Wild Blueberry Association

From Commodity to Brand: Nature’s Antioxidant Superfruit

Once considered a commodity ingredient, Wild Blueberries today are recognized as Nature’s premium superfruit, prized worldwide for their sky-high ORAC (Oxygen Radical Absorbance Capacity) rating–the leading scientific measure of antioxidant capacity.

Our team was the first to uncover and build awareness of the ORAC assay in the fruits and veggies category. We continue to support and promote the growing body of research that links Wild Blueberries with a range of potential anti-aging benefits, including maintaining brain and heart health and reducing the risk of cancer.

This health-based strategy has made great-tasting Wild Blueberries from Maine and Canada an antioxidant superfood icon while consistently increasing worldwide trade and consumer demand year after year. The high antioxidant capacity––higher even than cultivated blueberries––enabled the industry to differentiate their superior, Premium by Nature product and create preference for the “better blueberry.”

Through integrated promotional programs, including the Wild Blueberries website, advertising and PR, online marketing and social media, we’re training health-conscious consumers to look for Frozen Wild Blueberries in their supermarkets year-round so they can get the anti-aging “Power of Blue.” We’re also persuading nutritionists and food trade professionals to Go Wild–not just blueberries, Wild Blueberries.



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We created a series of web-based videos to connect consumer and the trade with the Wild Blueberry story. In “A Culinary Star,” chefs talked about their preference for using Wild Blueberries in their recipes.