USHBC Hosts USDA Leaders & Rep. Huizenga, Lindberg Joins Podcast, Convention Recap

From the Chair: Strengthening Relationships, Leveraging Momentum

By Ellie Norris, USHBC Chair 

I can honestly say that attending the IFPA Global Produce & Floral Show in Orlando earlier this month and connecting with growers, retailers and industry partners in attendance was a highlight of my time as USHBC chair.  

There’s nothing like walking onto an expo floor buzzing with energy and seeing the blueberry industry right at the heart of it. I was particularly excited that the USHBC team was able to meet with retail buyers from Walmart, Wakefern, Target and Associated Food Stores. 

These relationships are critical to our industry’s successful future. Understanding consumers’ preferences, sharing insights with retailers and finding new opportunities to increase blueberry consumption are all part of USHBC’s efforts to grow the pie for the entire industry. 

Connecting face-to-face with the various stakeholders at the show, and attending our World’s Favorite Fruit Reception, reminded me why this event is so vital. It’s how relationships deepen, ideas take root and the momentum for our industry keeps growing. I walked away inspired by the passion in our community and even more excited for where we’re headed next.

Switching gears to the recent Blueberry Convention, I had a similar experience around deepening relationships and sharing momentum. This year for the first time ever, instead of hosting committee meetings, we invited convention attendees to forums focused on promotion and industry engagement. Giving attendees time to share their thoughts and feedback was time well spent and netted some tangible things to consider going into the new year. 

One thing that stood out was the need to continue our regional outreach efforts. Our council members need the information to help organize those gatherings, and attendees need plenty of notice so they can plan to participate.

Both the Industry Engagement and Promotion Committee forums were a success, and I look forward to our next opportunity to gather this way.

USHBC, NABC Host USDA Leadership, Rep. Bill Huizenga in Michigan

NABC leaders and U.S. Highbush Blueberry Council (USHBC) council members hosted U.S. Department of Agriculture (USDA) Under Secretary for Farm Production and Conservation Richard Fordyce, Under Secretary for Marketing and Regulatory Programs Dudley Hoskins and Rep. Bill Huizenga (MI-04) earlier this month for a roundtable discussion with industry leaders in Ottawa County, Michigan. 

More than 60 industry members attended the event in Michigan, the nation’s fifth largest blueberry-producing state.

The discussion focused on the challenges facing U.S. blueberry growers and the opportunities for USDA and Congress to support the industry’s long-term competitiveness. Growers shared firsthand perspectives on:

• Rising production costs and the importance of reinvesting in new varieties to improve productivity and remain competitive.
• The value of USDA programs, including recent improvements to the Tree Assistance Program (TAP), in helping growers recover from losses and reinvest in their operations.
• The challenges growers face in securing a reliable workforce, including the H-2A program, rising labor costs and regulatory uncertainty.

Congressman Huizenga has been a longtime advocate for Michigan’s blueberry industry, including recent improvements to TAP that provide growers with greater flexibility to recover from natural disasters and reinvest in their farms. He is also a co-sponsor of the Sustaining Agriculture’s Workforce Act.

The visit also marked the first official meeting between federal leaders and the blueberry industry since growers voted to approve the USHBC continuance referendum, reaffirming strong support for the council’s ongoing research, promotion and demand-building programs. The USHBC is a federal research and promotion program established by the NABC.

During the discussion, USHBC council members had the unique opportunity to personally thank Under Secretary Hoskins, who oversees USDA’s Agricultural Marketing Service (AMS), the agency responsible for administering federal research and promotion programs, for his support of the council. Industry leaders emphasized the vital role the USHBC plays in uniting the entire blueberry supply chain, expanding consumer demand and driving shared success for growers nationwide.

The roundtable reinforced the importance of continued collaboration between USDA, Congress and the blueberry industry to address growers’ most pressing challenges and support the long-term success of U.S. blueberry production.

Following the roundtable, USDA held a press conference announcing the fiscal year 2026 Specialty Crop Block Grant Program awards. 

Former USDA Under Secretary Lindberg Joins USHBC Podcast

In the latest episode of “The Business of Blueberries” podcast, Luke Lindberg, former USDA under secretary for trade and foreign agricultural affairs and incoming executive director for the United Nations World Food Programme (WFP), joined host Kasey Cronquist, president of the USHBC/NABC, to talk trade, policy and feeding the world. 

In his role with USDA, Lindberg worked alongside Secretary of Agriculture Brooke Rollins to expand market access, strengthen American agriculture’s competitiveness and reduce our nation’s agricultural trade deficit. And Cronquist and Lindberg have traveled together on USDA agricultural trade missions to Mexico, Australia and New Zealand. 

Tune in to the full episode for an introduction to Lindberg and his efforts at USDA; a discussion of the impact of U.S. trade negotiations and agreements, and how they directly affect American farmers; and an explanation of the connections between food security and national security.

USHBC Elevates Blueberries at IFPA’s Global Produce & Floral Show

USHBC brought its full momentum to Orlando earlier this month for this year’s International Fresh Produce Association (IFPA) Global Produce & Floral Show.

Building on the energy from the 2026 Blueberry Convention in Monterey, the USHBC team took the show floor to champion the future of blueberries, strengthen trade partnerships and drive demand.

Connecting with key retail leaders at the IFPA show is vital to expanding the blueberry footprint. That’s why, throughout the week, we held high-value conversations with top retail buyers, including leaders at Walmart, Wakefern, Target and Associated Food Stores. Sharing consumer insights, understanding retailer needs and finding innovative ways to boost blueberry consumption were central to every discussion.

In addition to these connections and show-floor meetings, USHBC brought together international partners and industry supporters for the World’s Favorite Fruit Reception where we shared our 2026 demand-driving successes and provided a sneak peek into what’s coming in 2027. 

Thank you to all the retailers, marketers, industry partners and growers who stopped by our all new interactive booth! The energy in Orlando was a powerful reminder that our industry’s greatest asset is its people and, together, we’re building a bright, high-demand future for blueberries worldwide.

Video Captures USHBC’s Unity, Demand-Driving Efforts

During the World’s Favorite Fruit Reception at the International Fresh Produce Association (IFPA) Global Produce & Floral Show, the USHBC team shared a short video update highlighting the success of our demand-driving efforts.

The video unpacks how our groundbreaking marketing and promotional innovations drove unprecedented momentum across the category. 

Strategies included:

• Our “Blueberries GO BIG” campaign, which built deep emotional connections with shoppers by celebrating the delicious, craveable power of a boost of blue. 
• Omnichannel and retail partnerships with top national retailers (including Walmart, Target, Sam’s Club, Sprouts, Hy-Vee and Albertsons) that unified the shopper journey – from digital search and sponsored ads to shelf tags and in-store TV.
• Inserting blueberries into major cultural moments, including InStyle’s Pit Stop Party during Miami F1 race weekend, and as the “Tastiest Snack Alive” in People Magazine’s “2026 Sexiest Man Alive” issue. 
• The Blueberry Boost Accelerator, in partnership with VentureFuel, which opened the door to blueberry innovation by guiding trailblazing startups to reimagine blueberries in new snacking formats and better-for-you indulgences.

The video provides insight into why blueberries are one of the most dynamic growth stories in the produce department. Now generating an estimated over $4+ billion in annual retail sales, fresh blueberry dollar sales grew 6.6% in the past year – nearly four times faster than the overall produce category.

Blueberries in the News: Tracking Health Research & Media Headlines

As part of our commitment to keeping you informed, we’ve expanded our communications around scientific health research and the nutritional benefits of blueberries. We regularly track media coverage about blueberries across print, digital and broadcast outlets, and now we’re sharing those content roundups with the industry!

You can start receiving these weekly updates by emailing USHBC Senior Director of Nutrition and Health Research Leslie Wada, Ph.D., at [email protected] and asking to be added to the email list.

You’ll receive a weekly digest featuring the top health-related articles focused on blueberries, including direct links to coverage of USHBC-funded studies.

Check out an example of what you’ll receive each week:

October Blueberry Health News  

• What Nutrition Expert Walter Willett Eats in a Day
• Cardiologists Share the 7 Foods They Eat for Lower Blood Pressure
• Paul McCartney’s Go-To Breakfast is Adorably Relatable
• 4 Tasty Snacks That Can Fight Against Osteoporosis In Every Bite
• Blueberries vs. Grapes: Which One is Better for Blood Sugar
• 5 Foods Dietitians Recommend for Brain Health

Blueberry Health News Citing USHBC-Funded Research 

• Could Blueberries Help You Pick Up the Pace?
  • Cites the USHBC-supported study: Seven Days of Blueberry Supplementation Improves Trail Running Performance in Experienced Runners Without Elevating Physiological or Perceptual Stress Markers
• Blueberries Can Modify the Gut Microbiome in Older Adults with Mild Depression
• Pilot Study: Blueberries Modify Gut Microbiome in Older Adults with Mild Depression
• Can Daily Blueberries Lift Mood In Older Adults? Study Offers Clues
  • Cites the USHBC-supported powder study: A Pilot Study of Daily Blueberry Intake Modulates the Gut Microbiota Enzyme Commissions in Older, Sedentary Adults with Mild Depressive Symptoms
• If You Don’t Eat Blueberries Every Day This Might Convince You To Start
  • Cites two USHBC supported studies: Recent Research on the Health Benefits of Blueberries and Their Anthocyanins and Blueberries Decrease Cardiovascular Risk Factors in Obese Men and Women with Metabolic Syndrome
• What Eating Blueberries Every Day Does to Your Body, According to Nutrition Experts
  • Cites the USHBC supported study Bioactives in Blueberries Improve Insulin Sensitivity in Obese, Insulin-Resistant Men and Women
• Heart Disease K*lls More Americans Than Anything Else. This Simple Daily Habit Cuts Cardiovascular Risk by 12%
  • Cites the USHBC-supported study: Blueberries Improve Biomarkers of Cardiometabolic Function in Participants with Metabolic Syndrome—Results

Lee Highlights USHBC Data Insights Efforts in The Blueberry News

Incoming USHBC Chair Brittany Lee was recently featured in Florida’s The Blueberry News, highlighting the USHBC’s work to provide a clearer, week-by-week view of blueberry supply origins and their impact on market prices. 

As you know, every producing region plays a vital role in ensuring a consistent, year-round supply for retailers and consumers. USHBC’s data and insights platform helps take the guesswork out of year-round blueberry production – and we’re just getting started. 

Soon, we’ll be providing advanced predictive forecasting that will alert you to supply shifts weeks before they happen. 

Visit our data and insights center to access production trends, pricing data, retail performance and industry research – all in one place.

USHBC, NABC Industry Meetings: Charting the Course for Our Industry

Registration is open for the USHBC and NABC Industry Meetings, taking place this spring in Washington, D.C. 

Held immediately following The Blueberry Hill Climb, our Industry Meetings offer a firsthand look at vital committee updates and key strategic initiatives, while providing an open forum to discuss the emerging opportunities and pressing challenges the blueberry industry is facing. 

Beyond the formal committee meetings, you’ll have invaluable opportunities to connect, share real-world insights and build lasting relationships with colleagues who share your dedication to moving the blueberry industry forward.

Together, we aren’t just discussing the future – we’re shaping it.

Register today to take advantage of early-bird pricing. 

Monterey Momentum: 2026 Blueberry Convention Recap

Late last month, the largest U.S. gathering of the blueberry industry took place at The 2026 Blueberry Convention in Monterey, California. 

The multi-day event featured educational programming on farm technology, retail market trends, economic and crop forecasting, our annual industry awards and so much more! Here’s a day-by-day recap of the event, which we’re sure will inspire you to join us at the upcoming Blueberry Hill Climb & Industry Meetings and the 2027 Blueberry Convention. 

2026 Blueberry Data & Intelligence Summit 

Held in conjunction with convention, the Data & Intelligence Summit brought together industry leaders for forward-looking conversations on the data, technology and intelligence shaping our future of the blueberry industry. 

Attendees got an overview of our current data platform, including available tools, key features and recent enhancements. Next, they experienced a look into the future of industry forecasting, emerging opportunities to strengthen predictive insights and the vision for expanding forecasting capabilities in the years ahead.

The event also featured a conversation about the future of our data and intelligence efforts, where attendees shared feedback and discussed emerging needs and ideas for future tools. Artificial intelligence (AI) was also on the schedule, with an exploration of our work with Orion and how we’ll bring those efforts to the industry through the Data and Insights Center.

Convention Day 1: Kicking Off the Festivities

On day 1 of The 2026 Blueberry Convention, we dove straight into the future of farming during Tech Tuesday where attendees learned about the latest innovations, tools and ideas that support on-farm efficiency, data-driven decision-making and long-term industry progress.

Plus, we celebrated the start of convention with the NABC President’s Welcome Reception and the opening of our sold out Blueberry Lane and Blueberry Row expo space.

Day 2: Full Speed Ahead

The first full day of the convention was chock-full of opportunities to learn, connect and shape what’s next for the blueberry industry! 

The day kicked off with the BerryFit Club 5K, then the energy carried into the morning’s Opening Keynote Breakfast on the future of blueberries at retail. The afternoon included Meet, Eat & Explore, featuring lunch and networking in the heart of the convention action near the expo floor. 

Later, during the Blueberry Boost Accelerator live pitch competition, three finalists presented their blueberry-focused products to a judging panel of industry experts, making their case for why their product is the next big consumer sensation.

The convention day concluded with the exclusive NABC Crop Report.

Then, during Blueberry Night at the Monterey Aquarium, attendees enjoyed chef-curated food stations, coastal views and access to the aquarium’s world-renowned exhibits.

Day 3: The Learning Keeps Going 

Day 3 of The 2026 Blueberry Convention was packed with inspiration, industry recognition and forward-looking strategy.

The day started with one of the convention’s most celebrated events – our Keynote and Awards Breakfast. 

During the keynote, NABC and USHBC President Kasey Cronquist explained how industry progress comes from people working together, and shared USHBC’s role in growing the entire blueberry category. He framed success around measurable behavior change: Creating more desire, doubling household reach beyond 15 million, increasing purchase frequency above eight times per year, expanding consumption beyond breakfast and driving greater volume per occasion, including moving average household consumption from 6.4 to 7.2 pounds. You can listen to a podcast of the keynote here. 

Next, we recognized true industry changemakers with the NABC Awards and the Elizabeth White Women in Blueberries Award.

Honored with the Hall of Fame Award were Ron Bodtke (posthumously), of Cornerstone Ag Enterprises; and Mark Hurst, of Hurst Family Berries. The council and industry’s highest honor, the Hall of Fame Award celebrates leaders, growers and suppliers who have made a lasting impact on the blueberry industry in North America.

Honored with the Duke Galletta Award was Ed Wheeler, breeder and project manager at MBG Marketing. This award recognizes excellence in blueberry horticultural research.

Honored with the Alex Wetherbee Award were Bryan Sakuma, manager at Sakuma Brothers Farms and former USHBC chair; and Shelly Hartmann, owner of True Blue Farms and former USHBC chair. The Alex Wetherbee Award recognizes outstanding contributions to the blueberry industry in marketing and promotion.

Honored with the second annual Women in Blueberries Elizabeth White Award was Bonnie Lundblad of Jersey Fruit. This award celebrates the extraordinary contributions of women in the blueberry industry.

At the breakfast, we also recognized this year’s Blueberry Boost Accelerator grand-prize winner Jam Packd Jams, and runner up Blue Rascal Distillery! These entrepreneurs were chosen for their bold use of blueberries in novel products that boost blueberry fame and showcase the value blueberries bring to product innovation and premium food experiences.

The momentum continued throughout the day with:

• The USHBC Promotion Committee Forum.

• A luncheon keynote session diving deep into “Shifting Rhythms in the Economic Forces Shaping the Future of Blueberries.”

• The USHBC Industry Engagement Committee Forum.

We wrapped up a fantastic Day 3 connecting with friends and colleagues at the Grab a Boost of Blue Happy Hour!

Bonus Day: Blueberries and Beyond Central Coast Tour  

Many convention attendees joined our Blueberries and Beyond tour to get an on-the-ground look at agriculture and innovation in the Monterey area. Participants explored the broader agricultural landscape of California’s Central Coast through a series of stops highlighting the region’s diverse commodities, production practices and forward-looking approaches to farming. 

The tour included a visit to Reservoir, an on-farm agtech incubator where startups are developing and testing agricultural robotics, physical AI, biological technologies, hardware solutions and precision agriculture tools directly in real field conditions. 

Feeling like you missed out? Register today for our next event, The 2027 Blueberry Hill Climb & Industry Meetings, March 8-12 in Washington, D.C.; and mark your calendar for The 2027 Blueberry Convention, Oct. 12-15 in Wesley Chapel, Florida.

Leadership Class Spotlight: Meet Ashley Borja

Meet Ashley Borja, customer development manager at Driscoll’s, and a member of the fourth cohort of the USHBC Blueberry Industry Leadership Program.

For the past four years in her role at Driscoll’s, Borja has managed relationships with major U.S. retail partners, driving growth strategies for the berry category and ensuring alignment with evolving market dynamics. 

She has over 20 years of experience in the fresh produce and floral industries, combining deep retail expertise with strategic leadership in category development. She also previously served on the California Cut Flower Commission’s Marketing Committee.  

Driven by her passion for the blueberry industry, Borja joined the Blueberry Industry Leadership Program to extend her influence beyond her organization. Through this experience, she’s dedicated to tackling shared industry challenges, strengthening collaboration and discovering innovative ways to increase blueberry demand at scale. 

Originally from Manteca, California, Borja has a master’s in business administration from the University of Maryland’s Robert H. Smith School of Business. She currently resides with her husband, Terry, in the Washington, D.C., area, where he serves as an officer in the U.S. Navy.