In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Dwight Ferguson, president and CEO of the California Agricultural Leadership Foundation, to discuss his thoughts on leadership, developing the next generation of leaders and his role in merging the Produce Marketing Association and United Fresh. 

“PMA has historically done certain things extremely well, just as [United Fresh] has, and it truly was, as we said several times during the process, an opportunity to create something better by pulling those two organizations together and truly aiding what’s now going to be a global trade association for fresh produce and floral.” - Dwight Ferguson

“Where we can add the most value [for our program participants] is helping them evolve their leadership skills so hopefully they can become more influential and make that positive difference that ultimately benefits ag and California.”  - Dwight Ferguson

Topics covered include:

• Ferguson’s background in the cut flower and produce industries. 
• Ferguson’s role in merging Produce Marketing Association and United Fresh into the International Fresh Produce Association.
• The mission and structure of the California Agricultural Leadership Foundation.
• Building leaders in the blueberry industry and guiding big-picture thinking. 

Marketing Boost

Recipes are a fantastic way to engage customers this holiday season, especially when those recipes are fun and unique. In this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks details USHBC’s Fall & Winter Holidays toolkit, which is filled with images, videos and downloadable recipe cards for the holiday season.