From Beef to Blueberries With Jill Scofield
The Business of Blueberries · U.S. Highbush Blueberry Council
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Show Notes
Jill Scofield recently joined the NABC and USHBC as the director of communications and industry relations. In this newly created role, Jill is responsible for planning, directing and overseeing USHBC and NABC industry communications programs involving growers, marketers, exporters, importers, distributors and other stakeholders. In this episode of “The Business of Blueberries,” we sit down with Jill to chat about all things industry relations.
Host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Jill Scofield, director of communications and industry relations for USHBC and NABC.
“I’m really excited to not just bring my experience to the table, but that passion for working on the behalf of agriculture. Again, [blueberries] may be a different commodity, but men and women are still working really hard to produce a really nutritious product and one I wholeheartedly believe in. ” - Jill Scofield
“Having that opportunity to both represent the industry in that consumer-facing message and continuing to boost and grow that consumer demand for a product that just continues to increase in quality and consistency.” - Jill Scofield
Topics covered include:
- Jill’s experience in the beef industry and how it relates to blueberries.
- Engaging both the USHBC and NABC sides of blueberries.
- Historical context of the industry relations aspect of USHBC.
- Moving forward with a hybrid of in-person and digital communication methods.
Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Juan Soria Morales in Mexico, Bill Steed in California, and Ken Patterson in Florida. This was recorded on April 14, 2021.
Marketing Boost
USHBC’s new strategic positioning and call-to-action, Grab a Boost of Blue, taps into consumers’ passion for blueberries and motivates them to enjoy more of the fruit they love. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses one of the consumer touch points for the 2021 Grab a Boost of Blue campaign: YouTube advertisements. To watch the new Grab a Boost of Blue YouTube advertisements, visit ushbc.org/BoostAds.