Blueberry Council Taps Kitchen Stars to Spur Blueberry Sales
FOLSOM, CA - With the restaurant industry becoming an over $700 billion business, placing food products in the hands of trendsetting chefs and onto restaurant menus has become a more and more effective way to grow consumer demand. The U.S. Highbush Blueberry Council applied this strategy to two star-studded events this spring, both of which challenged the nation’s food elite to use blueberries to enhance the flavor, nutrition and intrigue of various dishes.
On March 16, the Blueberry Council hosted a high-profile affair featuring eight of Los Angeles’ top chefs and food celebrities, including “The Biggest Loser” host Alison Sweeney, who competed in teams to come up with the most creative and easy-to-replicate blueberry dish. The was covered by DineLA, FOODBEAST, and Food GPS, and reached 1.5 million people following along on social media.
“The ripple effect of an event like this is astounding,” said Chef Andrew Hunter the Lifetime competition series “Supermarket Superstar,” who emceed the challenge. “In one afternoon, we opened the eyes of a dozen food influencers and more than a million consumers to the endless culinary possibilities blueberries offer. Expect to see more creative blueberry dishes show up on restaurant and home menus as a result.”
According to a press release, total blueberry immersion was the name of the game for 16 of the foodservice industry’s heaviest hitters, who joined the Blueberry Council at the Culinary Institute of America’s Greystone Campus in the Napa Valley, March 7-9.
Executive chefs from Panera Bread, Wendy’s, Applebee’s, Hilton, IHOP, Disneyland, Google, and more experienced three days of education and experimentation with blueberries. Meanwhile, four renowned food bloggers brought the event to approximately 1.7 million consumers via social media, building blueberry awareness and interest headed into the spring season.
“Chefs and blueberries have a win-win relationship,” said Mark Villata, Executive Director of the U.S. Highbush Blueberry Council. “By working with chefs to elevate the blueberry’s profile, we impact high-volume purchases and send more consumers into stores to buy. And by incorporating more blueberries into their menus, chefs profit while reminding customers there are ways to make healthier choices without compromising on taste.”
The Blueberry Council says it will continue to tap celebrity chefs to appeal to consumers and drive demand.
