34 minutes | Jul 8th 2020

What’s Next for Blueberries - Part Two with Soren Bjorn of Driscoll’s

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In this episode, we continue our conversation with Soren Bjorn about the future of Driscoll’s and the blueberry marketplace.

“Consumers are willing to pay for quality produce, but it has to deliver.” - 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 continues Kasey and Soren’s conversation from last week, focusing on the larger state of the blueberry industry, including: 

  • Retail pricing vs. Grower pricing
  • Opportunity for USHBC to Aggregate Production Data
  • Information sharing 
  • Driscoll’s Genetic Program
  • Blueberry Regionality Importance
  • Consumer Shopping Behaviors Going Digital
  • The Future of the Plastic Clamshell

Crop Report - July 8, 2020 

The blueberry crop report is an update on crop conditions and markets around North America. On this episode you’ll hear from Jose Luis Bustamante in Mexico, followed by Doug Krahmer in Oregon, and Jason Smith in British Columbia. This report was recorded live on July 8th, 2020.


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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