Click to Cart: Capturing the Modern Blueberry Shopper With Dana Concepcion

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 Dana Concepcion, senior director of fresh and frozen at Walmart Connect. Concepcion sits at the intersection of fresh merchandising and modern digital advertising. In her role, she drives advertising growth across some of the company’s most strategic categories, partnering up with leading produce, meat, frozen and bread manufacturers to deliver data-driven, omnichannel marketing solutions. She joins the podcast to discuss aligning blueberry campaigns to seasonal supply fluctuations, leveraging co-branded recipe campaigns and measuring incremental growth. 

“ What makes our relationship so unique is that there’s a real shared goal that we all have. It’s a 360 collaboration between our team at Walmart Connect, the merchant and buyer teams at Walmart, the blueberry council, the growers, everyone all together, and the shared goal there is really growing overall blueberry consumption.” – Dana Concepcion

 Topics covered include: 

• An introduction to Concepcion and her role with Walmart Connect.
• How Walmart Connect uses real-time shopper and purchase data across omni-channel ad formats.
• Opportunities to align blueberry campaigns to seasonal supply fluctuations, leveraging co-branded recipe campaigns.
• How Walmart measures incremental growth through sales lift, new-to-category buyers and repeat purchases.
• How Walmart uses in-store tactics like deli/bakery screens and product demos to drive impulse buying.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from TJ Hafner in Oregon, Emilie Parkanzky in Michigan and Alan Schreiber in Washington. This was recorded on July 23, 2026.