Optimism abounds throughout the major blueberry-growing region of New Jersey. Grown on 7,500 acres and situated among the sandy acidic soils of the "pine barrens," which give New Jersey blueberries their unique and robust flavor, the state's blueberry growers are marveling at the quantity and quality of this year's crop.

Paul Macrie Sr. of Macrie Brothers Blueberry Farm said that the blueberry plants survived the winter with little or no damage. With the lack of winter stress on the plants and excellent pollination, there appears to be a heavy set on the plants. "The plants have plenty of berries, there is great excitement from the industry, and from what I see in the fields, consumers are in for some great fruit," Mr. Macrie said.

Tim Wetherbee, sales manger of Diamond Blueberry Inc. and chairman of the New Jersey Blueberry Industry Advisory Council, said that the spring weather conditions were perfect for creating optimal size and quality fruit. "Pollination was one of the best in years," Mr. Wetherbee said. "That, coupled with plenty of timely rains, was instrumental in producing plenty of large-sized berries. Already the berries have achieved excellent sizing, and we have not even begun to pick."

He also noted that the retail industry is already excited, and that demand and pre-bookings are very strong.

Dennis Doyle, general manager of Atlantic Blueberry Co., concurred. "We are definitely looking at a great crop," he said. "As long as the weather remains optimal, I think New Jersey could harvest upwards of 44 million pounds."

Mr. Doyle said that he has noticed an increased interest in blueberries, both in fresh and frozen stocks. In addition to the domestic market, demand for New Jersey blueberries has risen considerably in overseas markets. He attributes this in part to the health benefits that have been attributed to the consumption of blueberries and products containing blueberries. "It seems like almost every day a new study is released that hails the nutritional and health potential of the blueberry," he said. "The news just gets better and better."

Francisco Allende, sales manager of Sunny Valley International, which oversees the sales for the Jersey Fruit Cooperative Association's blueberries, expected to begin harvesting the Duke variety on June 12. "The way the season is shaping up, I expect to begin picking on June 12 and reach good volume by June 17 and full volume by June 19," he said in early June. "This will coordinate very nicely with the holiday ads for July 4. The way this season is progressing, it should provide retailers with great promotional opportunities, especially throughout the month of July."

In order to maintain consumer excitement for Jersey blueberries, the New Jersey Blueberry Industry Advisory Council will be promoting them throughout the Eastern Seaboard.

Mr. Wetherbee announced that the group has organized an aggressive marketing campaign intended to create trade and consumer awareness as well as demand for New Jersey blueberries.

Designed to complement the New Jersey Department of Agriculture's Jersey Fresh advertising and promotional program, the New Jersey Blueberry Industry Advisory Council will use this highly successful brand image to benefit the promotion of blueberries to consumers long aware of Jersey Fresh.

"The Jersey Fresh blueberry promotional plan will be a multimedia advertising effort that will include trade print ads, retail point-of- purchase materials, radio advertising and consumer promotions," he said.

Mr. Wetherbee also noted that the council has purchased space for blueberry ads, which will appear in major trade publications throughout June and into July.

The council has worked with a media company to develop a 30- second radio commercial, which will alert listeners about the availability of Jersey Fresh blueberries. These spots will air in Philadelphia, New Jersey, New York and into New England. To help consumers identify New Jersey-grown blueberries, Jersey Fresh price cards have been developed and will be distributed through retail markets.

The council is also working with the northern New Jersey-based retail chain Kings Super Markets Inc. Kings runs a highly successful cooking school, and the council will sponsor a blueberry program in this school so that participants learn how to use New Jersey blueberries in their cooking.

Additionally, the council also helps sponsor regional blueberry promotions, festivals and activities throughout the state.

(For more on the Jersey blueberry deal, see the June 19 issue of The Produce News.)

(Al Murray is director of marketing for the New Jersey Department of Agriculture.)