Market Development
Building Demand and Global Positioning for BC Highbush Blueberries
Market development is a core function of the BC Blueberry Council and plays an important role in strengthening demand, visibility, and long-term market position for BC highbush blueberries. The Council’s work is focused on building recognition of British Columbia as a premium blueberry-producing region known for quality, food safety, reliability, and strong production standards. This includes supporting fresh, frozen, and ingredient blueberry opportunities across domestic and international markets.
The BC Blueberry Council’s market development work is deliberate and targeted. It is guided by strategic priorities, informed by market opportunities, and built to support stronger brand presence, export diversification, and long-term industry resilience. The Council’s direction is not seasonal or reactive. It follows a structured roadmap that begins in British Columbia and expands outward into broader provincial, national, and international opportunities.
Market Development Support
The BC Blueberry Council supports market development by:
- Leading deliberate and targeted marketing and promotional activities
- Positioning BC highbush blueberries as a premium-quality product in key markets
- Strengthening recognition of BC blueberry quality assurance, standards, and product value
- Supporting clear, consistent, and credible messaging across campaigns and channels
- Working with retailers, buyers, importers, distributors, and industry partners
- Developing tools and resources that improve visibility and support market outreach
This work is designed to reinforce the value of BC blueberries across the supply chain and help the industry build stronger, more diversified demand.
Priorities
BCBC’s market development priorities may include:
- Marketing and promotional activities
- Domestic and international campaign support
- Public relations, media, and stakeholder engagement
- Development and stewardship of marketing assets
- Consumer-facing content and education
- Promotion of fresh, frozen, and ingredient blueberry opportunities
- Export-focused outreach to buyers, importers, and distributors
These priorities are carried out with attention to market demand, audience needs, strategic timing, and available resources.
Domestic & International Market Development
Within Canada, BCBC supports always-on marketing initiatives that help build awareness and demand for BC blueberries through digital advertising, in-store promotions, content marketing, social media, video, and email communications. This work helps strengthen BC-first visibility while also supporting broader market growth.
Internationally, BCBC supports market development efforts that help expand the presence of BC blueberries in global markets. This includes export-focused digital advertising, trade show participation, buyer-facing content, promotional materials, and outreach designed to strengthen visibility with importers, distributors, foodservice buyers, and other international partners. The Council’s broader strategy is built around reducing dependence on a single market and expanding opportunities across multiple countries and regions.
Brand Positioning & Market Message
BCBC’s market development work supports the positioning of British Columbia as a premium highbush blueberry region recognized for:
- Premium fruit quality
- Recognized health and superfood benefits
- Strong food safety and traceability standards
- Strong food safety and traceability standards
- Reliable supply and export credibility
- Scientific innovation and varietal development
- Fresh, frozen, and ingredient market versatility
This positioning helps reinforce the long-term reputation of BC blueberries in both domestic and international markets.
Marketing Tools & Resources
Brand & Marketing Resource Hub
Access approved marketing materials designed to support consistent and effective promotion of BC blueberries across different markets.
Industry Marketing Tools
Explore professionally developed marketing assets, promotional materials, campaign resources, and brand guidelines for industry partners and retailers.
Usage Guidelines & Brand Standards
Support proper and consistent brand representation through clear usage guidelines that help protect the integrity of the BC blueberry brand across marketing channels.
