The impact of the first ever National Blueberry Day is still being assessed after it attracted little press coverage outside of Twitter.

Reports ahead of the event, held on 13 August, reported that the event, organised by BerryWorld to raise awareness of blueberries and blueberry recipes would have its own dedicated website and Twitter feed.

However a stand at the Bluewater shopping centre in Kent helped to celebrate 20 years of UK blueberry production, while press kits were sent to journalists and there was some radio coverage.

“BerryWorld is proud to have been so heavily involved in growing the blueberry market in the UK over the last 20 years. 42 per cent penetration is a strong sign of the fruit’s popularity, but there is still headroom for growth,” said BerryWorld managing director, Adam Olins.

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