Supermarket Perimeter - November 2020 - 46

Produce

Industry groups join
forces (virtually) to plot
future category growth

WHILE THEY MAY NOT HAVE BEEN ABLE TO MEET IN PERSON, the
North American Blueberry Council and the United States Highbush
Blueberry Council - the industry's top two trade groups - made
the most of their Virtual Conference & Expo, an online take on the
traditional annual meeting.
Held Sept. 28-Oct. 1, the show included a full slate of speakers,
workshops and insights aimed at strengthening the industry during the
COVID era and beyond.
In an opening address welcoming attendees to the show, Michael
Hyatt, author of "The Vision-Driven Leader" and chief executive officer
of Michael Hyatt & Co., shared his perspective on the blueberry industry
and stressed how having a clear vision will drive it forward.
"Sometimes distractions show up on your doorstep masquerading
as opportunities," Hyatt said. "Without a clear vision, you spend a lot of
resources on non-essentials."
Being visionary is a skill anybody can acquire, he said. It can and
should be for every leadership role, whether for a department, division
or entire company.
"Begin with the end in mind, and then reverse engineer it. Start with
the what - don't start with the how. The how will become apparent only
46 - NOVEMBER 2020

when you're clear with the what." The next "blue wave," Hyatt added,
is dependent on innovation. Industry members need to decide to be
innovative and then act on it.
"It's critical that the vision be clear, inspiring and practical, and
make people's lives better," he said. "It's essential to find those
overlapping interests and areas of alignment, and work together toward
achieving them."
Kasey Cronquist, USHBC's president, agreed with that approach,
saying that USHBC's role is to bring the industry together and to
continue to drive possibilities for the future of the industry through
innovation and a clear vision.

United branding front
At the conference, USHBC and NABC rolled out new, more integrated
and more creative brand designs for use by both organizations and their
sales and marketing platforms.
"The organizations are now more consistently branded in a fashion
that will better enable the organization to stand out and communicate its
role as a global leader in nutrition science and marketing that has helped
double the size of the industry over the past ten years," Cronquist said.

supermarketperimeter.com

USHBC; KOVAC MARIO, ALESMUNT - STOCK.ADOBE.COM

BY ANDY NELSON



http://www.supermarketperimeter.com

Supermarket Perimeter - November 2020

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