Topics in this issue of Behind the Blue:
- From the Chair: Feeling Thankful
- USHBC Joins USDA Trade Mission to Mexico
- Get Caught Up on Our Trade 101 Webinar Series
- GO BIG Campaign Is Exceeding Industry Benchmarks
From the Chair: Feeling Thankful
By Bryan Sakuma
USHBC Chair
As Thanksgiving approaches, I’m feeling particularly grateful this year. For our dedicated community. For the many ways USHBC is strengthening the blueberry industry. And for the incredible knowledge-sharing that has taken place over the past year.
Being part of this industry is a blessing, and I’m incredibly thankful for the resilience, dedication and support of so many.
This year brought its share of challenges, yet time and again, we came together to assess, strategize and take thoughtful action, always focused on helping the blueberry industry thrive.
For that, and for each of you, I’m grateful.
Happy Thanksgiving!
USHBC Joins USDA Trade Mission to Mexico
Earlier this month, the USHBC participated in the U.S. Department of Agriculture (USDA) Agribusiness Trade Mission to Mexico – the largest trade mission ever organized by USDA. Representing the U.S. blueberry industry on the mission were USHBC President Kasey Cronquist, Vice President of Global Marketing and Communications Kevin Hamilton and Director of Global Business Development Haiying Zhang.
The mission was led by Secretary of Agriculture Brooke Rollins, and officially launched Nov. 3 in Mexico City. The opening session featured remarks by Secretary Rollins and U.S. Ambassador to Mexico Ron Johnson, USDA Agricultural Minister Counselor Morgan Perkins and Agricultural Trade Office Director Sean Cox, addressing an audience of more than 140 participants that included representatives from state departments of agriculture, commodity trade associations and cooperators and U.S. agribusinesses.
During the mission, Cronquist joined Secretary Rollins for a retail tour of Walmart Toreo, highlighting USHBC’s commitment to expanding the presence of U.S. blueberries in Mexico. Cronquist expressed appreciation for USDA’s leadership in promoting American agricultural products globally and supporting the competitive position of U.S. farmers by reducing barriers and costs to trade.
“Mexico is an increasingly important and emerging market for U.S. blueberries,” shared Cronquist. “With this administration’s focus on market expansion for our American farmers, we expect to double exports of U.S. blueberries to Mexico over the next five years.”
In 2024, U.S. blueberry exports to Mexico reached a record 1,150 metric tons (MT), valued at $6.6 million – a 12% increase in volume and 30% increase in value compared to 2023. This growth represents a remarkable 750% rise in volume and more than eleven-fold increase in value since 2019.*
Eight members from the U.S. blueberry industry joined this year’s mission, reflecting strong and growing interest in market development opportunities.
Throughout the three-day program, participants benefited from:
- In-depth market and business briefings from USDA and in-market experts.
- Prearranged, one-on-one meetings with importers, retailers and food industry decision-makers across Mexico.
- Retail and site tours, including a visit to Grupo Bimbo, the world’s largest bread manufacturer.
“It was great to participate in the trade mission to Mexico City and it reinforced just how much opportunity exists for U.S. blueberries in this dynamic and rapidly expanding emerging market,” said Daniel Waters, director of international business for Central West Produce. “Meeting directly with the key decision-makers from the largest Mexican retailers helped me gain the insights needed to understand the opportunity in more detail.”
“The trade mission allowed us to meet people who actively participate in the blueberry industry and are exploring new opportunities to keep growing the category,” shared Luis G. de la Torre, general manager, Mexico Division, for FamilyTree Farms. “It also helped us better understand the way wholesales and retail markets in Mexico manage blueberries, and the types of packaging and labels required to export our products to our neighbor country.”
* (Source: U.S. Exports Source: Foreign Agricultural Service Global Agricultural Trade System – H.S. Codes: 0813402020 Dried Cultivated Blueberries, 0810400029 Fresh Cultivated Blueberries, 0811902028 Frozen Cultivated Blueberries,0810400024 Wild Fresh Blueberries.)
Get Caught Up on Our Trade 101 Webinar Series
Over the last few months, NABC and the USHBC, in partnership with the Ag Trade Education Council, have been hosting the 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.
There’s still time to register for the last session in the series on Dec. 9, and to get caught up on prior sessions by watching the recordings.
Each one-hour workshop will advance your knowledge on trade policy history, recent trade developments, and blueberry imports and exports.
- 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 this year’s trade developments. Watch the recording and view the slide deck.
- 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.
Trade can be complex — but with the right guidance, we can all gain the clarity needed to navigate it more effectively. Register for our final session today.
GO BIG Campaign Is Exceeding Industry Benchmarks
Launched last July, Blueberries GO BIG is an innovative data-driven creative platform that illustrates the many benefits of blueberries, while also highlighting attributes like great taste and easy-to-eat benefits that are important to consumers.
Across a variety of channels, the GO BIG tells the overarching story of the multi-benefit blueberry – with health as the foundational message.
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. And 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 has also partnered with social media influencers to demonstrate how blueberries “go big” for content creators in their own ways.
Now we can share that the campaign is exceeding industry benchmarks when it comes to impressions, engagement and increased social media followers.
Looking forward, USHBC will expand our powerful message through retail channels, into other countries, and with innovative activations that generate a new kind of buzz for blueberries.