The Business of Blueberries

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 Kristy Babb, USHBC and NABC’s first-ever communications director. This role was created to develop a focus on a communications platform for both organizations that will further unify the blueberry industry and drive the ambition to make blueberries the world’s favorite fruit. Babb has over 20 years of experience developing and executing communication strategies on behalf of corporate clients, trade associations and other nonprofit, mission-based organizations. “The opportunities are endless here, and I think we have so many great and exciting stories to tell to so many different audiences that it really is a place where the sky's the limit. The story of blueberries is not only interesting and fun, but it's also really scientific and data driven. The health benefits of blueberries are a story that we can tell in so many different ways to so many different audiences.” - Kristy Babb Topics covered include: An introduction to Babb.Discussion of the insights and experience Babb brings to the communications director role. The announcement that “The Business of Blueberries” podcast has won a National Agri-Marketing Association (NAMA) award! Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Todd Sanders in California Alan Schreiber in Washington, TJ Hafner in Oregon, Jody McPherson in North Carolina, Matt Macrie in New Jersey, Mario Ramirez in Mexico and Luis Vegas in Peru. This was recorded on May 24, 2023. 

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 Mississippi State Rep. Jill Ford, fourth grade teacher Lisa Parenteau and students Logan and Nicole. Thanks to the creative collaboration of this team, the fourth grade class at Mannsdale Upper Elementary School was successful in lobbying for and passing a bill making blueberries the state fruit of Mississippi. “Everybody can feel good about this. If you don't like blueberries, I'm sorry you're missing out, but you can at least be excited that these kids have the ability and the desire to do something outside of just reading it in a book.” - Mississippi State Rep. Jill Ford  Topics covered include:An introduction to Rep. Ford, Parentaeau and students Logan and Nicole.A retelling of the heartwarming journey this fourth grade class went on to make blueberries the state fruit of Mississippi.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Derrin Wheeler in Georgia, Jody McPherson in North Carolina, Eric Stafne reporting for Mississippi and Louisiana, Matt Macrie in New Jersey, Pat Goin in Indiana, Elise Oliver in California, TJ Hafner in Oregon, Mario Ramirez in Mexico, and Alan Schreiber in Washington. This was recorded on May 17, 2023.

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 North Carolina University Associate Professor Massimo Iorizzo, Ph.D. He was also featured in episode 31 where he helped introduce the Vaccinium Coordinated Ag Project (VacCAP). This program is a nationwide effort to address bottlenecks that limit the advancement of breeding programs in both blueberries and cranberries. He returns to give us an update on the program's progress in blueberry genetics. “We ran a survey nationwide … asking the question, what are the breeding priorities that you see need to be advanced? And we collected about 500 responses and the majority said food quality, quality in particular, shelf life, texture and flavor and taste. So that's why we are focusing on those characteristics for blueberries.” - Massimo Iorizzo, Ph.D.  Topics covered include: An update on VacCAP, and what the future holds for blueberry genetics. Producers’ priorities for future blueberry genetics. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Derrin Wheeler in Georgia, Matt Macrie in New Jersey, Elise Oliver in California, TJ Hafner in Oregon, Alan Schreiber in Washington and Mario Ramirez in Mexico. This was recorded on May 10, 2023.

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. Armstrong returns to update listeners on the progress of the Chilean blueberry industry. He previously appeared in episode 22 and episode 75. “We're at a point where we need to adjust to a different competitive environment. This is our focus now. We used to be kind of alone in the market, and I always tell people here, we compete among ourselves. Now we need to understand there's new competition and we need to understand where this is going, where are the advantages, which is our place in this new market?” - Andres Armstrong Topics covered include: The Chilean blueberry industry’s recent areas of focus. The current concerns and pursuits of the Chilean industry within the global market.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Derrin Wheeler in Georgia, Jody McPherson in North Carolina, Elise Oliver in California, TJ Hafner in Oregon, Alan Schreiber in Washington, Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on April 26, 2023. 

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 Mantle founder of Innov8 Ag, and USHBC/NABC Vice President of Engagement and Education Amanda Griffin to discuss the BerrySmart Field Project. Mantle introduced the BerrySmart Field Project in episode 100 and returns to let us know how the first year went and what to expect this year. “The BerrySmart field is this collaborative effort between growers, researchers and tech providers to optimize blueberry farming operations. We are just in the beginning phase of this, and I'm very excited to see how it grows and to hear from Steve today on where that first year went. A couple of the things that we hope to work on and focus on are soil, the nutrients, yield distribution, weather, chemicals and of course labor.” – Amanda Griffin Topics covered include: Why the industry is investing in the BerrySmart Project.A full update on the project and what the future holds for the overall program. A review of the project’s purpose, progress made and how the data being  collected can influence future practices. Crop ReportThe 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, Mario Ramirez in Mexico, Eric Stafne reporting for Louisiana and Mississippi, Luis Vegas in Peru and Elise Oliver in California. This was recorded on April 19, 2023. 

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 Robert Verloop, CEO of the California Walnut Board, Alvaro Luque, CEO of Avocados From Mexico, and Richard Waycott, CEO of the Almond Board of California. These industry leaders share their visions for the future, and how they’re making those visions a reality. By looking outside of the blueberry industry, we get insights into how other commodities are thinking about what’s next and making progress toward their goals. “One of the things I would want you to think about is to avoid complacency because you've been successful. I think one of the biggest challenges we face in agriculture is (thinking) because we had a good year, now we’ve got it. Or we've had a good run, now we've got it. Success can put us into a complacent mindset, and that probably is what hurts us as industry leaders the most. We cannot get complacent when things are good.” – Robert Verloop Topics covered include: Introductions to Verloop, Luque and Waycott, and their commodities work. Understanding the value of data across different agriculture industries, and the benefits of collecting and analyzing data. Exploring how different industries define and pursue the visions they’ve created, and what the blueberry industry can learn from their efforts Crop ReportThe 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, Eric Stafne reporting for Louisiana and Mississippi, Mario Ramirez in Mexico, Elise Oliver in California, TJ Hafner in Oregon and Matt Macrie in New Jersey. This was recorded on April 12, 2023. The Blueberry BoostThe Blueberry Industry Leadership Program is designed to elevate incoming leaders in the blueberry industry by providing in-depth training, industry education and connection to other ag leaders across the supply chain. The program offers immersive, personalized leadership training in the course of a year-long fellowship, and creates camaraderie among the fellows, helping them form a lifelong support network. The application process for the second cohort of the leadership program opens May 1.  Ideal candidates are passionate individuals who want to have an active role in leading the next era of growth for blueberries. Growers, both domestic and international, processors, handlers, exporters and buyers can apply.Learn more about the Blueberry Industry Leadership Program, then apply by May 1!

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 David Magaña, VP and senior analyst at RaboResearch Food & Agribusiness. Magaña is responsible for covering and analyzing the U.S. and North American fresh fruit and vegetable industries for RaboBank, and his insights are deeply relevant to anyone in the ag industry. At the recent Blueberry Convention in San Diego, he talked about macro trends impacting the blueberry industry.“The inflation that we've been facing lately is the result of the collision of two massive forces. On the one side, we see an increase in demand for food and for different types of food. … And on the other hand, we see on the supply side some of the challenges that have been for years, such as labor constraints, and some new ones that have come to become a true challenge over the past few years, such as logistical challenges.” - David Magaña Topics covered include: An introduction to Magaña and his work for RaboResearch Food & Agribusiness.An exploration of macro economic trends, universal inflation and global influences on the blueberry industry. Future projections and expectations for the blueberry industry. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru, Andres Armstrong in Chile, and Mario Ramirez in Mexico. This was recorded on March 15, 2023.

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 co-CEOs Cort Brazelton and Oscar Verges of Fall Creek Nursery. They discuss the origin of the Fall Creek, the current state of blueberry genetics, their Sekoya platform and their support of the USHBC’s leadership development program. “We're a big believer that best genetics don't come from one place. They come from lots of places. And then on the genetic side, we're also a breeding organization and bring those products to market as well. So we're a nursery, we're a breeding company and we serve growers.” - Cort Brazelton “Blueberries are moving up a notch or a magnitude when it comes to the produce industry. … Blueberries are on everybody's radar, and we do have a tremendous opportunity in front of us to go in this virtuous circle of better blueberries that lead to not just trial, but also repeat and people staying in that category and growing it.” - Oscar Verges  Topics covered include:How Fall Creek’s co-CEOs collaborate to promote Fall Creek, and where they see blueberry genetics heading.The unique opportunities provided by the Sekoya platform and what they offer members.The current state of the blueberry industry and the potential Fall Creek sees for the future.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Mario Ramirez in Mexico and Luis Vegas in Peru. This was recorded on March 1, 2023.  

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 Brittany Lee, vice president of Florida Blue Farms and the newest crop report contributor. Lee has a strong background in Florida agriculture, having grown up there. She also served as the executive director of the Florida Blueberry Association. “So of course taste is always going to be a factor, but additionally, plant structure is very important. Machine harvestability is very important. Because of machine harvestability, a condensed crop is also important so that you can machine the crop less times to prevent plant damage or any injury to the root systems. I would say machine-ability, condensed crop, great tasting … those are all things that we’re trying to look for and identify.” - Brittany Lee “I think that our group of Florida growers that I've had to mentor me and to look up to in the industry, they're just tremendous growers. They're extremely knowledgeable and always on the cutting edge of innovation and technology. I think we're early adapters in Florida and we've pushed the envelope on machine harvestable varieties for southern highbush. … Of course quality has always been our number one concern. We don't want there to be a visible or detectable difference between something that's hand picked or machine picked. And that's a high bar that we've set for ourselves as growers to achieve and strive for. But you know, I think it's something that everyone here is serious about.” - Brittany Lee  Topics covered include:Lee’s experience and contributions to the blueberry industry.New genetic varieties and properties growers are most interested in and prioritize when making selections.The unique characteristics involved in farming blueberries in Florida.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Mario Ramirez in Mexico. This was recorded on February 22, 2023.

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 Leslie Wada, Ph.D., senior director of nutrition and health research at USHBC/NABC, and Aedín Cassidy, Ph.D., chair in nutrition and preventive medicine and director for interdisciplinary research at the Institute for Global Food Security.Last month, the USHBC hosted a Blueberry Research Roundtable in Washington, D.C., where a group of experts discussed topics related to the five primary health research pillars: brain health, cardiovascular health, gut health, diabetes and prediabetes, and healthy living.“The idea was: Could we bring some of these experts together in one room, talk about what we know about blueberries and health, and what do we need to know? Where are we going to go in our pipeline of research that we'll be continually funding in the next five years or more? And who better to discuss this than people who have been doing research in blueberries or are excited about starting some research in blueberries?” - Leslie Wada, Ph.D.“The quality of data that we have now is so much better than we had even five years ago, particularly in relation to blueberries. And that's really thanks to the USHBC committee because they spent a lot of time thinking about what to fund and focusing on a few key areas. So that investment is really starting to pay off.” - Aedín Cassidy, Ph.D.  Topics covered include:The work of the blueberry industry’s scientific advisory board.Highlights from the Blueberry Health Research Roundtable that took place in December.Details on the latest health and nutrition research on blueberries.Opportunities for future blueberry health research. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on February 8, 2023.

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 Curt Granger, vice president of global marketing and communications for NABC and USHBC; and valued agency partner, Grant Prentice, director of strategic insights at Padilla FoodMinds. Two years ago, the USHBC launched a new strategic position and call-to-action through the Grab a Boost of Blue program. The industry is seeing this program inspire consumers, drive demand and increase sales. This episode covers the Grab a Boost of Blue program, its results so far and how the blueberry industry members can get involved. “The goal was really twofold. One was to create a message that really celebrates the healthfulness of eating blueberries that USHBC can share with consumers. But also to create programming that is simple and easy for marketers to adopt and use within the context of their own programming.” - Grant Prentice “It's gonna have to be a collaborative, kind of all hands on deck from our side of it, marketers and USHBC, to take a look at the different promotions and to support them if that's ideally where we we want to be.The tighter we get in working together the stronger we go to market and the stronger this brand grows.” - Curt Granger  Topics covered include:The progress, initial results and proven effect of Grab a Boost of Blue.Various uses of Grab a Boost of Blue and upcoming collaborations to promote the industry.How industry members can access Grab a Boost of Blue licensing and promotional materials, including a promotional calendar of upcoming power periods. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru, Mario Ramirez in Mexico and Andres Armstrong in Chile. This was recorded on January 25, 2023. The Blueberry BoostThe next big blueberry industry event is The Blueberry Convention, Feb. 21-24 in San Diego. Join us for inspiring keynotes, innovative technology, business solutions and networking opportunities. The event kicks off with the first-ever Grab a Boost of Blue Golf Tournament on Feb. 21, followed by a reception and meet and greet with exhibitors. There will be sessions on data analytics, industry insights and a panel discussion on best bee practices. Reserve your seat here.

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 José Antonio Gómez-Bazán, CEO of Camposol. Camposol is a multinational company that provides families around the world with fresh and healthy food. It has operations in Peru, Chile, Mexico, Colombia and Uruguay, and a presence around the world. Gómez-Bazán took on the CEO role at Camposol in 2021 after a decade with the company. He is a board member of the United Fresh Produce Association and a past board member of the Produce Marketing Association. José Antonio discusses the rise of blueberries in the Camposol company, the value blueberries offer the world and finds insight in the promotion of other produce and how that could be used to also promote the blueberry industry. “I do believe that there is a potential for every single lunchbox in North America and in the world to carry a small package of blueberries. … This is super convenient. This is super healthy. It goes in line with every single principle that ESG and sustainability and any other trend that is out there is saying. The amount of package they use is minimum. The amount of process they use is minimum. It's a super-efficient product by itself. All the way from the farm to the lunchbox.” - José Antonio Gómez-Bazán“This is not about fighting for the same size of a pie. This is making the pie bigger and bigger and bigger. And the only way the pie is gonna get bigger is with investment. The consumer needs to understand why he needs to eat more blueberries. … I do believe that the convenience of blueberries is unique and it drives thousands of opportunities” - José Antonio Gómez-Bazán Topics covered include: An introduction to Gómez-Bazán, CEO of Camposol.The journey for blueberries to become Camposol’s dominant focus. Correlations between growth of the avocado market share and what the blueberry industry can learn from avocados success.New and expanding global blueberry markets, and the messages consumers need to hear.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Mario Ramirez in Mexico and Luis Vegas in Peru. This was recorded on January 19, 2023. Blueberry BoostThe year 2022 saw the highest number of December blueberry shipments in history! Peruvian imports slowed after their peak season in December while Chiles began. Total fresh blueberry imports into the United States increased by 35% in December with the majority marketed as conventional. December marks the fourth month in a row for decreases in average price per pound for all fresh blueberries making fruit more accessible to less frequent blueberry consumers.

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 Luis Vegas of Proarandanos. Vegas shares the challenges and successes the blueberry industry has faced in Peru this past year, and his optimism for the bright future ahead. “I would say this has been the most challenging season for Peru in blueberries. … So the margins of the business have been tightening and tightening, and this has been a really challenging season for many companies.” - Luis Vegas “We need a 52-week a year supply, we need good quality, and also we need to promote consumption of blueberries worldwide.” - Luis Vegas “We are lucky that we have a great product with these amazing benefits. So we need champions. And I think the USHBC has great tools to arm these champions to go and start creating awareness for blueberries.” - Luis Vegas  Topics covered include:A review of Peru’s 2022 season.Specific challenges and success Peru has experienced in the past year.The collaboration between the USHBC and industry partners like Proarandanos to promote blueberry consumption globally.Optimism for the future of blueberries around the world. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Mario Ramirez in Mexico and Luis Vegas in Peru. This was recorded on January 11, 2023.

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 Josh Miers-Jones and James French of TOMRA. Miers-Jones is the global category director for blueberries at TOMRA, and French is the company’s head of innovation. Together, they discuss the latest technology, their approach to innovation, and the role of data and artificial intelligence in the future of blueberries.“You have to be able to pay attention to each individual berry to maximize the value of what you're looking at because you can have one bad berry in that package and that might spoil that experience for the consumer.” James French“Where can you be more efficient? Where can you save labor? Where can you maybe unlock other ways of doing business that you haven't in the past? Can you enable machine harvest for fresh by doing things a particular way and look for those really value-add type transformations in business by using technology in the right way?” - Josh Miers-JonesTopics covered include: An overview of TOMRA’s business and what led them to blueberries.The important role data can play in personalizing the blueberry experience for individual consumers. How advancements in artificial intelligence technology can unlock new value opportunities for the blueberry industry. The new technology TOMRA plans to showcase at The Blueberry Convention in February. We look forward to seeing you at The Blueberry Convention in San Diego Feb. 21-24!Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on January 6, 2023. 

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), reviews trends, highlights and milestones shared on the podcast in 2022. The discussion features clips from these previous “The Business of Blueberries” episodes: Driving the Forward Momentum in the Blueberry Industry With Soren BjornQuality and Genetics – Part Two With Brad Moorer of MBG MarketingGlobal Market Opportunities With Steve MagamiElevating the Consumer Experience With Soren Bjorn2022 Trends and Opportunities With Brian BocockWishes Do Come True, With Gary Wishnatzki of Wish FarmsA Legacy of Blueberry Research With Bernadine Strik“The really good thing we've seen is that berries in general, including blueberries, have done really well during the pandemic. And I think we have a lot of reasons to believe that a lot of that will stay with us as people have increasingly made berries a part of their healthier lifestyle.” - Soren Bjorn“We were down, but we're not out. We've got a lot of fight left in us and there's a space in the global marketplace for all of us, and we need to carve that niche out. If we can do that with superior quality and better genetics, we're gonna be here now and well into the future.” - Brad Moorer“There are a lot of exciting opportunities ahead for blueberries, both in household penetration and a new global market. We have come a very long way to delight more consumers on a more consistent basis. I couldn't be more excited about what's yet to come in 2023 and beyond, but it's gonna take a great deal of innovation and collaboration to rise to this opportunity.” - Kasey CronquistCrop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on December 21, 2022.

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 education and engagement, and Shelly Hartmann, chair of the USHBC and owner of True Blue Farms. They sit down to discuss the changes to the USHBC committee process, and why they think the new process will make participating in USHBC more accessible to all who would like to get involved. “We need to focus on engagement opportunities and how to get people involved when they ask those questions. … So I think it's a great process as we move forward into the new year and get ready to decide the next step for aligning the right people with the committee structures that we have in place.” - Shelly Hartmann“To be able to indicate your passion and where you would like to serve … it's sort of like a database of volunteers for service throughout the year.” -  Amanda GriffinTopics covered include: A review of the new process for applying to serve on USHBC committees and task forces.An explanation of the changes, objectives and possibilities this new process provides to the blueberry industry. Where to view the application and complete it by the Dec. 30 deadline.The ability to email [email protected] with any questions about the new volunteer process.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Nestor Vega in Mexico. This was recorded on December 14, 2022.

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 Colin Fain of Agronometrics, International Blueberry Organization (IBO) report contributor Matt Ogg and USHBC/NABC Director of Business Intelligence Joe Vargas. They discuss the recent IBO Global State of the Blueberry Industry Report, which includes extensive research and insights into current dynamics impacting the blueberry industry worldwide.“It's a great service that the IBO is putting together and making available for free to everybody in the industry. And it's something that I haven't seen any other industry come together to provide to the many players within it.” - Colin Fain“In a nutshell, this report is looking at the commercial realities faced by growers and how they're responding, but it's also looking at where the opportunities lie and what people should have their eye on everywhere.” - Matt OggTopics covered include: Highlights of the International Blueberry Organization’s Annual Blueberry Industry Report.An analysis of the results of the report and key takeaways for the upcoming production year. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on December 7, 2022. 

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), shares the responses, comments and questions from industry stakeholders about the data platform provided by USHBC. Joe Vargas, director of business intelligence for the USHBC, joins Cronquist to share how we can develop this platform to help drive our category and ensure that blueberries continue to be recognized for the value they bring to every produce department. “I think to sum it up in one word really, it's the future. You know data is the lifeblood of every organization. It's kind of at the top of a lot of people's minds and the tip of the tongue in a lot of these industries. And I think with the project that we've got going on, we're trying to fill those gaps.” - Joe Vargas “The value that comes from eliminating those blind spots in business, those are gonna be what bring home the margins. Those are gonna be what keeps businesses operating. And that's what we have to focus on, is to make sure we can bring in the data to make sure that we avoid some of the other destinations that we've seen some other commodities roll into. And I think that blueberries have a fantastic trajectory, but we just need to make sure that we understand what that trajectory is going to look like and what the future holds.” - Joe Vargas Topics covered include:Review of the data program USHBC is launching, and a description of the benefits it will offer industry stakeholders.Feedback and questions about the program from participants at The Blueberry Summit. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today, you’ll hear from Nestor Vega in Mexico and Luis Vegas in Peru. This was recorded on November 30, 2022.  

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), sits down with University of Florida blueberry breeder Patricio Muñoz, Ph.D., to talk about flavor. This was recorded live at the International Fresh Produce Association (IFPA) Global Produce and Floral Show in Orlando, Florida. “The way we do it is every cultivar we release is usually run for sensory panels up to three years. So 300 people have tested this fruit and have given their opinion on if they like it or not. ” - Patricio Muñoz, Ph.D.“We are able to, using artificial intelligence and machine learning, train a model to be able to predict what people will like based on all this data we put together.” - Patricio Muñoz, Ph.D.Topics covered include: How the University of Florida collects data on flavor to guide its blueberry breeding program.The factors that influence overall blueberry flavor.How all of this knowledge informs tools like the “flavor wheel” for blueberries.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today, you’ll hear from Mario Ramirez in Mexico and Luis Vegas in Peru. This was recorded on November 16, 2022. 

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), discusses the tactics and leverage retailers across the country have experienced with the Grab a Boost of Blue campaign. The audio is taken from the retail-focused session at The Blueberry Summit last month in Nashville. You'll also hear from Don Ladhoff, president of FreshSmartSolutions. “I really believe it's one of the strongest marketing message calls to action that I've seen out there, and really wanted to be able to show the power that it has. So I reached out to a number of retailers. …The results strongly validated the power of Grab a Boost of Blue and what it can do for retailers in delivering added blueberry sales. ” - Don Ladhoff“Retail dietitians are absolutely in favor of helping us promote the boost of blue message. The head dietitian at United thanked me for bringing this opportunity to her so that she had another reason to get behind blueberries and promote that. So a very willing audience there.” - Don Ladhoff Topics covered include: A review of the impact of the Grab a Boost of Blue campaign across seven retailers nationwide. Feedback from retailers and a discussion of the most significant factors affecting their consumers’ purchasing decisions.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Mario Ramirez in Mexico and  Luis Vegas in Peru. This was recorded on November 9, 2022Blueberry BoostThe next big blueberry event is The Blueberry Convention, taking place February 21-24, 2023 in San Diego. Join us for inspiring keynotes, innovative technology, business solutions and networking opportunities. Reserve your seat for The Blueberry Convention here. 

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 Grant Prentice, senior vice president of strategic insights at Padilla FoodMinds. Cronquist and Prentice discuss the recently conducted study on blueberry Usage and Attitude (U&A) study, which provided insights into blueberry consumers and their preferences and habits. “Blueberries have enjoyed tremendous growth in recent decades, but it's important for us in the industry to not just know the volume of sales, but also who these consumers are and what's motivating them to buy.” - Kasey Cronquist“We hope that the industry takes this data set, and develops their own point of view about what this means for their brand, their marketing programs, and maybe even gaining some insights into … collaborative opportunities, maybe with USHBC, to do a better job positioning blueberries against this consumer.” - Grant PrenticeTopics covered include: What a Usage and Attitude (U&A) study is and why USHBC conducts them.Key insights gleaned from the most recent U&A study, and how they differ from previous studies.How this data can be used to help the blueberry industry unite and focus marketing efforts.How the results of the study will be used for strategy and implementation.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on October 19, 2022Blueberry BoostUSHBC/NABC Director of Business Intelligence Joe Vargas provides an update based on the September Nielsen report. For more category insights, visit the Blueberry Data and Insights Center.

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), shares an overview of key trends impacting global blueberry production and consumption. These clips were recorded for a webinar hosted by the International Fresh Produce Association. Cronquist was joined by colleagues from Chile, Mexico, Peru and South Africa as they presented and discussed challenges and opportunities in the global berry industry. “We have seen clearly that when you have year-round supply, we're staying on store shelves, we're able to provide consumers with what they're looking for, and that growth pattern is going to continue to increase. And our job at the council is to continue to drive that demand, while also driving the value of that blueberry to remain high over time.” - Kasey Cronquist, USHBC and NABC president “Logistic disruptions were our No. 1 issue this last season. Not only for blueberries from Chile, but for other species too. So this is something that we are working on to solve the product coming into the future.” - Andres Armstrong, Chilean Blueberry Committee executive director“One of the biggest challenges for the Mexican industry is to diversify the markets. Because of the perishable condition of berries, our main market remains North America, but we need to diversify markets and we need better logistics in terms of air freight.” - Jose Luis Bustamente, president of AneberriesTopics covered include: Challenges and opportunities faced in North America, Chile, Mexico and Peru. The global blueberry market potential and current trajectory from global stakeholders.Obstacles found in international markets and the steps being taken to address them.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on October 14, 2022.Marketing BoostUSHBC/NABC Vice President of Engagement and Education Amanda Griffin showcases the council’s presence at two upcoming events: The Global Produce and Floral Show in Orlando and Asia Fruit Logistica in Bangkok. Be sure to join the blueberry industry for meet and greets at both events! 

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 chairman of Agrovision. Agrovision is a vertically integrated grower, packer, shipper and marketer of blueberries, raspberries, blackberries and table grapes from Perú, Mexico and Morocco. Magami discusses how Agrovision views the global opportunities in blueberries, and shares his thoughts on where the industry is headed. “We see untapped growth potential globally. And what I mean by that is even in the most developed market in the U.S. … And then when you look to markets that are just taking off, I mean France is just taking off, Asia. We see what feels like unlimited growth potential again for the right product.” - Steve MagamiTopics covered include: Getting to know Magami, co-founder and chair of Agrovision.An exploration of the opportunities and trajectories in the global blueberry market.Agrovision and Fruitist’s market share, and what they bring to the blueberry industry. Reminder to fill out our listener survey.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on October 5, 2022. 

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 New Jersey blueberry grower Art Galletta. Galletta shares his experience growing up as a familiar name in the blueberry industry and his family’s history in the business. He also discusses the New Jersey crop this year and his view on the importance of USHBC and NABC. “Taste is still really high on the criteria and along with that is firmness and the ability to carry. You need good, strong berries that will taste good and take a ride and store well so that it can go a longer distance and spread out your product. That's a way to add value to your business is to make it to more markets ” - Art Galletta “I think we need to create more and better opportunities to get the newer generation involved. … I see a lot of leadership qualities in these kids and I'm encouraged that we're gonna turn it over to people that are capable.” - Art GallettaTopics covered include:What it’s like to be a legacy farmer in a family of blueberry growers in New Jersey.The Galletta family's journey in the blueberry industry, and Art’s influence on the NABC and USHBC.Galletta’s predictions for the future of the blueberry industry. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. The Pacific Northwest has basically wrapped up, marking the end of the domestic season for the year, but Doug Krahmer from Oregon joins us for a recap. He's joined by Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on September 28, 2022.

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 Micah Weiss, sales and grower support at Fall Creek Farm & Nursery and USHBC/NABC’s own Amanda Griffin, vice president of engagement and education. Micah is part of the inaugural class of the Blueberry Industry Leadership Program, initiated and organized by USHBC. Together, Micah and Amanda discuss the benefits of this type of a program and what it can offer not only to the individuals that participate in it but the industry as a whole. “Creating this program allows us to better engage with that group that applied and to also further have constituents that are active within your organization after they graduate from the program…. It helps to better develop the industry by developing those that are within it. And so it's a natural fit within our organization to figure out how we can better provide resources to the blueberry industry.” - Amanda Griffin“(USHBC) did a great job of having people from all parts of the country, but also all parts of the blueberry supply chain. No matter what we were talking about we kind of had an expert there on just about everything.” - Micah WeissTopics covered include: Meet and hear from Micah Weiss, sales and grower support at Fall Creek Farm & Nursery and USHBC/NABC’s own Amanda Griffin, vice president of engagement and educationDiscover the selection process and the value of the Blueberry Industry Leadership ProgramExplore the benefits this program offers to its participants and to the entire blueberry industryCrop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru, Doug Krahmer in Oregon, and Mario Ramirez in Mexico. This was recorded on September 14th, 2022. Blueberry BoostThe blueberry industry’s data and analytics program that is being developed will allow growers and handlers to acquire all of the data they need in one easy-to-access location. From dashboards to insights into movement to retail insights and beyond, the USHBC/NABC will leverage modern technologies to give an unprecedented level of transparency to the industry. Join us at the Blueberry Summit in Nashville on October 5 -7, 2022 to learn more. 

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 Joe Vargas, director of business intelligence at USHBC/NABC, and John Marshall, vice president of services at Bytecode IO. USHBC and NABC recently refreshed their organizational and programming strategies with an increased emphasis on data. A significant move to that end was hiring Vargas. Listen to meet Vargas, Marshall and the Bytecode team, and to learn about this exciting data endeavor. “At Bytecode, we're a full stack data engineering firm. What we live and breathe every day is data platforms, technology and helping bring ultimately business vision to life. And we do that with deep technical expertise with folks who have been in this industry, working on these problems for 10-plus years.” - John Marshall “This is the new way of the USHBC and it's the direction that we're heading. It’s a data-driven direction that's going to be able to pass insights off to the industry to be able to make those decisions they need. This isn't just, what is our inventory? What did we sell yesterday? What do we anticipate selling? This goes into, what are we doing at retail? What are consumers looking for?” - Joe Vargas“There's just so many ideas and so much innovation utilizing data in all these different facets, in service and growth. And so that's really, I think too, what John's talking about. It's not just about the industry data. Yeah, that's the topic at hand right now, but this is just a stepping stone. This is the basis for what we're going to be doing in the future.” - Joe VargasTopics covered include: An introduction to Bytecode IO and a discussion of the advantages it offers.How Vargas and the Bytecode IO team plan to bring more value to blueberry data.  How using data in new ways will benefit the blueberry industry. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Rex Shulz in Michigan, Doug Krahmer in Oregon, Bryan Sakuma in Washington, Jason Smith in British Columbia, and Luis Veas in Peru. This was recorded on September 7, 2022.Blueberry BoostGet all the details on Blueberry Lane, our new trade show floor coming to The Blueberry Summit in Nashville October 5-7. Find out what the lane is all about, then reserve your seat for the summit here. 

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 Pamela Taylor, senior vice president and chief communications and marketing officer for Share Our Strength. As part of the journey to make blueberries the world’s favorite fruit, USHBC celebrated grabbing a boost of blue and giving a boost to a good cause in partnership with No Kid Hungry during National Blueberry Month in July.  “No Kid Hungry is our marquee campaign, started back in 2010 with the goal of achieving our mission of ending childhood hunger in the U.S. This campaign is so unique in that it's the only campaign that solely focuses on children. … The No Kid Hungry campaign is designed to make sure each and every child who needs access to food gets it every single day. So our focus is three meals a day, 365 days a year for every child .” - Pamela Taylor“Participating in that 31-Day Challenge was important because it not only helped generate funds, which gets us closer to ending childhood hunger, but it was a campaign that also increased awareness of not only our work, but the power of partnerships working with the blueberry council and helping folks understand everyone has a strength to share. And you all were sharing your strength with us.” - Pamela TaylorTopics covered include: Getting to know Pamela Taylor, senior vice president and chief communications and marketing officer for Share Our Strength. Exploring the scope and impact No Kid Hungry has on food insecurity among children.Celebrating the collaboration between No Kid Hungry and USHBC during National Blueberry Month.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Doug Krahmer from Oregon, Bryan Sakuma from Washington, Jason Smith from British Columbia, Luis Vegas from Peru and Nestor Vega from Mexico. This was recorded on August 31, 2022.Blueberry BoostThe blueberry industry will be taking over Nashville Oct. 5-7 for The Blueberry Summit! In this Blueberry Boost, Amanda Griffin, USHBC/NABC vice president of engagement and education, introduces the keynote speakers that will be featured at the event. Find out who’s speaking, then save your seat here. 

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), reflects on two full years of creating the podcast. In this short episode, Cronquist shares the impact the show’s had on the industry, and asks for your feedback. Please fill out the podcast listener survey. “I want this show to continue to grow, improve and reach even more people because of the great resource and content that it can be for our industry. So please pause the show and head to our online listener survey.” - Kasey CronquistTopics covered include: A reflection on the impact of the podcast over the last two years. The need for audience feedback via the podcast listener survey.An extended crop report featuring Michigan, Mexico, Oregon, Washington, British Columbia and Peru.*CLICK HERE TO COMPLETE THE PODCAST LISTENER SURVEY*Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Rex Schultz in Michigan, Mario Ramirez in Mexico, Doug Krahmer in Oregon, Bryan Sakuma in Washington, Jason Smith in British Columbia and Luis Vegas in Peru. This was recorded on August 17, 2022.

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 Brad Moorer, president and CEO of MBG Marketing. MBG Marketing is a producer-owned blueberry cooperative that was formed in 1936 as the Michigan Blueberry Growers Association. Moorer took over the president and CEO role from Larry Ensfield last May. Prior to that, he served as CFO and vice president of MBGs value-added business. This is the second part of the conversation between Cronquist and Moorer that took place in Michigan last month. “As I look to the future, I believe it's really around one thing and one thing only, and I think it's proprietary genetics” - Brad Moorer“It's maybe 5% to 10% of our total production on an annual basis has got the legs for export. … There's a lot of other factors downstream, but it all begins at the field level and it's (the) varietal. And to the extent that we can plant another 10,000, 20,000 acres of these new genetics, it's only going to give us that many more opportunities to export, because some of this fruit that we're seeing is just phenomenal.” - Brad MoorerTopics covered include: Getting to know MBG Marketing and its contributions to the blueberry industry.The investments MBG Marketing has made into the Naturipe family of companies.The value of proprietary genetics and what MBG Marketing is doing with its Berry Blue program.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Doug Krahmer in Oregon, Bryan Sakuma in Washington and Mario Ramirez in Mexico. This was recorded on August 10, 2022.Blueberry BoostThis week’s Blueberry Boost highlights the 2021 USHBC Impact Report, which details last year’s efforts across all program areas. The report can be accessed here and in the USHBC Data and Insights Center, along with past reports.

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 Brad Moorer, president and CEO of MBG Marketing. MBG Marketing is a producer-owned blueberry cooperative that was formed in 1936 as the Michigan Blueberry Growers Association. Moorer took over the president and CEO role from Larry Ensfield last May. Prior to that, he served as CFO and vice president of MBGs value-added business.“The growers I've had an opportunity to get to know that we represent, not only here in Michigan but throughout the country, have been just top-notch producers, but more than that, friends and trusted advisers. I mean, there's a lot of these folks that it's not just a business relationship, where they know my family and I know theirs. I think our co-op model probably helps promote those types of relationships. And we just couldn't be more blessed to be where we're at and represent the growers that we do.” - Brad Moorer“We're laser focused on grower profitability. There's a lot of different components to what that looks like. Obviously, the price that you're getting for your berries in the market is only one factor in that overall equation. There's things like yield that make a tremendous difference from one farm to the next. And we have a horticulture team at MBG of industry experts that focus on plant health, fruit quality and fruit yields. … And so what we're really looking for first and foremost is a producer, a prospective member, that understands and appreciates the co-op model.” - Brad MoorerTopics covered include: Getting to know Moorer and his experience in the blueberry industry. An overview of the co-op model MBG Marketing uses to support its members and which producers best fit their group.The future of the blueberry industry and the genetics Moorer feels is shaping that future.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Doug Krahmer in Oregon, Mario Ramirez in Mexico and Jason Smith in British Columbia. This was recorded on August 3, 2022.

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 Mollie Van Lieu, vice president of nutrition and health at the International Fresh Produce Association (IFPA). Her work centers on increasing access and consumption of fruits and vegetables, and improving overall dietary quality through effective public policy. Van Lieu and Cronquist take a look at the current state of nutrition and health in the United States, and discuss the upcoming White House Conference on Hunger, Nutrition and Health.  “Our nutrition challenges have changed dramatically in the last 50 years, with more than three-quarters of the country overweight or obese. We applaud the White House for recognizing the importance and urgency of addressing dietary quality, especially as the consequences of nutritional insecurity are so far reaching. The fresh produce industry has long advocated for increased consumption of fresh fruits and vegetables, but success will require a bold and coordinated strategy and public-private partnership. We look forward to bringing the industry’s expertise and insights to this process as it moves forward.” - Mollie Van Lieu“We would like to see a dedicated fruit and vegetable benefit in the SNAP program, the way you see in WIC. … We'd be happy to grow more product, but we need people to buy it and to eat it... Everybody knows fruits and vegetables are good for you, but kind of telling our overall story and really showcasing the need for some additional demand creation from the go.” - Mollie Van LieuTopics covered include: Van Lieu’s role with IFPA.  An overview of current health and nutritional concerns in the U.S., and the topics and issues that will be covered at the White House Conference on Hunger, Nutrition and Health.The role producers and industry stakeholders can play in gaining support through government guidelines, and programs that drive demand creation.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Rex Schultz in Michigan, Juan Soria Morales in Mexico, Doug Krahmer in Oregon and Bryan Sakuma in Washington. This was recorded on July 27, 2022.Blueberry BoostDiscover the latest data on the blueberry market! USHBC/NABC Director of Business Intelligence Joe Vargas shares the most recent Nielson data on blueberry volumes. And for more category insights, visit the data and insights center on the USHBC website. 

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 Catherine Lindell, Ph.D., Associate Professor at the Center for Integrative Biology where she also serves as Graduate Program Director. Alongside her research team, she combines theoretical and applied approaches to the study of the behavior and ecology of birds and the roles of birds in ecological functions and ecosystem services. They are both joined by Larry Bodtke, blueberry grower and partner at Cornerstone Ag to discuss the producer's perspective on bird abatement. Bird management is an important and sometimes overlooked part of growing blueberries. The impact of bird populations on blueberry crops has been especially severe in the southeast this year. Our guests in this episode discuss strategies for managing birds in blueberry fields.“We could easily lose 10 or 15% of a crop in a field if we didn't do anything with birds….it not only affects your yields but the quality of your pack too….you just have to be out in your fields, be aware of what kind of bird pressure you've got, the timing it hits. And then you just have to search out these different methods of chasing birds away that work best for you, that's affordable for you and that makes economic sense to you.” - Larry Bodtke“We're really interested in figuring out which types of techniques are effective in deterring bird damage. And it's a tricky problem because birds are very mobile. So if you scare them away from your field and all the growers know this, they'll probably go to your neighbor's field so it would be helpful to install some kind of landscape level approaches if you can get some kind of cooperation like that. So mainly, it's [figuring out] which techniques are effective and are there any downsides to particular techniques too?” - Dr. Catherine LindellTopics covered include: A discussion with Dr. Catherine Lindell, Ph.D., Associate Professor at the Center for Integrative Biology, and Larry Bodtke, blueberry grower and partner at Cornerstone Ag to discuss the bird pressure on blueberry producersOngoing research and best management practices that mitigate bird pressureNew approaches and technologies that can deter bird encroachment on blueberry fieldsCrop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. 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 Nestor Vega in Mexico. This was recorded on July 20, 2022.Blueberry BoostAcknowledge your blueberry industry heroes at the Blueberry Summit this fall in Nashville! USHBC/NABC vice president of engagement and education Amanda Griffin announces that nominations are open for the Duke Galletta Award and Alex Weatherbee Award. Click HERE to nominate your industry hero today.  

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 Karen Ross, secretary of the California Department of Food and Agriculture (CDFA). Secretary Ross discusses some of the challenges and opportunities facing California agriculture and, more generally, specialty crops. Secretary Ross has strengthened partnerships across government, academia and the nonprofit sector in a drive to maintain and improve environmental stewardship, and develop adaptation strategies for the impacts of climate change. She has also worked to provide greater access to farm fresh foods at school cafeterias through CDFA’s Farm to Fork Program, and has been a longtime champion of specialty crops and the California Grown program.“It was that connection of policy to something that,when I left the farm, I just took a different career path to be a part of agriculture and to be able to stand up for the values of our farming families. And to be able to help better connect rural and urban communities, which was one of the things that being president of California Wine and Grape Growers allowed me to do very, very well. There's nothing like inviting people to have some really good California grown food with a really good California wine to really create a conversation and find all those things that we have in common.” - Karen Ross“We've suffered a drought, we've done that kind of work. And then the intentional focus on climate and making sure that ag as a contributor of 8% of the greenhouse gas emissions in California, but agriculture and forestry can also be part of the solution. So funding healthy soils, and especially with our dairy families, being able to be part of the solution for methane reductions.” - Karen Ross“I think that investing in food security, climate-smart agriculture, the research that can be applied and scaled on a global basis, in addition to understanding the changes that are happening at agriculture and the importance of that research and education, to make sure we're focused on the workforce of the future, the jobs of the future, the training of the future. … We need to have that public investment for public trust in the research results. The advancements of science and technology are going to be key to that.” - Karen RossTopics covered include: Secretary Ross’ journey through agriculture, and the initiatives she continues to work on to collaborate with and help California producers.The scope and focus of the USDA, and its efforts on producers’ behalf.The mission of the CDFA and the many stakeholders Ross coordinates to protect and promote California agriculture.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Rex Schultz in Michigan, Doug Krahmer in Oregon, Elizabeth Carranza in California and Nestor Vega in Mexico. This was recorded on July 13, 2022. Blueberry BoostThis week’s Blueberry Boost highlights The Blueberry Summit, Oct. 5-7 in Nashville. Check out the schedule and save your seat! If you register by July 31, the end of National Blueberry Month, you’ll be entered in to win a blueberry-themed cowboy hat.

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), dives into the impact of two extreme weather patterns experienced over the past year in the Pacific Northwest. Between severe heat and flooding events, blueberry producers have been faced with significant obstacles and unknown outcomes. To provide more depth and insight into these severe weather events on the blueberry industry, we talk with Eric Gerbrandt, Ph.D., research director at the British Columbia Blueberry Council, and Lisa Wasko DeVetter, Ph.D., associate professor of small fruit horticulture at Washington State University. “One of the main differences with this particular heat event was the rate that it came on. There was no ability for plants to acclimate to the extremely high temperatures that we had, and then the level or the degree of temperatures that we achieved. … at that point, you start to get UV damage and heat damage to the tissues of both the fruit and then also the leaf tissues. ” - Lisa Wasko DeVetter, Ph.D. “The short term was to see a lot of the young wood on these new plantings and even mature plantings that were under water for 8 to 10 feet for up to three weeks, that those tissues died. But then the longer term question is, OK, how's the root system doing? Is it going to be able to recover given the fact that the soil’s structure has also been negatively impacted? … We tried to parse out what you could recommend for different levels of severity of flooding. … We've got a range of potential management options there just depending on how strong the planting was and how old it was.” - Eric Gerbrandt, Ph.D. Topics covered include: The impact of the heat dome and the extreme flooding experienced over the last year.Management options based on the effects and severity of weather events.Ongoing research and options for producers going forward to prevent further losses.Pro tip: Dive further into the impacts of these events by reading the  Severe Flooding of Blueberry Fields in Southwestern British Columbia and Northwestern Washington.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Elizabeth Carranza in California, Mario Ramirez in Mexico, Matt Macrie in New Jersey and Rex Schultz in Michigan.  Blueberry BoostThis week’s Blueberry Boost provides an update on the very first Blueberry Industry Leadership Program. The program’s fellows kicked off their journey last week in Seattle. USHBC/NABC Vice President of Engagement and Education Amanda Griffin provides an update. 

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), dives into some exciting research regarding the cognitive benefits of incorporating blueberries into your daily diet. Cronquist is joined by NABC/USHBC Senior Director of Nutrition and Health Research Leslie Wada, Ph.D., and Robert Krikorian, Ph.D., a professor in the Department of Psychiatry and Behavioral Neuroscience and director of the Cognitive Aging Program at the University of Cincinnati Academic Health Center.“Now, with the broader scope of activities open to us as our Health Research Committee converts to a Health Research and Nutrition Committee, we are also evaluating nutrition programs and projects that can help us communicate the importance of blueberries as part of a healthy diet.” - Leslie Wada, Ph.D. “So I think one way to look at what we found was that from a cognitive point of view, we were able to reverse, or at least return to a less severe impairment level of the kind of executive control problems that these people would typically experience..” - Robert Krikorian, Ph.D.Topics covered include:An explanation of the scope, function and impact of the Health Research and Nutrition committee.A review of the ongoing research regarding the benefits of blueberries on cognitive function.A discussion of the media attention this latest study has received, and what this means for future research in this area.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Brandon Wade in Georgia, Mario Ramirez in Mexico, Elizabeth Carranza in California and Matt Macrie in New Jersey. This was recorded on June 15, 2022.Blueberry BoostThis July, the USHBC will be hosting a nationwide 31-day challenge to encourage consumers to grab a boost of blue. Consumers will be treated to a bevy of activities to celebrate blueberries, engage with the blueberry lifestyle and encourage them to help us grow support for solving childhood hunger with USHBC's partnership with No Kid Hungry. Join the ranks of the great companies that are already working together to wave the flag that drives demand and makes blueberries the world's favorite fruit. Check it out and sign up here.

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), turns our focus to Mexico. Jose Luis Bustamante, chair of Aneberries and general manager of Naturipe Berry Growers in Mexico, and Juan Jose Flores, executive director of Aneberries, discuss the country’s growth in the blueberry industry, the current challenges and opportunities they face, and what we can look forward to in the future.“Mexico is moving more toward production in January, February, March and April. That's been becoming the Mexico window. We are more efficient. We have more production that we can be in the market in better conditions right now. …Our main focus right now is in the domestic market. We believe that we can grow that market to be a year-round consumption.” - Juan Jose Flores“We have the most respect for American farmers. They do a wonderful job and we see us as complementary. We believe that having the presence of blueberries year-round with the same quality, with the same size and everything in common, that will increase consumption and that will make us all happy. We really appreciate the farmers and we appreciate our farmers. So we understand the things that you're going through and, believe us, that in Mexico we are going through the same thing.” - Jose Luis Bustamante Topics covered include: A far-reaching conversation with Jose Luis Bustamante and Juan Jose Flores.A review of the beginning and growth of the blueberry industry in Mexico.The value in partnering with Mexican producers to foster a strong global blueberry industry.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Brandon Wade in Georgia, Neil Moore in North Carolina, Elizabeth Carranza in California, and Mario Ramirez in Mexico. This was recorded on June 8, 2022. Marketing BoostIn 1893, Elizabeth White saw the potential in blueberries on her family's farm. She partnered with USDA botanist Frederick Covillel, and together they found the right blueberry plants to cultivate. It’s no surprise that many years later, the blueberry industry is filled with women who are making an impact. That’s why USHBC is launching “Women in Blueberries,” with the goal of bringing together these amazing women. We’ll host our first virtual Women in Blueberries event on July 13 at 11 a.m. PT/2 p.m. ET. In this first two-part virtual session, we’ll examine the power of bringing other women along on your career journey, and how to be more mindful in supporting women who inspire you. More information is available here.

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), shares a few highlights from the first 100 episodes of the podcast. These sound bites emphasize the importance of unity and collaboration to delight blueberry customers and consumers every single time. You’ll hear from industry leaders Denny Doyle, Shelly Hartmann and Tom Avinelis. “If you do nothing at all, that’s worse than doing something wrong. So (USHBC) really started with (us going out to) promote in traditional ways, and then - BANG - the health research started to hover and we embraced that.” - Denny Doyle“I think we really need to encourage grower participation. This is the growers’ 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“We need to recognize what we, as farmers, what we’re nourishing and what we’re growing and what we’re so proud of is quality blueberries that are going to have to delight our customers consistently to be successful.” - Tom AvinelisTopics covered include: The history behind the formation of the U.S. Highbush Blueberry Council.A vision for what’s ahead for the blueberry industry.What it takes to delight customers and consumers every time they experience blueberries.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Mario Ramirez in Mexico, Brandon Wade in Georgia, Neil Moore in North Carolina, and Elizabeth Carranza in California. This was recorded on June 1, 2022. Blueberry BoostWhat we’ve been calling the “Marketing Boost” has become the “Blueberry Boost!” This change reflects an expanded direction for this segment, which will still include marketing information, with the addition of industry-related updates and resources. For the first Blueberry Boost, Amanda Griffin, USHBC vice president of engagement and education, shares details on The Blueberry Summit, Oct. 5-7 in Nashville. Learn more at register here!  

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 Mantle of Innov8 Ag. Cronquist and Mantle are also joined by USHBC/NABC vice president of engagement and education Amanda Griffin to discuss the new BerrySmart Field Project.“So the BerrySmart Field Project will bring together suppliers and solution providers … with the intent to improve blueberry production quality. …We get to test out really cool technologies that are going to advance the blueberry industry.” – Amanda Griffin“Our focus is establishing priorities on the initial technology … to templatize something that's repeatable into a validated smart farm network that enables growers and packers and sales, the technology community, as well as researchers to collaborate on how we best optimize farm operations with better and more predictable yield outcomes.” - Steve MantleTopics covered include: An overview of the BerrySmart Field Project and its key stakeholders. The importance of exploring technology and attracting tech providers to the blueberry industry.How the BerrySmart Field Project will ultimately impact growers and other blueberry value chain participants.How the project will be carried out to meet objectives.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout key growing areas. In this episode, you’ll hear from Elizabeth Carranza in California, Brandon Wade in Georgia, Neil Moore in North Carolina, Mario Ramirez in Mexico, and Ken Patterson in Florida. This was recorded on May 25, 2022. Marketing BoostNational Blueberry Month is coming up in July, and we have an exciting opportunity for growers to help tell the industry story! Submit a short video about your work by June 10 and we could use it at a media event later in the month. Listen to this week’s marketing boost for details about how your story can be included, then upload your video at USHBC.org/video. 

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), introduces Joe Vargas, the first-ever USHC/NABC director of business intelligence. Vargas and Cronquist are joined by Tom Barnes of Category Partners and Grant Prentice of Padilla FoodMinds to discuss the blueberry industry’s data and insights program. “I think that the gut feel and experience that got us through the 20th century just won't cut it in the 21st century. …What we're going to be trying to do is outline what benefits, what is going to be the reason for participation and what is that going to bring to the growers, the marketers, the shippers, the retailers, consumers – that whole pride and everything in between – of how can we be relevant and how can we take the data in a direction that's going to help us with that single voice.” - Joe Vargas“We were able to add Mintel and a pretty cool data set from their GNPD database. And what that does is it allows the industry, anybody with a username and password, into this analytics dashboard … to go in and look at the packaging all around the world. …And so it's a really powerful tool for those people that are looking to maybe redesign packaging or find out where their blueberries are ending up.” - Tom Barnes“It's not just about having (data) sitting somewhere where people can access it, but how do we take that information, the right slices or the right views of the day. … I think this type of data that we're talking about, and having more hands on deck, is just going to make all that stuff flow that much more. - Grant PrenticeTopics covered include: An introduction to Joe Vargas, newly appointed director of business intelligence for USHBC.A review of new data tools and a look at future prospects for the industry. The value of collecting data regarding produce categories, consumer trends and household habits, and the benefits of making that data available and transparent to producers.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. In this episode, you’ll hear from Ken Patterson in Florida, Brandon Wade in Georgia, Neil Moore in North Carolina, and Elizabeth Carranza in California. This was recorded on May 18, 2022. Marketing BoostThere are oh so many promotional opportunities coming up for USHBC, starting with National Blueberry Cheesecake Day on May 26! Be sure to download our cool GIF and use it to engage your social media audience. In June, we’ll celebrate Brain Health Month. Be sure to check out our toolkit for amazing resources and advice on promoting the health benefits of blueberries all month long.  

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 Brooke Hill of Southern Hill Farms in Clermont, Florida. Hill was a panelist on the USHBC’s “Best Practices for U-Pick Blueberries” webinar presented in 2020. “We leaned heavily on (the community) and they were there for us. I mean, we were floored. It brought tears to my eyes how supportive people were. They wanted to do anything they could to support their local farm.” - Brooke Hill“Diversification for us was the best thing we ever did. However diversification looks for you, no matter what, you can’t go wrong with it as long as it’s done with intention, it’s well thought out and it makes sense for what your end goal is. …I think where the true value for us came in is it led the future of the farm in a completely different direction than where we thought we were headed.” – Brooke HillTopics covered include:Hill’s background and experience, and the story of Southern Hill Farms.How launching a U-pick operation can be a tool for blueberry farm diversification.The importance of developing a close connection to the local community.What to consider before you start a U-pick operation. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Elizabeth Carranza in California, Ken Patterson in Florida, Brandon Wade in Georgia, and Neil Moore in North Carolina. This was recorded on May 11, 2022.Marketing BoostGrab a Boost of Blue is the industry’s call to action to motivate consumers to make blueberries a part of their everyday lifestyles. Use this messaging to encourage your audience to Grab a Boost of Blue through content on your website, in social media captions, in newsletters and in other communications. You’ll find a wealth of resources at USHBC.org/boostofblue, and you can get licensed at USHBC.org/license.

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 Brian Bocock, vice president of product management at Naturipe Farms. You heard from him back in Episode 002 and Episode 046. Now back for his third appearance, Bocock provides his outlook on what’s ahead for blueberries.“If, as an industry, we can turn that grab a boost of blue into a consistent delivery, 52 weeks a year, when they consistently go in and grab their boost of blue and it delivers against their expectation for firmness and flavor – boom! Now we're cooking on all cylinders and it's everybody across the board. Cause we all will succeed if all of us are hitting the same way.” – Brian Bocock“When you get into these environments where you have reduced production due to weather events, and all of a sudden you pick up for two or three weeks … it can be pretty dynamic. And if you miss it by a week or two, it can mean whether a grower makes money or doesn't make money in this situation … so we're optimistic. Certainly, we have some pain for some of our producers out there that took some significant damage. But we are optimistic on where this marketplace is and is going to be over the next couple of three months.” – Brian BocockTopics covered include: Expectations for the 2022 Blueberry market.The value of different varieties, and the impact they may have on consumers’ buying habits.The nuances in the blueberry market, and how producers can take advantage of residual increased interest in blueberries brought on by the pandemic.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Ken Patterson in Florida, Brandon Wade in Georgia, Neil Moore in North Carolina and Todd Sanders in California. This was recorded on May 4, 2022. Marketing BoostFood is fuel for the brain and in honor of Brain Health Month, coming up in June, USHBC is inspiring consumers to get a brain boost with blueberries! Eating fresh or frozen blueberries each day within an overall healthy diet and lifestyle is a smart choice that can support brain health. As part of our national plan to promote the benefits of blueberries, USHBC is sharing a range of informative and enticing resources, including blueberry recipes, nutritional information and health research. And our Blue Crew is rolling out original content for blueberry-loving fans throughout the month.This group of credible third-party experts includes physicians, registered dietitians, fitness professionals, and wellness and lifestyle experts who are sharing social media content and custom recipes as part of the campaign. 

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 Itai Kanot, COO and co-founder of BeeHero. Kanot is the son of the largest commercial beekeeper in Israel, and that background ultimately led him to co-founding BeeHero in 2017. He shares about bee health, pollination and how technology can help improve blueberry production. “We will go to a farmer and say, ‘OK, you're going to pay per acre not per hive. Because everything else that you're doing is per acre, right? You calculate the water per acre, you calculate your potassium that you put in the ground per acre and everything is per acre. So we're going to charge per acre. Now you choose how many frames of bees, not how many hives, because that doesn't mean anything. I can bring you boxes, but what's in the box? So how many frames of bees do you want per acre?’” - Itai Kanot“I know that in many places with blueberries, they are actually looking at how many brood frames are in there. And that's a pretty smart thing to do because … brood is the main reason for bees to want to bring proteins into the colony. Brood needs a lot of protein in order to develop. And protein comes from pollen. So when you have hives or colonies that are packed with brood, they have a bigger driver to go and get pollen. And so these are harder working colonies.” - Itai Kanot“It's important to be able to assess what you're getting, because pollination is such an important part of the food production process. You can do everything right, but if you got bad bees this year, your yields are going to be lower, and you'll have no idea what you've done wrong.” - Itai KanotTopics covered include:Kanot’s experience on his family’s bee operation in Israel and the journey he has taken to become the largest pollination provider in the U.S.The nuances of bee populations and pollination for blueberry producers.The unique BeeHero business model and how it impacts their clients and the technologies they have access to. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Ken Patterson in Florida, Brandon Wade in Georgia, and Neil Moore in North Carolina. This was recorded on April 27, 2022.Marketing BoostWe know it’s vital to meet our audiences where they are. Last week, USHBC took that literally as we celebrated Earth Day on campus at NC State University. This served two important audiences – foodservice and consumers – to drive awareness, interest and demand for blueberries for the foodservice audience. USHBC and regional growers presented blueberry bushes to NC State University’s Agroecology Education Farm, a teaching farm where students learn where their food comes from. And we talked about varieties, growing practices and sustainability with students and the farm staff.

Travel with us to the USHBC Spring Forward event in Tampa with “The Business of Blueberries” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC). In this episode, we hear highlights from the B2B Targets Panel with Adam Croissant of Chobani, Shane Schaibly of First Watch and moderator Amy Shipley of Sterling Rice Group (SRG). Topics include:The value of blueberries to food manufacturers and consumers.How the panelists are thinking about the health and flavor properties of blueberries.How the pandemic has affected Chobani and First Watch.What might impact the blueberry industry in the future.  Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Brandon Wade in Georgia and Ken Patterson in Florida. This was recorded on April 20, 2022.Marketing BoostAlthough it's only April, the USHBC promotions team has been working hard to develop a host of programs and activations to engage our consumer audience throughout the month of July. This includes planning a kickoff event for the media in New York City the last week of June to start national blueberry month off with a boost. We'll promote a 31-day challenge for consumers to grab a boost of blue, and post about their love for blueberries all throughout the month of July, which in turn helps raise funds to feed kids through our partnership with No Kid Hungry.

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 Tom Avinelis, founder and managing partner at Agriculture Capital, for a discussion about the growing organic industry and the evolving standards that guide this market.“(Organic) is an industry that’s grown from roughly $14 billion in total sales in 2005, up to this last year in 2021, it’s forecast to be about $63 billion.That’s been a rate at a 10% compounded growth annually for the last 15 years. No other industry, other than probably blueberries has seen that kind of growth over that time period. And even as we look forward to the next five to 10 years, we are still projecting a 9% year-over-year growth in the organic industry.” - Tom Avinelis Topics covered include:What attracted Avinelis to growing certified organic blueberries.The challenges of producing blueberries organically.Where the organic market is going in terms of demand and definition.What regenerative agriculture means and where it fits into the overall organic conversation.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Todd Sanders in California, Eric Stafne in Mississippi, Ken Patterson in Florida, and Brandon Wade in Georgia. This was recorded on April 13, 2022. Marketing BoostA picture is worth a thousand words! Studies show our brains not only process visuals faster, but retain and transmit much more information when it’s delivered visually. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses how the USHBC uses imagery to bring blueberry innovations to life.

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 Bernadine Strik, professor emeritus of horticulture and a berry crop specialist and researcher at Oregon State University, for a discussion about Bernadine’s storied career and where the blueberry industry is heading next.“If we look worldwide, our organic blueberry program is really the only one of its kind in the world.” - Bernadine Strik “From a marketing standpoint, we have our millennials and [generation z] very interested in anything that’s related to what’s better for the environment, and that includes carbon sequestration, the efficiency of fertilizer, and water use.” - Bernadine Strik Topics covered include:Bernadine’s beginning in the blueberry industries.The numerous accomplishments and discoveries during her career, including the development of organic blueberry cultivation and high-density farming.The future of the blueberry industry and blueberry research, including climate resiliency and environmental sustainability. Marketing opportunities that exist in the sustainability space.Resources:"The effects of long-term management on patterns of carbon storage in a northern highbush blueberry production system"Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Brandon Wade in Georgia. This was recorded on April 7, 2022.Marketing BoostJune is Brain Health Month! On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses USHBC efforts during the month, including the newly launched Brain Health Month toolkit, available for free for blueberry industry members.

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), shares some highlights from the flavor panel at Spring Forward, which featured Patricio Munoz, Ph.D., blueberry breeder at the University of Florida, and Gonzalo de Elizalde, senior director of product leadership at Driscoll’s. Topics include:●     The evolution of blueberries and what led to the focus on flavor.●     Current blueberry market dynamics between price and flavor.●     Why shifting toward a focus on flavor isn’t straightforward. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Brandon Wade in Georgia, Mario Ramírez in Mexico, and Luis Vegas in Peru. This was recorded on March 30, 2022.Marketing BoostSpring is here and peak season is around the corner (or already here) for growers in North America! On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks explains why peak season is the best time to give consumers an experience, like inviting them to the farm or sharing photos and videos of fresh blueberries on social media.

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 Gary Wishnatzki, owner of Wish Farms in Plant City, Florida, for a discussion about the farm’s history and successes. “Flavor, to me, is the most important thing, because getting the consumer to buy it once is one thing, getting them to buy it over and over again [is another]. How you achieve [brand loyalty] is by having good tasting fruit.” - Gary Wishnatzki“When [your company gets bigger], as we have, you really have to become an orchestra. When you’re an orchestra, you have to play from a sheet of music … process is a big part of what we’re doing.” - Gary Wishnatzki Topics covered include:The rich family history of Wish Farms, which was founded in 1922. The workplace culture of Wish Farms and how it plays into the company’s success. Building brand loyalty and recognition through genetics and flavor. Wish’s adoption of machine harvesting technology. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Ken Patterson in Florida, John Bennett in Georgia, Mario Ramírez in Mexico, and Luis Vegas in Peru. This was recorded on March 23, 2022.Marketing BoostNational Blueberry Month is almost here, and the blueberry industry is looking to make an impact. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses how the month-long celebration will benefit the nonprofit No Kid Hungry. To pledge your product donation, visit ushbc.blueberry.org/donate and fill out the form by March 30.

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 Noel Sakuma, farm manager at Oregon Berry Packing, for a conversation about farm-level technology. “Right now, we’re at a very unique time where a lot of new varieties are coming through the pipeline and if you are having the same varieties in the ground - besides Duke - in the next five to ten years and you’re not upgrading, you’re going to be in a bad spot.” - Noel Sakuma“I’d encourage everyone to make sure we’re doing the right things on [machine harvesters], that we’re not picking when it’s too hot and I would really encourage as many people to try to [install] any kind of soft fresh kit on any machine because it really is a game-changer.” - Noel Sakuma Topics covered include:Noel’s lifelong background in the blueberry industry and with Oregon Berry Packing. Fostering bumblebee hive development in Oregon. How machine harvesting helped Oregon Berry Packing crews navigate the historic Pacific Northwest heatwave last summer. Adopting new varieties and how that plays into ag technology. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Ken Patterson in Florida, Andres Armstrong in Chile and Luis Vegas in Peru. This was recorded on March 16, 2022.Marketing BoostMarch is National Nutrition Month! In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses how blueberries fit into this month and how you can leverage it to your customers.

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 Soren Bjorn, president of Driscoll’s of the America’s, for a wide-ranging conversation about the blueberry industry. This episode is part two of a two-part interview. “Human beings are attracted to the best tasting fruits … so I think at this stage, the most important thing for the industry is to continue to push the consumer experience up. ” - Soren Bjorn“A consumer that gets a really good experience with blueberries, there are no marketing dollars that can offset that … those are the best marketing dollars.” - Soren BjornTopics covered include:Improving the sometimes “uneven” consumer experience of blueberries. Importance of improving blueberry genetics and the places where blueberries might grow in the future. The success of the Driscoll’s “Sweetest Batch” line, and how it creates an elevated experience for consumers. How accuracy of blueberry data can help the whole industry. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Ken Patterson in Florida and Mario Ramírez in Mexico. This was recorded on March 9, 2022.Marketing BoostLast week in Tampa, attendees who visited the Wish Farms packing center saw the Wish Farms logo right alongside USHBC’s Grab a Boost of Blue logo. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses strategic positioning, Grab a Boost of Blue, and how to use it.

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 Soren Bjorn, president of Driscoll’s of the Americas, for a wide-ranging conversation about the future of the blueberry industry. This episode is part one of a two-part interview. “Blueberries, in general, have done really well during the pandemic … we have a lot of reasons to believe that [the recent success of blueberries] will stay with us as people have increasingly made berries a part of a healthier lifestyle … the momentum will keep carrying forward and increase the overall demand for berries.” - Soren Bjorn“Marketing is — a lot of the time — simply putting the idea into the consumer’s mind … successful marketing is anticipating what the consumer really wants but hasn’t thought about.” - Soren BjornTopics covered include:Lessons the blueberry industry can take away from the pandemic.Bjorn’s thoughts on the future of the industry and making blueberries the world’s favorite fruit. The current state of labor in agriculture, and Driscoll’s new documentary titled “The Last Harvest.”Driscoll’s recent investment in vertical farming.Marketing BoostMarch is a busy month for blueberries and USHBC! In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses National Nutrition Month and Frozen Food Month, and how you can leverage both of these periods in your marketing mix.