amount of blueberries to purchase. About a quarter of consumers said a 2-pound package was ideal, compared to 16 percent who said 6 ounces was preferred.
When presented a list of the top 10 blueberry producing states, consumers identified Florida and California as their top choices — even though the states are seventh and eighth, respectively in production rates. Michigan, the state boasting the most acres of blueberry fields, was only the sixth most likely state consumers would purchase blueberries from.
Overall, the 2,100 consumers surveyed strongly preferred blueberries grown in the U.S. to imported berries from Chile.
The 1,574 consumers who said they have bought blueberries within the past year identified availability, price and quality as reasons they do not buy more. The 526 consumers who have not purchased blueberries within the last year simply prefer other fruits and don’t like blueberries.
Media contact: Joy Rumble, jnrumble@ufl.edu or 352-273-1663.
Sonia Tighe: ‘Great opportunity’ to educate consumers about Florida blueberries
What makes this crop unique is the extremely limited harvest window from March through May, which means that marketing of the crop while it is in season is critical.
Read the guest blog post
Question: Do the researchers think advertising when blueberries are available would be most beneficial or before the season starts? Any other advice for marketing blueberries efficiently?
Thanks for the questions, Evelyn! I will check with the researchers and get back to you. In the meantime, you might find some useful info in Sonia Tighe’s guest blog post: https://www.piecenter.com/2016/01/13/sonia-tighe-consumers-perceptions-of-purchasing-florida-blueberries/