Description

In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), is joined by Soren Bjorn, president of Driscoll’s of the America’s, for a wide-ranging conversation about the blueberry industry. This episode is part two of a two-part interview. 

“Human beings are attracted to the best tasting fruits … so I think at this stage, the most important thing for the industry is to continue to push the consumer experience up. ” - Soren Bjorn

“A consumer that gets a really good experience with blueberries, there are no marketing dollars that can offset that … those are the best marketing dollars.” - Soren Bjorn

Topics covered include:

• Improving the sometimes “uneven” consumer experience of blueberries. 
• Importance of improving blueberry genetics and the places where blueberries might grow in the future. 
• The success of the Driscoll’s “Sweetest Batch” line, and how it creates an elevated experience for consumers. 
• How accuracy of blueberry data can help the whole industry. 

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 Ken Patterson in Florida and Mario Ramírez in Mexico. This was recorded on March 9, 2022.

Marketing Boost

Last week in Tampa, attendees who visited the Wish Farms packing center saw the Wish Farms logo right alongside USHBC’s Grab a Boost of Blue logo. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses strategic positioning, Grab a Boost of Blue, and how to use it.