Episodes
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In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by USHBC Compliance Coordinator Crystal Wills. In her role as compliance coordinator, Wills ensures the timely and fair collection of all assessments from imported and domestic blueberry production. USHBC assessment forms are due Nov. 30, and Wills walks listeners through the process of completing the forms, shares available resources to help with questions and explains the penalties levied if the deadline is not met.
“The law requires that the grower or importer of record, if you have over 2,000 pounds of berries, you're going to pay nine-tenths of a penny per pound or 18 per ton, and that's going to be on fresh and frozen berries. This is going to come into the USHBC, and that's going to be for the purposes of research and promotion. So we're making sure that that's happening across the board.” – Crystal Wills
Topics covered include:
An introduction to Wills and her role with USHBC. An exploration of the process producers and handlers should use to submit the required forms and declare their production numbers.How the assessment is calculated, and what values need to be used and verified to calculate total production.How to avoid penalties for late submissions or incomplete payments.Contact Wills directly with any questions at [email protected]
Crop Report
The 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. This was recorded on November 8, 2024.
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In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by the Executive Director of the IR-4 Project, Jerry Baron, Ph.D., and NABC Director of Government Affairs Alyssa Houtby. The IR-4 Project was established in 1963 by the U.S. Department of Agriculture and land-grant universities to ensure that specialty crop farmers have legal access to safe and effective crop protection products. Baron has been the IR-4 Project's executive director since September 2006. Alyssa Houtby works closely with the NABC’s Government Affairs Committee to identify and advance the industry's public policy goals through the council’s advocacy platform.
“The reason why the program exists is because the companies that register products … focus their research and development area on crops that give them a large and rapid return on investments, i.e. they go after corn, soybeans, cotton, so on and so forth. The specialty crops … don't have access to those products. And one of the things we do as a government organization is we go out there and develop the data to show what type of residues remain on the crop at harvest.” – Jerry Baron, Ph.D.
Topics covered include:
An introduction to Baron and Houtby and their work. An exploration of the purpose of the IR-4 Project, and why it’s important to blueberry producers for a number of reasons, including the expansion of global exportation opportunities.A discussion of the challenges faced by regulatory agencies in labeling inputs, and the work the IR-4 Project is doing to support specialty crop producers.Learn more at ir4project.org
Crop Report
The 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. This was recorded on November 1, 2024.
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Episodes manquant?
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In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Steve Magami, Agrovision’s co-founder and executive chair. Agrovision is a leading vertically integrated global healthy snacking superfruit platform with operations in Perú, Mexico, Morocco, Chile, Romania, China, Thailand, Indonesia, India, Egypt and the United Kingdom. You can hear Magami’s previous appearances on the show in episodes 115 and 166.
“We're seeing the opportunity to continue to develop cutting-edge software technology to deliver this consistent, high-quality experience year-round. We're working hard on the times of the year when our volumes of that better berry are not as strong as the strongest times of year, really to get it to a consistent level of volume.” – Steve Magami
Topics covered include:
An introduction to Magami and his work at Agrovision. An exploration of Agrovision’s strategy and global efforts to create a year-round supply of blueberries. The potential to grow the appeal of various blueberry snacks with consumers.Crop Report
The 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. This was recorded on October 24, 2024.
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In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC) is joined by Kevin Hamilton, USHBC’s vice president of communications and marketing, and Haiying Zhang, USHBC’s director of global business development. Zhang previously represented growers and stakeholders in the U.S. pistachio industry. As senior director of global marketing, she was responsible for executing marketing programs and budgeting in export markets, supervising public relations firms and overseeing USDA grant programs.
“If you look at what is global business development, it really is a process of identifying and pursuing opportunities, with the goal to expand the operations or your reach in new international markets. And so at USHBC, my role is really … to expand the global trade for blueberries by increasing consumption in international markets.” – Haiying Zhang
Topics covered include:
An introduction to Zhang and her role with USHBC. Details on the Regional Agricultural Promotion Program (RAPP) funding USHBC has been awarded to support next year’s market expansion.The opportunities USHBC representatives discovered at this year’s Asia Fruit Logistica conference. How to connect with Zhang ([email protected]) to get involved in the global market expansion for blueberriesCrop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Andres Armstrong in Chile and Luis Vegas in Peru. This was recorded on October 17, 2024.
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In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by April Stull, Ph.D. RDN, associate professor of nutrition sciences in the Department of Human Sciences and Design at Baylor University, and Leslie Wada, Ph.D., senior director of nutrition and health research at USHBC. Stull's work has furthered the reputation of and appreciation for the health benefits of blueberries, and USHBC’s health research program. Stull also authored a paper outlining the health benefits of blueberries, and she and Wada discuss the findings and impact this research can have.
“I'm particularly excited about investigating the health benefits of blueberries across different populations and their role in meeting nutritional needs throughout the lifecycle. So this includes studying their impact on children, older adults, underserved populations and individuals from various racial and ethnic backgrounds.” – April Stull, Ph.D., RDN
Topics covered include:
An introduction to Stull and her work. A discussion of her recently published research paper which highlights the impact of blueberries on overall health outcomes. An exploration of proposed future research projects that would continue to investigate the many health benefits of blueberries.For more information, see additional research by Dr. Stull on blueberries and endothelial function and blueberries and insulin sensitivity.
Crop Report
The 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. This was recorded on October 3, 2024.
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In this episode of “The Business of Blueberries,” you’ll hear a live recording of U.S. Highbush Blueberry Council (USHBC) and North American Blueberry Council (NABC) President Kasey Cronquist’s keynote address to the blueberry industry, which was recorded live at the 2024 Blueberry Summit in Denver. He was joined by Brad Moorer, CEO of MBG Marketing, blueberry grower Michael Hill and USHBC Chair Shelly Hartmann. Cronquist and his guests discuss the value of continued investment in the USHBC and the industry’s potential expansion.
“You have the USHBC … where you can collectively bring everybody together to pull the biggest lever that you have to bring consumers back to the category or to the category for the first time in such a way that helps lift demand. And that helps everybody. And that's why USHBC got started in the first place: There was vision in what was going to need to happen in order to handle the circumstances. And, today, we're in different circumstances. We're at a crossroad.” – Kasey Cronquist
Topics covered include:
The need for an increased assessment for the blueberry industry. The industry’s perspective on what it will take to continue to expand blueberry demand globally, and the best strategy to accomplish this task.A grower's perspective on the proposed increased assessment, and the need this investment meets for producers in the industry.The goals of the USHBC, what an increased assessment will provide for the organization, and how an increased assessment will help USHBC better support blueberry producers.
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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 Dr. Frank Wong, director of stakeholder relations at Bayer, and Alyssa Houtby, NABC director of government affairs. Before joining Bayer, Wong was an associate specialist in cooperative extension and a plant pathologist at the University of California, Riverside. He has also served as the American Phytopathological Society's subject matter expert for the Environmental Protection Agency (EPA), providing information on plant diseases and disease management. Wong and Houtby discuss upcoming changes to EPA policies regarding pesticide and herbicide use.
“It's the public's problem. It is the grower's problem. It is the pesticide manufacturer's problem. And it is EPA’s problem. If we don't figure out a way to solve this, that means that essentially the majority of pesticides … registrations could be vacated … . And for sure a lot of the efforts that I think blueberry growers should be doing right now is just being aware that all this is happening, and there are opportunities right now for their input to change the policy.” – Dr. Frank Wong
Topics covered include:
An introduction to Wong and Houtby and their work. A discussion of the changes to EPA policies regarding pesticide and herbicide use that could impact blueberry producers.Where to learn more about the Endangered Species Act (WSSA.net) and how to view a story map that covers the evolution of the ESA and its intersection and interaction with the Federal Insecticide, Fungicide and Rodenticide Act (FIFRA).Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from TJ Hafner in Oregon, Luis Vegas in Peru, and Mario Ramirez in Mexico. This was recorded on September 19, 2024.
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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 Michael La Kier, vice president of brand development at the Independent Grocers Alliance (IGA). IGA is the largest affiliation of independent grocers in the U.S. and worldwide, with 1,700 U.S. stores and over 6,200 stores globally. They have thousands of independents across the U.S. working together as one entity to give access to affordable technology, programs and partnerships with the world's top consumer packaged goods (CPG) manufacturers and service providers. Our shopper team has teamed up with IGA to help share blueberry value with consumers.
“So you have to think through in a very disciplined, strategic way of what's the point of inspiration and how do I activate it? What's that point of decision, and then point of transaction to be holistic about it? Which is what I love that you guys have started to do in terms of thinking through what is the retail strategy, not just how do we create awareness for blueberries.” – Michael La Kier
Topics covered include:
An introduction to La Kier.An exploration of the strategies and efforts underway by IGA on behalf of the berry industry. The impact of the Organic Produce Summit and the insights we can gain from it for the blueberry industry.How the blueberry industry can collaborate with IGA now and into the future.Crop Report
The 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, Alan Schreiber in Washington and Brody Schropp in Michigan. This was recorded on September 12, 2024.
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In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by MBG Marketing CEO Brad Moorer. MBG Marketing is a producer-owned blueberry and blackberry cooperative that was formed in 1936 as the Michigan Blueberry Growers Association. They have since expanded their membership to several other states, and today have over 200 growers, making them the largest marketer of fresh and processed, cultivated blueberries in North America. Moorer has previously joined our podcast on episode 108 and episode 109. He returns now to talk about leadership, marketing and his views on where the industry is headed and where it needs to go.
“We have the data today to manage more effectively than we did in the past and that certainly helped drive improved results on both the sales side and the expense management side. But we have had this headwind of inflationary environment that we've been operating in, and I think we'll all be glad to see if that ever goes back to more of a normal or at least a consistency where we could plan. … This is a long-term business, and you've gotta take that horizon when you get emotional about what's going on in the short term.” – Brad Moorer
Topics covered include:
An introduction to Moorer and his work. An exploration of the progress and market expansion MBG Marketing has provided Michigan Growers.A look at the new research agreement between Berry Blue (an MBG Marketing company) and the University of Florida Blueberry Breeding Program.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from T.J. Hafner in Oregon and Luis Vegas in Peru. This was recorded on September 5, 2024.
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In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Michigan State University Associate Professor Tim Miles and NABC Director of Government Affairs Alyssa Houtby.. Miles is an associate professor in the Small Fruit and Hop Pathology Laboratory who has teamed up with researchers across the U.S. to study the management of anthracnose and botritus fruit rot in blueberries. Houtby works closely with the NABC Government Affairs Committee, and is also focused on funding and technical assistance opportunities for projects that improve blueberry production and market access.
“I'd love to improve fruit quality and improve shelf life and improve some of the environmental aspects of growing blueberries. We do have a lot of really great tools and synthetic pesticides that we've been working on for a long time, and there's been a lot of innovation in bio fungicides.” – Tim Miles
Topics covered include:
An introduction to Miles and Houtby. A discussion of the projects Miles has organized and contributed to, and how they impact the blueberry industry. An exploration of a project dubbed “BLUE DYNAMO,” and what it offers producers and researchers as far as opportunities to collaborate and integrate new protocols.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from T.J. Hafner in Oregon and Luis Vegas in Peru. This was recorded on August 29, 2024.
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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), welcomes several fellows from Class Two of the Blueberry Industry Leadership Program to discuss their experiences with the program and their most recent trip to observe the Peruvian blueberry industry. You’ll hear from Kat Morales, inbound and outbound administrator for Camposo; Chad Don, Oasis Blueberry business manager; and Kyle Straughn, managing owner and CEO of Straughn Farms. Joining them is Amanda Griffin, USHBC and NABC vice president of engagement, and the designer of the Blueberry Industry Leadership Program.
“The leadership development umbrella really stems from listening to leadership experts talk about their experiences and guiding the fellows in their individual leadership journeys, as well as introducing the fellows to other folks within the industry to broaden the scope and create more networking opportunities for the class, which ultimately … creates more retention of these leaders to stay within the blueberry industry and further drive the blueberry sector down the road.” — Amanda Griffin
Topics covered include:
An introduction to a few Blueberry Leadership Program Fellows. The purpose, intent and goals of the program.The fellows’ recent trip to Peru.How to learn more about the Blueberry Industry Leadership Program.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Jason Smith in British Columbia, Alan Schreiber in Washington, TJ Hafner in Oregon, Brody Schropp in Michigan and Luis Vegas in Peru. This was recorded on August 22, 2024.
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In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC), welcomes back Cort Brazelton of Fall Creek Farms and Nursery. The conversation covers key developments in global blueberry production, especially in Peru, and discusses the role of new genetics in addressing growers’ challenges. Cronquist and Brazelton also share their perspectives on what’s ahead for blueberry production, the potential of automation in harvesting, and the importance of industry collaboration to drive consumer demand and category segmentation.
“The next phase for our industry is category segmentation, and my hope is that we can do a better job in service of our customers in empowering that. We hope that everyone does that. We would love to see our competitors do that. We have an opportunity to make the pie bigger.” – Cort Brazelton
Topics covered include:
Important developments in global blueberry production, particularly in Peru.The role of new genetics in addressing the needs of growers and consumers.What’s ahead for blueberry production, and the importance of industry collaboration to drive consumer demand.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from TJ Hafner in Oregon. This was recorded on August 8, 2024.
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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, general manager of Proarándanos, the Peruvian Blueberry Growers and Exporters Association. They discuss the significant impacts of the El Niño phenomenon on Peru's blueberry production, the industry's strategic shift towards more resilient varieties and Proarándanos' role in promoting and supporting Peru's blueberry exports. The conversation also covers the potential of the Chinese market, logistical improvements and opportunities for global blueberry demand.
“We are seeing July, August and maybe some part of September with a volume similar to last year, so still this year we are expecting a late peak. And also (we are) very excited because in Peru right now we're going through a phase of a lot of switching varieties. So, we are seeing new varieties coming into commercial production and I think that's going to be exciting for the market.” – Luis Vegas
Topics covered include:
The continued impacts of last year’s El Niño phenomenon on Perurvian blueberry production.A glimpse at the forecast for this season’s production in Peru.Efforts in Peru to build a more resilient blueberry industry that can continue to satisfy growing world demand.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Brody Schropp in Michigan, Alan Schreiber in Washington, TJ Hafner in Oregon, Jason Smith in British Columbia and Luis Vegas in Peru. This was recorded on August 1, 2024.
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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 Alvaro Luque, president and CEO of Avocados From Mexico. Luque brings over 30 years of experience in the marketing field to his role with avocados. His strategic vision has not only propelled Avocados From Mexico to its current status as a globally recognized brand, but has also made it a beacon of environmental responsibility in the agricultural industry. He’s renowned for spotlighting the famous jingle “Avocados From Mexico” in the 49th Super Bowl Commercial in 2015.
“It takes money to make money … . We use a good part of our dollars to create promotions and create that acceleration of the market that we need, but we are also sure to create the value and this brand story and the emotions around it so consumers can feel confident paying whatever price they need to pay to get our category and our brand. And the only way of doing that is by doing good marketing and by keeping good quality in our product.” – Alvaro Luque
Topics covered include:
An introduction to Alvaro Luque, president and CEO of Avocados From Mexico.A look at the goals and successes of the “Avocados from Mexico” campaign.The strategy and journey Luque explored while building the avocado market globally.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Jason Smith in British Columbia and Luis Vegas in Peru. This was recorded on July 25, 2024.
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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 Walmart Merchandising Director Melissa Byland. As one of the world’s largest blueberry buyers, Walmart relies on experts like Byland to ensure customers receive great quality and value with each purchase. Byland plays a pivotal role in understanding and fulfilling customer needs, and ensuring that the highest quality produce reaches shoppers nationwide.
“I think when you have a full case full of fresh berries, I believe that sets the tone for the entire customer's experience within the produce department. And so not only is Walmart focused on produce. Walmart is really, really focused on making sure that we carry the best quality, have great availability for our customers every day, because it really does set the tone.” — Melissa Byland
Topics covered include:
An introduction to Melissa Byland, Walmart merchandising director and a keynote speaker at the 2024 Blueberry Convention in Tucson.An exploration of the value Walmart puts on the “berry patch” in their stores, and the quality expectation they provide to customers.The various opportunities and obstacles for marketing blueberries to increase consumption in the Walmart produce department.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Jason Smith in British Columbia, Brody Schropp in Michigan, Luis Vegas in Peru and T.J. Hafner in Oregon. This was recorded on July 18, 2024.
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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 Chad Reenders, a fourth generation farmer who has been growing blueberries with his family since 2006. He recently started his own blueberry farm, and he farms 120 acres with his brother-in-law. Last year, Vegetable Growers News included Reenders on their list of Fruit + Vegetable 40 Under 40. Reenders is also the president of the Michigan Blueberry Advisory Committee and a passionate advocate for Michigan farmers.
“So in farming, it's risky, right? We're pretty much gambling every day with our money, with our income and with all the inputs we put in our farms. And in Michigan, I think two years ago, we were only at about 25% that were covered under some kind of crop insurance. I really wanted to push that number higher. I felt like we could at least get to 50%, if not more, of our growers being covered. I want to make sure that our blueberry growers are covered for the input costs and everything they have out in the field.” – Chad Reenders
Topics covered include:
An introduction to Reenders, a fourth generation farmer and president of the Michigan Blueberry Advisory Committee.Reenders efforts to promote crop insurance among blueberry growers, and the network he called on to make that happen.What the Michigan blueberry industry looks like today and where it’s headed.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today, you’ll hear from T.J. Hafner in Oregon, Alan Schreiber in Washington, Jason Smith in British Columbia, Jody McPherson in North Carolina and Matt Macrie in New Jersey. This was recorded on July 11, 2024.
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Hello, all you blueberry enthusiasts! We will be back next month in July, just in time for National Blueberry Month. We have a jam-packed schedule full of guests from all different backgrounds. In the meantime, here is the latest crop report for you to listen to. We will be back again very soon!
Go, Blueberries!
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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 Todd Eagan, a former lead berry buyer with Costco’s fresh produce department and current consultant with Good Farms. You may remember him as a distinguished speaker at one of our virtual events in 2020 where he presented “In Search of the Perfect Blueberry.” Eagan shares industry trends and gives insight into how to capture more of the fresh produce market.
“I'm a big believer in the free market, and I think consumers are smart. They don't want to spend their dollars, and nothing was worse to me than when you didn't hit expectations. Let's find a way to try to meet expectations wherever we can and so always kinda chasing that … let's make sure that we can do everything we can to exceed expectations of the consumer rather than disappoint.” - Todd Eagan
Topics covered include:
An introduction to Eagan and his reflections on the state of the berry industry over the last few decades.Eagan’s overall career in the berry industry and his extensive experience in retail produce. Eagan’s take on the blueberry industry’s successes and possible historical shortcomings.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Jaqueline Nakashian with the California Blueberry Commission, Matt Macrie from New Jersey, Jody McPherson in North Carolina, Derrin Wheeler in Georgia and Luis Vegas in Peru. This was recorded on May 30, 2024.
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In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined again by Steve Mantle of Innov8 Ag and the BerrySmartProject. We previously heard from Mantle in episodes 44, 100 and 133. He joins us in this episode to share the latest details on the BerrySmart project, his insights on harvest automation and what the future holds for his work with blueberries.
“The focus really was to bring together the growers, the researchers and the tech providers to help with optimizing blueberry farming operations, with a focus on soils, nutrients, yield, distribution, weather, chemicals, nutrients and, all importantly, labor. … And, so, weaving that together is the journey.” - Steve Mantle
Topics covered include:
The latest and greatest on the BerrySmartProject and the benefits it’s providing to blueberry producers industrywide. Advances in leaf sampling for evaluating the health, nutrients and mineral availability present in both new and old plant growth.Mantle’s insights on harvest innovations.Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Brittany Lee in Florida, Derrin Wheeler in Georgia, Jody McPherson in North Carolina, TJ Hafner in Oregon, Alan Schreiber in Washington, Elise Oliver in California, and Brody Schropp in Michigan. This was recorded on May 16, 2024.
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In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Bruce Popko, chief executive officer of Major League Pickleball. Popko discusses the growth of pickleball, the professional league that he leads, and why blueberries and pickleball belong on the same court together. The USHBC is thrilled to be one of the first sponsors of Major League Pickleball, joining some of the world’s largest and most recognizable brands in leveraging pickleball’s unique consumer reach.
“The cool part is that inherently you've got a fun fruit and we've got a fun experience. So smashing those together in meaningful ways… I think there's just a lot of fun to be had in the relationship.” - Bruce Popko
Topics covered include:
An introduction to Popko. A description of the meteoric growth pickleball has experienced and the continued growth it’s expected to achieve.An explanation of how pickleball aligns with USHBC’s mission to make blueberries the world’s favorite fruit!Crop Report
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. You’ll hear from Derrin Wheeler in Georgia, Brittany Lee in Florida, Matt Macrie in New Jersey, Pat Goin in Indiana, TJ Hafner in Oregon, Alan Schreiber in Washington, Jody McPherson in North Carolina and Luis Vegas in Peru. This was recorded on May 9, 2024.
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