Marketing & Promotion
Promoting BC Blueberries Across Key Markets
The BC Blueberry Council leads marketing and promotion efforts that strengthen awareness, trust, and demand for BC highbush blueberries across domestic and international markets. These efforts support the long-term strength of the industry by reinforcing the premium quality, versatility, and market value of BC blueberries with consumers, retailers, food service partners, buyers, and other stakeholders.
Marketing and promotion activities are guided by strategic planning, market intelligence, and collaboration with industry partners, and are designed to support both domestic visibility and international market growth.
Objectives of Marketing & Promotion
The Council’s marketing and promotion efforts aim to:
- Increase awareness of BC highbush blueberries and their premium quality attributes
- Support demand across domestic and international markets
- Reinforce clear, consistent, and credible brand messaging
- Highlight product versatility across fresh, frozen, and ingredient markets
- Educate audiences about seasonality, usage, and health value
These activities are designed to complement broader market development and brand stewardship initiatives.
Target Audiences
Marketing and promotion activities may be directed toward:
- Consumers
- Retail, wholesale and premium food service partners
- Buyers, importers, and distributors
- Media and influencers
- Industry stakeholders and partners
Messaging and channels are adapted to suit audience needs, market conditions, and strategic priorities.
Marketing Channels & Approaches
The BC Blueberry Council may use a mix of channels and approaches, including:
- Digital and social media campaigns
- In-store and point-of-sale materials
- Public relations, media outreach, and storytelling
- Collaborative promotions with partners
- Trade show and event marketing support
- Educational and consumer-facing content
- Buyer-facing export content and promotional materials
Channel selection and execution are guided by strategic priorities, audience targeting, and available resources.
Collaboration & Brand Stewardship
Marketing and promotion efforts are delivered in collaboration with industry partners, agencies, and stakeholders. The Council maintains oversight of brand usage and messaging to support consistency, accuracy, and alignment with the long-term positioning of British Columbia as a premium highbush blueberry region.
Learn more about campaigns, marketing toolkits, and brand resources through the pages in this section.
Explore Marketing Resources
Learn more about campaigns, marketing toolkits, and brand resources through the pages in this section.
