BAR HARBOR, Maine (April 19, 2002) – The Wild Blueberry Association of North America (WBANA) announced the start of its new, "Power of Blue™" consumer marketing and communications campaign. Aimed at educating the consumer about the potential health benefits and properties associated with the color blue and Wild Blueberries, the campaign will fit within a broader fruits and vegetables color story.

"We see the color story as the greatest opportunity in the marketplace for educating the consumer about the inherent benefits and value of fruits and vegetables," said WBANA Executive Director John Sauvé. "The ‘Power of Blue™’ campaign will encourage consumers to put Wild Blueberries at the top of their grocery list because it’s no longer o.k. to have just a few servings of one fruit or another. Research is telling us that we need all the colors in our diet — including blue," he continued.

According to Sauvé, consumers should look no further than their local supermarket for Wild Blueberries. "Frozen Wild Blueberries are an easy, convenient and great tasting option for consumers looking to get blue into what should be a very colorful diet. With the FDA claiming that the nutritional value of frozen produce is as good as if not better than fresh, great-tasting Frozen Wild Blueberries become a smart choice for on-the-go, health-conscious consumers," continued Sauvé.

The Color Code

The color story is emerging in the consumer culture. In a new book entitled The Color Code; fruits and vegetables are stars. A collaboration between James A. Joseph, Ph.D., Chief of the Neuroscience Laboratory at the USDA Human Nutrition Research Center on Aging at Tufts University; endocrinologist Daniel Nadeau, M.D., and Newsweek health and nutrition writer Anne Underwood, The Color Code examines the potential health-promoting power of phytochemicals — the natural compounds that make Wild Blueberries blue, tomatoes red and spinach green. The Color Code explores many of these natural compounds that provide plants with pigments, scents and flavors while focusing on two major classes, the Anthocyanins and the Carotenoids. Wild Blueberries are rich in Anthocyanins (from two Greek words meaning "plant" and "blue"). It is these compounds that are responsible for the Wild Blueberry’s blue color and antioxidant activity. Antioxidants are known to help fight cancer, heart disease and aging, and blueberries are ranked #1 in antioxidant activity by the USDA.

(Source: Journal of Agricultural and Food Chemistry, 44:701-705; 3426-3431, 1996; 46:2686-2693, 1998.)

5 A Day

"Eating a colorful variety of at least five servings of fruits and vegetables, including Wild Blueberries, should be a daily practice," said Sauvé. "We hope to work collaboratively with the Produce for Better Health Foundation’s 5 A Day program as they step up their efforts to increase America’s daily consumption of fruits and vegetables."

According to Sauvé, just a half-cup of Wild Blueberries satisfies one of the recommended 5 A Day servings of fruits and vegetables. "When your goal is 5 A Day, it’s easy and convenient to make one blue with Frozen Wild Blueberries," said Sauvé. "Make a smoothie, toss them on your cereal or enjoy them as a healthy snack. There are clearly many ways to incorporate a 1/2 cup of Wild Blueberries into a colorful, daily eating plan."

The Power of Blue™ Campaign

According to Sauvé, the "Power of Blue™" message will appear in national women’s health magazines in both the United States and Canada. In addition to the consumer print campaign, the Association will utilize Internet marketing, trade advertising and public relations to reach its target audiences. The campaign’s principal target is women, ages 35-plus with an interest in health and nutrition. Secondarily, WBANA will target aging baby boomers. Recognizing the potential for increased consumer demand for Wild Blueberries, WBANA will also work with the ingredient trade to stimulate the development of new consumer products made with Wild Blueberries.

WBANA

WBANA is an international trade association of growers and processors of Wild Blueberries from Maine, Atlantic Canada and Quebec, dedicated to bringing Wild Blueberries to consumers worldwide.

SOURCE: Wild Blueberry Association of North America

CONTACTS: John Sauvé, Wild Blueberry Association of North America, (207) 288-2655 or Susan Till, SWARDLICK MARKETING GROUP, (207) 775-4100.

WEB SITE: www.wildblueberries.com