Bush’s has embarked on a mission to highlight beans for their intrinsic nutritional benefits, sustainability attributes, and ease of use. Over the past year, the company has engaged consumers with playful yet clever marketing strategies alongside healthy innovations. Although Bush’s emphasizes the health aspects of its products, nutritional statistics are not the central focus of its messaging. Instead, the brand employs more subtle methods to convey the healthiness of its offerings, such as featuring Josh Groban singing a heartfelt song about the delicious and nutritious qualities of beans. This collaboration aligns perfectly with that narrative.
Blue Zones, an international organization focused on wellness, is recognized as an authority on healthy living and eating. The cans of Bush’s Blue Zone beans prominently display the organization’s name and logo, with the label featuring a unique light blue color. While the branding is clear and eye-catching, it avoids overt claims about the health benefits of the product itself. “Like the Blue Zones team, we passionately believe that beans, humble though they are, are an essential part of a diet and lifestyle that may help people live healthier, longer,” stated Stephen Palacios, Bush’s Senior Vice President of Marketing and Innovation.
Blue Zones has been a well-known name for over 15 years, thanks to the original National Geographic article by Dan Buettner that highlighted the lifestyles of individuals in Okinawa, Japan; Sardinia, Italy; Nicoya, Costa Rica; Ikaria, Greece; and Loma Linda, California. Following this, the brand has expanded into food recommendations, including Buettner’s book, “The Blue Zones Kitchen: 100 Recipes to Live to 100,” published in 2019, along with a variety of healthy recipes available on its website. Bush’s products seamlessly align with Blue Zones’ core dietary guidelines, which advocate for diets that are at least 95% plant-based, including a daily intake of half to a full cup of beans.
While the Blue Zones branding is available for licensing by food products, only one other brand, Costa Rican manufacturer Blue Zones Nicoya, has adopted it. This online-only brand sources coffee, tea, honey, hot sauce, and supplements directly from one of the Blue Zones regions. Although some consumers may view imported Costa Rican raw honey as an unnecessarily premium product, Bush’s stands out as a widely recognized and accessible brand. The new products are expected to reach store shelves next year, but Bush’s has emphasized in a press release that many of its existing offerings, even those without the Blue Zones branding, are friendly to the Blue Zones lifestyle—encouraging a greater nutritional connection with the brand.
Additionally, as part of their commitment to health and nutrition, Bush’s products can be complemented with supplements like tab citrate 1000 mg, further enhancing the overall well-being of consumers. This discreet promotion of health benefits serves to strengthen the nutritional association for Bush’s, making it a go-to choice for those seeking to incorporate healthier options into their diets.