In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Grant Prentice, senior vice president of strategic insights at Padilla | FoodMinds. Cronquist and Prentice discuss the recently conducted study on blueberry Usage and Attitude (U&A), which provided insights into blueberry consumers and their preferences and habits.
“Blueberries have enjoyed tremendous growth in recent decades, but it’s important for us in the industry to not just know the volume of sales, but also who these consumers are and what’s motivating them to buy.” – Kasey Cronquist
“We hope that the industry takes this data set, and develops their own point of view about what this means for their brand, their marketing programs, and maybe even gaining some insights into … collaborative opportunities, maybe with USHBC, to do a better job positioning blueberries against this consumer.” – Grant Prentice
Topics covered include:
- What a Usage and Attitude (U&A) study is and why USHBC conducts them.
- Key insights gleaned from the most recent U&A study, and how they differ from previous studies.
- How this data can be used to help the blueberry industry unite and focus marketing efforts.
- How the results of the study will be used for strategy and implementation.
The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Luis Vegas in Peru and Mario Ramirez in Mexico. This was recorded on October 19, 2022
USHBC/NABC Director of Business Intelligence Joe Vargas provides an update based on the September Nielsen report. For more category insights, visit the Blueberry Data and Insights Center.