The nutritional merits of wild blueberries are as appealing as the fruit is tasty, and its antioxidant effect to help prevent cancer and the impact of aging are well documented and well known. But in targeting the Japanese consumer, we suggested that the Wild Blueberry Association focus on a different benefit — the presence of anthocyanins in wild blueberries, which are known to have a beneficial effect on eyesight. Why? Because a high percentage of Japanese suffer from near-sightedness.

Since 1996, we have helped the association spread the word on the benefits of wild blueberries to eyesight to the trade by organizing their participation in trade shows and bakery seminars, and to consumers through various public relations activities. We also organized the production and distribution of sales promotion and educational materials emphasizing the benefits of wild blueberries to healthy eyesight.

Clear results:

Thanks to the this long-term campaign, a connection has been forged between healthy eyesight and wild blueberries, resulting in imports of wild blueberries to Japan from North America more than tripling.

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