The USDA’s Ag Marketing Service (AMS) announced that a majority of eligible blueberry producers and importers voted in favor of continuing the work of the U.S. Highbush Blueberry Council (USHBC). The industry created USHBC 26 years ago to give more U.S. consumers more reasons to buy more blueberries, to expand demand for U.S. blueberries in global markets and to provide services that equip all in the sector for success.
“When the industry comes together, we make bigger opportunities possible for everyone to build the business, life and legacy they want and I’m thrilled the work of USHBC will continue,” said Ellie Norris, an Oregon blueberry grower and chair of the USHBC. “No other organization can do for the industry what USHBC can do, especially when it comes to driving category growth.”
The USDA requires USHBC to hold a referendum every five years, and Norris said she and the rest of the board worked closely with staff to ensure eligible voters were well-informed about the past, current and planned efforts and progress made by the industry-led body.
“We have momentum on our side. Thanks to decades of USHBC marketing informed by health research, U.S. consumers know blueberries are good for them and now they want and expect them year-round.” said Norris. “That said, I recognize not everyone voted ‘yes,’ and I hope those who have different perspectives or new ideas will become more involved in USHBC moving forward. Diverse perspectives are welcome and can make us stronger.”
According to AMS, 58% of producers and importers representing 84% of the volume of blueberries grown, were in favor of continuing the program.
“I’m excited about what’s next because the work of USHBC has never been more important than it is today,” said Brittany Lee, a Florida grower and USHBC vice chair. “The marketplace is certainly filled with pressures, including growing supply, but it’s also filled with promise and there is plenty of room to create more demand.”
USHBC’s 2026 Blueberry Convention will take place in Monterey, California, Sept. 22-25, and registration remains open for all in the industry.
“It’s a place to find helpful information, share and discuss future plans and make meaningful connections” said USHBC President Kasey Cronquist. “I hope growers, marketers, suppliers and everyone with an interest in the future success of the industry can join us, because we’ve got more work to do.”
— Story contributed by the U.S. Highbush Blueberry Council
The Blueberry Convention is the largest gathering of the blueberry industry in the U.S. — and this year’s event is packed with insights, connections and experiences designed to help move the industry forward.
Guests will be able to:
Get the latest category data, insights and economic outlooks to guide your operations.
Join the USHBC Council and NABC Board meetings on Wednesday.
New for 2026
The USHBC and NABC are bringing some new features and opportunities to Monterey this year. Here’s a sneak peek at what’s ahead:
Tech Tuesday
Explore emerging and advancing technologies shaping the future of the blueberry industry during this special education session organized by the BerrySmart Technology Task Force. Over the course of two hours, attendees will gain insight into innovations, tools and ideas designed to support on-farm efficiency, data-driven decision-making and long-term industry progress.
Blueberry Night at the Monterey Bay Aquarium
A one-of-a-kind strolling dinner as the blueberry industry takes over the aquarium. Enjoy chef-curated food stations, coastal views and access to incredible exhibits — all in a vibrant setting designed for connection and celebration.
Meet, Eat and Explore
An open lunch in the heart of the convention action. With seating throughout the common areas near Blueberry Lane and Blueberry Row, it’s the perfect chance to grab a bite, connect with exhibitors and spend time with fellow attendees.
Blueberry Boardroom
The Blueberry Boardroom will offer a dedicated space to meet with colleagues, host team conversations or hold business meetings throughout the event. Advance booking is encouraged.
Blueberries & Beyond: A Central Coast Tour
The convention will wrap up with an on-the-ground look at agriculture in the Monterey area. This industry tour will give guests the opportunity to explore blueberry-related production, while also experiencing the broader agricultural landscape of California’s Central Coast.
Guests also have access to favorites from past events, including the Blueberry Boost Accelerator live pitch competition (back by popular demand), the NABC Awards and the USHBC Elizabeth White Award, the BerryFit Club 5k and yoga, keynotes and education sessions.
— Story contributed by the U.S. Highbush Blueberry Council and the North American Blueberry Council
UC Ag and Natural Resources is hosting a berry production workshop in Escondido. Whether it’s backyard and container-grown production, or commercial, field-grown operations, growers can learn the essentials of cultivating, managing and the economics of growing strawberries, blackberries and blueberries in San Diego County.
The workshop will cover site selection, planting, irrigation, pest management, harvesting and market considerations for berry production at any scale. Practices, strategies, and challenges for production of strawberries and cane berries
Issues and strategies for container-grown blueberries in San Diego County. Challenges for commercial, field-grown production of blueberries in San Diego County Economic consideration for berry production, tasting and value-added product development with berries will also be discussed.
Registration is $40 per person. The deadline is 5 p.m. June 15, or earlier if capacity is reached.
Day of walk-ups will not be admitted. Registration includes educational materials, continental breakfast and tasting of berries and berry products.
For questions about registration, contact Lupe Ibarra at (858)822-7711 or llibarra@ucanr.edu. For questions about the program, contact Ramiro Lobo at (858)243-4608 or relobo@ucanr.edu. — Story contributed by UC Ag and Natural Resources
Beginning September 28, 2020, the U.S. Highbush Blueberry Council (USHBC) and North American Blueberry Council (NABC) appointed Jennifer Sparks, a longtime marketing professional for the floral industry, as vice president, marketing and communications.
Jennifer Sparks
In her new role as part of the USHBC/NABC executive team, Sparks will manage various advertising agencies and marketing partners, and oversee all aspects of the marketing strategic plan, including branding, merchandising, promotions, advertising, public/media relations, market research and consumer affairs to spotlight the health benefits of blueberries and increase consumption. She will lead the implementation of brand-driven internal and external communications across a range of categories: consumer, retailer, food service and industry relations. She will work with a diverse group of industry stakeholders – growers, handlers, importers and retailers – across two continents.
Sparks brings more than two decades of association management and industry promotion experience, most notably 17 years as vice president of marketing for the Society of American Florists (SAF). There, she spearheaded the floral industry’s public education and media relations campaigns, experiential marketing initiatives, influencer programs, digital content and collateral materials. The SAF program developed strategies, messaging and key tactics inspired by consumer insights and groundbreaking university research to promote the emotional health and well-being benefits of flowers. Sparks also served as the industry spokesperson and trained others in media relations best practices.
Sparks holds a master’s degree in public relations/corporate communications with a specialty in crisis management from Boston University, and a bachelor’s degree in journalism from Radford University in Virginia.
“We’re thrilled to have Jennifer on board to help direct our marketing and demand-driving efforts,” shared NABC/USHBC President Kasey Cronquist. “She brings a depth of experience and leadership that gives me great confidence in where our blueberry industry can go from here.”
A self-proclaimed blueberry enthusiast since childhood, Sparks says, “I am grateful for the opportunity to join such a dynamic team to help build brand recognition, enhance thought leadership, amplify the value proposition and promote the amazing benefits of blueberries.”
Sparks shared more of her experience and thoughts on the new direction for 2021 in a recent episode of USHBC’s “The Business of Blueberries” podcast.
Adam Winland Joins NABC and USHBC as Financial Controller
Adam Winland has been hired as the financial controller for the North American Blueberry Council (NABC) and the U.S. Highbush Blueberry Council (USHBC), a newly created position that will oversee the councils’ day-to-day accounting and provide strategic financial direction.
Adam Winland
Winland brings 15 years of financial management experience to the councils. He most recently spent four years as controller for Ideal Dental Management Partners based in West Sacramento, California. He managed the finances of multiple dental offices and was involved in the acquisitions and sales of dental practices.
He previously spent two years as assistant controller for Easter Seals Bay Area based in Pleasant Hill, California, and six years as vice president of accounting and finance for TKG International, a real estate investment firm based in Livermore, California. At TKG, he was involved in the management of the company’s 100-acre vineyard and helped it transition to organic growing practices and become certified by California Certified Organic Farmers.
He is a native of Michigan and a 2004 graduate of Eastern Michigan University with a master’s degree in accounting and a bachelor’s degree in accounting information systems, with a minor in economics.
Winland will be part of the councils’ executive team and manage an annual budget exceeding $13 million. He will oversee accounting, investments, cash flow management, and short- and long-range financial projections. He will also ensure the accuracy of NABC/USHBC accounting data and financial records, produce annual budgets and financial reports, and oversee financial and regulatory audits. He’ll head up administrative services, which includes human resources, benefits, policies and procedures, and operations.
“We’re excited to have Adam bring his knowledge and expertise to the team,” said Kasey Cronquist, president of NABC and USHBC. “His prior experience in ag and finance make him a perfect fit as we look to grow our program alongside the growing demand for blueberries.”
“I’m thrilled to be part of these organizations and I look forward to helping NABC and USHBC achieve their respective visions,” Winland said. “Coming back to my ag roots is an absolute pleasure, and I’m happy to contribute to the success and sustainability of the councils.”
About the U.S. Highbush Blueberry Council
Established in 2000, The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture (USDA). 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. USHBC was established by blueberry growers and currently has 2,500 growers, packers and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.org.
About the North American Blueberry Council
Since 1965, the North American Blueberry Council (NABC) has been the voice of the blueberry industry in the U.S. and Canada. NABC’s members represent approximately 70% of the North American highbush blueberry crop. NABC was instrumental in the establishment of the U.S. Highbush Blueberry Council (USHABC), a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture (USDA). Learn more at nabcblues.org.
Beginning September 28, 2020, the U.S. Highbush Blueberry Council (USHBC) and North American Blueberry Council (NABC) appointed 
