In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Hector Lujan,CEO at berry giant Hortifrut and the leader of its global operations. Lujan’s career spans over 20 years in the berry industry, with previous roles at Reiter and BerryMex. Last episode, Lujan shared what led him to his current position at Hortifrut. Today, he describes his perspective on the global blueberry industry. 

“ So, I think what we need to look at is, one, as marketers – to make sure that we are moving toward what the consumer wants and providing that product. And as growers – we are long-term thinkers and developing the industry with that long-term view because it will continue to grow the market.” — Hector Lujan

 Topics covered include: 

• Lujan’s vision for the global blueberry industry.
• How to grow both the volume and value of the blueberry market.
• Dynamics in key growing regions like Mexico and Chile.

Crop Report

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. This was recorded on January 2, 2025.