The Wild Blueberry Association of North America has a new premium positioned brand identity. The initiative, part of an ingredient marketing campaign launched last month at the Institute of Food Technologist’s (IFT) Annual Conference in Anaheim, Calif., features an updated logo with the words “Antioxidant Rich Wild Blueberries: Premium by Nature,” in addition to trade advertising, trade show promotion, Web site marketing and public relations.

“Wild Blueberries are truly a premium fruit, delivering attributes and benefits ‘advantaged by Nature’ to customers looking to offer superior and highly appealing fruit-based products,” noted Wild Blueberry Association president J. Kim Higgins. “Our efforts will be focused on more aggressively communicating the natural premium characteristics and differentiating marketing elements of our special little wild blue fruit.”

According to the association, there are several advantages to using wild blueberries as an ingredient, among them a smaller size that delivers more berries per pound for better-looking and -tasting products; a uniquely sweet and tangy taste; the preservation of their taste, texture, shape and color through processing, freezing and food preparation; and antioxidant power.

The Wild Blueberry Association of North America, based in Portland, Maine, is a trade association of growers and processors of wild blueberries from Maine and Canada. To learn more about Wild Blueberries, visit wildblueberries.com.