The year 2000 marked the beginning of the USHBC market approach to
Taiwan! This country of 23.4 million has always been
a major trading partner to the USA. Our first visit found almost no awareness and
use of blueberries. USHBC decided change
things and began a full court press to bring Taiwan into the "Blue"
Our first -- USHBC we attended the Food Taipei conference, and soon after arrival the
Island was rocked
by a major earthquake which toppled many of the booths at the exposition
(above - Advertising in Taiwan Woman's Magazine)Blueberry booth remained standing and inspired us to push ahead to develop our first export market outside of
USHBC implemented activities to raise awareness, interest in blueberries. This included advertising in women's magazines titles the "Blue Gem." We worked on fresh promotions with major chains, food service and institutions such as schools and the
armed forces. Our in-country
representative Millie Hsia known in the trade as. "Blueberry Millie"
worked tirelessly to educate the trade and gained international attention with
a special award of merit from the USDA Foreign Agricultural Service (FAS).
(Above: promotion in South Taiwan)
Most initial activities focused on fresh blueberries. In store promotions were launched in July of each year to coincide with National Blueberry Month. Each year, more and more retailers increased their blueberry deals and soon fresh blueberries were available Island-wide. With each passing year, USHBC promotions were adjusted to align with early season blueberries in May and June. Peak season promotions were held in June and in 2005 food service promotions were held with major hotel chains and family style restaurants. Fresh blueberries were also was featured in television programs beamed all over the nation. This really kicked up the volume!
Beam ahead to 2016 --
is now the 5th leading market for fresh blueberries from the USA.
>760,000 kg fresh highbush (about 1.7 million lbs)
>$2.1 million USD
NOTE: All shipments stay in
Taiwan and are not re-exported to
or other markets! China
What next? The
Taiwan market continues to be an important fresh
market for USA
shippers. This will continue. USHBC has now focused activities on
frozen blueberries for food industries
as well as dried blueberries. Some of
the leading food processing companies are now launching new blueberry products
and more are in the works.
-- our tried and true market!