Advertise on podcast: The Business of Blueberries

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), welcomes back Cort Brazelton of Fall Creek Farms and Nursery. A regular contributor to the podcast, Brazelton brings his characteristic energy and insights to the conversation, which covers recent changes at Fall Creek — including his decision to leave space for new leadership. Brazelton describes rapid global blueberry growth and a bimodal market where “better blueberries” command higher price floors, driven by genetics, execution and consistent quality at scale. “This industry is changing fast… The stakes are higher, but the opportunities are bigger … the pressure to innovate is increasing. I find the best way to get our heads around that is to think about where we want to be in five to seven years… We need to make decisions to get us to that future state, and there's no better time than now.” – Cort Brazelton Topics covered include: Recent changes at Fall Creek, including Brazelton’s decision to leave space for new leadership.The development of a bimodal market where “better blueberries” command significantly higher price floors, driven by genetics, execution and consistent quality at scale.How rising consumer discernment, category segmentation and farm economics (yield, harvest cost, price) will shape future innovation. Crop Report The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Liczy Sotomayor in Mexico. This was recorded on Oct. 8, 2026.

In this special episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), delivers a keynote on why industry progress comes from people working together, and shares USHBC’s role in growing the entire blueberry category. Cronquist outlines the need to balance a 148% supply increase over 15 years with demand growth through health research, advertising, data and market development, emphasizing “a home for every berry” across fresh and frozen, and new usage occasions. “ Progress happens when people choose to build something together. All of you are responsible for a slice, but USHBC is responsible for the whole pie, and our job in the next five years is to change consumer behavior so more people crave blueberries, buy them more often and eat more each time.” – Kasey Cronquist Topics covered include: A description of meaningful and measurable changes that will benefit blueberry growers.An overview of increasing purchase frequency, expanding consumption beyond breakfast and driving greater volume per occasion.A discussion about the power of working together as an industry for the benefit of all. 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 and Liczy Sotomayor in Mexico. This was recorded on October 1, 2026.

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 Oregon Blueberry Sales Manager Doug McCann. Oregon Blueberry is one of the largest wholesale blueberry nurseries in North America. McCann brings deep expertise in supply-and-demand forecasting, and his work supports decision-making across the blueberry supply chain. He’s also an active participant in industry conversations, regularly engaging through research, conferences and fellow growers to stay ahead of emerging trends. “ Yield has been a consistent driver in our breeding program. We know there's firmness out there. We know there's storage life. We know there's flavor. We have all those characteristics in the industry. We've got to get the yields up, and I think that's so important to the grower, and that's what's going to carry them into the future.” – Doug McCann Topics covered include: A description of Oregon Blueberry’s history and how its breeding program has evolved.An overview of four recent cultivar releases from Oregon Blueberry.A discussion about Rabbiteye, its reputation and its future.The importance of target traits like flavor, firmness, storage and especially higher yields. Crop Report The Blueberry Crop Report was given live at the Blueberry Convention this week in Monterey. It will return to the podcast next week!

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 VentureFuel Founder and CEO Fred Schonenberg. VentureFuel is an innovation advisory firm that helps major brands, such as Netflix and General Mills, unlock growth through startup collaborations. The USHBC partnered with VentureFuel last year to launch the Blueberry Boost Accelerator, a first-of-its-kind program supporting emerging brands using blueberries as a prominent ingredient. Schonenberg reflects on the first year of the program, and builds anticipation for the second accelerator cohort and live pitch competition that will take place at The 2026 Blueberry Convention. “The goal is we want to find the companies with the highest growth potential. We want to shorten the time it's gonna take them to realize that growth and set them up for success. All on the idea of if they're successful, they're gonna buy more blueberries. And that's really the end goal of this.” – Fred Schonenberg Topics covered include: A description of the Blueberry Boost Accelerator and the goals of the program. .A discussion of the accelerator program’s innovative approach to ingredient marketing,An overview of what to expect from this year’s accelerator cohortThe impact this intensive program can have for innovative startups with a blueberry focus. Learn more about the Blueberry Boost Accelerator today and meet the finalists – and sample their products – at the upcoming Blueberry Convention! Crop Report The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Liczy Sotomayor in Mexico and Emilie Parkanzky in Michigan. This was recorded on September 17, 2026.

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 Senior 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. Byland says omnichannel expectations have risen, making consistent quality, reliable availability and recognizable value critical across in-store and online shopping. She first appeared on the podcast in 2024 on episode 173. “ I'm proud to say that we are in a position now where we are able to provide our customers with blueberries every day, and so that still remains a focus for us. … So, it's really been partnering with our growers and suppliers to make sure that they're able to provide our customers with a consistently great experience every day. And even though we're not 100% there yet, since we talked in 2024 at the convention, I think that the industry has made great strides in being able to provide high-quality, consistently good berries for much of the year.” – Melissa Byland Topics covered include: An introduction to Byland and her role at Walmart.Blueberry category growth opportunities at retail.USHBC’s partnership with Walmart and Walmart Connect.Walmart’s focus on improving consistent eating quality through stronger, less-transactional relationships with growers and suppliers. 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, Emilie Parkanzky in Michigan, Luis Vegas in Peru and Liczy Sotomayor in Mexico. This was recorded on September 10, 2026.

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), continues his conversation about the Peruvian blueberry industry with the general manager of Proarándanos, Luis Miguel Vegas. As a reminder, Proarándanos is the Peruvian Blueberry Growers' and Exporters' Association. Vegas discusses Peru’s blueberry market, highlighting the upcoming reports (June Report and August Report) and the industry's preparations for future El Niño events. Through his weekly crop reporting, Vegas keeps the entire industry equipped with the critical data and strategic insights we need to navigate the market. If you missed part one of our conversation with Vegas, check out episode 243. “ Peru keeps growing in plantings, and that's compensating for the reduction in productivity in yields because of El Niño … . Every El Niño phenomenon is unique. This phenomenon El Niño is more extreme than the one we had back in 2023… . But we learned and we saw what were the final numbers, for example, in Ventura in 2023. So, we can anticipate better what might we expect by the end of the season, for example, with Ventura's production, which as everybody knows is the most affected variety here in Peru with the warmer-than-usual climate.” – Luis Miguel Vegas Topics covered include: A continuation of the conversation about Peru’s blueberry market with Vegas. The impact Vegas expects from the latest El Niño event.An exploration of the June and August reports generated by Proarándanos, and a discussion of what they signal for the Peruvian blueberry industry. 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, Alan Schreiber in Washington, Maria Santiago in Michigan, Luis Vegas in Peru and Sunny Brar in British Columbia. This was recorded on September 3, 2026.

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 David Magaña, senior vice president 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. In this episode, Magaña shares the current economic picture for global blueberry supply and demand, and provides a taste of what he’ll share in his keynote presentation at the upcoming 2026 Blueberry Convention, Sept. 22-25 in Monterey, California. “ When we look at how much blueberry availability has been increasing over the past decade, that's an impressive story to tell. But still, with a lot of room for growth. We're talking just in the U.S., when we look only at the fresh segment, about three pounds per person per year, and still with a lot of room for growth.” – David Magaña Topics covered include: An introduction to Magaña and his work at RaboResearch Food & Agribusiness.A discussion of the current economic drivers of global blueberry supply and demand.A recap of a recent presentation Magaña delivered at the 16th Aneberries Conference in Mexico.The outlook for the economic opportunities and potential challenges ahead for the blueberry industry. Crop Report The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Emilie Parkanzky in Michigan, Alan Schreiber in Washington, Liczy Sotomayor in Mexico, Luis Vegas in Peru and Sunny Brar in British Columbia. This was recorded on August 27, 2026.

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 Luis Miguel Vegas, general manager of Proarándanos, the Peruvian Blueberry Growers & Exporter Association. Vegas leads the charge in representing and promoting Peru's blueberry sector globally and shares in our weekly crop reporting. In this episode, provides critical data and strategic insights from the Peruvian blueberry industry. “The decision that we have made is to update our forecast on a monthly basis. … What we want is to inform the markets, to inform the industry as a whole, so that everybody's prepared, and we think the best way right now to do that is to go with a short-term forecast based on the variability that El Niño can affect our numbers.” – Luis Miguel Vegas Topics covered include: An introduction to Vegas and his work at Proarándanos.A discussion of Peru’s blueberry production volume and where it’s exported globally.The differences between El Niño in 2023 and the expected impact if a repeat event occurs. Crop Report The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Emilie Parkanzky in Michigan, TJ Hafner in Oregon, Luis Vegas in Peru and Sunny Brar in British Columbia. This was recorded on July 30, 2026.

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 Dana Concepcion, senior director of fresh and frozen at Walmart Connect. Concepcion sits at the intersection of fresh merchandising and modern digital advertising. In her role, she drives advertising growth across some of the company’s most strategic categories, partnering up with leading produce, meat, frozen and bread manufacturers to deliver data-driven, omnichannel marketing solutions. She joins the podcast to discuss aligning blueberry campaigns to seasonal supply fluctuations, leveraging co-branded recipe campaigns and measuring incremental growth. “ What makes our relationship so unique is that there's a real shared goal that we all have. It's a 360 collaboration between our team at Walmart Connect, the merchant and buyer teams at Walmart, the blueberry council, the growers, everyone all together, and the shared goal there is really growing overall blueberry consumption.” – Dana Concepcion Topics covered include: An introduction to Concepcion and her role with Walmart Connect.How Walmart Connect uses real-time shopper and purchase data across omni-channel ad formats.Opportunities to align blueberry campaigns to seasonal supply fluctuations, leveraging co-branded recipe campaigns.How Walmart measures incremental growth through sales lift, new-to-category buyers and repeat purchases.How Walmart uses in-store tactics like deli/bakery screens and product demos to drive impulse buying. 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, Emilie Parkanzky in Michigan and Alan Schreiber in Washington. This was recorded on July 23, 2026.

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 Tim Bucher, CEO and founder of Agtonomy. Together, they discuss how autonomy and physical AI are reshaping farm work in specialty crops, including blueberries. Bucher discusses how he brings together his background in farming and technology to provide innovation that is helping farmers economically implement autonomy on their farms. “ As a farmer, I don't want a startup company to sell me equipment. I want my trusted brands. And so we designed Agtonomy as a software platform to work with global tier-one equipment manufacturers to help turn their equipment into real autonomous robots.” – Tim Bucher Topics covered include: An introduction to Bucher.The ideas that led to the creation of Agtonomy, and why their partnership model is making this technology more accessible for growers.A case study of how Okanogan Specialty Fruits is using Agtonomy in their Washington orchards. Crop Report The 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, Emilie Parkanzky in Michigan, Alan Schreiber in Washington, T.J. Hafner in Oregon, Alec Arena in New Jersey, Sonny Brar in British Columbia and Luis Vegas in Peru. This was recorded on July 16, 2026.

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 first-time guest and Blueberry Leadership Program class four fellow Fletcher Simmons. Simmons is a fourth-generation farmer from Archer, Florida. He’s currently the operations manager at Straughn Farms, one of the largest growers in the state. Over the past five years, he has helped the team at Straughn Farms adapt to the ever-evolving blueberry industry through innovations in the field and the packing house. He joins us to share his journey in the blueberry industry, the reason he joined the Blueberry Leadership Program and how he has overcome recent challenges in his operation. “ I have always wanted to have a greater impact on our nation. So, what better way to do that than to get with marketers and other growers and all the players in our industry, and let's all work together to build this thing up and keep it going in the right direction for generations to come.” – Fletcher Simmons Topics covered include: An introduction to Simmons.How Simmons learned about the Blueberry Leadership Program and what he hopes to achieve by participating in it. The challenges faced by growers in the southeast when a severe freeze hit their crop this year. Crop Report The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Ryan Rainey in Michigan, TJ Hafner in Oregon, Alec Arena in New Jersey, Michelle Borges in California, Kristen Brinkley in North Carolina, Sonny Brar in British Columbia, Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on July 2, 2026.

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 Denny Vander Kooi, a third-generation blueberry grower from Allegan, Michigan, who’s currently serving as Michigan’s representative on the USHBC Council. Beyond the farm, Vander Kooi has become an important voice around grower involvement, serving on USHBC’s Industry Engagement Committee and helping connect growers more directly to the work being done on behalf of the category. Vander Kooi shares his valuable perspective on where the blueberry industry is headed and the opportunities he sees ahead. “I think a lot of growers, when they're selling to a marketer, they're thinking that marketer is the customer. And what really comes home when we're at the USHBC meetings is that our customer is the mother and the kids and the parents that are eating the blueberries at home. Our customer is the end user, and I don't think we always think of it that way and have thought about that in the past. … We need to increase the demand and increase the ability for the end consumers to enjoy blueberries more, and we need to do that advertising. And I see USHBC is really the only fair way that everybody participates in that. ” - Denny Vander Kooi Topics covered include: An introduction to Vander Kooi and his volunteer roles with the USHBC.The opportunities he sees for the blueberry industry, and how producers can optimize household consumption.The extent of grower oversight when it comes to USHBC budgets and expenditures. Crop Report The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. TJ Hafner in Oregon, Michelle Borges in California, Alan Schreiber in Washington, Alec Arena in New Jersey, Derrin Wheeler in Georgia, Kristin Brinkley in North Carolina, Ryan Rainey in Michigan, Pat Goin in Indiana, Mario Ramirez in Mexico, Luis Vegas in Peru and Sunny Brar in British Columbia. This was recorded on June 25, 2026.

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council, is joined by Tammy Brannen, owner of Creekside Berry Farms in Georgia. Brannen spent more than 20 years as a registered nurse before returning to her family’s agricultural roots. Today, she combines that clinical expertise with her farming background, chairing the USHBC’s Health and Research Advisory Board, as well as representing Georgia on the USHBC board. She joins the show to talk about advancing the blueberry health halo and her experience as a Georgia grower. “ I felt kind of called toward the health research piece of it due to being in nursing and seeing how important it is to get the right foods and to intake the right foods. I knew for years that blueberries were a good source of nutrition. It's actually been amazing to see how beneficial it is, blueberry consumption, and actually what it does to help with brain function and gut function and all the things.” – Tammy Brannen Topics covered include: An introduction to Brannen and her experiences as a Georgia grower and former nurse.A discussion of Brannen’s journey into USHBC leadership.The process for selecting USHBC’s health research projects and how the research helps advance the blueberry health halo. Crop Report The 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, Michelle Borges in California, TJ Hafner in Oregon, Pat Goin in Indiana, Ryan Rainey in Michigan, Derrin Wheeler in Georgia, Kristin Brinkley in North Carolina, Sonny Brar in British Columbia, Alec Arena in New Jersey and Mario Ramirez in Mexico. This was recorded on June 18, 2026.

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 Report The 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.

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 Report The 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.