In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC), welcomes back Cort Brazelton of Fall Creek Farms and Nursery. The conversation covers key developments in global blueberry production, especially in Peru, and discusses the role of new genetics in addressing growers’ challenges. Cronquist and Brazelton also share their perspectives on what’s ahead for blueberry production, the potential of automation in harvesting, and the importance of industry collaboration to drive consumer demand and category segmentation.  “The next phase for our industry is category segmentation, and my hope is that we can do a better job in service of our customers in empowering that. We hope that everyone does that. We would love to see our competitors do that. We have an opportunity to make the pie bigger.” – Cort Brazelton  Topics covered include:  Important developments in global blueberry production, particularly in Peru.The role of new genetics in addressing the needs of growers and consumers.What’s ahead for blueberry production, and the importance of industry collaboration to drive consumer demand. Crop Report The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from TJ Hafner in Oregon. This was recorded on August 8, 2024.