February 7/Folsom, Calif./Press Release -- The U.S. Highbush Blueberry Council (USHBC) announced it has teamed 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% of working mothers and 42% of those at home saying they feel guilty that they are not doing enough to take care of themselves. And research from TheMotherhood.com shows moms are morefocused 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.