The U.S. Highbush Blueberry Council (USHBC) announces it has teamed up this year with Alison Sweeney, host of NBC’s The Biggest Loser, to introduce a program that will encourage American women to lead healthier, more dynamic lives. The partnership is an expansion of the Blueberry Council’s Little Blue Dynamos lifestyle marketing campaigns, which seek to influence the next generation of produce shoppers, particularly women aged 25-45.
According to the Working Mother Research Institute, women feel under pressure to stay fit, with 48 percent of working mothers and 42 percent of those at home saying they feel guilty that they’re not doing enough to take care of themselves. And research from TheMotherhood.com shows moms are more focused on nutrition than ever in 2013. Insights like these set the context for the blueberry industry’s marketing efforts, says USHBC Executive Director Mark Villata.
“Our marketing programs are designed to build awareness about the health- and lifestyle benefits of blueberries, engage women consumers and get more people from all walks of life to try blueberries,” says Villata. “Partnering with Alison Sweeney helps us forge stronger relationships with people who eat our product and positions blueberries as part of a healthy, vibrant lifestyle. Alison embodies all the dynamism blueberries bring to the table.”
As an actress, host, author, and mom of two, Sweeney has firsthand experience with the challenges many women face in balancing the demands of work, family and physical fitness.
“It’s easy for all of us to get caught up in the day-to-day juggling act and to put things like exercise, nutrition, and family time on the back burner,” says Sweeney. “I look forward to helping the Blueberry Council inspire women across America to infuse healthy flavor and fun into their daily routines and to encourage women to have a positive attitude to make it all happen.”