Diving Into What’s Next, Driving Global Demand, Industry Meetings

From the Chair: Diving Into What’s Next

By Ellie Norris, USHBC Chair 

I can’t wait to see many of you next week at The Blueberry Convention in Monterey. At this the largest gathering of our industry, we’ll unpack what’s next. 

That looks like reviewing upcoming initiatives to drive consumer demand, planning how we’ll build on our momentum to ensure the long-term health of our industry and aligning on budgeting for our next strategies. 

It’s important work, and work that requires input from all sectors of our industry. 

Because when we come together, we make bigger opportunities possible for everyone to thrive, and no other organization can expand our markets, elevate blueberries with consumers and unite our category the way the USHBC does.

This is our opportunity to look ahead and ask what we want the next 26 years to look like, and what we need to do now to make sure this industry continues to thrive.

There’s a lot of work ahead, and I’m excited to get after it together.

Taking USA Blueberries to the World

International market development is one of USHBC’s most vital efforts. Opening, developing and maintaining export channels ensures robust demand for blueberries, while creating essential outlets for anticipated growth.

This month, USHBC had a strong presence at Asia Fruit Logistica in Hong Kong, championing USA Blueberries on the global stage. USHBC Global Business Advisory Board Chair Terry Fasel, Vice President of Global Marketing and Communications Kevin Hamilton, Director of Global Business Development Haiying Zhang and key in-country representatives met directly with importers from across Southeast Asia and India to drive demand and strengthen buyer relationships in these high-potential markets.

Simultaneously, USHBC President Kasey Cronquist and Senior Director of Government Affairs and Public Policy Alyssa Houtby participated in a USDA Foreign Agricultural Service (FAS) trade mission to New Zealand and Australia. The delegation reported encouraging progress toward securing market access for USA Blueberries in New Zealand – a major milestone in an initiative first requested by the industry 13 years ago.

Opening international markets requires long-term persistence, strategic alignment with the USDA and years of relationship-building. Through continued presence at global trade shows and active participation in federal trade missions, USHBC remains committed to opening new doors and maximizing economic opportunities for all USA Blueberry producers.

These efforts are laser focused on: Giving more consumers more reasons to buy more blueberries, expanding demand for U.S. blueberries in global markets and equipping our industry for success. 

Just Launched: 2027 Industry Meetings Registration

Registration has officially launched for the upcoming USHBC and North American Blueberry Council (NABC) Industry Meetings, taking place March 2027 in Washington, D.C.!

This is your opportunity to come together with blueberry leaders, growers and stakeholders from across the country to focus on the initiatives, insights and strategies driving our industry forward.

At the Industry Meetings, you’ll:

• Hear key updates on vital committee work and strategic national initiatives.
• Discuss the opportunities and challenges facing our industry today.
• Help steer future strategy to guide our collective efforts and strengthen the highbush blueberry market.
• Connect and collaborate with colleagues who share your commitment to advancing the blueberry industry.

Don’t miss your chance to engage with industry leaders and help shape our shared future. Secure your spot today!

Leadership Class Spotlight: Meet Alonso Cateriano Gonzales

Meet Alonso Cateriano Gonzales, head of blueberry sales at Agrícola Cerro Prieto (ACP), and a member of the fourth cohort of the USHBC Blueberry Industry Leadership Program. 

Based in Lima, Peru, Cateriano holds a degree in food engineering and balances a strong technical background with a commercial vision that focuses on quality, flavor consistency and market analytics. Since joining ACP in 2019, his ascent through the company’s commercial structure has led him to manage the fresh blueberry division. 

In his strategic leadership role, Cateriano relies on strong empathy and communication skills to serve as a vital bridge between field operations and market demands, aligning the supply chain to optimize commercial harvest windows, protect market health and drive value for the business and its clients.

Cateriano says he wanted to be part of the Blueberry Leadership Program to stay ahead of evolving consumer preferences, and learn more about adapting to supply trends and bridging the gap between agronomic realities and market expectations. Connecting with the leadership program fits seamlessly into his personal and professional road map across Peru, the U.S. and other key global markets.

Through the virtual sessions held so far, Cateriano says he’s impressed by the caliber of professionals involved and the unified commitment to advancing the blueberry industry as a whole.

Looking ahead, he’s eager to deepen those connections in person during upcoming trips and meetings. On a professional level, he’s excited about the broader impact his experience will have on his development, his community and the industry at large.