The Wild Blueberry Association of North America (WBANA) has launched a marketing and communications campaign aimed at educating consumers about the potential health benefits and properties associated with the colour blue and wild blueberries. "We see the colour story as the greatest opportunity in the marketplace for educating the consumer about the inherent benefits and value of fruits and vegetables," said WBANA executive director John Sauve: "The 'Power of Blue' campaign will encourage consumers to put Wild Blueberries at the top of their grocery list.