Farming, Finance and The Future With JC Clinard of Frutura

The Business of Blueberries

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 JC Clinard, a third-generation farmer and CEO of berries at Frutura. Clinard is also very active in the councils, serving as the USHBC Finance Committee chair, USHBC Treasurer and a member of the Executive Committee. He shares about his background in blueberries, his new role with Frutura and his current focus with USHBC.

“ I believe demand will continue to increase for blueberries, but I think that there is a whole other level of demand increase that we can take advantage of and capture if we're strategic.” – JC Clinard

Topics covered include:

• An introduction to Clinard’s background in blueberries and his current role with Frutura.
• Clinard’s vision for the opportunities ahead for blueberry supply and demand.
• A discussion of what the industry needs to do to seize the opportunity to become the world’s favorite fruit.
• Also mentioned in this episode: “Why Frutura is Betting Big on Berries.”

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today, you’ll hear from Derrin Wheeler in Georgia and Luis Vegas in Peru. This was recorded on March 20, 2025.