Topics in this issue of Behind the Blue:
- From the Chair: Let’s Make It the Best Year Ever!
- Q1 Retail Promotions Update
- Peru Drives Record-Breaking Counterseasonal Supply Year
- RAPP Funding to Develop Export Markets
- AgNet News Hour Spotlight
- Leadership Spotlight: Gabe Bocock
Message from the Chair: Let’s Make It the Best Year Ever!
By Bryan Sakuma
USHBC Chair
As a third-generation blueberry grower, I’m honored to begin my tenure as chair of the USHBC. After all, it’s a pivotal time for the industry as we continue to collaborate to drive profitable demand for blueberries and spread the word to consumers about the many ways they can enjoy blueberries.
I also recognize that I’m taking the helm at a time where our industry is at a crossroads.
We’re having a very important and necessary discussion about what more is needed to ensure the long-term viability and success of our growers. In 2024, I had the pleasure of chairing the Assessment Steering Committee and working with the committee and staff to study what more needs to be done and what that might cost. As I take on this new role as chair of the council, I’m grateful for Tom Bodtke who has agreed to chair this committee as it works to develop the best recommendation to help us achieve our mission and vision at USHBC. As this conversation with the steering committee continues, and as we host town halls in our growing regions, please feel free to share your thoughts with council members. They are your representatives and they want to hear from you!
Of course, as chair of the council, I welcome any thoughts, feelings or suggestions you’d like to share. We’ve come a long way as an organization and achieved a lot on behalf of our growers. Our current strategic plan has been a tremendous tool and guiding light for our efforts and activities over the last four years. This year, we’ll be working together as a council to update our strategic plan. I look forward to facilitating those discussions as well, and I invite you to share your thoughts and weigh in as we begin the facilitation of that planning process in 2025.
As these and other important initiatives continue, I’m excited to see us get to work on the many demand-driving efforts we have planned for 2025, as well as continuing to strengthen the bonds among industry stakeholders through our strategies to ensure the U.S. blueberry industry remains competitive.
I would be remiss if I didn’t take a moment to thank Shelly Hartmann, our immediate past chair, for her dedicated service to the council. Thanks to Shelly, the USHBC is in a terrific position to tackle the opportunities and challenges ahead as I begin my tenure as chair.
Please join me in making 2025 the best year yet for our industry.
Go blueberries!
Get a Peek at Our First Quarter Retail Promotions
Consumer interest in health and nutrition is high this time of year, so USHBC’s first quarter retail promotions are focused on encouraging new and existing blueberry consumers to consider frozen blueberries as they are thinking of ways to improve their health and wellness in the New Year.
The goal: Drive cross-category purchases among new and existing blueberry consumers.
We’re working with 14 retailers, including Food Lion, Giant Eagle, HyVee, Raley’s, Sam’s Club and United Supermarkets, on a host of promotions. These include social media influencer events, digital ads, cook-along features with dietitians and special offers in retailer newsletters. Learn about all of our efforts here.
Peru Drives Record-Breaking Year for Counterseasonal Supply
The 2024 crop year is shaping up to be one for the books, marking a notable year-over-year turnaround and a historic milestone in imported volumes and assessment collections for the USHBC. Import assessments surged to $7.14 million, largely driven by a 51% increase in imports from Peru as compared to the same time last year.
Peru’s significant growth underscores the country’s expanding role in meeting global blueberry demand, particularly during low supply periods and counterseasonal demand for the U.S. market.
“The rebound of this season’s crop has been encouraging,” shared Luis Vegas, executive director of Proarándanos. “We’ve not only seen volumes return, but a continued focus on improving varieties, and quality has continued to help with production and the consumer’s experience.”
Adding to this success, November and December 2024 set new records for month-over-month volumes, highlighting the strength of the industry as it moved toward the new year. These months played a key role in achieving this milestone, demonstrating the growing demand for blueberries during the Peruvian import season.
Peru wasn’t the only growing region experiencing record-breaking production in 2024, both Washington state and Georgia further bolstered the year’s total crop volume. Based on reports from NABC’s state representatives, Washington is reporting to have exceeded 200 million pounds this past season, and Georgia’s crop exceeded 130 million pounds.
“This year’s counterseasonal supply from South America reflects the industry’s remarkable resilience and commitment from growers, packers, importers and exporters in these regions to grow the category to meet the rising consumer demand,” said Joe Vargas, USHBC director of business intelligence. “It also reflects the significant pace of growth we expect to see over the next five to seven years.”
USHBC President Kasey Cronquist added: “This kind of year-over-year growth is remarkable, and is a reflection of our industry’s continued focus on growing production to realize the potential of meeting global demand for the category. However, if we only focus on investing in production and fail to invest in growing that demand through marketing, the supply will naturally experience that consumer demand through lower prices. That’s why USHBC is working strategically on behalf of our growers to prevent agriculture’s natural supply and demand economics.”
USHBC Awarded $1.5 Million to Further Develop Export Market Opportunities
The USHBC was awarded $1.5 million from the second round of the U.S. Department of Agriculture’s (USDA) Regional Agricultural Promotion Program (RAPP). Earlier this year, USHBC received $1.3 million in RAPP funding.
RAPP funds are designed to diversify and expand market opportunities for U.S. food and agricultural products in emerging global markets. U.S. Secretary of Agriculture Tom Vilsack announced in October 2023 that USDA would use $1.2 billion from the Commodity Credit Corporation to establish RAPP.
This second-round grant will help the USHBC continue to build off of our successes in leading the effort to drive global consumption of blueberries.
“These grants are critical to our efforts to expand into markets like Vietnam, India and South Korea, and we’re grateful to have been a recipient of a grant for the second time this year as we continue to spread the word about the quality, versatility and health benefits of blueberries to new markets,” shared USHBC President Kasey Cronquist.
Once all legal and administrative requirements are satisfied, second-round grants totaling $300 million are expected to go to 67 partners. The latest investment brings total RAPP funding to $600 million in 2024.
Industry Growth, Increasing Demand Is Focus of Podcast Appearance
NABC President Kasey Cronquist appeared on the “AgNet News Hour” podcast in mid-January to discuss the growth of the blueberry industry in the U.S.
Cronquist also highlighted the blueberry industry’s focus on increasing demand and consumption, as well as its reliance on H-2A workers for harvesting and efforts to increase export markets.
The podcast airs on 14 radio stations in the Central and Salinas valleys, and in Central Coast ag production regions.
Leadership Class Spotlight: Meet Gabe Bocock
Class 3 of the Blueberry Industry Leadership Program is in full swing, and we’re excited to introduce you to a fellow from the class each month in Behind the Blue.
Meet Gabe Bocock, co-owner of Bumbleberry Acres in South Haven, Michigan.
What’s your background in blueberries?
My family started farming blues in the 1970s as a “summer project.” Now we have a full commercial fresh pack building and a farm market.
What’s the most surprising thing about the blueberry industry?
How connected it is; everyone knows everyone.
What’s your favorite blueberry form or dish?
The lemon blueberry cookies found at Bumbleberry acres.
What are you most looking forward to as part of the leadership class?
I’m looking forward to having the opportunity to gain a better understanding of the industry.
Tell us about your family.
My family has a rich history of farming. I’m a third-generation blueberry farmer and a seventh-generation farmer.