California Ag Network

Tag: USHBC

  • Blueberry Leadership Program Graduates Third Class of Fellows, Opens Applications for Class 4

    The U.S. Highbush Blueberry Council (USHBC) is proud to announce the graduation of the third class of fellows in its Blueberry Industry Leadership Program. The graduation took place today at The Blueberry Convention in Seattle.

    The event marks the culmination of one year of hands-on learning, immersive industry experiences and professional development designed to cultivate the next generation of leaders in the blueberry industry.

    “The Blueberry Industry Leadership Program is more than a year of training — it’s an investment in the future of our industry. By equipping emerging leaders with the skills, experiences and networks they need to succeed, we’re ensuring that blueberries remain at the forefront of agriculture, innovation and global growth for generations to come,” said Amanda Griffin, vice president of engagement and education for the USHBC and the North American Blueberry Council (NABC).

    As part of their graduation, Class 3 fellows presented their capstone project — a comprehensive educational toolkit for schools designed to teach children about blueberries. This robust resource includes a 16-page activity book, a memory card game, lifecycle videos, kid-friendly recipes, and engaging lessons on how blueberries grow and their health benefits. The toolkit equips teachers and parents with a one-stop shop for blueberry education and reflects the fellows’ shared commitment to growing the next generation of blueberry lovers.

    “Seeing this talented and inquisitive group of individuals continue to evolve into blueberry industry leaders over the past year has been a true privilege,” said Mandy Boarman, industry and community engagement manager for USHBC and NABC. “We have no doubt their passion and expertise will be instrumental in guiding the industry toward a successful future.”

    Blueberry Leadership Program Class 3 Fellows

    • Yvan Berrospi, Family Tree Farms
    • Gabriel Bocock, Bumbleberry Acres
    • Joshua Carlton, JLC Farms
    • Sergio Carrasco, The Fruitist Company
    • Jake Johnson, Fall Creek
    • Stephanie Kleiner, Driscoll’s
    • Peter Machala, Wakefern Food Corp.
    • Brody Schropp, MBG Marketing
    • Zach Semerikov, Scenic Fruit
    • Jessica Silver, United Exports Sales and Marketing

    Applications Now Open for Class 4

    USHBC is now accepting applications for the fourth class of fellows who will begin their leadership journey in March 2026. The program welcomes up to 10 emerging leaders from across the blueberry supply chain who demonstrate a commitment to the industry’s growth and success.

    “Our goal for the upcoming year is to continue identifying and empowering future leaders of the blueberry industry,” said Griffin. “As we begin our fourth year of the program, we’re reminded that leadership in agriculture is built through education, collaboration and a commitment to constant improvement. This program helps foster those values, while creating long-lasting relationships that strengthen our industry.”

    About the Program

    The Blueberry Industry Leadership Program, generously sponsored by Fall Creek, is the first of its kind in the blueberry industry. It features:

    • One year of in-depth leadership development.
    • Exposure to key components of the produce supply chain.
    • Interaction with industry veterans and stakeholders.
    • A capstone project that contributes to the industry’s mission.

    Fellows will participate in a combination of in-person and virtual sessions between March 2026 and September 2027, including four in-person gatherings, culminating in a graduation ceremony at the 2027 Blueberry Convention. To support program costs and materials, each fellow pays a $2,500 participation fee.

    How to Apply

    USHBC is seeking candidates who:

    • Are emerging leaders in agriculture, preferably with blueberry industry experience.
    • Hold mid-level management roles.
    • Have at least five years of experience in agriculture.
    • Demonstrate passion, leadership potential and a commitment to the blueberry industry.

    Applicants must complete an application form and submit a letter of recommendation. They will be evaluated based on leadership potential, career relevance and overall fit. Finalists will be interviewed in June and July 2026, and selections will be announced shortly after.

    Application Deadline: Jan. 1, 2026

    Learn more and apply at: ushbc.org/leadership

    About the U.S. Highbush Blueberry Council

    Established in 2000, The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture (USDA). USHBC represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and works to promote the growth and well-being of the entire blueberry industry. USHBC was established by blueberry growers and currently has 2,500 growers, packers and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.org.

  • South Africa Market Now Open for U.S. Fresh Blueberries

    South Africa has officially approved market access for fresh blueberries from all U.S. states.

    Market Access Letter
    Operational Work Plan – West Coast
    Operational Work Plan – East Coast

    All facilities intending to ship to South Africa must register. This market will be added to the comprehensive facility registration form that the USHBC publishes every September for the following season. Exporters should watch for an email next month with facility registration details.

    If you’re interested in shipping during the 2025 season, please contact North American Blueberry Council/US Highbush Blueberry Council (NABC/USHBC) Director of Government Affairs Alyssa Houtby as soon as possible.

    After years of stalled progress, we thank the Trump administration for prioritizing this request and opening the South Africa market for U.S. fresh blueberries. We’re grateful to the dedicated team at USDA’s Animal and Plant Health Inspection Service (APHIS) for their collaboration and for securing a science-based and practical work plan for blueberry growers and packers.

    Although South Africa’s blueberry market has evolved significantly since the original access request, NABC and USHBC remain optimistic about the opportunities this market presents. We believe strongly in the importance of open, science-based trade, and will continue working to expand and strengthen global market access for U.S. blueberry growers.

    To learn more about NABC’s market access efforts, contact Director of Government Affairs Alyssa Houtby. For information on USHBC’s market development programs, contact Director of Global Business Development Haiying Zhang. 

    History of the Request for Access

    This milestone was made possible through nearly a decade of collaboration among NABC, USHBC, the California Blueberry Commission, Oregon Blueberry Commission and Washington Blueberry Commission. We also thank Rufus Isaacs, Ph.D., of Michigan State University for his technical guidance on the operational work plan, and our partners at Bryant Christie Inc., whose support was instrumental in advancing this request.

  • California Represented in First-Ever National Blueberry Industry Leadership Program

    The U.S. Highbush Blueberry Council (USHBC) announced the first cohort of fellows accepted into its Blueberry Industry Leadership Program. The program, launched in March, is designed to elevate up-and-coming leaders in the blueberry industry by providing in-depth training, industry education and connection to other ag leaders for passionate blueberry professionals across the supply chain.

    “We’re thrilled to welcome this group of leaders as our inaugural class of fellows,” said Amanda Griffin, USHBC’s vice president of engagement and education. “These ag professionals will guide the blueberry industry into a bright future, and we can’t wait to be a part of their journey by helping to add to their knowledge, experience and level of connection.”

    Selected as inaugural fellows in the program are:
    • Christina Butler, Director of NW and NJ Business Units, MBG Marketing
    • Gonzalo de Elizalde, Blueberry Product Leadership Sr. Director, Driscoll’s
    • Ernesto Diaz, Director of Operations, Berry Brothers
    • Anna Jesse, Vice President, Forest Hills Farms Inc.
    • Karan Kohli, Account Manager, Mastronardi Produce
    • Scott Mainord, SE Regional Sales Manager, WECO
    • Luke McCreesh, N.A. Blueberry Operations Manager, California Giant Berry Farms 
    • Jennifer Pulcipher, Director of Food Safety & Compliance, North Bay Produce Inc.
    • Darren Sinn, Northwest Business Manager, Berry Fresh LLC
    • Micah Weiss, Sales and Grower Support, Fall Creek Farm & Nursery Inc.

    The Blueberry Industry Leadership Program is the first of its kind in the blueberry industry and will help fellows grow their leadership skill set, learn from decades-long industry leaders and develop their network of connections. Professional development within the industry is a priority as members of the blueberry industry work together to make blueberries the No. 1 berry in sales volume and premium value. Fellows in the new program will lead the industry into its next period of growth.

    The fellows will begin their training this summer and continue through next year, taking an interactive approach to leadership development through hands-on training, immersive learning experiences, engagement with key industry players and exposure to the many components of the produce supply chain.

    Fellows will participate both virtually and in person, traveling four times over the course of the curriculum through August 2023, with a graduation ceremony taking place at the 2023 USHBC fall meetings.

    The second group of fellows to enter the program will be selected in the fall of 2023.

  • Joe Vargas Joins USHBC and NABC as First-Ever Director of Business Intelligence

    Joe Vargas has been hired as the director of business intelligence for the U.S. Highbush Blueberry Council (USHBC) and North American Blueberry Council (NABC). In this newly created role, Vargas is responsible for developing and leading a best-in-class data and insights program for the blueberry industry.

    “We’re thrilled to welcome Joe to the team and can’t wait for him to lend his expertise to providing the blueberry industry with the data insights that are needed today to make smart business decisions,” said USHBC and NABC President Kasey Cronquist. “His experience and strong communications skills make him a perfect fit to develop and lead this part of our program at a critical time for the industry. He’ll help us use data to connect the dots to help us drive even greater demand opportunities for blueberries!”

    Prior to joining the councils, Vargas was the director of marketing, business development and business intelligence for FirstFruits Marketing in Yakima, Washington, and a lecturer at Central Washington University where he taught graduate and undergraduate data analytics courses. He also has experience in sales and management for firms including Copiers Northwest, Ecolab and MDC Promotions.

    He holds a master’s degree in information technology, with a focus on data structures and analytics, from Central Washington University, and a bachelor’s in economics, also from Central Washington.

    In his new role, Vargas will collect, analyze and communicate data that helps growers and industry experts make effective business decisions. He’ll also lead the USHBC and NABC Data and Insights Program, and will be responsible for building a production, inventory and historical price reporting program.

    “I’m thrilled to be joining USHBC and NABC in this critical new role for the industry,” Vargas said. “We live in an information age – data can be useful, but it’s even more valuable when combined with intelligence, research, context and professional judgment, and that’s where I’ll focus.”

  • Blueberry Industry’s Kasey Cronquist Named NAMA Ag Association Leader of the Year

    Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC), has been named the National Agri-Marketing Association’s (NAMA) Ag Association Leader of the Year for 2022. Cronquist was recognized at an awards ceremony April 7 at the 2022 Agri-Marketing Conference in Kansas City.

    The award, one of NAMA’s highest honors, recognizes outstanding leadership, achievement and excellence among senior executives who have made significant contributions to the agriculture industry in their roles with associations or commodity organizations.

    “With more than 15 years’ experience with government, association, and non-profits, Kasey was named president of the North American Blueberry Council and the U.S. Highbush Blueberry Council in 2019. It was the perfect place and time,” said Jenny Pickett, NAMA CEO. “Long-term, strategic vision is Kasey’s strength. And while the industry was riding high, new challenges demanded a bold, new vision to ensure continued growth.”

    Soon after taking the helm in 2019, Cronquist led the organization through a strategic refresh, followed by development of a new strategic plan, with a refined vision, mission and plan to make blueberries the world’s favorite fruit. Cronquist recognized the importance of fostering greater collaboration among all industry stakeholders and the need to unite to address challenges and opportunities that will take USHBC programs to the next level. The industry’s support of the changes and vision for the future were reflected in the results of the 2021 referendum. Of those who voted, 84% of producers and importers, who also represent 93% of the volume of highbush blueberries grown, were in favor of continuing the program. This represents a 10% increase in producers and importers (and 13% more volume), of those who voted in favor of USHBC in 2016.

    In 2020, USHBC launched a new overarching brand theme of Inspiring Possibilities for the industry, as well as Grab a Boost of Blue as a motivating call-to-action for consumers. Additionally, the USA Blueberriesexport brand was created to raise awareness of the quality and food safety assurance of U.S. grown blueberries. In June 2020, Cronquist initiated “The Business of Blueberries,” an industry podcast currently surpassing 35,000 downloads.

    In his short time with the organization, Cronquist has built a staff of longtime ag experts to execute the organization’s strategic plan; expanded the NABC and USHBC’s programs through voluntary funding; and led the USHBC through pandemic challenges, including labor and supply chain issues.

    “Kasey has made a tremendous impact helping the blueberry industry thrive and leading the USHBC into an exciting and successful future,” said USHBC Chair Shelly Hartmann. “His efforts have impressed blueberry growers, marketers, exporters and industry allies alike, and have become the guiding force in making blueberries the world’s favorite fruit.”

    Cronquist is also the president of the North American Blueberry Council; a member of the United Fresh Governmental Affairs Council and the International Blueberry Organization (IBO); He was previously the CEO and ambassador of the California Cut Flower Commission.

    About the U.S. Highbush Blueberry Council

    Established in 2000, The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture (USDA). USHBC represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and works to promote the growth and well-being of the entire blueberry industry. USHBC was established by blueberry growers and currently has 2,500 growers, packers and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.blueberry.org.

  • New Research Findings: The Heart Loves Blueberries

    A new study published in Clinical Nutrition and supported by the US Highbush Blueberry Council (USHBC) found that the equivalent of one cup of fresh blueberries, consumed as 26 g of freeze-dried blueberries, may reduce the acute cardiometabolic burden of energy-dense meals. Or, simply put: The new research further supports that blueberries may benefit heart health.

    As part of USHBC’s programming engaging health professionals, the study findings will be leveraged to promote blueberries as part of a healthy diet, continuing to boost  blueberries’ health halo to drive demand.

    “This is the first study of its kind conducted in an at-risk population, adults with metabolic syndrome, a condition affecting nearly 40% of Americans and one in four adults in the UK,” said Aedin Cassidy, Ph.D., chair of nutrition and preventive medicine, and director of the Interdisciplinary Research Institute for Global Food Security at Queen’s University, Belfast, and the study’s lead investigator.

    Learn more about the study here. For more information on how USHBC is working with health professionals, and to access resources to leverage with your own health influencers or audiences, visit healthprofessionals.blueberry.org.

  • Carbon Sequestration’s Impact on Blueberries

    At the US Highbush Blueberry Council’s (USHBC) Innovate 2021 Conference, Markus Kleber, professor of soil system science at Oregon State University, hosted a “Carbon Sequestration Lunch.” The session provided an overview of carbon sequestration and detailed the potential benefits to blueberry growers and farmers everywhere. Kleber explained that, as carbon dioxide (CO2) in the atmosphere increases, CO2 molecules absorb part of the energy from solar radiation, causing more warming in the atmosphere. This, of course, could have significant impacts on blueberry production across the globe. Despite improvements in reducing emissions, there is still a 0.6% annual increase in greenhouse gas (GHG) emissions globally.
    “Humans are intervening in the carbon cycle, and industrial agriculture has driven down the carbon in the soil,” Kleber shared. “When you lose half your soil carbon, you’re bound to see reductions in plant productivity…When we talk about carbon sequestration we are referring to the transfer and storage of atmospheric carbon to other pools, such as soil or plant biomass.”
    Best management practices can restore at least some of this carbon, and soil carbon sequestration can be a significant GHG removal practice. Despite various challenges, there’s strong public interest in finding carbon sequestration solutions. Growers should recognize and take advantage of this interest, both through marketing and farming practices. Increasing soil carbon can be beneficial for overall soil health.
    As part of the 2021-25 strategic plan, USHBC will review global sustainability considerations of relevance to the entire blueberry supply chain and develop an overall approach for how to build these considerations into USHBC’s programs and industry practices.
    Click here to view a replay of the Carbon Sequestration Lunch.

  • Blueberry Council Details Plan Empowering Industry to ‘Make Blueberries the World’s Favorite Fruit’

    The U.S. Highbush Blueberry Council (USHBC) today announced details around its recently approved 2021-2025 strategic plan, which charts an ambitious course to exponentially grow the volume and value of blueberries domestically and across the globe. The comprehensive plan explains how USHBC will lead demand-driving programs based on shared resources, research and insights that inspire possibilities and sustain the profitable growth of the blueberry industry – ultimately uniting industry stakeholders to work together toward making blueberries the world’s favorite fruit.

    USHBC collects approximately $10 million in assessment dollars from growers and importers of record annually, and the strategic plan addresses how the council will invest that funding to fuel increased blueberry demand and consumption. The plan includes expanded, measurable programmatic goals and tactics for five strategic pillars: integrated marketing communications, health and nutrition, industry services, global business development, and innovation and technology. The health and nutrition pillar will be driven by USHBC’s newly hired first-ever senior director of nutrition and health research, Leslie Wada, Ph.D., RD.

    “Our 2021-2025 strategic plan is the culmination of more input from blueberry industry leaders and strategic partners than ever before, discussed and distilled for over the better part of a year, to create a bold blueprint to boost blueberries worldwide,” said Kasey Cronquist, president of USHBC. “Our intent is that this plan and its guiding vision will positively impact the future beyond the next five years to hopefully the next decade or two of the blueberry industry.”

    USHBC embarked on the strategic plan development in partnership with Rockland Dutton Research & Consulting, drawing on highly relevant experience working with the National Mango Board, World Bank, Beef Checkoff, Hass Avocado Board and more. The work was the most robust planning process in the USHBC’s history, with significant internal and external input from approximately 50 interviews of board members and industry leaders, a survey of 193 industry stakeholders, and discussions with the entire USHBC staff and all partner agencies.

    “We’ve come a long way as a blueberry industry since the USHBC was established 20 years ago, and our exciting, forward-looking vision sets the stage for the next era of growth,” said Shelly Hartmann, chair of USHBC. “I’m proud to have a leading role as we begin to execute our new, unifying strategy to increase demand for blueberries, while strengthening and supporting our growers and stakeholders.”

    As the premier organization completely focused on growing the volume of blueberries sold in the U.S. and around the world, USHBC has driven demand for blueberries through comprehensive consumer promotional efforts and programming in retail, foodservice, export and food manufacturing. In 2019, 49% of U.S. households purchased blueberries — a 25% increase in annual household penetration over the previous six years. Blueberries are now on one in four menus, with 93% more restaurants offering blueberries than in 2005. And, 76% of food manufacturer respondents reported using blueberries in their company’s manufactured products — higher than any other berry.

    USHBC was established in 2000 as an official research and promotion program overseen by USDA’s Agricultural Marketing Services (AMS) division. It’s governed by a 20-member board that periodically adopts strategic plans to guide short- and long-term budget and program decisions.

    To view the 2021-2025 Strategic Plan, visit ushbc.org/about-ushbc.

    About the U.S. Highbush Blueberry Council

    Established in 2000, The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture (USDA). USHBC represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and works to promote the growth and well-being of the entire blueberry industry. USHBC was established by blueberry growers and currently has 2,500 growers, packers and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.org.

  • Leslie Wada Named USHBC’s First-Ever Senior Director of Nutrition and Health Research

    The U.S. Highbush Blueberry Council (USHBC) recently announced the appointment of Leslie Wada, Ph.D., RD, as senior director of nutrition and health research. A longtime consultant for the council, Wada will continue to manage USHBC’s multi-million dollar pipeline of health research projects as she has for the past 12 years. In her expanded role, Wada will have increased ownership and responsibility in leading the health and nutrition pillar of the USHBC’s 2021-2025 strategic plan, integrating the research projects and results with the council’s overall strategy in marketing and promotions. 

    A registered dietitian with an undergraduate degree in nutrition and dietetics from the University of California, Davis, Wada earned a Ph.D. in nutritional sciences from the University of California, Berkeley. She worked as a research scientist on nutrition studies and taught classes in dietetics at UC Berkeley before leaving academia to work with companies that developed functional foods and ingredients. For the past 20+ years, she has worked as an independent consultant for companies in the food and agriculture industry.

    To hear Wada tell the story of the heart-healthy properties of blueberries, check out this podcast episode of “The Business of Blueberries” from earlier in the year.

  • Blueberries & Walnuts Partner to Give Brain Health Month a Boost at Retail

    June is Alzheimer’s and Brain Awareness Month, and the California Walnut Board (CWB) and U.S. Highbush Blueberry Council (USHBC) are collaborating with a select group of retailers, including Coborn’s, Rouses Markets and Weis Markets, to encourage consumers to “grab a boost of blue and walnuts, too!” Activations will include unique opportunities such as local TV segments, e-newsletter features, Facebook Lives, and more, led by retail registered dietitians. There’s no better time to consider brain benefits through snack food choices.

    “Power periods like Brain Health Month are timely opportunities to get consumers thinking in new and different ways about the products they love,” said Jennifer Sparks, V.P., Marketing and Communications at USHBC. “This strategic collaboration helps both the walnut and blueberry industries reach new audiences and increase demand. It’s a win-win.”

    “While the health benefits of blueberries and walnuts are compelling, this campaign clearly demonstrates how agricultural groups can come together through combined thought leadership and resources, to bring exceptional value and benefit to retailers, consumers and their growers,” said Jennifer Olmstead, Senior Director of U.S. Marketing & Communications at the California Walnut Board. “By working together, we can educate consumers about the benefits of consuming walnuts and blueberries while providing simple snacking solutions that they can implement in their daily lives.”

    Just about all Americans snack daily (97%), and 22% of snackers (53 million people) are looking for snacks that promote cognitive health, according to a new snacking survey conducted by California Walnuts in partnership with Kelton Global.  Diet may have a role to play in bolstering brain health and mitigating potential risks. A growing field of research is looking at the connection between certain foods like walnuts and blueberries and cognitive function. Snacking on walnuts provides important nutrients, like ALA omega-3 fatty acid (2.5 g/oz), that have been studied in connection with brain health. A growing body of scientific evidence is examining how blueberries can be part of eating patterns to support brain health, especially as part of an overall healthy lifestyle.

    Perfect as on-the-go snacks to enjoy all month long, blueberries and walnuts are easy to add into any routine and are sure to become a family favorite. For recipe inspiration, the CWB and USHBC created a new blueberry & walnut recipe collection.

    “Grab a Boost of Blue and Walnuts Too!” is designed to inspire and motivate consumers to enjoy more of the blueberries and walnuts they love, in more ways and more often – ultimately driving demand and increasing sales. Retailers are encouraged to participate and inspire their audiences to think about brain health using engaging, easy-to-use content developed by USHBC and the CWB, including recipes, social media images, digital ads and other resources.

    California walnuts and blueberries are also teaming up for joint displays at two regional retailers.  In June, Giant Eagle will prominently integrate walnuts into their month-long “blueberry harvest” event and support the effort with a display contest awarding the stores achieving the largest sales increases.  In August, Jewel Osco will feature both California walnuts and blueberries in their circular ad and showcase both items with adjacent displays in-store.

    About the Survey: The study surveyed 1,005 nationally representative Americans age 18+ in the U.S., and was conducted online during the period of May 7-14, 2021 and the study has a margin of error of+/- 3.1%. Methodology: Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percent, from the result that would be obtained if interviews had been conducted with all personas in the universe represented by the sample. The margin of error for any subgroups will be slightly higher. Kelton Global, a Material Company, is a strategic consulting agency specializing in quantitative and qualitative market research and serves as a partner to more than 100 of the Fortune 500 and thousands of smaller companies and organizations. For more information about Kelton Global please call 1.888.8.KELTON or visit www.keltonglobal.com.

    About the California Walnut Board 

    The California Walnut Board (CWB) was established in 1948 to represent the walnut growers and handlers of California. The CWB is funded by mandatory assessments of the handlers. The CWB is governed by a Federal Walnut Marketing Order. The CWB promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research.

    About the U.S. Highbush Blueberry Council 

    The U.S. Highbush Blueberry Council is an agriculture promotion group, representing blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and works to promote the growth and well-being of the entire blueberry industry. The blueberry industry is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at blueberrycouncil.org.