“Blueberries remain one of New Jersey’s most noteworthy and valuable crops,” said Atchison, a 20-year veteran of the NJDA. “Last year provided some weather challenges across the board for blueberries and all of New Jersey’s summertime crops. This year, we had a conventional winter followed by recent rains which will allow for good sizing and a full harvest.”
Still, staying ahead of the category and all the issues that come with it is an ongoing effort. “New Jersey’s blueberry growers are continually working with researchers at Rutgers University, the state’s land grant university, and beyond to identify and test new varieties that provide larger berries, more volume and are resistant to weather, pest and disease concerns,” said Atchison. “Organic growers are an important sector of the overall blueberry industry in the state. While it’s not a large segment within the state’s blueberry industry now, the ability to meet the consumers’ demand for organic products is a vital element of the business.”
Atchison said that the harvest season for blueberries in New Jersey generally begins in the middle of June and lasts until late July or early August. Utilizing between 7,200 and 8,000 acres in the state, he noted that blueberry growers in the state expect to have a robust crop of the most plump and juicy berries found anywhere this season.
“Along with the natural soils that enhance the ability to grow blueberries in certain sections of the state, New Jersey growers are less than five hours from nearly 50 million consumers between Washington, DC, and Boston, all along the I-95 corridor,” he added. “It allows consumers access to fresh blueberries that can be harvested and transported to retail locations, sometimes on the same day.”
Atchison also gives a lot of credit to the ongoing Jersey Fresh marketing campaign, which not only makes New Jersey produce known throughout the country and many parts of the world but equates produce as being of the highest quality.
“The Jersey Fresh campaign is an essential component in the marketing of New Jersey blueberries as well as other produce grown in the Garden State and it represents the highest quality produce that is picked at the peak of freshness,” he said. “Consumers throughout the state and in the Philadelphia and New York City regions widely recognize the Jersey Fresh brand, and a large majority of these consumers prefer to purchase Jersey Fresh because it is known to be a superior, fresher product.”
He noted that the NJDA supports the New Jersey Blueberry Industry Council with targeted social media placements, outdoor advertising including billboards on many heavily-traveled highways across the country, aerial banners and radio and ads. The NJDA also hosts and attends produce trade shows to promote Jersey Fresh blueberries and on National Blueberry Day and has a special promotion at three Jersey Shore boardwalk locations that feature free blueberry giveaways.
In addition, the NJDA assists the New Jersey Blueberry Industry Advisory Council with the development and execution of its marketing spend each year. “Again, this season, the council is utilizing advertising, such as billboards, aerial banners, social media advertising and print advertisements,” Atchison said. “In addition, and new this season, are digital boat boards, digital screens on the Atlantic City Boardwalk and digital ad panels at Jersey Shore Premium Outlets. All of these messages reach tens of millions of consumers.”
