Cort Brazelton, Co-CEO of FallCreek Farm & Nursery is arguably the most recognized figure in the international blueberry industry and one of the most knowledgeable people about the crop. We spoke with him and consulted him on the most important issues that cross the global industry.

The extensive interview, which he gave us exclusively, is published in the 6th edition of BlueMagazine 2021, which will be launched in June and is now available access digitally.

New scenarios

In 2019, Brazelton assured that the blueberry market was entering a new paradigm, and that it would no longer be the supply that would sustain the industry, but that from now on the quality of the fruit would be the determining factor for demand and consumption, so we ask:

- In this pandemic perspective, what adjustments would you make to your theory that in 2020 a “paradigm shift” would begin in the blueberry industry?

- Curiously in appearance there are no changes in trends, only the acceleration rate changes. For example, there have been significant supply chain disruptions, such as logistics delays, but the demand for quality has only increased. In fact, as the risk of shrinkage has increased with supply chain disruptions, the focus on the durability of the fruit has grown, as has the focus on the impact of quality on movement within the category. Meanwhile, consumers are going to the supermarket more than ever, paying more attention to their health and looking to buy healthier, higher-quality products.

A look

The interview with Cort Brazelton covered a variety of topics and in all of them he was generous in his opinions. We talked about Peru, Latin America and other regions, markets, varieties, sustainability, the sustainability of the industry, the projections of the global industry, China and the Asian market, and also the Safeguards case, where he expressed his opinion in detail. We only advance you a small segment:

- What do you think of the Judgment?

- While this ruling could be seen as a victory for some and a loss for others, I view it through the lens of time and lost opportunity to increase collaboration and communication between the industry. All parties invested a great deal of energy, money and resources, but the root problems still persist.

BlueMagazine

The full exclusive interview can be read digitally and acquire the BlueMagazine for free on paper, in person, at the launch that will take place in the XX International Blueberry Seminar, to be held at Expo Guadalajara on June 2 and 3.