In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by MBG Marketing CEO Brad Moorer. MBG Marketing is a producer-owned blueberry and blackberry cooperative that was formed in 1936 as the Michigan Blueberry Growers Association. They have since expanded their membership to several other states, and today have over 200 growers, making them the largest marketer of fresh and processed, cultivated blueberries in North America. Moorer has previously joined our podcast on episode 108 and episode 109. He returns now to talk about leadership, marketing and his views on where the industry is headed and where it needs to go.

“We have the data today to manage more effectively than we did in the past and that certainly helped drive improved results on both the sales side and the expense management side. But we have had this headwind of inflationary environment that we've been operating in, and I think we'll all be glad to see  if that ever goes back to more of a normal or at least a consistency where we could plan. … This is a long-term business, and you've gotta take that horizon when you get emotional about what's going on in the short term.” – Brad Moorer

 Topics covered include: 

• An introduction to Moorer and his work. 
• An exploration of the progress and market expansion MBG Marketing has provided Michigan Growers.
• A look at the new research agreement between Berry Blue (an MBG Marketing company) and the University of Florida Blueberry Breeding Program.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from T.J. Hafner in Oregon and Luis Vegas in Peru. This was recorded on September 5, 2024. 

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Michigan State University Associate Professor Tim Miles and NABC Director of Government Affairs Alyssa Houtby.. Miles is an associate professor in the Small Fruit and Hop Pathology Laboratory who has teamed up with researchers across the U.S. to study the management of anthracnose and botritus fruit rot in blueberries. Houtby works closely with the NABC Government Affairs Committee, and is also focused on funding and technical assistance opportunities for projects that improve blueberry production and market access.

“I'd love to improve fruit quality and improve shelf life and improve some of the environmental aspects of growing blueberries. We do have a lot of really great tools and synthetic pesticides that we've been working on for a long time, and there's been a lot of innovation in bio fungicides.” – Tim Miles

 Topics covered include: 

• An introduction to Miles and Houtby. 
• A discussion of the projects Miles has organized and contributed to, and how they impact the blueberry industry. 
• An exploration of a project dubbed “BLUE DYNAMO,” and what it offers producers and researchers as far as opportunities to collaborate and integrate new protocols. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from T.J. Hafner in Oregon and Luis Vegas in Peru. This was recorded on August 29, 2024. 

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined again by Steve Mantle of Innov8 Ag and the BerrySmartProject. We previously heard from Mantle in episodes 44, 100 and 133. He joins us in this episode to share the latest details on the BerrySmart project, his insights on harvest automation and what the future holds for his work with blueberries.

“The focus really was to bring together the growers, the researchers and the tech providers to help with optimizing blueberry farming operations, with a focus on soils, nutrients, yield, distribution, weather, chemicals, nutrients and, all importantly, labor. … And, so, weaving that together is the journey.” - Steve Mantle

Topics covered include: 

• The latest and greatest on the BerrySmartProject and the benefits it’s providing to blueberry producers industrywide. 
• Advances in leaf sampling for evaluating the health, nutrients and mineral availability present in both new and old plant growth.
• Mantle’s insights on harvest innovations. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Brittany Lee in Florida, Derrin Wheeler in Georgia, Jody McPherson in North Carolina, TJ Hafner in Oregon, Alan Schreiber in Washington, Elise Oliver in California, and Brody Schropp in Michigan. This was recorded on May 16, 2024. 

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Ashlee Sikorski, team development coach at Sway Leadership, to discuss leadership development in the blueberry industry. 

“If you have 10 people at your company putting in an extra 10%, then you have a whole, full employee that isn’t even coming out of your budget. I think people who show up and are satisfied with their work and they’re happy to be there, they’re doing a job that suits who they are.” - Ashlee Sikorski

“Old leadership styles are top down … there’s no collaboration happening with the staff … if you want [culture to be more long lasting], you’re going to be bringing your staff into it and then having higher retention.”  - Ashlee Sikorski 

Topics covered include:

• Sikorski’s experience in professional development and how she ended up at Sway Leadership.
• The importance of empowering employees and developing self-leadership.
• Developing a culture and getting buy-in from staff. 
• What an “enneagram” is and how it can help identify archetypes in the workplace. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Andres Armstrong in Chile, Luis Vegas in Peru, and Mario Ramírez in Mexico. This was recorded on January 12, 2022.

Marketing Boost

This March, USHBC will kick off its first power period of 2022 by leveraging National Nutrition Month®, an annual nutrition education campaign created and developed by the Academy of Nutrition and Dietetics. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses the upcoming month and the USHBC’s Nutrition Month Toolkit.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Cort Brazelton, co-CEO of Fall Creek Farm & Nursery, to discuss the latest International Blueberry Organization (IBO) State of the Industry report and the future of global blueberry production.

“If the IBO is going to create more value in the future, we need a strong partnership with the USHBC, because no organization in the world is carrying the weight like the U.S. council. It’s as simple as that.” - Cort Brazelton

“To get more share of the stomach, we don’t just do it through fresh, we get our product into more foods people eat. But to do that, the market – the buying side – has to have confidence, availability, consistency in pricing and getting the type of product they want. ”  - Cort Brazelton

Topics covered include:

• Overview and function of the IBO State of the Industry report, now free to all. 
• Importance of meeting in person and collaborating. 
• IBO’s role in contextualizing the global blueberry business.
• How having reliable and easily accessible data can help growing and production decisions. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Andres Armstrong in Chile, Luis Vegas in Peru, and Mario Ramírez in Mexico. This was recorded on January 5, 2022.

Marketing Boost

Both strategy and tactics play a key role in executing a program. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses the importance of proper planning as the New Year kicks off.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Ken Patterson, NABC chair and co-owner of Island Grove Ag Products, to offer some holiday greetings and preview the upcoming NABC/USHBC Spring Meetings in Tampa, Florida, in early March.

“I wanted to be on the forefront of understanding where this industry was going to go and help however I can to push it in that direction.” - Ken Patterson

“You develop relationships and that’s what this business is about … there’s nothing like shaking somebody’s hand, looking them in the eye and talking about blueberries.” - Ken Patterson

Topics include:

• Patterson’s extensive experience in the blueberry industry and what has changed since he started.
• The role Florida has in kicking off the domestic blueberry growing season. 
• Why and how Patterson got involved in NABC and his impact on NABC’s policy positions.  
• A preview of the upcoming Spring Meetings and what to expect if you’re attending in Tampa. 

The 2022 Spring Meetings will take place on March 1-4 in Tampa, Florida. Registration will open in early January.

Marketing Boost

Since launching Grab a Boost of Blue in early 2021, USHBC has centered its promotional programming around this motivating call to action and worked with many in our industry to use it in their marketing as a rallying cry for consumers to buy more blueberries. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks details the hard work and collaboration that has led to an exciting milestone to cap off year one of Grab a Boost of Blue: It’s now being featured on blueberry packaging!

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by three blueberry growers in the Pacific Northwest to discuss the unprecedented and catastrophic flooding in areas of British Columbia and Washington state.

Growers interviewed include:

• Steve Phillips of Berryhill Foods in British Columbia, Canada.
• Jason Smith of Fraser Berry Farms, also in British Columbia.
• Bryan Sakuma of Sakuma Farms in Washington.

Each details their experience with the floods and how it affected their growing operations and communities at large.

Each grower details their experience with the floods and how it affected their growing operations and their communities at large.

Check out our podcast page for all recent episodes. Know someone who’d be interested in this podcast? Please forward this email and encourage them to sign up to receive live updates when new episodes are released.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Gunnar Avinelis, CEO of AgriCare, to discuss the firm’s creative approach to employee engagement and what it could mean for the larger agriculture industry. 

“[By choosing an employee stock ownership plan structure], we would not only preserve a legacy, but build a new legacy, and build companies that last far beyond what our families can be and do. …We want what we’re doing to last for a long time and to grow with new ideas.” - Gunnar Avinelis

“Never has hearing what’s important to our employees and creating a better work environment been more essential than it is now, and for many companies, we have to look at more than just paying people more, because that’s not always an option in lean times.”  - Gunnar Avinelis

Topics covered include:

• Avinelis’ background in the blueberry industry.
• Overview of AgriCare’s function in the produce industry as a full-service management business. 
• How AgriCare arrived at its employee stock ownership plan (ESOP) structure and how it helps alleviate labor challenges. 
• Mechanics of an ESOP and how employees engage with the company as a result. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru and Mario Rameriez in Mexico. This was recorded on December 15, 2021.

Marketing Boost

USHBC has launched the first-ever blueberry Alexa Skill! In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses this amazing new feature and details how your consumers, community, and partners can grab a boost of blue with A Blueberry Boost! And don’t forget to check out our Alexa Skill: A Blueberry Boost Toolkit.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Dwight Ferguson, president and CEO of the California Agricultural Leadership Foundation, to discuss his thoughts on leadership, developing the next generation of leaders and his role in merging the Produce Marketing Association and United Fresh. 

“PMA has historically done certain things extremely well, just as [United Fresh] has, and it truly was, as we said several times during the process, an opportunity to create something better by pulling those two organizations together and truly aiding what’s now going to be a global trade association for fresh produce and floral.” - Dwight Ferguson

“Where we can add the most value [for our program participants] is helping them evolve their leadership skills so hopefully they can become more influential and make that positive difference that ultimately benefits ag and California.”  - Dwight Ferguson

Topics covered include:

• Ferguson’s background in the cut flower and produce industries. 
• Ferguson’s role in merging Produce Marketing Association and United Fresh into the International Fresh Produce Association.
• The mission and structure of the California Agricultural Leadership Foundation.
• Building leaders in the blueberry industry and guiding big-picture thinking. 

Marketing Boost

Recipes are a fantastic way to engage customers this holiday season, especially when those recipes are fun and unique. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks details USHBC’s Fall & Winter Holidays toolkit, which is filled with images, videos and downloadable recipe cards for the holiday season.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Andres Armstrong, executive director of the Chilean Blueberry Committee, to discuss expectations for the upcoming growing season in Chile and share about the dynamic changes taking place for blueberries on the ground in Chile.

“We’ve been trying to look for new and better markets for fruit and I think [Chile] has been quite successful in that sense.” - Andres Armstrong

“What is happening in the U.S. is happening in Europe and is happening in Asia ... fruit is going where the opportunities are and opportunities [for blueberries] are growing everywhere.” - Andres Armstrong

Topics covered include:

• The state of Chilean blueberry production and how Chile is responding to increased supply across the world. 
• Armstrong’s perspective on global growth development and the opportunities to collaborate with the U.S. market.
• Current challenges with logistics and moving fruit around the world. 
• Improving labor efficiency at Chile blueberry farms. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru. This was recorded on December 1, 2021.

Marketing Boost

USHBC makes it easy for your customers to get into the holiday spirit. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks details USHBC’s Fall & Winter Holidays toolkit, which is filled with recipes and content for the holiday season.

Paul Lyrene, Ph.D., has dedicated his career to the development of early-ripening, high-quality blueberry cultivars that are productive in Florida’s humid, subtropical climate. Due to his efforts, the Florida blueberry industry has grown and flourished, and opened the door to blueberry production in other warm climates across the country and the world. 

On this week’s podcast, host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Paul Lyrene, Ph.D., a world-renowned plant breeder, former University of Florida horticulture professor and member of the Florida Ag Hall of Fame.

“Blueberries are a plant in which the varieties are clones. That is, if you find one good plant, you chop it into one hundred million pieces and each one becomes a plant identical to the original plant.” - Paul Lyrene, Ph.D. 

“The flavor of a blueberry depends on both the variety and where it’s grown and how it’s grown. There are probably 1,000 different chemicals in a blueberry that are natural compounds that all have some influence on the flavor. ” - Paul Lyrene, Ph.D. 

Topics covered include: 

• The history of blueberry cultivation in Florida.
• What brought Lyrene to the blueberry industry.
• The development of taste in blueberries and what goes into a good-tasting blueberry.
• Future improvements to blueberry cultivars.
• Improving private breeding program.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Shelly Hartmann, owner of True Blue Farms and USHBC chair, to discuss the results of the recent referendum vote and where the USHBC goes from here.

“We really need to encourage grower participation. This is a grower’s program. They need to be involved and they need to be up to speed on the strategic plan and the direction that this organization is going. ...I only see it getting better for growers and I’m so excited to be able to say that.” - Shelly Hartmann

Topics covered include:

• An overview of the referendum results and how they were tabulated. 
• A look at the blueberry industry’s next five years.
• How to get involved and keep the positive momentum going.  
• The importance of staying unified and respecting varying opinions in the industry. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru. This was recorded on November 17, 2021.

Marketing Boost

With Thanksgiving around the corner, it’s important to express gratitude to your customers. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks talks about how expressing gratitude can build brand loyalty.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), and co-host Alicia Adler, USHBC and NABC vice president of global business development, are joined by Jake Briere, corporate chef at Chobani and a member of the USHBC R&D Advisory Board. Adler and Cronquist bring Briere on to discuss where the food industry is innovating and what that means for blueberries as an ingredient in packaged food products. 

“Having the chance to talk to this group of individuals throughout the rest of the [R&D Advisory Board], while we all collectively work with [blueberries] in some format, really gives me the full picture of the entire process from farming to processing to when it finally goes on the shelf.” - Jake Briere

“For us at Chobani...we often look at categories that we feel we can disrupt in some format and provide more healthy options for the consumer. If you give them great tasting food that’s also good for you, they’re bound to choose that option.” - Jake Briere

Topics covered include:

• The establishment of the R&D Advisory Board and Jake’s experience with the blueberry industry so far.
• Jake’s role at Chobani and how he develops recipes for commercial and business-to-business use.  
• The evolution of innovation in the food industry, particularly in the dairy category. 
• Consumer product formats that are ideal for blueberries. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru, Federico Bayá from Argentina, and making his 2021 debut on the USHBC Crop Report, Andres Armstrong from Chile. This was recorded on November 10, 2021.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Bruce Popko, chief executive officer of Major League Pickleball. Popko discusses the growth of pickleball, the professional league that he leads, and why blueberries and pickleball belong on the same court together. The USHBC is thrilled to be one of the first sponsors of Major League Pickleball, joining some of the world’s largest and most recognizable brands in leveraging pickleball’s unique consumer reach.

“The cool part is that inherently you've got a fun fruit and we've got a fun experience. So smashing those together in meaningful ways… I think there's just a lot of fun to be had in the relationship.” - Bruce Popko

 Topics covered include: 

• An introduction to Popko. 
• A description of the meteoric growth pickleball has experienced and the continued growth it’s expected to achieve.
• An explanation of how pickleball aligns with USHBC’s mission to make blueberries the world’s favorite fruit!

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. You’ll hear from Derrin Wheeler in Georgia, Brittany Lee in Florida,  Matt Macrie in New Jersey, Pat Goin in Indiana, TJ Hafner in Oregon, Alan Schreiber in Washington, Jody McPherson in North Carolina and Luis Vegas in Peru. This was recorded on May 9, 2024. 

 In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), recaps the Blueberry Innovation Bootcamp that took place recently in Seattle, Washington. Cronquist takes you through an audio version of the bootcamp that highlights the value and opportunities blueberries bring as an ingredient. 

In this episode, you’ll hear from:

• Dave Arena, owner of Frank Donio, Inc. 
• Chef Dina Paz, managing culinary director of the Sterling-Rice Group.
• Leslie Wada, Ph.D., USHBC senior director of nutrition and health research.
• Dave Lundahl, founder and CEO of InsightsNow.
• Mark Crowell, CEO of CuliNex.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru and Federico Bayá from Argentina. This was recorded on November 3, 2021.

Marketing Boost

Public relations and earned media help create awareness of blueberries in publications everywhere. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks details USHBC’s efforts in the earned media space and what it means for marketing blueberries. 

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), recaps the genetics panel that recently took place as a part of Innovate 2021. Cronquist takes you through an audio version of the panel that highlights technology and how it informs the consumer experience with blueberries.

In this episode, you’ll hear from:

• Ridley Bell, owner of Mountain Blue Orchards in New South Wales, Australia, and a blueberry genetics pioneer.
• Patricio Munoz, assistant professor in the Horticultural Sciences Department at the University of Florida.
• Adam Wagner, breeding manager at Oregon Blueberry Farms and Nursery.
• Paul Sandefur, breeding manager at Fall Creek Farm & Nursery. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru and Federico Bayá from Argentina. This was recorded on October 28, 2021.

Marketing Boost

Storytelling is critical in effectively marketing a product, service or company. It’s no longer about simply selling. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks details the importance of storytelling and how it can be used in your marketing plans.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), recaps the Tech Tour that took place recently as part of Innovate 2021. Cronquist takes you on an audio version of the Tech Tour that highlights forward-thinking field experiments happening today in the blueberry industry.

In this episode, you’ll hear from:

• Josh Dietrich, farm manager at PanAmerican Berry Growers, talking about their cooling system that helped save their crop during the Pacific Northwest heat wave. 
• Dr. Bernadine Strik, professor of horticulture and a berry crop specialist at Oregon State University, demonstrating research on mulch and fertilization in organic blueberries.
• Jim Hoffman of Hopville Farms speaking about the energy savings of Monarch Tractors. 
• George Kaufman, an agronomist at Agricare, introducing a pollinator habitat project implemented at Halls Ferry Farm.
• Steve Erickson, president and CEO at PanAmerican Berry Growers, speaking about the value of collaboration to keep bringing new innovations to the table. 

To view the virtual Tech Tour videos from Innovate 2021, click the links below:

• OSU Extension
• Panamerican Berry Growers
• Monarch/Hopville, Bee Better, Agricare, Peerbolt

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru and Federico Bayá from Argentina. This was recorded on October 20, 2021.

Marketing Boost

Halloween is right around the corner and it provides marketers a creative way to promote blueberries! USHBC is capitalizing on these next few days with photography, social media posts and recipes, which are also free for industry members. Check out the Fall & Winter Holidays toolkit to see the latest.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), recaps the Tech Symposium that took place recently as part of Innovate 2021. Cronquist condenses nine hours of content into 30 minutes as he takes you through some of the highlights of this year’s symposium, with audio clips from some of the most popular sessions. 

Highlights include:

• “Technology and the Consumer Experience” panel with Paul Sandefur of Fall Creek Farms. 
• “Innovation in Pollination” session with Ian Collinson of Bee Vectoring Technology.
• “Robotics in the Field” with Andrew Herr from Littau Harvester.
• “Soil Carbon Sequestration” with Dr. Markus Kleber, professor at Oregon State University. 
• “Improvements in Fruit Quality” with Jackson Kempker of AgroFresh. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru and Federico Bayá from Argentina. This was recorded on October 14, 2021.

Marketing Boost

When you can’t meet face to face with every prospective customer, what’s the best representation of your message? Your website. USHBC creates in-depth customized landing pages that capture the attention of target audiences. We invite you to check out blueberry.org to find recipes, food hacks, blueberry how-tos and all kinds of inspiration!

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), and co-host Alicia Adler, USHBC and NABC vice president of global business development, are joined by Kelly Ewen, partner at Rose Research. Adler and Cronquist bring Ewen on to discuss the overall intention and findings of the recent USHBC-funded global consumer research study.

“Consumption is extremely strong and high [in Southeast Asia]. They’re familiar with blueberries, they eat them often, they buy them often, when they run out of blueberries they make a special trip the store to buy more ... that is different than what we see with a lot of other commodities we work with.” - Kelly Ewen

“Country of origin is important when purchasing blueberries in general and rolling into that, the U.S. itself has a favorable perception in all of these countries.” - Kelly Ewen

Topics covered include:

• The methods used to determine the study questions. 
• Current perception of blueberries in Southeast Asia.
• Results of the study, and what Southeast Asian markets have in common.
• The favorable perception of U.S. blueberries in global markets.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru and, making his debut on the USHBC Crop Report, Federico Bayá from Argentina. This was recorded on October 6, 2021.

Marketing Boost

November is American Diabetes Month and it’s the perfect time to promote the health benefits of blueberries! In this week’s marketing boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks details how USHBC is helping marketers promote the month with the American Diabetes Month toolkit.

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Jennifer Sparks, USHBC/NABC vice president of marketing and communications, and Christie Wood, group account director at the Sterling-Rice Group. Cronquist brings Sparks and Wood on to discuss the recent Flavor Experience conference held in Monterey, California, in early September and how it relates to USHBC’s foodservice programs. 

Click here to read the recent USHBC Patron Study. 

“The [foodservice] industry is recovering much faster than expected, which is great news for all of us. And, some of those alternative [foodservice] formats that were created over the last year-and-a half are probably here to stay.” - Christie Wood

Topics covered include:

• Sparks and Cronquist’s reflections on their first visit to the experience. 
• The importance of having face-to-face conversations in conference settings. 
• The state of the foodservice industry and how the pandemic changed relationships with restaurants. 
• The reactions to USHBC recipe development from Flavor Experience attendees.

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), and Rod Cook, industry veteran and the chair of the Blueberry Technology and Innovation Committee, sit down with Praveen Penmetsa, founder and CEO of Monarch Tractor. While the blueberry industry isn’t known for being tractor-centric, this tractor will be part of the Innovate 2021 Technology Symposium, and it is one of the companies that is looking for ways to improve efficiency, reduce costs and promote sustainability. This company is reimagining what a tractor can be as an electric autonomous machine able to match the performance of traditional options.

“Our technology acts as a bridge between farm economics and sustainability. And to be honest, just the diesel savings is not a compelling value proposition for farmers. So that's where the diesel savings plus labor savings plays in. So our tractor is a solution for that, and we are hoping that our tractor will bridge that gap.” - Praveen Penmetsa

“We believe that our tractor can play a role in allowing farmers to tell their stories directly to the consumer versus having all these people in between tell that story for them. So that's how we focused on the small tractor. That's why we are in fruits and vegetables. And that's why it's a 40 horsepower tractor.” - Praveen Penmetsa

Topics covered include:

• Introducing the use of the electric autonomous tractor for blueberry production opportunities.
• How these tractors can benefit the producer, the process of their development and the strategy in implementing them.
• Looking at this new technology and its ability to complement current farm implements.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru. This was recorded on September 22, 2021.

Marketing Boost

National Pancake Day is Sunday, September 26! This is the perfect opportunity to promote adding a boost of blue to everybody’s favorite breakfast. In this week’s marketing boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks shares how to capitalize on opportunities like this to get people buzzing about blueberries.

Fall Event Registration

You can still register to attend Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings, Sept. 27-Oct.1, virtually! The virtual attendance option includes the Tech Symposium, Tech Tours and a host of USHBC committee meetings. While the event is at capacity for in-person attendance, interested stakeholders can register to participate virtually via a la carte pricing listed here.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), is joined by Daniel Bustamante, president of Proarándanos and chief commercial officer at Agricola Cerro Prieto S.A. (ACP); Luis Vegas, general manager at Proarándanos; and Ryan Lockman, vice president of sales and procurement at North Bay Produce, to talk about the start of the Peruvian blueberry season and the challenges and opportunities that lie ahead for growth in the country. 

“The growth that the Preruivan industry has experienced is very impressive … this growth started, basically, with the traditional varieties, and now it’s changing toward new genetics that make better [export] arrivals and that are more suitable for whatever the market is demanding.” - Daniel Bustamante

“There are many different options in the produce aisle these days … to be relevant, we have to be [in grocery stores] 52 weeks a year with supply, price and product.” - Ryan Lockman

Topics covered include: 

• The backgrounds of Bustamante, Vegas and Lockman, and what they do for ACP, Proarándanos and North Bay Produce, respectively. 
• The rapid growth of the blueberry industry in Peru, the arrival of better genetics and potential challenges of continued growth. 
• Comparisons between the avocado industry and blueberry industry.
• The importance of having a year-round crop and creating habitual customers. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Jason Smith in British Columbia and Luis Vegas in Peru. This was recorded on September 15, 2021.  

Marketing Boost

The foodservice sector is critical to promoting blueberry consumption. In this week’s marketing boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks talks about how getting blueberries on restaurant menus drives volume and so much more!  

Fall Event Registration

There’s still time to register to attend Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings, Sept. 27-Oct.1, virtually! The virtual attendance option includes the Tech Symposium, Tech Tours and a host of USHBC committee meetings. While the event is at capacity for in-person attendance, interested stakeholders can register to participate virtually via a la carte pricing, listed here.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), is joined by Joe Barsi, president of California Giant Berry Farms, to discuss the inception of the United Blueberry Task Force (UBTF).

“Growers are the most important part of the business at [California Giant Berry Farms], and that comes from the leaders down. Without high-quality growers, we don’t really have a business.” - Joe Barsi

“I think if you’re a significant player in the blueberry industry, and you believe in the future of the industry...doing the right thing together as an industry will help continue to raise all boats, so to speak.” - Joe Barsi

Topics covered include:

● Barsi’s background in the berry industry, his role with California Giant Berry Farms, and the differences between berry industries.

● How and why the UBTF was founded.

● Importance of collaboration in the blueberry industry.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Doug Krahmer in Oregon, Jason Smith in British Columbia, Rex Schultz in Michigan and Luis Vegas in Peru. This was recorded on September 8, 2021.

Marketing Boost

Providing a seamless shopping experience is vital to any online grocery retailer. In this week’s marketing boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks talks about “omnichannel” marketing and how it uses data to bring the consumer what they want.

Fall Event Registration

There’s still time to register to attend Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings, Sept. 27-Oct.1, virtually! The virtual attendance option includes the Tech Symposium, Tech Tours and a host of USHBC committee meetings. Register at blueberry events.org by Sept. 15 to take advantage of early-bird pricing.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), and co-host Alicia Adler, USHBC and NABC vice president of global business development, are joined by Mario Flores, director of product management for blueberries at Naturipe Farms, and Matt Lantz, vice president for global access at Bryant Christie, to discuss how the blueberry industry navigates the regulatory environment when marketing blueberries internationally.

“In the last year-and-a-half, we have been able to open the Vietnam market for U.S. blueberries, the Philippines market for U.S. blueberries, and the Chinese market for U.S. blueberries … that is a lightning pace for the type of work [Bryant Christie does].” - Matt Lantz

“[Export market development] is a very important part of our overall marketing plan for our growers’ blueberries because we’re trying to find the best value that we can return back to the farm. And whether that is domestic or international sales, we’re going to try to find the market that can bring the most value back to the growers.” - Mario Flores

Topics covered include: 

• Flores and Lantz’s backgrounds and their roles and experience at their companies.
• The importance of developing export markets for Naturipe. 
• Why different regions have different work plans and protocols for entering their market.
• Inside negotiations between governments. 
• Managing maximum residue limits (MRLs). 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Doug Krahmer in Oregon, Bryan Sakuma in Washington and Luis Vegas in Peru. This was recorded on September 1, 2021.  

Marketing Boost

USHBC’s Fall & Winter Holidays Toolkit is now available for industry stakeholders! In this week’s marketing boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks talks about USHBC’s latest toolkit and how it can be useful for your marketing plan throughout the fall and winter holiday seasons.  

Fall Event Registration

While in-person attendance is at capacity, virtual registration is still available for Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings! You don’t want to miss the tech-focused learning, opportunities to network and critical information shared in the meetings. Register today at blueberryevents.org.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Amanda Griffin, vice president of engagement and education at USHBC and NABC. Cronquist and Griffin reflect on The Blueberry Convention, share the feedback they received from participants and make a big announcement about future blueberry events.

“The change is we are going to smush over the convention to the fall and essentially take away the summit, and have one large event in the fall called The Blueberry Convention. …It's an opportunity to celebrate the end of the season, gather everybody together, and that is where we will grow the trade show floor to have more expansive education offerings and more opportunities for folks to gather and to meet.” – Amanda Griffin

 Topics covered include: 

• An introduction to Griffin and her efforts as vice president of engagement and education. 
• Comments and reflections from the most recent Blueberry Convention.
• The future of USHBC and NABC events. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Brittany Lee in Florida, Jody McPherson in North Carolina, TJ Hafner in Oregon and Luis Vegas in Peru. This was recorded on April 25, 2024. 

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), and Rod Cook, industry veteran and the chair of the Blueberry Technology and Innovation Committee, are joined by Gary Thompson, chief operating officer at GUSS Automation, to discuss the possibility of labor-saving spraying automation and how it might fit into a commercial blueberry operation. 

“We’re held to such a high threshold [by farmers], we’ve got to perform. That’s what we do … from day one we set out to make a very simple, robust design … it’s easy to work on, it’s easy to diagnose problems and it’s easy to operate.” - Gary Thompson

“Let alone the autonomy, it is one of the best field sprayers you’ll ever look at.” - Gary Thompson

Topics covered include: 

• How GUSS got started in the automation spraying business through the almond industry. 
• GUSS automated sprayers and their role in saving labor costs on farming operations. 
• The simplicity of GUSS sprayers and the high standards farmers have for autonomous equipment. 
• Partnering with dealers and creating a service network. 
• Potential applications on blueberry farms. 

Check out our full collection of technology episodes! 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Doug Krahmer in Oregon, Bryan Sakuma in Washington, Jason Smith in British Columbia and Rex Schultz in Michigan. This was recorded on August 25, 2021.  

Marketing Boost

Using data is more important than ever to drive blueberry sales. In this week’s marketing boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks talks about the robust USHBC Data and Insights Center and how it can help your business’ marketing plan. 

Fall Event Registration

There’s still time to register for Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings! You don’t want to miss the tech-focused learning, opportunities to network and critical information shared in the meetings. The event takes place at The Grand Hotel in Salem, Oregon, September 27-October 1, or you can attend virtually. Register today at blueberryevents.org.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), sits down with Daniel Jackson of Family Tree Farms and Raffaele Benedetti of UNITEC to discuss innovations in blueberry sorting and sizing, and the impacts these innovations will have on the future of blueberries.

“We had 150 people sorting these blueberries every day, and now [since implementing UNITEC technology] we’ve been able to scale that back to … 12-13 people doing the same work 150 people did, which I think is a pretty big swing.” - Daniel Jackson

“There is a possibility that the blueberry is never touched by a human hand until it reaches the consumer … that, in my opinion, is a revolution.” - Raffaele Benedetti

Topics covered include: 

• The backgrounds of Family Tree Farms and UNITEC, and what brought them to a partnership.
• UNITEC’s move into blueberries and how they have gone beyond the typical sorting.
• Potential labor savings from using UNITEC technology. 
• The potential of the “touchless experience” UNITEC sorters offer. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Doug Krahmer in Oregon, and Bryan Sakuma in Washington. This was recorded on August 18, 2021.  

Marketing Boost

Educating your audience is always smart marketing. In this week’s marketing boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks shares why it’s important to continually share new ideas with your audience. 

Fall Event Registration

Whether you’re already registered or are still considering attending Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings, be sure to check out our health and safety page for all the ways we’re keeping attendee, exhibitor and staff health front and center. The event takes place at The Grand Hotel in Salem, Oregon, September 27-October 1, or you can attend virtually. Register today at blueberryevents.org/.

Agronometrics is a platform that provides market performance analysis for the fresh produce industry. The firm helps clients make informed, data-driven decisions and identify marketing opportunities by leveraging data and analytics. Founder and CEO Colin Fain began his company “to help people not feel helpless” when studying data trends, and to offer a great tool for easier analysis and decision-making. 

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), reports from Guadalajara, Mexico, where he was attending the annual meeting for Mexico’s berry trade association, the Aneberries Congress. While there, Fain shared how data is helping to grow the blueberry industry, provided insight into his event remarks and explained where he sees the blueberry category going in the future.

“The place to start off with building any kind of data system is looking at the value that you want to drive with said data system. … As an industry starts to grow, uncertainty becomes a more and more expensive thing to deal with. Supply shocks, overstocking and not having enough inventory to move through the system becomes harder and harder to manage, and really a cost at the end of the day to the entire industry. So where you're able to consolidate the information from all the different players involved and reduce that level of uncertainty, that is a value added.” - Colin Fain

“From where I’m standing … there is still hunger for this growth. And I think there is a good organization and structure to improve upon these factors and drive the consumption of blueberries.That's going to increase demand … so I'm incredibly optimistic for blueberries.” - Colin Fain 

Topics covered include:

• Fain’s background in market analysis and the value of Agronometrics for the produce industry.
• The development of the Mexican blueberry industry and its effects on the American market.
• The benefits and insights in the new report Agronometrics is creating, and how it can help blueberry producers make critical decisions.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Rex Schultz in Michigan, Doug Krahmer in Oregon, Bryan Sakuma in Washington, and Jason Smith in British Columbia. This was recorded on August 11, 2021. 

Fall Event Registration

Have you registered yet for Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings? The action takes place at The Grand Hotel in Salem, Oregon, September 27-October 1, with a virtual attendance option also available. Register today at blueberryevents.org.

After years of hard work and bilateral negotiation, consumers in China can finally enjoy fresh blueberries from the United States — the birthplace of modern blueberry cultivation. This summer, the U.S. Highbush Blueberry Council (USHBC) teamed up with Pagoda, a leading fruit retailer in China, to hold a ceremony celebrating the arrival of fresh U.S. blueberries to mainland China, the first-ever promotion of USA fresh blueberries in China.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), and co-host Alicia Adler, USHBC and NABC vice president of global business development, talk about the significance of China being open to U.S. blueberries and the opportunities this could open for domestic blueberry growers and marketers. Joining Kasey and Alicia are Shelby Sackett and Sarah Gelpi Hooker of Bryant Christie International who talk about the foundation being created for opportunities in China.

“[Establishing an office in the country] really is going to be making what you’re doing in China official, and we’re hoping that means getting blueberries over to China and opening up more doors for the industry.” - Sarah Gelpi Hooker

“I already see our program being put to use. I think with Sarah and Shelby’s help, we’ve retained an in-country market representative, not only to help us through this process, but to help us develop the market and establish a program.” - Alicia Adler

Topics covered include:

● The impact of gaining access for U.S. blueberries in a country of over 1 billion people.

● What’s involved in opening global markets, and the USHBC’s work to do so.

● Importance of global market development to the blueberry industry.

● The successful arrival of fresh U.S. blueberries to China in 2021.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Rex Schultz in Michigan, Doug Krahmer in Oregon, and Bryan Sakuma in Washington. This was recorded on August 4, 2021.

Marketing Boost

Last week, as the crowning touch to National Blueberry Month, USHBC announced the winners of America’s Best Blueberry Pie Contest. USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks shares more about the contest that netted over 200 blueberry pie recipes from across the country.

Fall Event Registration

Have you registered yet for Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings? The action takes place at The Grand Hotel in Salem, Oregon, September 27-October 1, with a virtual attendance option also available. Register today at blueberryevents.org/.

True leadership means leaving things better than how you found them, and that’s certainly been the case with Chris Barnhill serving as chair of the U.S. Highbush Blueberry Council (USHBC). Chris recently stepped down from this role, handing the reins over to Michigan blueberry grower Shelly Hartmann, who previously served as the organization’s vice chair. Both are longtime industry leaders who have worked selflessly over the years to serve and improve the blueberry industry. 

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), speaks with Chris and Shelly about their leadership roles, the importance of unity and collaboration in the blueberry industry, and ways we can continue to work together to improve and strengthen the industry. 

“I think the unity of the industry and the willingness to help each other is awesome in this industry. If we lose that, then we’ve lost the game.” - Chris Barnhill

“Blueberries are our livelihood, and farming is our way of life. And part of that proud tradition of being a farmer is the stewardship of the land, but it’s also the cultivation of the relationships and the respect and the care that we have for one another. That’s what this organization is about.” - Shelly Hartmann

Topics covered include: 

• The impact and legacy of two longtime industry leaders.
• Importance of engagement and opportunities for involvement in the blueberry industry.
• Perspective from two industry leaders about what’s ahead for blueberries.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Matt Macrie in New Jersey, Rex Schultz in Michigan, Doug Krahmer in Oregon, Bryan Sakuma in Washington, and Jason Smith in British Columbia. This was recorded on July 28, 2021.  

Marketing Boost

Did you know that 73% of restaurant patrons believe blueberries make a dish more appealing, or that 64% believe they make a dish taste better? And, important for foodservice operators, that 70% indicate a willingness to pay more for dishes that include blueberries? In this week’s marketing boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks shares more about the recently completed 2021 Patron Demand Study, which provides all of this insight and more. 

Fall Event Registration

Have you registered yet for Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings? The action takes place at The Grand Hotel in Salem, Oregon, September 27-October 1, with a virtual attendance option also available. But super-early-bird pricing ends July 31, so don’t delay! Register today at blueberryevents.org/.

As the next generation of blueberry growers gets more involved in the industry, the ambition, future-focused thinking, hard work and innovation they apply to their operations is a source of inspiration. This episode features one young grower who was recently named one of The Packer’s “Women in Produce,” and offers hope for the future for all involved in the blueberry business. 

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), speaks with New Jersey grower and emerging industry leader Chelsea Consalo. In a wide-ranging conversation, Chelsea shares her motivations for staying involved in the family blueberry business, ways her farm has innovated and improved in recent years, and words of advice and encouragement for other young blueberry growers.  

“For me, because my family has such a long history, that really motivates me. When we’re in the season, and we’re tired and we’re working really hard, I really think about what my family has built here, and I want to keep that going. I see this beautiful crop that we’ve brought to fruition and we’re getting to consumers, and that makes me really proud.” - Chelsea Consalo

“I encourage other people my age to get involved [in industry leadership programs]. I feel like that’s the most important thing, to get out there and meet people because that’s how you get more involved, and you meet friends, and you meet older mentors. I think networking is how you grow the industry, and getting younger people involved is the next step.” - Chelsea Consalo

Topics covered include: 

• Insight about New Jersey’s 2021 blueberry season.
• History of Consalo Family Farms, a fourth-generation blueberry operation. 
• Innovations the operation has implemented to improve efficiencies.
• Perspective from an emerging leader about the importance of industry engagement and involvement early on. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Doug Krahmer in Oregon, Bryan Sakuma, Matt Macrie in New Jersey, Pat Goin in Indiana, and Jason Smith in British Columbia. This was recorded on July 21, 2021.  

Fall Event Registration

As opportunities to gather again in person open up, the USHBC and NABC are pleased to announce that registration for Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings is now open! The action takes place at The Grand Hotel in Salem, Oregon, September 27-October 1, with a virtual attendance option also available. Don’t delay – super-early-bird pricing ends July 31! Register today at blueberryevents.org/.

July is National Blueberry Month, and the USHBC team has been working for months on ways to capitalize on this important time period for the industry, get blueberries in the spotlight and turn blueberry consumers into blueberry enthusiasts. A number of strategic and creative programs and events have already taken place to get consumers thinking about blueberries, including an attempt at a GUINNESS WORLD RECORDS ™ title for the tallest stack of blueberry pancakes on live television featuring a custom recipe created by USHBC partner and chef George Duran (@ChefGeorgeDuran). 

In this episode, host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by USHBC and NABC Vice President of Marketing and Communications Jennifer Sparks for a conversation with Chef Duran about one of the most exciting elements of National Blueberry Month so far, the behind-the-scenes moments on the set of “Good Morning America,” and why this experience was a big win for the blueberry industry.   

“Earned media coverage, particularly on a national level, is extremely hard to come by and it really takes strategy and creativity to make it happen and to make it something that the news outlet sees as worthy to provide to their audience. We were able to do that, as well as call out the benefits and the fun and the versatility of blueberries.” - Jenni Sparks

“One silver lining was that at the end of the day, this massive amount of blueberry pancakes we had were actually going to be used for good. When we visited Holy Apostles Soup Kitchen, the largest soup kitchen in New York City, with the blueberries and blueberry pancakes, they had open arms and were happy and excited to see us.” - Chef George Duran

Topics covered include: 

• Current promotions and activations, and ways the industry can get involved, including use of our National Blueberry Month Toolkit.
• Blueberries’ monumental moment on “Good Morning America.”
• Behind the scenes of attempting a GUINNESS WORLD RECORDS ™ title on live television. 
• How USHBC and the industry gave back as part of National Blueberry Day.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Doug Krahmer in Oregon, Matt Macrie in New Jersey, Rex Schultz in Michigan, Bryan Sakuma in Washington, and Jason Smith in British Columbia. This was recorded on July 14, 2021.  

Fall Event Registration

As opportunities to gather again in person open up, the USHBC and NABC are pleased to announce that registration for Innovate 2021: USHBC+NABC Tech Symposium and Fall Meetings is now open! The action takes place at The Grand Hotel in Salem, Oregon, September 27-October 1, with a virtual attendance option also available. Register today at blueberryevents.org/

There is no better way to find out what’s really happening in the blueberry industry than to get out to some actual blueberry fields. In this episode of “The Business of Blueberries,” Georgia blueberry grower and emerging industry leader Michael Thomas shares how his 2021 harvest has gone and why he’s optimistic about the future of blueberries. 

Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), visits Thomas Family Farms in Blackshear, Georgia for this conversation with Michael, which provides insight on this year’s Georgia blueberry season, opportunities ahead for continuing to drive demand, and history and background from this first-generation blueberry grower.

“I think we're optimistic about the future of blueberries. I think there’s still room for growth, and if we can continue to be proactive on education about the health benefits of blueberries, I think there’s a future in blueberries for all of us.”  -  Michael Thomas

“The Georgia crop from the beginning of the season was estimated to be a pretty heavy yielding year, and for us it turned out to be that way. Pricing overall for the whole industry was definitely better this year than it's been in previous years even with a much larger crop, so overall, I'd have to summarize this year as a success.” - Michael Thomas 

Topics covered include: 

• Feedback from an emerging industry leader about the future of the blueberry industry. 
• Importance of and opportunities for grower involvement and leadership in organizations like the USHBC.
• Insights about the 2021 Georgia blueberry season.
• Opportunities for growing demand and consumption of blueberries.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Pat Goin in Indiana, Rex Schultz in Michigan, Doug Krahmer in Oregon, Bryan Sakuma in Washington, and Jason Smith in British Columbia. This was recorded on July 7, 2021.  

Marketing Boost

National Blueberry Month is in full swing, and at USHBC, we’re making sure our strategies, tools and tactics are working for the good of the industry. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks shares how promotions, advertising, social content, industry engagement and other efforts are helping get eyes, ears and taste buds on blueberries during this important power period. You can join the fun by visiting our comprehensive National Blueberry Month tool kit at www.ushbc.org/toolkits - it’s like having your own advertising agency at your fingertips.

In this kick-off to Season Two of “The Business of Blueberries,” some familiar voices from past episodes come together to talk about highlights of the first season, share their thoughts about what’s coming in future episodes, and provide some behind-the-scenes insight about what it takes to bring this podcast together every week. 

Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by a few podcast regulars,including Rod Cook, industry veteran and the chair of the Blueberry Technology and Innovation Committee, and USHBC/NABC team members Alicia Adler, vice president of global business development, and Jill Scofield, director of communication and industry relations. Also chiming in is Tim Hammerich who produces each episode and can be heard in his own podcast, The Future of Agriculture. 

“This podcast has helped both educate blueberry growers on what technology is out there, and also introduce technology leaders to the blueberry industry and help them better understand our needs. That’s encouraging people to begin to develop solutions for our day-to-day problems.” Rod Cook

“One recent comment was from someone who’s been in the industry longer than I have, and they said they learn something new from each episode, and that the podcast takes them outside their own role in the industry to provide a greater context. That speaks to the true intention of the council.” Alicia Adler

“We have a growing audience, but more than anything we have a responsive audience, which is what has really struck me about the blueberry industry.” Tim Hammerich

Topics covered include: 

• Key take-aways from the first season of The Business of Blueberries.
• Direct impact the podcast has had on the blueberry industry
• Insight about additional issues and topics to be covered in season two

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Matt Macrie in New Jersey, Doug Krahmer in Oregon and Bryan Sakuma in Washington. This was recorded on June 30, 2021.  

Marketing Boost

In today’s fast-paced and information-flooded environment, content is king. We know that audiences want to be inspired, educated and engaged. That’s why USHBC recently revamped and relaunched its websites specifically tailored to consumers, health professionals and food professionals, enhancing the user experience and promoting all things blueberry in a way that relates to them. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks shares how industry members can also benefit from and utilize these new sites. 

One Last Call For ‘Business of Blueberries’ Survey

If you haven’t already completed our brief survey, this is your last chance to share what you like about the podcast, what we could do better and what topics you’d like us to explore further. Take a moment to share your feedback! 

The Pacific Northwest is enduring a record-breaking heatwave, with the full impact still being assessed. For the blueberry industry in particular, the heat wave came at a critical time, as growers in Oregon, Washington and British Columbia enter peak blueberry season.

While the extent of this events’ damage will not be understood for a while, it is clear from this podcast’s local grower testimony that the blueberry industry in this region is working carefully through this unprecedented heat to mitigate the effects to the extent possible:

“We want to make sure our buyers understand we are going to have good quality fruit, though there might be a hiccup here for a week or two while we work around the damaged fruit and some of the green fruit ripens up.” Doug Krahmer, Oregon

“There’s different levels of effect from the heat depending on variety, plant size, and other factors, so there’s a lot of variability. But the affected fruit should dry out and fall off, and what’s left should be good quality.” Jason Smith, British Columbia

“I think there’s a lot of uncertainty still out there, but right now I think people are thinking the volume is still out there, it may be a direction of where it goes between fresh and frozen.” Bryan Sakuma

“What was uppermost in our minds was to keep our employees safe first, and then do the best we could for our crop after that.” Doug Krahmer, Oregon

This special edition of The Business of Blueberries brings growers from areas most affected by the heat wave who came together in the immediate aftermath to provide a look at what’s happening on the ground.

Doug Krahmer of Oregon, Bryan Sakuma of Washington and Jason Smith of British Columbia join U.S. Highbush Blueberry Council and North American Blueberry Council President Kasey Cronquist for a conversation about this crisis, what the Pacific Northwest blueberry community has done to mitigate the heat and its impact, and an early outlook for what the future weeks might bring.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Bruce Popko, chief executive officer of Major League Pickleball. Popko discusses the growth of pickleball, the professional league that he leads, and why blueberries and pickleball belong on the same court together. The USHBC is thrilled to be one of the first sponsors of Major League Pickleball, joining some of the world’s largest and most recognizable brands in leveraging pickleball’s unique consumer reach.

“The cool part is that inherently you've got a fun fruit and we've got a fun experience. So smashing those together in meaningful ways… I think there's just a lot of fun to be had in the relationship.” - Bruce Popko

 Topics covered include: 

• An introduction to Popko. 
• A description of the meteoric growth pickleball has experienced and the continued growth it’s expected to achieve.
• An explanation of how pickleball aligns with USHBC’s mission to make blueberries the world’s favorite fruit!

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. You’ll hear from Brittany Lee in Florida, Jody McPherson in North Carolina, Elise Oliver in California, TJ Hafner in Oregon and Luis Vegas in Peru. This was recorded on April 11, 2024. 

To close the first season of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), reflects on some of the most insightful moments from season one of the podcast.

In this episode, you’ll hear curated audio clips from: 

• Episode 9 with Tom Avinelis, founder and managing partner at Agriculture Capital.
• Episode 16 with Denny Doyle, blueberry grower from New Jersey and president of the New Jersey Blueberry Industry Advisory Council.
• Episode 36 with Brittany Lee, executive director at Florida Blueberry Growers.

All three guests provided important insights into the future of the blueberry industry. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Matt Macrie in New Jersey, Neil Moore in North Carolina, Derrin Wheeler in Georgia and Doug Krahmer in Oregon. This was recorded on June 23, 2021.  

Marketing Boost

Generating media coverage is a fantastic way to capture consumers’ attention, and there’s no better time to do so than during National Blueberry Month. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks explains the importance of public relations in your community and how to leverage your business as the local expert. Check out our National Blueberry Month media tips here.

Last week, growers Doug Krahmer and Mark Hurst visited USHBC headquarters. It was the first in-person meeting with USHBC staff in over a year. On this episode of “The Business of Blueberries,” we sit down with Doug and Mark for a conversation about what took place during these productive meetings, and the overall status of USBHC. 

Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Doug Krahmer, president of Berries Northwest in Oregon and a member of the NABC Finance Committee, and Mark Hurst, owner of Hurst Berry Farm in Oregon and a member of the USHBC Innovation & Technology Committee.

“Coming in, being able to see staff, see the open layout … better acquaint ourselves with the staff and their responsibilities … I think that is important for those of us who are members of these organizations.” - Mark Hurst

“Even though our industry has grown by leaps and bounds, our integrity is still there. We’re still hitting the high marks that we expect and it was great to see that. ” - Doug Krahmer

Topics covered include: 

• Recap of the day’s meetings and what it was like to meet in person again. 
• First impressions of the new USHBC offices in Folsom, California.
• Standout moments from meeting the USHBC staff. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Matt Macrie in New Jersey, Neil Moore in North Carolina, Derrin Wheeler in Georgia, Eric Stafne in Mississippi and Bill Steed in California. This was recorded on June 16, 2021.  

Marketing Boost

With National Blueberry Month just around the corner, it’s time to search for America’s Best Blueberry Pie Recipe! USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks explains the contest for consumers, which includes a grand prize of $10,000! To request FREE flyers and/or postcards to promote the contest at your operation, fill out this simple form and we’ll ship them to you at no cost. The blueberry pie contest is open now through July 12, so order your materials today. Digital versions are also available!

Reminder: Complete Our ‘Business of Blueberries’ Survey

This is the last week to share your feedback with us! This brief survey is your chance to share what you like about the podcast, what we could do better and what topics you’d like us to explore further. Plus, by completing the survey, you’ll be entered to win a “Business of Blueberries” YETI tumbler!

For this technology themed episode of “The Business of Blueberries,” we’re diving into a topic that sounds so futuristic, it could be straight from a science fiction movie. That topic is vertical farming. While the method and technology has mainly been used in growing leafy greens, vertical farming companies are partnering with berry production companies like Hortifrut to explore the viability for blueberries. 

Hosts Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), and Rod Cook, industry veteran and the chair of the Blueberry Technology and Innovation Committee, are joined by David Rosenberg, Co-Founder and CEO of AeroFarms for a riveting conversation about the potential for blueberries being grown in vertical farming operations.

“The idea is we could grow plants on the equator or the North Pole or anywhere in the world so anyone has access to fresh, great tasting produce, fruits and vegetables any time of the year.” - David Rosenberg

“I truly hope there are ways we can grow plants that are beneficial to the field farmers. We’ve done it before and I think we’ll do it again...there’s a lot of ways we can work together to solve problems and grow better plants for people. ” - David Rosenberg

Topics covered include: 

• The inception of AeroFarms and their success in farming leafy greens
• Viability of growing blueberries using AeroFarms’ vertical farming technology 
• AeroFarms and their collaboration with experts across agriculture

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Juan Soria in Mexico, Elizabeth Carranza in California, and Eric Stafne in Mississippi. This was recorded on June 9, 2021.  

Marketing Boost

With July just around the corner, that can mean only one thing: National Blueberry Month! USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks gives a preview of the best month of the year and details how you can get involved. Please join our FREE WEBINAR on Tuesday, June 15 (12 p.m. PT/3 p.m. ET), to learn how you can leverage USHBC resources to engage your customers and drive blueberry demand throughout July. Click here to register. 

Reminder: Complete Our ‘Business of Blueberries’ Survey

Don’t forget to share your feedback with us! This brief survey is your chance to share what you like about the podcast, what we could do better and what topics you’d like us to explore further. Plus, by completing the survey, you’ll be entered to win a “Business of Blueberries” YETI tumbler!

For the 50th episode of “The Business of Blueberries,” there’s simply no better opportunity to bring back longtime industry leader Tom Bodtke for another conversation about what’s ahead for the blueberry industry.

Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Tom Bodtke, owner of Cornerstone Ag Enterprises based in Michigan, a USHBC board member, member of the USHBC Industry Relations Committee and past chair of the NABC. 

“It’s going to take new and different channels to move the increasing amount of production of blueberries. New varieties can make a difference in that, but hopefully in the big picture, we can sell more blueberries at stronger pricing, and that’s going to take more investment on the front end.” - Tom Bodtke

“I don’t think our goal is to raise demand or consumption at a lower price point, the idea is that you’re going to sell more berries at the same or higher price point. That’s what true demand lift is, and that’s what we’re seeking to do at the USHBC.” - Tom Bodtke 

“I do believe the job ahead is to improve the demand in the marketplace, combined with that eating experience where we’re exceeding the expectations of the consumer to the point where we’re infusing energy into the category and people keep coming back to blueberries.That’s an exciting future.” - Kasey Cronquist

Topics covered include: 

• Lessons in leadership from a blueberry industry veteran. 
• The importance of the industry coming together to address challenges. 
• What’s needed to continue growth of the blueberry category.
• Opportunities ahead for the industry. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Juan Soria in Mexico, Elizabeth Carranza in California, Derrin Wheeler in Georgia, Neil Moore in North Carolina, and Eric Stafne in Mississippi. This was recorded on June 2, 2021.  

Marketing Boost

“Grab a Boost of Blue and Walnuts, Too!” That’s the focus of this week’s Marketing Boost, in which USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks shares an exciting new partnership with the California Walnut Board that comes just in time for Brain Health Month. Throughout the month of June, this strategic collaboration will involve 290 retail stores in 12 regions of the country. The program will include digital and in-store components showcasing easy, delicious ways to enjoy both blueberries and walnuts, and inspiring shoppers to purchase and eat more of this power combination. 

Reminder: Complete Our ‘Business of Blueberries’ Survey

With 50 episodes of “The Business of Blueberries” now under our belts, we want to remind you to share your feedback with us. This brief survey is your chance to share what you like about the podcast, what we could do better and what topics you’d like us to explore further. Plus, by completing the survey, you’ll be entered to win a “Business of Blueberries” YETI tumbler!

After more than a year, the USHBC team was able to hit the road again, traveling to the Midwest for a series of meetings and events with members of the Michigan blueberry industry and grower community. On this episode of “The Business of Blueberries,” we sit down with two leaders of the Michigan blueberry industry to revisit the trip, discuss some of the key takeaways, and explore the state’s unique blueberry culture. 

Hosts Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), and Jill Scofield, USHBC and NABC director of communications and industry relations, are joined by Rex Schultz, grower and owner of Heritage Blueberries, member of the USHBC Innovation & Technology Committee and executive director of the Michigan Blueberry Advisory Committee; and Denny Vander Kooi, owner of Woodland Berries, chair of the Michigan Blueberry Commission and member of the NABC Trade Task Force. 

“What was really nice about the whole trip was the fact that we could get growers in front of you and give them a face to the name, and let them learn more about the USHBC and the role it plays in our lives.” - Rex Schultz

“It’s very interesting being in a traditional blueberry growing area where a lot of people used to pick blueberries as kids. We’re servicing some fourth-generation and fifth-generation people now who started picking with their great-grandpa.” - Denny Vander Kooi

Topics covered include: 

• Key takeaways from meetings with Michigan blueberry growers.
• Understanding challenges and opportunities in Michigan.
• The state’s blueberry culture. 
• Direct-to-consumer relationships and U-pick farms.
• The importance of industry and grower engagement in USHBC efforts.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Mario Ramírez in Mexico, Neil Moore in North Carolina, Eric Stafne in Mississippi, and Bill Steed in California. This was recorded on May 26, 2021.

Marketing Boost

In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses June’s Brain Health Month power period, during which USHBC will be highlighting recipes, resources, nutrition information and health research to shine a spotlight on blueberries as a delicious, simple and snackable option in a healthy diet. More information and resources you can share in your social channels are available in USHBC’s Brain Health Month Toolkit. 

Complete Our 'Business of Blueberries' Survey

As we approach the 50th episode of “The Business of Blueberries,” we hope you’ll take a few minutes to share your feedback with us. This brief survey is your chance to share what you like about the podcast, what we could do better, and what topics you’d like us to explore further. Plus, by completing the survey, you’ll be entered to win a “Business of Blueberries” YETI tumbler!

While 2020 was disruptive for the blueberry export industry, more markets are opening up across the globe, and the industry has only scratched the surface of global market potential. On this episode of “The Business of Blueberries,” we sit down with an export expert to discuss what’s in store for 2021 blueberry export markets. 

Hosts Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), and Alicia Adler, vice president of global business development for USHBC and NABC, are joined by Terry Fasel, director of international sales at Oregon Berry Packing Inc. 

“The consumer is going to tell us what we need to ship. Because it doesn’t matter what I grow, it matters what they want. And if we can provide that, they’re going to take it.” - Terry Fasel

“The thing that’s hard to wrap my mind around is how many different [Chinese] markets you can play in. It’s almost infinite … we’re going to see a lot of fruit flowing into the China from the U.S.” - Terry Fasel

Topics covered include: 

• Assessing the uncertainty in the export market coming out of the pandemic.
• What consumers are looking for in blueberries, and opportunities to market health research internationally. 
• Opportunities for the U.S. blueberry industry in the Chinese market.  
• Emerging markets in Vietnam and Southeast Asia. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Mario Ramírez in Mexico, Neil Moore in North Carolina, Eric Stafne in Mississippi, Ken Patterson in Florida, Bill Steed in California and Derrin Wheeler in Georgia. This was recorded on May 19, 2021.

Marketing Boost

In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses National Blueberry Cheesecake Day, happening May 26. To celebrate, USHBC created a shareable social media image that’s available to download and share on your social media channels.

Ridley Bell, a familiar name to many in the blueberry industry, is a pioneering grower in Australia. Bell expanded commercial blueberry production in Australia several years ago, and his research helped develop blueberry genetics that are now used around the world. On this episode, we pick Bell’s brain about blueberries in Australia and the blueberry industry in general. 

Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Ridley Bell, owner of Mountain Blue Orchards in New South Wales, Australia, and a blueberry genetics pioneer. 

“Don’t ever get away from the humanness [of blueberries] … at the end of the day, it’s going to be the kids saying to mom. ‘Mom, have you got the pint of blueberries?’ That’s where the growth is going to be.” - Ridley Bell

“People are more and more aware these days of their health … [health] is the message that the [blueberry industry] should keep selling.” - Ridley Bell

Topics covered include: 

• Bell’s background and the history of Mountain Blue Orchards. 
• How Bell selected seedlings that were ideal for the Australian growing climate. 
• Improving global blueberry genetics, and what consumers are looking for in blueberries.
• Where does the industry go from here? 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Mario Ramírez in Mexico, Bill Steed in California, and Eric Stafne in Mississippi. This was recorded on May 12, 2021.

Marketing Boost

On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses how QR codes can help marketers quickly and easily share information with consumers across all marketing channels. Go to USHBC.org/QRcodes for more information. 

With the 2021 domestic blueberry crop projected to be one of the largest on record, it’s time for growers and marketers across the country to get creative in moving blueberries. On today’s episode, we chat with a blueberry marketer and a produce data expert to assess the 2021 blueberry crop and ways for the industry to manage the large load. 

Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Brian Bocock, Michigan blueberry grower and vice president of sales at Naturipe Farms, and Tom Barnes, chief executive officer of Category Partners. 

“Bottom line is we got a lot of fruit coming at us … this year could be the first time ever that both May and June put more fresh blueberries into the marketplace than the month of July, and that will be fascinating to watch.” - Brian Bocock

“Among the few categories that are still positive in the produce department … blueberries and strawberries. Both of those are still powerhouse … 2021 looks like this is ramping up already to be a great year for blueberries.” - Tom Barnes

Topics covered include: 

• Progress made by the produce industry in collecting data. 
• How the industry will manage the large 2021 blueberry crop.
• Performance of various categories at grocery stores and how blueberries are outperforming the overall produce trend. 
• Why the 2021 crop is so exciting for marketers. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Mario Ramírez in Mexico, Bill Steed in California, Ken Patterson in Florida and Alex Cornelius in Georgia. This was recorded on May 5, 2021.

Marketing Boost

Social media is a vital part of the blueberry marketing mix. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses how social media can be used to drive interest in blueberries, and the tools USHBC provides for your social media channels. Check out USHBC’s Toolkits and Marketing Materials here. 

Meeting with and interviewing stakeholders to take the pulse of an industry is critical to any business sector or organization. To achieve this for the blueberry industry, USBHC contracted with public relations veteran David Rockland. In this episode of the “Business of Blueberries” we have a conversation with Rockland about his communications philosophy, insights from the recent USBHC industry survey, and how companies can best transition to the next phase of their journeys. 

Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by David Rockland, partner and CEO of Rockland Dutton Research & Consulting.

“The focus needs to be to build the industry. Supply has begun to outpace demand, we’ve got to get demand up. Demand goes up, [then] price goes up, people are in a better place. And that’s really got to be the focus.” - David Rockland

“You don’t always know that you've heard from everybody. You want make sure you do the best job you can, but you also want to put it on the people [to speak up] … whatever any of the people who listen to this podcast want to see out of USHBC — doing, funding, being for the next five years — right about now would be a good time to say something.” - David Rockland

Topics covered include: 

• Rockland’s background and experience in the public relations sector.
• How the Barcelona Principles became the industry standard for communications. 
• Results and observations from recent industry surveys conducted by USHBC. 
• How USHBC and NABC can work in conjunction to achieve industry goals.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Juan Soria Morales in Mexico, Bill Steed in California, Ken Patterson in Florida and Alex Cornelius in Georgia. This was recorded on April 28, 2021.

While any blueberry grower knows orchards aren’t synonymous with blueberries, there are key similarities between fruit grown in orchards and highbush blueberries. With that in mind, the innovations happening in orchards can potentially have implications for blueberry cultivation. Today, we talk to two experts about the Pacific Northwest collaborative “Smart Orchard” project and how it can be applied to blueberry production. 

Hosts Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), and Rod Cook, industry veteran and the chair of the Blueberry Technology and Innovation Committee, are joined by Steve Mantle, founder and CEO of innov8.ag, and Ines Hanrahan, Ph.D., executive director at the Washington Tree Fruit Research Commission. 

“[Growers] need more data, we think, to help better inform how to really start producing at the most potential down the road.” - Steve Mantle

“This is the easiest way to improve your product and to establish yourself in the market … ultimately, the goal is to create and maintain sustainable businesses for our stakeholders. ” - Ines Hanrahan, Ph.D.

Topics covered include: 

• Backgrounds of Mantle, Hanrahan, innov8.ag and the Washington Tree Fruit Research Commission.
• How the Smart Orchard project came together in conjunction with the commission.
• Types of data being collected and how it’s being applied in the field.
• Creating a dashboard and sharing data that fosters a collaborative industry environment. 

Read more about the Smart Orchard project here. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Juan Soria Morales in Mexico, Bill Steed in California, and Ken Patterson in Florida. This was recorded on April 21, 2021.

Marketing Boost

Creative promotion is what turns blueberry awareness into a blueberry purchase and eventually a blueberry passion, which turns consumers into blueberry enthusiasts. On this week’s Marketing Boost, USHBC/NABC vice president of marketing and communications Jennifer Sparks discusses how blueberry-specific days can help create enthusiasts. 

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Steve Magami, co-founder and executive chair of AgroVision, a vertically integrated grower, packer, shipper and marketer of blueberries, raspberries, blackberries and table grapes. Recently having celebrated its 10-year anniversary, Agrovision is one of the world’s fastest growing producers and year-round supplier of superfruits, with nearly $300 million in sales. Magami first appeared on “The Business of Blueberries” in episode 115. 

“We've been on a mission to transform lives while we evolve in our journey to inspire consumers to live a more nutritious and healthy lifestyle. As I look back, I’m proud of our commitment to sustainability and the impact we've made, proud of our commitment to quality and the impact we've made on consumers, and I think we've just scratched the surface. It's already showing me the impact we can make together as an industry if we put the right quality on the shelf consistently through the year.” – Steve Magami

 Topics covered include: 

• An introduction to Magami and his work. 
• A discussion of the reach, growth and success of AgroVision in securing global markets in the berry and table grape industry.
• An exploration of the obstacles to different berry varieties and AgroVision’s response.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today, you’ll hear from Brittany Lee in Florida, Jody McPherson in North Carolina, Brody Schropp in Michigan, Derrin Wheeler in Georgia, Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on April 4, 2024. 

Jill Scofield recently joined the NABC and USHBC as the director of communications and industry relations. In this newly created role, Jill is responsible for planning, directing and overseeing USHBC and NABC industry communications programs involving growers, marketers, exporters, importers, distributors and other stakeholders. In this episode of “The Business of Blueberries,” we sit down with Jill to chat about all things industry relations. 

Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Jill Scofield, director of communications and industry relations for USHBC and NABC. 

“I’m really excited to not just bring my experience to the table, but that passion for working on the behalf of agriculture. Again, [blueberries] may be a different commodity, but men and women are still working really hard to produce a really nutritious product and one I wholeheartedly believe in. ” - Jill Scofield

“Having that opportunity to both represent the industry in that consumer-facing message and continuing to boost and grow that consumer demand for a product that just continues to increase in quality and consistency.” - Jill Scofield

Topics covered include: 

• Jill’s experience in the beef industry and how it relates to blueberries. 
• Engaging both the USHBC and NABC sides of blueberries. 
• Historical context of the industry relations aspect of USHBC. 
• Moving forward with a hybrid of in-person and digital communication methods. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Juan Soria Morales in Mexico, Bill Steed in California, and Ken Patterson in Florida. This was recorded on April 14, 2021.

Marketing Boost

USHBC’s new strategic positioning and call-to-action, Grab a Boost of Blue, taps into consumers’ passion for blueberries and motivates them to enjoy more of the fruit they love. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses one of the consumer touch points for the 2021 Grab a Boost of Blue campaign: YouTube advertisements. To watch the new Grab a Boost of Blue YouTube advertisements, visit ushbc.org/BoostAds. 

With the ever-expanding global reach of blueberries, more companies are using the fruit to experiment with new and innovative products that highlight the best qualities of blueberries. On this episode of the “Business of Blueberries,” we discuss the market possibilities for blueberries in global consumer packaged goods.

Hosts Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), and Alicia Adler, vice president of global business development for USHBC and NABC, are joined by Lynn Dornblaser, director of innovation & insight at Mintel and Chef Dina Paz, culinary director at Sterling-Rice Group (SRG).

“What’s important is to look and see what challenger brands are doing – those are the little companies. Quite often, they come into existence because someone is passionate about an idea and they decide they gotta [make a product]. Look to see what’s going on with the small companies that are doing some experimenting, look to see what’s happening [across the food landscape], especially on social media, and especially with younger consumers.” - Lynn Dornblaser 

“Blueberries already come with this really nutrient-dense, health halo story around it. The good thing about that is we want to see that across so many different products and categories in the CPG space … [blueberries'] functionality can be anything from very health forward … to really indulgent… you can play with it in just about any category. ” - Chef Dina Paz

Topics covered include: 

• How innovations and trends get shared across the consumer packaged goods industry. 
• Trends gaining traction and how they can be applied to blueberries.
• The versatility of blueberries and how they straddle both healthy and indulgent food trends. 
• Trends vs. fads and how to tell the difference between the two. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peru, Bill Steed in California, and Ken Patterson in Florida. This was recorded on April 7, 2021.

Marketing Boost

Providing professional and attention-grabbing marketing resources for the blueberry industry is one of the main functions of USHBC. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses the latest call to action: Brain Health Month. View the toolkit here. 

On today’s episode of the Business of Blueberries, we discuss the 2021 California Blueberry harvest and how the Blueberry Marketing Resource Information Center (B-MRIC) has changed crop reporting for California growers. 

Hosts Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Todd Sanders, the executive director of the California Blueberry Commission and Bill Steed, a grower and packer in San Diego County for Fairfield Farms. 

“[A grower] looked at the data that was coming down the [B-MRIC] pipeline and they looked at the three-year average that we put out in the B-MRIC report. And they said, ‘I think the volume is going to be peaking in a couple of weeks. I want to get ahead of that.’ [The grower] harvested, they got their crew out of there, and they were done. They weren't going to wait” - Todd Sanders 

“Well, the downside is if we do nothing, is we get to see the same thing happen, and the status quo in our industry right now is not acceptable.” - Bill Steed

Check out the B-MRIC report from the 2019-2020 California Blueberry Commission annual report here. 

Watch the full roundtable discussion on data with Kasey Cronquist along with Emiliano Escobedo of the Hass Avocado Board and Manuel Michel of the National Mango board.

Topics covered include: 

• Background of Sanders and Steed
• Preview of the California growing season
• Comprehensive overview of the B-MRIC reporting system
• Implementing a crop reporting system nationally 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Luis Vegas in Peruo and Ken Patterson in Florida. This was recorded on March 31, 2021

Marketing Boost

Social media and influencer marketing is an important part of driving blueberry demand in USHBC’s new Grab a Boost of Blue positioning and consumer call to action. This week’s Marketing Boost details how “blueberry cookie” recipe went viral. You can watch the video on TikTok here