Expanding Global Blueberry Trade: Success Stories and Strategies With Haiying Zhang

In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council (NABC), is joined by Haiying Zhang, USHBC director of global business development. Zhang has a strong background in the agriculture industry and was previously the senior director of global marketing for American Pistachio Growers. In her role at USHBC, she works to expand global blueberry trade by increasing consumption in international markets. Zhang also works with the USDA to seek grants to continue to develop global markets. 

“  My job at USHBC is to expand the global trade for our blueberries through increasing consumption in our international markets. And so, really, our goal is to make blueberries the world's favorite fruit.” – Haiying Zhang 

 Topics covered include: 

• An exploration of the USHBC’s efforts to expand the number and size of international markets for blueberries.
• The purpose and benefits of the USDA’s Market Access Program (MAP) and Regional Agricultural Promotional Program (RAPP), and how they are being used to promote the blueberry industry.
• A deep dive into the analysis performed to evaluate global markets and determine which are most valuable to pursue.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Mexico, North Carolina, California, Oregon, Washington and British Columbia. This was recorded on April 24, 2025.