The Business of Blueberries

Hosted by U.S. Highbush Blueberry Council

Business Management Arts Food Science

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Episodes

200

Latest episode

Jun 2026

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About the show

The blueberry industry is like no other: passionate, resilient, and innovative. This podcast is your source for the latest information on the production, markets, research and technology related to the blueberry value chain. This is the Business of Blueberries.

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60 recent

June 15, 202642 min

The Export Playbook: Strategic Demand Creation With Haiying Zhang

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council (NABC), is joined by Haiying Zhang, USHBC’s director of global business development. Zhang has spent the last several years helping position U.S. blueberries for growth far beyond our domestic market by building relationships and helping exporters better understand where global demand is expanding. Zhang shares what she’s seeing firsthand in the global market, and where the greatest opportunities for growth lie.“As a result, what you are seeing in these markets is a lot of media coverage about USA Blueberries. So we successfully generate the buzz about our product. That's our goal. And in many of these markets, if you look at the product life cycle, we are still at the introductory stage … meaning we have a long runway to go. And so it's very important that we build, reach new customers and we also inspire existing customers to increase their purchasing frequency, and that's why we invest the dollars .” – Haiying Zhang Topics covered include: An introduction to Zhang and her work with USHBC. The significance and impact of the USHBC recently earning a $1 million Foreign Agriculture Service Grant from the USDA.Details on the USHBC Export Database and the USHBC Supplier Database that can help highlight blueberry operations during global market discussions.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Alan Schreiber in Washington, TJ Hafner in Oregon, Alec Arena in New Jersey, Ryan Rainey in Michigan, Derrin Wheeler in Georgia, Pat Goin in Indiana, Sunny Brar in British Columbia and Kristen Brinkley in North Carolina. This was recorded on June 11, 2026.

June 8, 202637 min

New Jersey’s Next Gen: Brandon Raso on Modernizing the Harvest

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council (NABC), is joined by Brandon Raso, Variety Farms farm and operations manager, and the recent recipient of the 2026 National Outstanding Young Farmer award. Raso is a fourth-generation grower at Variety Farms in Hammonton, New Jersey, where he manages over 750 acres of production. He also serves on the USHBC Council as treasurer, and is chair of the Finance Committee. Whether he’s advocating for growers in D.C. or implementing the latest mechanical harvesting tech at home, he’s at the forefront of the “next gen” movement. “We obviously have a lot of runway left with reaching higher consumption levels and, so, I just think there's a lot of light at the end of the tunnel on this, and it's something we don't have to fight tooth and nail for. I think as long as we make the right moves and stay conscious about the decisions we're making, I think this thing is naturally going to catapult itself into a new category in terms of consumption, people realizing the benefits and reaching new audiences. It's like we're so fortunate to be part of this.” – Brandon Raso Topics covered include: An introduction to Raso and his work. The history Raso represents as a fourth-generation grower.The impact he’s having on the industry due to his involvement at the local and national levels. Where he sees the most potential for growth in the industry. 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, TJ Hafner in Oregon, Ryan Rainey in Michigan, Pat Goin in Indiana, Kristen Brinkley in North Carolina and Sunny Brar in British Columbia. This was recorded on May 28, 2026.

May 27, 202649 min

From the Warehouse to the Wheelhouse: Brian Bocock’s New Era at MBG Marketing

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Counci (NABC)l, is joined by Brian Bocock, president and CEO of MBG Marketing. After more than three decades helping shape the berry business from the warehouse floor to executive leadership at Naturipe Farms, Bocock has stepped into a new role with MBG Marketing. He’s also a grower in Michigan who has held numerous leadership positions with USHBC and NABC. Bocock joins us to share what his new role means to him, the vision he brings to MBG, and how he sees the future of our industry at a time when alignment and leadership matter more than ever.“My vision is that MBG continues and grows a lot over the next five to eight years, built upon success, not growth for the sake of growth. … There is another huge component of this, and I've been an advocate of this and MBG has for a long time, involvement in NABC and USHBC and other organizations, including state organizations. It's just so important that we get as much talent from our grower base, from our management team, engaged in these organizations to help drive success through there. Because they're reaching some places that we, MBG, are not gonna hit by ourselves.” – Brian Bocock Topics covered include: Bocock’s new role at MBG Marketing.The profound loss and lasting legacy of previous MBG Marketing CEO Brad Moorer.A discussion about what Bocock sees as the immediate future and long-term potential for the blueberry industry.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. You’ll hear from Ryan Rainey in Michigan, Michelle Borges in California, TJ Hafner in Oregon, Mario in Mexico, Brittany Lee in Florida, Kristin Brinkley in North Carolina, Alec Arena in New Jersey, Luis Vegas in Peru, and Sunny Bar in British Columbia. This was recorded on May 21, 2026.

May 15, 202646 min

Food For Health: The Evolving Science of Blueberries

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council (NABC), is joined once again by Leslie Wada, Ph.D. Dr. Wada is USHBC’s senior director of nutrition and health research. She’s also a researcher, scientist and a registered dietitian who has spent over 15 years working alongside our industry and USHBC leadership to help turn blueberries into a global health icon.“ If we can get (young) consumers aware of the importance of blueberries and have it just be a staple of their diet, hopefully there will be more than one in 10 adults who eat the recommended fruits and vegetables by the time they are adults. … Getting kids exposed to blueberries in schools, … that's one way.” – Leslie Wada, Ph.D. Topics covered include: An introduction to Dr. Wada and her work at USHBC.A discussion of the council’s contribution to research efforts, recent focus on cognitive health and involvement with school nutrition programs. A look at what comes next for health research and what that means 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 Alan Schreiber in Washington, T.J. Hafner in Oregon, Ryan Rainey in Michigan, Brittany Lee in Florida, Mario Ramirez in Mexico, Pat Goin in Indiana, Kristen Brinkley in North Carolina, Alec Arena in New Jersey, Sunny Brar in British Columbia, Michelle Borges in California and Derrin Wheeler in Georgia. This was recorded on May 7, 2026.

May 8, 202643 min

The Retail Playbook: Winning the Produce Aisle With Kevin Hamilton

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council (NABC), is joined by Kevin Hamilton, vice president of global marketing and communications for USHBC and NABC. Over the past two years, Hamilton and his team have elevated how we look at what’s next for driving consumer demand for blueberries at retail, helping to reshape how blueberries show up as a category. He joins the podcast to share about the USHBC’s efforts at retail, and the impact these programs and retail relationships are having on the blueberry industry. “ We're here to simply do exactly what (retailers) want to do: Sell as many blueberries as possible at the best price. And then with the pilot projects that have turned into recurring projects with these retailers – they're seeing results. So the evolution has gone from introducing ourselves to now us getting phone calls from them, having a more collaborative relationship.” – Kevin Hamilton Topics covered include: An introduction to Hamilton and his work at the councils.A discussion of the efforts underway with retailers, and the importance of these relationships on driving demand for blueberries.A look into the strategies and tactics for growing the blueberry category at retail.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. You’ll hear from Brittany Lee in Florida, Derrin Wheeler in Georgia, Kristin Brinkley in North Carolina, Alec Arena in New Jersey, TJ Hafner in Oregon, Eliza Spreitzer in Michigan, Pat Goin in Indiana, Sunny Brar in British Columbia, Mario Ramirez in Mexico and Luis Vegas in Peru. This was recorded on April 30, 2026.

April 30, 202648 min

Understanding Mexico’s Production Landscape

In this episode of “The Business of Blueberries,” we’re sharing the highly requested and well-attended panel discussion Understanding Mexico’s Production Landscape from The 2026 Blueberry Hill Climb and Industry Meetings. Facilitated by U.S. Highbush Blueberry Council (USHBC) vice chair Brittany Lee, this session brings together an elite panel of veteran voices providing firsthand experience on some of the difficult decisions currently reshaping the region. The panel includes Mario Flores, vice president of Twin River Berries; David Jackson, owner of Family Tree Farms; and Gonzalo De Elizalde, global product leadership vice president for Driscoll’s. “ When we grow supply, we are seeing that the market can move and transact higher volumes of fruit at higher prices over time. I think that is thanks to the amount of fruit that is being produced and being pumped to the industry by Peru, Mexico, California, Florida, Georgia, New Jersey, Washington, Oregon, British Columbia, Michigan, everyone. So, what I'm trying to say is that we are truly in it together.” – Gonzalo De Elizalde Topics covered include: A look at the blueberry production landscape in Mexico.A discussion of the impact of imports on the blueberry industry.An exploration of the labor challenges in Mexico and the U.S. Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. You’ll hear from Sunny Brar in British Columbia, Pat Goin in Indiana, Kristin Brinkley in North Carolina, Eliza Spreitzer in Michigan, TJ Hafner in Oregon, Derrin Wheeler in Georgia, Michelle Borges in California and Alec Arena in New Jersey. This was recorded on April 23, 2026.

April 20, 202635 min

USHBC's New Chair Ellie Norris Shares Her Perspective on Leadership

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council (NABC), is joined by blueberry grower and new USHBC Chair Ellie Norris. Making her fourth appearance on “The Business of Blueberries,” she joins us to share her goals for her leadership roles in the blueberry industry, including a strong emphasis on building community within her team and making exceptional quality the standard for her farm and beyond. Norris has been immersed in management from an early age, beginning her career on her family’s large-scale blueberry farm in Southern Oregon. There she developed one of her most valuable leadership skills: The ability to communicate effectively with diverse personalities and motivate teams toward shared success.“Blueberries check so many boxes. We have health, convenience, versatility, but we just can't assume that consumers automatically are going to connect those dots. There's a real upside to expanding how and when people use blueberries and making sure that our messaging keeps pace with how consumers shop and eat today. … There are just so many opportunities for us to expand our relevance to the consumer market and internationally, the opportunity is equally significant.” – Ellie Norris Topics covered include: Meet Ellie Norris, blueberry grower and new USHBC chair.Hear about the approach Norris will take in expanding the blueberry market, and how her leadership will achieve it.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughoutimportant blueberry growing areas. Today you’ll hear from Eliza Spreitzer in Georgia,Kristin Brinkley in North Carolina, Eliza Spreitzer in Michigan, T.J. Hafner in Oregon,Alan Schreiber in Washington, Pat Goin in Indiana, Michelle Borges in California, Sunny Brar in British Columbia, Luis Vegas in Peru, and Mario Ramirez in Mexico. This was recorded on April 16, 2026.

April 9, 202647 min

Decoding the Retail Landscape – What the Latest Data Tells Us

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council (NABC), is joined by Tom Barnes, interim director of data and business intelligence at the USHBC and NABC, and president and CEO of Category Partners. Barnes is a veteran of the perishables industry with a deep passion for how data drives retail success. He has spent over two decades helping major retailers and suppliers navigate the relationship between business insights and market performance. Under his leadership, Category Partners has become a go-to resource for primary consumer research and technology solutions in the fresh food space. He joins the podcast to share his unique perspective and insight into the impact of market data on the blueberry industry.“ Price is always a factor and always will be a factor. You can't just sell it for whatever you want, but it tells you that there is higher demand for blueberries every year, and the consumption is moving up, which isn't the case for every commodity.” — Tom BarnesTopics covered include:An introduction to Barnes and his work for USHBC/NABC and Category Partners.How the data behind blueberry sales can inform future decisions and opportunities.The excitement Barnes feels regarding the direction and growth of the blueberry industry based on the data.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. You’ll hear from Brittany Lee in Florida, Eliza Spreitzer in Michigan, Alan Schreiber in Washington, Michelle Borges in California, TJ Hafner in Oregon, Derrin Wheeler in Georgia, Kristin Brinkley in North Carolina, Luis Vegas in Peru. This was recorded on April 2, 2026.

March 13, 202638 min

BerrySmart Field Insights: The Path To Autonomous Equipment

In this episode of “The Business of Blueberries,” we welcome guest host Steve Mantle, founder and CEO of Innov8.ag and USHBC’s partner in the BerrySmart Field program, who’s joined by Charlie Andersen, CEO and founder of Burro, and Noe Toribio, customer success manager at Burro. Together, they discuss on-farm efficiency potential using autonomous robotics. They share the impact this technology can have on labor costs for producers and how that may affect the agriculture industry.“There’s a lot of areas in agriculture and beyond where there are no robots today and people are moving around doing work that requires movement, plus perception, plus manipulation … and inspecting things on sites and doing data capture. They're all things where there's a real need for robots, but the way to get them going isn't to try to do it all at once. It's to do it in a stepped or phased approach, which is kind of the genesis of Burro.” – Charlie AndersenTopics covered include: An introduction to Anderson and Toribio, and their work. The ideas that led to the creation of Burro, and the impact autonomous tractors can have for producers.An exploration of the evolution of autonomous tractors and what the future may hold.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, Eliza Spreitzer in Michigan, T.J. Hafner in Oregon, Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on February 26, 2026.

February 17, 202640 min

From Roots to Recovery: Blueberries, Flooding and Farm Resilience

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council (NABC), is joined by Lisa Wasko DeVetter, Ph.D., a professor of small fruit horticulture in the Department of Horticulture within the College of Agricultural, Human and Natural Resource Sciences. Her work focuses on applied research and extension related to small fruit production systems, with an emphasis on improving fruit quality, production efficiency and sustainability for crops such as blueberries. DeVetter reflects on the recent flooding of the Northwest, its impact on blueberry producers and the evidence-based recommendations she can make to producers if another flooding event is experienced. “Fortunately, there was enough time that elapsed between the 2021 flooding and this flood event so some of those fields that were impacted, they were either replanted because the damage was so severe or the planting was young and the grower took advantage of the opportunity just to start over with variety replacement or the field was managed and rejuvenated in such a way that it recovered. So, by the time it had this second flooding event, you know, we're not expecting kind of a double-whammy effect, if you will, from subsequent floodings from relatively close periods of time together.” – Lisa Wasko DeVetter, Ph.D. Topics covered include: An introduction to Devetter and her work. An exploration of the factors that influenced recommendations for producers that were impacted by these two major flooding events.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, Ross Phillips in Georgia, Luis Vegas in Peru, Andres Armstrong in Chile, Mario Ramirez in Mexico, T.J. Hafner in Oregon, Alan Schreiber in Washington and Sunny Brar in British Columbia. This was recorded on February 12, 2026.