Wild blueberry association to unveil logo, campaign

by Jeff Gelski
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PORTLAND, MAINE — The Wild Blueberry Association of North America plans to unveil a new brand identity as part of the launch of its new ingredient marketing campaign during the "Best of Food Thinking 2009," the Institute of Food Technologists’ annual meeting and food exposition set to take place Saturday through Tuesday in Anaheim, Calif.

The campaign will include a new logo: "Antioxidant Rich Wild Blueberries: Premium by Nature." It also will include trade advertising, trade show promotion, web site marketing and public relations.

"Our efforts will be focused on more aggressively communicating the natural premium characteristics and differentiating marketing elements of our special little wild blue fruit," said J. Kim Higgins, president of the association made up of growers and processors in Maine and Canada.

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