Mar 11, 2020

US Highbush Blueberry Council has refreshed vision to move industry forward

During the first week of March, the U.S. Highbush Blueberry Council (USHBC) presented a strategic refresh at the organization’s annual Spring Meetings. USHBC president Kasey Cronquist presented the refined vision, mission and plan for the organization’s growers, marketers and industry stakeholders.

The overarching theme of the refreshed strategic plan, “USHBC Starts With Us,” reflects the organization’s commitment to fostering greater collaboration among all stakeholders and moving forward as an industry. Industry members will be encouraged to play an active role in achieving the refined vision.

The refreshed plan reflects new measurable goals and lays out how the organization will move forward into a focused, successful future. The plan includes tactics to address urgent issues, methods for gathering and measuring input from stakeholders, and a focus on continuous improvement. 

“Together, we’ll identify opportunities, share knowledge and develop the resources needed to move the industry forward,” said Cronquist. “With a renewed focus and spirit of collaboration and innovation, we’re focusing on the abundance of ways we can drive demand and encourage the quality of supply.”

“While we always value the time shared at our Spring Meetings, this year felt particularly energizing,” said Shelly Hartmann, USHBC vice chair. “This refreshed strategic direction is a rallying cry for our industry to continue momentum and drive the blueberry industry forward in 2020 and beyond – for all stakeholders, markets and channels.”  

USHBC’s strategic plan is built on four pillars, complete with vision statements for each prioritized channel and specific goals. The pillars are: Market Demand, Health Research, Industry Relations and Organization Culture & Infrastructure. The USHBC will be releasing more information and resources in the coming months to enable ongoing input from growers, marketers and industry stakeholders as the visions for each area are brought to life. 

Established in 2000, USHBC is a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture. USHBC represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and works to promote the growth and well-being of the entire blueberry industry. Learn more at ushbc.org.