Topics in this issue of Behind the Blue:
- From the Chair: Working Together to Advance Our Industry
- 2025 Blueberry Convention Sets Attendance Records
- USHBC’s Kevin Hamilton Named 2025 Produce Marketer of the Year
- USHBC Makes an Impact at IFPA Global Produce and Floral Show
- USHBC Team Leads Sessions at IBO Summit
- New Webinar Series Provides Practical Insights into Ag Trade
From the Chair: Working Together to Advance Our Industry
By Bryan Sakuma
USHBC Chair
“We can accomplish more together than any of us can alone.”
That has been, and remains, the underlying premise for the USHBC. It was the premise in 2000 when blueberry growers in the U.S. and Canada, along with eligible importers, established the organization to build consumer demand for our product. It is the premise 25 years later as we’ve recognized the need to invest more to do more to promote and protect the industry we all depend on.
More than two years ago, at the request of MBG, the USHBC started talking about what it was going to take to build demand in order to match or surpass surging supply. In August 2024, we formed an Assessment Steering Committee – with representation from all major growing regions in the United States – to study the challenge and consider if an assessment increase, our first since 2012, would be an appropriate way to respond.
A grower-led majority of the board that our growers elected to oversee the USHBC have guided the entire process. Your council members have participated in multiple regional meetings on this topic. They have engaged in hundreds of conversations with all who have had questions, needed more details or wanted to express concerns. And they have shared an abundance of material, all of which is available to you on the USHBC website. Industry engagement has been at an all-time high, and that is exactly what we need.
As a result of all of those activities these past two years, and with the input of all who participated, the USHBC Council voted on October 20 to approve the Assessment Steering Committee recommendation to increase the assessment rate to $36/ton for fresh and $30/ton for processed, with the expectation that rigorous accounting and performance benchmarks would be reported back to the council. The motion to approve the steering committee’s recommendation passed in a vote of 16 to 5.
The council’s decision to approve an increase will now be presented to USDA to provide oversight of a process that is expected to take about two years. In that time, the USDA will review the justification packet from USHBC, seek and consider public comments, and present information to the Secretary of Agriculture to make a final decision to amend the USHBC’s order to the newly proposed levels. If all that happens, it will likely be the 2028 crop year before the assessment rates are implemented for domestic growers.
As a U.S. blueberry grower, I know firsthand what farmers are facing – from rising input costs to changing market conditions – and all are impacting our margins. It’s hard work with no promises and plenty of frustration. And I know each of us is doing the best we can to run a profitable operation, to support our families and – for many of us – to create a future that allows us to hand our farms down to our sons and daughters with confidence and pride.
As chair of the USHBC, I can attest to how seriously your elected grower representatives take their work on the council, and how deep their commitment is to the future of our industry. Their guidance, oversight and accountability govern every action taken by the USHBC. Their efforts have generated measurable and meaningful results, and put tremendous momentum on our side.
Being both a grower and the chair of the USHBC has allowed me to see the benefits of the organization and how we can work together in advancing our industry. We can collectively put our energy into increasing consumer demand.
2025 Blueberry Convention Sets Attendance Records
A record-setting 484 people attended The 2025 Blueberry Convention earlier this month in Seattle! In addition to tech-related education sessions, networking opportunities and our annual awards, this year’s convention featured the Blueberry Boost Accelerator Live Pitch Competition; a sold out Blueberry Lane expo space; “Business of Blueberries” podcast recordings on Blueberry Lane; and a critical economic outlook report by David Magaña, senior vice president and senior analyst, RaboResearch Food & Agribusiness.
Here’s a day-by-day recap:
Day 1: Kicking Off the Festivities
The 2025 Blueberry Convention kicked off with a welcome reception for exhibitors, the President’s Welcome Reception and a ribbon-cutting ceremony to mark the official opening of the trade show floor.
Day 2: Full Speed Ahead
Day 2 of The Blueberry Convention was chock-full of opportunities to learn, connect and honor blueberry industry luminaries. The day kicked off with the BerryFit Club 5K where participants took in the sights of Seattle. The momentum carried into the morning’s keynote session that brought together a panel of leaders to discuss how the industry can unite to influence a successful future.
The afternoon delivered two impactful education sessions: Rooted in Results – Advancing Soil Health and Irrigation Efficiency and Data Collection, and Data Collection and Application – From the Sky to the Ground.
We wrapped up the day with a memorable NABC & USHBC Anniversary and Awards Dinner where we honored industry luminaries and presented the first ever Women in Blueberries Elizabeth White Award.
The Blueberry Hall of Fame Award, the council’s highest honor, went to Victor Moller, owner of Hortifrut (posthumously); and Mike Mainland, retired extension specialist, North Carolina State University. Bill Cline, research and extension specialist in the Department of Entomology and Plant Pathology at North Carolina State University was recognized with the Duke Galletta Award. Pat Goin, immediate past chair of the NABC Board of Directors and owner of Goin’s Blueberry Lane; and Janice Honigberg, retired founder and President of Sun Belle, were celebrated with the Alex Wetherbee Award. The first-ever Women in Blueberries Elizabeth White Award went to Lorrie Merker, former vice president for MBG Marketing.
Day 3: The Learning Keeps Going
Day 3 of The Blueberry Convention began with BerryFit Club Yoga and time to stroll down Blueberry Lane and Blueberry Row. The morning’s general session breakfast, From Farm to Future – Economic Forces Reshaping the Blueberry Market, was presented by Rabobank’s David Magaña. During this session, we also hosted a graduation for Class 3 of the Blueberry Industry Leadership Program. The morning continued with the session Insights to Action – Shaping USHBC’s Strategy.
In the afternoon, women in the blueberry industry were the focus during the panel discussion, Breaking Barriers – Women Leaders in the Blueberry Industry. The concurrent lunch session, Insights from the Field – Automated Harvesting and the Future of Farm Labor, focused on autonomous harvesting technologies.
Attendees ended their night with a Grab a Boost of Blue Happy Hour to toast all the possibilities for blueberries and share final farewells.
Bonus Day: Blueberry Farm Tour – A Taste of Washington’s Finest
Dozens of Blueberry Convention attendees participated in a farm tour through the heart of Washington’s blueberry country, exploring some of the region’s most innovative and picturesque farms and enjoying a wine-tasting dinner.
Feeling like you missed out? Mark your calendar for our upcoming events: The Blueberry Hill Climb & Industry Meetings, March 2-6, and The 2026 Blueberry Convention, Sept. 22-24, in Monterey, California.
USHBC’s Kevin Hamilton Named 2025 Produce Marketer of the Year
Kevin Hamilton, USHBC’s vice president of global marketing and communications, was named the 2025 Produce Marketer of the Year by The Packer in recognition of his leadership on the Blueberries GO BIG marketing campaign.
The Produce Marketer of the Year Award honors individuals and teams that have successfully advanced the interests of the fresh produce sector through effective marketing. Hamilton accepted the award on behalf of the entire USHBC team.
“A savvy and experienced marketer, Kevin Hamilton is doing exactly what the fresh produce industry needs to move the needle on consumption — think like a Consumer Packaged Goods (CPG) leader,” said Jennifer Strailey, editorial director, fresh produce for Farm Journal.
Hamilton, who joined USHBC in 2023, is an accomplished global marketing leader with a 20-year track record of building, transforming and elevating some of the world’s most recognizable food and beverage brands. As vice president of global marketing and communications for the USHBC and the North American Blueberry Council (NABC), Hamilton drives worldwide demand and affinity for blueberries through breakthrough strategy, creative excellence and data-driven innovation.
His leadership spans category marketing, brand communications, digital engagement, media strategy and global market development — all focused on inspiring the world to choose blueberries more often.
Launched last July, Blueberries GO BIG is an innovative data-driven creative platform illustrates the many benefits of blueberries, including health as a foundational message, while also highlighting attributes like great taste and easy-to-eat benefits that are important to consumers.
In addition to two commercials – A Better Way and Next Level Snacks – the campaign includes programmatic display, online video (OLV), audio, connected TV (CTV), paid social, paid search and more. A TikTok TopView campaign last summer reached millions of users by showcasing a thumb-stopping behind-the-scenes look at one of the big stunts from the ads. USHBC is also partnering with influencers to demonstrate how blueberries “go big” for content creators in their own ways.
USHBC Makes an Impact at IFPA Global Produce and Floral Show
The USHBC had a significant presence at IFPA’s Global Produce & Floral Show in Anaheim earlier this month.
At the USHBC booth, visitors enjoyed a delicious boost of blue, got a glimpse into our new Blueberries GO BIG campaign, connected with USHBC staff and were treated to a sneak peek of what’s ahead for blueberries in 2026.
During the event’s education sessions, USHBC President Kasey Cronquist led a session titled “The New Rules of Global Trade.”
Our World’s Favorite Fruit Reception gave 100+ guests the chance to mix, mingle and celebrate blueberries with industry friends from across the globe.
USHBC Team Leads Sessions at IBO Summit
USHBC and North American Blueberry Council (NABC) President and IBO Board Member Kasey Cronquist and NABC/USHBC Vice President of Global Marketing and Communications Kevin Hamilton were presenters at the International Blueberry Organization’s Summit in Cape Town, South Africa, earlier this month.
Cronquist represented North America and Mexico in a panel session on global production. He also moderated the session “Machine Harvesting: Genetics and Technology Advancements.” Hamilton was a panelist in a session titled “Retail and the Consumer.”
We’re thrilled that USHBC was represented alongside global leaders at this forward-looking international gathering.
New Webinar Series Provides Practical Insights into Ag Trade
NABC and the USHBC, in partnership with the Ag Trade Education Council, invite you to participate in our Trade 101 webinar series – a four-part series designed to deepen your understanding of U.S. trade policy and its impact on agriculture, particularly the blueberry industry.
Each one-hour workshop will advance your knowledge on trade policy history, recent trade developments, and blueberry imports and exports. Recordings of the first two sessions are available now, and two more sessions will take place in upcoming weeks.
4 Sessions Provide Practical Insights
Part 1 (Sept. 29): Explore why trade matters to U.S. agriculture and trace the history of trade law and policy from the nation’s founding through 2015. Watch the recording and view the slide deck today.
Part 2 (Oct. 14): Examine key developments in U.S. trade during the different administrations, with a focus on policy shifts and priorities. Watch the recording and view the slide deck now.
Part 3 (Nov. 13): Learn about trade developments in 2025.
Part 4 (Dec. 9): Take a deep dive into how global trade has changed the U.S. blueberry industry, looking at the history, legal challenges and current landscape of blueberry imports and exports.
You’ll walk away with a broad understanding of U.S. trade policy over time and practical insights into how trade directly affects the blueberry industry.
Trade can be complex — but with the right guidance, we can all gain the clarity needed to navigate it more effectively. Register today.