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Episode Info:

In this episode, we explore how Driscoll’s is adapting to new market conditions and how they’re preparing for the future.

“Blueberries are in the sweet spot of where consumers want to be.” - Soren Bjorn

Host Kasey Cronquist (President of the U.S. Highbush Blueberry Council and the North American Blueberry Council) is joined by Soren Bjorn, the President of Driscoll’s of the Americas.  

An industry leader known around the globe, Driscoll’s produces and distributes about one third of the berries sold in the United States, including blueberries, strawberries, blackberries and raspberries. Soren was named President of Driscoll's of the Americas in 2017 after spending a decade plus in the company in a variety of business research and development roles. 

This episode focuses on the larger state of the blueberry industry, including: 

  • Why consumers love blueberries 
  • Blueberry growth vs. strawberry growth 
  • Impact of breeding programs and blueberry genetic development 
  • The next blueberry frontier
  • Understanding consumer tendencies
  • Current state of the organic market 

Crop Report - July 1, 2020 

This segment will appear in each episode to provide an update on what’s happening in the field with voices of growers who many in the industry will recognize. Tune in for reports on crop progress, harvest expectations, and market conditions. In this episode, you’ll hear from Doug Krahmer in Oregon and Denny Doyle in New Jersey. 

July is National Blueberry Month! USHBC is rolling out a National Blueberry Month Toolkit, complete with 10 mouth-watering summer recipes, 5 ready-to-go social media posts, one for each week of Blueberry Month, plus a brand new National Blueberry Month seal that you can share with retailers and use on your websites and in your marketing materials. We hope to see all of you participating and sharing in spreading positive blueberry messages during our month! You can find the National Blueberry Month Toolkit on our website: www.USHBC.org/resoures.

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