Blues Update July 2026

Just One Thing

We directed the dedicated staff at NABC to hold all content for this month’s newsletter so we can focus everyone’s attention on the single most important thing happening in our industry right now. The USHBC continuance referendum is underway, with votes being cast from July 13-24.

NABC was instrumental in creating USHBC 25 years ago to grow the entire category through promotion and research, and the positive impact is indisputable. No other organization can do for the industry what USHBC can do and the work has never been more important than it is today.

All of us serving on the NABC Board of Directors encourage eligible growers and importers to vote “yes” in the days ahead, so we can keep the progress going and continue to make bigger opportunities possible for everyone in the blueberry industry.

Of course, we want you to make an informed choice, so we launched an Online Resource Center where you can learn more about the past, current and planned efforts of the USHBC. You’ll find many examples and results that confirm the investments we’ve collectively made in the organization have delivered remarkable returns.

We know there are different perspectives in the industry on certain issues and there will always be some disagreement but we also know when we come together – as we do through both NABC and USHBC – stronger and more effective in creating brighter futures for all.

The marketplace is certainly filled with pressure but also with tremendous promise. Thanks to decades of USHBC marketing informed by health research, U.S. consumers know blueberries are good for them. And for the first time in modern history, they want – and expect them year-round.

We have tremendous momentum on our side and there’s still room to grow demand. Vote “yes” and let’s keep going and growing and creating more possibilities for all of us to build the businesses, lives and legacies we want.

Sincerely,

The NABC Board of Directors