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True Blue Essential Jersey

Jersey Fresh produce from New Jersey resonates with consumers in the Garden State as well as with people far and wide. Summer in New Jersey just wouldn’t be the same without Jersey corn, Jersey tomatoes and of course, Jersey blueberries.

Jersey Fresh blueberries are so memorable because they are the bigger, better, more flavorful berry that consumers love.

Jersey Fresh blueberries hit store shelves next week and consumers will not be disappointed. New Jersey growers are expecting another robust harvest thanks to a mild February and March. Retailers can expect the finest berries that just can’t be matched in size, quality, and flavor. 

Jersey blues provide excellent marketing opportunities for retailers to take advantage of from mid-June through late-July. This is especially true in the New Jersey, Philadelphia, New York and Greater New England metropolitan areas, where Jersey Fresh blueberries are the superior local option that customers demand. This is shown by our third-party market research showing that in these areas, 70 percent of consumers have told us that Jersey Fresh blueberries are superior to berries from elsewhere. 

The New Jersey Department of Agriculture will do its part to drive consumers to retailers that source Jersey Fresh blues, and these efforts will continue to be enhanced by our partnerships with the New Jersey Blueberry Growers Association and the Jersey Fruit Cooperative.

Given the unique circumstances of marketing in 2020, the blueberry marketing partnership has pivoted at the onset of the season and will be focusing heavily on targeting primary grocery shoppers on the screens that most people are glued to these days. Whether it be for shopping, entertainment or educational purposes, consumers are on their phones, tablets and laptops more than ever before. An online and social media teaser campaign has already begun to announce the impending Jersey Fresh blueberry season with rotating online ads to come through the Fourth of July. Starting in mid-June, consumers will begin to see and hear billboard and radio advertisements as more people return to some of the most heavily traveled roadways on the East Coast.

Across all of these platforms, the messaging will remind consumers about the benefits of Jersey Fresh blueberries. And, we’ll continue to emphasize that our blueberries are the most authentic choice for local. 

Of course, none of this would be possible without you, our retail partners. We thank you for your continued support of Jersey Fresh produce, especially Jersey Fresh blueberries.

Joe Atchison III is the director of marketing and development for the New Jersey Department of Agriculture.

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