Publisher's Interlude

Fresh Perspective

It has been a particularly challenging year for Florida blueberry growers, making it a good time for strong leadership at the national level. 

In April, a new chair was elected in the U.S. Highbush Blueberry Council, and growers across the country may see a little of themselves in her. Ellie Norris, owner and manager of Norris Blueberry Farms in Oregon, understands the realities of farming firsthand. Her experience has been shaped by years of growing, packing, marketing, and exporting blueberries, giving her a broad perspective on the challenges facing the industry. 

Norris was elected by her peers in April and currently serves as chair of the Government Affairs Committee of the North American Blueberry Council. She is slated to become chair of the NABC in 2027. 

The work of the USHBC and NABC complement one another, with the former focused on marketing and promotion and the latter focused on policy and advocacy. Norris’ involvement in both organizations gives her a unique vantage point at a time when growers are facing pressure on multiple fronts. 

“Serving in both roles gives me a really great full system view of the industry,” Norris said during an April episode of The Business of Blueberries podcast hosted by USHBC President Kasey Cronquist.

With production remaining strong, labor costs continuing to climb, and cheap imports from Mexico and South America flooding over the border, Florida growers could use a fresh set of eyes that are already familiar with their struggles.

Among the key themes Norris discussed on the podcast was unity. She emphasized that the industry’s ability to thrive as a whole depends on how well those in it work together despite their differences. The focus should stay on moving ahead, she said, as opposed to internal differences.

In the same vein, she stressed a strong need for collaboration among regions, growers, packers, suppliers, and marketers. She says her leadership style and interest in striving to understand where people are coming from can help bring that collaboration to fruition.

Don’t miss Norris’ letter on page 32, where she explains the importance of the USHBC’s work.