The Business of Blueberries

• The Power of Blues: Nutrition, Policy and Public Health

  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 once again joined by Leslie Wada, Ph.D., and Alyssa Houtby. Dr. Wada is our very own senior director of nutrition and health research at the U.S. Highbush Blueberry Council. She’s responsible for furthering the reputation and appreciation for the health benefits of blueberries and USHBC’s health research program. Houtby is the director of government affairs for the North American Blueberry Council and serves as a policy adviser to the USHBC, helping identify and advance the public policy goals for blueberries. Together, they collaborate to increase the impact of the blueberry industry on government policy and health research to continue to expand consumer demand for blueberries.“  I don't think anybody would ever question that blueberries are a healthy product, but now we have, because of the USHBC and the work that Dr. Wada has led, we have credible science to stand on and influence government policies. … So it's a great space for us to work in as a credible source of information, and also politically savvy enough to identify where the opportunities are.” – Alyssa Houtby Topics covered include: An introduction to Wada and Houtby, and their work for the councils.The opportunities for blueberries that emerge from the revision of the dietary guidelines and the growing viewpoint of “food as medicine.”How the blueberry industry can impact future government policy and health research efforts.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Georgia, California, Oregon, Washington, British Columbia, Indiana, Mexico and Peru. This was recorded on May 8, 2025.

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• Expanding Global Blueberry Trade: Success Stories and Strategies 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 director of global business development. Zhang has a strong background in the agriculture industry and was previously the senior director of global marketing for American Pistachio Growers. In her role at USHBC, she works to expand global blueberry trade by increasing consumption in international markets. Zhang also works with the USDA to seek grants to continue to develop global markets. “  My job at USHBC is to expand the global trade for our blueberries through increasing consumption in our international markets. And so, really, our goal is to make blueberries the world's favorite fruit.” – Haiying Zhang Topics covered include: An exploration of the USHBC’s efforts to expand the number and size of international markets for blueberries.The purpose and benefits of the USDA’s Market Access Program (MAP) and Regional Agricultural Promotional Program (RAPP), and how they are being used to promote the blueberry industry.A deep dive into the analysis performed to evaluate global markets and determine which are most valuable to pursue.Crop ReportThe Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Mexico, North Carolina, California, Oregon, Washington and British Columbia. This was recorded on April 24, 2025.

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• Talking Trade With Brian Kuehl of the Agriculture Trade Education Council

  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, is joined by Brian Kuehl, executive director of the Agriculture Trade Education Council. The Agriculture Trade Education Council is the premier resource for education on the value of agricultural trade policies, practices and structures. Its mission is to provide understandable and reliable information on trade to inform and empower decision-making that facilitates growth in U.S. food and agriculture. He also serves as the director of government and public affairs at Pinion, a leading advisory and accounting firm dedicated to the food and agriculture industry. In this episode, he shares the history of global trade as we know it today and unpacks the issues that are significant to the blueberry industry going forward.“ The Agriculture Trade Education Council views itself as content neutral in the sense of it's not taking a stand for tariffs or against tariffs, or for a free trade agreement or against a free trade agreement. That's not its job. Its job is to provide trade information, so it tries to stay out of the fights and the debates. It tries to just provide information so that everyone who's engaged in those discussions can operate off a common platform of knowledge and understanding.” – Brian Kuehl Topics covered include: An introduction to Kuehl and his work. The opportunities provided by the Agriculture Trade Education Council and the importance of this type of education.The history of the global trade system and the dynamic nature of its evolution.The most significant aspects of current agricultural trade that will impact 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 Jody McPherson in North Caroline, T.J. Hafner in Oregon and Mario Ramirez in Mexico. This was recorded on April 17, 2025.

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• Farming, Finance and The Future With JC Clinard of Frutura

  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 JC Clinard, a third-generation farmer and CEO of berries at Frutura. Clinard is also very active in the councils, serving as the USHBC Finance Committee chair, USHBC Treasurer and a member of the Executive Committee. He shares about his background in blueberries, his new role with Frutura and his current focus with USHBC. “ I believe demand will continue to increase for blueberries, but I think that there is a whole other level of demand increase that we can take advantage of and capture if we're strategic.” – JC Clinard Topics covered include: An introduction to Clinard’s background in blueberries and his current role with Frutura.Clinard’s vision for the opportunities ahead for blueberry supply and demand.A discussion of what the industry needs to do to seize the opportunity to become the world’s favorite fruit.Also mentioned in this episode: “Why Frutura is Betting Big on Berries.” 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 and Luis Vegas in Peru. This was recorded on March 20, 2025.

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• Wade Jackson on Berry Genetics at Family Tree Farms

  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 Wade Jackson of Family Tree Farms. Jackson is a third-generation family farm owner and a board member at Family Tree Farms. He has also developed expertise in genetics and breeding blueberry varieties. He shares about how Family Tree Farms is thinking about genetics and where that’s driving their partnership with Mountain Blue Orchards (MBO). “We're always going to hang our hat on flavor at Family Tree Farms. … We have weekly tastings with our whole family, and there's always one of us bringing our kids. … Who drives consumption? It's the kids. So, a lot of what runs our business is what these kids that are 11 years old and younger gravitate to at these tasting tables.” – Wade Jackson Topics covered include: An introduction to Jackson. A summary of the partnership between Family Tree Farms and Mountain Blue Orchards, and the varieties this partnership has produced.A discussion of what farmers care about most in new genetics and where that’s pushing the industryCrop 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, Alan Schreiber in Washington and Luis Vegas in Peru. This was recorded on March 13, 2025.

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