An internationally acclaimed scientist, who has published breakthrough research with blueberries’ significant effect on memory and attention in children, will be the guest of honour at today’s official launch of the New Zealand blueberry season.

Blueberry season in New Zealand is December to March, though January is really when they are most abundant on New Zealand shelves.

Professor Claire Williams is the Chair of Neuroscience in the School of Psychology & Clinical Language Sciences at the University of Reading, UK has published breakthrough research demonstrating the significant effect of blueberries on memory and attention in children.

She is at the forefront of research into the health benefits of plant-derived chemicals and has found that the flavonoids found naturally in blueberries can significantly improve memory and attention - particularly in children.

“Students can really benefit from the short-term memory boost blueberries offer if you consume them before an exam,” she says.

Professor Williams is nearing the end of new research about to be published and will discuss the initial findings at the launch.

Blueberries New Zealand Chairman Dan Peach says Professor Williams’ studies on the links between diet and brain function are at the leading edge of current scientific research and the results have significant implications across all age groups.

“We’ve always known our wonderful fruit is packed full of goodness, but to have these additional benefits confirmed by Professor Williams’ research is really exciting for us.

In a recent double-blind trial, a group of 7-10 year olds were given a drink containing blueberries then tested on their speed and accuracy with a computer programme. The children given the flavonoid-rich blueberry beverage demonstrated nine percent quicker reaction times than those who drank a placebo without any loss of accuracy. Of particular interest, Prof Williams noted that the effect seemed more noticeable as the tests became harder.

Previous trials by the same research group have shown that consuming blueberries can improve mood and simple memory recall in primary school children. These exciting links between the flavonoids in blueberries and cognitive function in young people are a revelation to the country’s blueberry growers.

In addition to Professor Williams, the Blueberries New Zealand Season Launch wouldn’t be complete without an appearance from their popular ambassador, Eliza McCartney. The young pole vault champion has now been ambassador for Blueberries New Zealand for three years in a row - an easy choice for her as blueberries are her favourite berry, not only due to taste but also the broad range of nutritional benefits they offer.

More New Zealanders are developing a keen awareness of the nutritional power these little berries hold, with almost half of all households purchasing fresh blueberries last year.

Last summer, New Zealand families bought fresh blueberries around 3.5 times each, meaning each household consumed an average volume of 730g.

Fresh, New Zealand-grown blueberries are a nutrition powerhouse packed with antioxidants and a range of beneficial vitamins and minerals. Available now on shelves around the country, blueberries are the perfect snack at any time of the day. They contain higher antioxidant levels than just about every other fruit and vegetable and have one of the lowest sugar contents of all fruits.

Blueberries are low in fat and sodium, contain phytonutrients and are an excellent source of vitamin C, fibre and manganese. The fruit plays a vital role in promoting overall good health, particularly when it comes to gut health, anti-ageing, brain health and heart disease.

Monday’s Wholefoods in Auckland will host the official launch of the New Zealand Blueberry season at 2.30pm on Wednesday January 30th with both Professor Williams and Eliza McCartney in attendance.

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