Blueberries Go Big 2026 media and lifestyle event attendees pose for a group photograph alongside Chef Fadzly Che Omar, Ms Katherine McBride (Regional Agricultural Attaché, Malaysia, Singapore & Brunei, Office of Agricultural Affairs, U.S. Embassy Kuala Lumpur) and Retna Malar, Managing Director of All About Fresh Produce, before the start of The Big Blueberry Mystery Box Challenge.
KUALA LUMPUR, 13 AUGUST 2026 – What if one fruit could fuel your workout, brighten your breakfast, elevate family meals, inspire creative recipes and satisfy your dessert cravings?
That is the question at the heart of Blueberries GO Big: Big on Benefits, Better on Value, a new experiential campaign by the U.S. Highbush Blueberry Council (USHBC) that invites Malaysians to discover how blueberries deliver both everyday nutrition and exceptional value across a wide variety of occasions.
Held at TCH Foodworks in Petaling Jaya, the flagship media and lifestyle event brought together media representatives, content creators and invited guests for a hands-on journey showcasing the versatility, quality and value of U.S. blueberries.
Centered around the idea that a single ingredient can deliver multiple benefits, the event highlighted how blueberries can go beyond being a simple snack to become a versatile kitchen staple that supports healthier lifestyles while offering excellent value across different meals, recipes and occasions.
Known for their nutritional value and great taste, blueberries have long been associated with healthy eating. Through the campaign, USHBC aims to help consumers understand how blueberries deliver value beyond nutrition, offering versatility, convenience and countless ways to be enjoyed throughout the day.
Blueberries are celebrated for both their exceptional taste and impressive nutritional profile. Their distinctive deep blue-purple hue comes from naturally occurring anthocyanins, powerful plant compounds known for their antioxidant properties. Blueberries are also an excellent source of vitamin K and manganese, while providing a good source of fiber and vitamin C; all with relatively few calories.
This unique combination of nutrients supports overall wellbeing, including cardiovascular, gut, and brain health. Naturally versatile and nutrient-dense, blueberries also fit seamlessly into a variety of healthy eating patterns, including ketogenic, low-glycemic, and calorie-conscious diets, making them an ideal choice for consumers seeking both nutrition and flavor.
From breakfast bowls and smoothies to gourmet dishes, baked treats and refreshing beverages, the event demonstrated how blueberries can be incorporated into everyday meals, making them a practical and worthwhile addition to modern lifestyles.
“Around the world, consumers associate products from the United States with quality, innovation and trust, and U.S. highbush blueberries proudly uphold that reputation. Grown using generations of farming expertise and rigorous quality standards, U.S. blueberries are recognized for their exceptional taste, premium quality and consistency. As Malaysian consumers continue to seek nutritious, versatile and high-quality food choices, we are pleased to see growing appreciation for U.S. blueberries and look forward to bringing this premium fruit to more homes across the country,” said Retna Malar, Market Representative for U.S Highbush Blueberry Council in Malaysia.
At the event, Katherine McBride, Agricultural Attaché at the U.S. Embassy in Malaysia said, “Across the world, consumers trust U.S. food products for their quality, safety and consistency. These standards are built on generations of agricultural expertise, advanced farming practices and rigorous food safety systems designed to deliver products that consumers can enjoy with confidence. U.S. highbush blueberries are an excellent example of this commitment, offering premium quality, great taste and nutritional value while reflecting the high standards that have become synonymous with American agriculture. We are pleased to see growing interest among Malaysians in high-quality U.S. produce and initiatives such as this help strengthen connections between American producers and Malaysian consumers.”
An Interactive Blueberry Experience
Designed as an immersive lifestyle experience, the event combined live culinary demonstrations, hands-on participation and curated tasting experiences to showcase how blueberries can deliver both nutritional benefits and everyday value.
The event featured a live culinary showcase by Chef Fadzly Che Omar, who demonstrated how blueberries can be incorporated into a variety of dishes and occasions while bringing the campaign’s central message of Big on Benefits, Better on Value to life.
Guests then put those ideas into practice through the Big Blueberry Mystery Box Challenge, a hands-on team cooking activity that challenged media representatives and content creators to create their own blueberry-inspired dishes using fresh, frozen and dried blueberries.
“One of the reasons chefs enjoy working with blueberries is their versatility. They can be used in smoothies, salads, sauces, desserts, beverages and even savoury dishes. Their flexibility means a single ingredient can be used across multiple recipes and occasions, offering both culinary creativity and excellent value. Through today’s demonstrations and hands-on cooking experience, I wanted our guests to discover just how easy and rewarding blueberries can be to incorporate into everyday cooking,” said Chef Fadzly Che Omar.
The creations were evaluated by a judging panel comprising the event chef, a representative from the U.S. Highbush Blueberry Council (USHBC) and Chef Fadzly Che Omar.
Entries were assessed based on taste, nutritional appeal, creativity, versatility and overall presentation, with judges looking for innovative ways to maximize the use of blueberries across different recipes and occasions while demonstrating the value and adaptability that blueberries bring to everyday meals.
Growing Awareness in Malaysia
The “Blueberries GO Big: Big on Benefits, Better on Value” campaign forms part of USHBC’s ongoing efforts to raise awareness and encourage consumption of U.S. blueberries in Malaysia.
Whether enjoyed fresh, frozen or dried, blueberries can be incorporated into a wide variety of meals and occasions, making them a versatile ingredient that delivers value well beyond a single use. Being a fruit that needs minimal prep, blueberries are easy to transport, small in size and suitable for children to older consumers.
By incorporating a hands-on cooking experience into the media event, the campaign moves beyond product education to encourage active discovery, giving guests first-hand experience of how blueberries can provide multiple benefits while delivering greater value through their adaptability across different recipes, meal occasions and lifestyles.
As Malaysian consumers continue to seek premium, nutritious and versatile food choices, USHBC remains committed to helping more people discover the quality, flavour and value that U.S. blueberries can bring to everyday life.
About U.S. Highbush Blueberry Council
The U.S. Highbush Blueberry Council (USHBC) represents growers, processors, fresh packers and marketers of U.S. highbush blueberries. Through research, education and consumer marketing initiatives, USHBC works to increase awareness, demand and consumption of blueberries in domestic and international markets.
For media inquiries, kindly contact:
Soraya Iman
We Communications Sdn. Bhd.
Mobile: +60 11-1668 1196
Email: sorayai@wecommunications.com
