FOLSOM, CA - Brian Bocock, Vice President of Product Management at Naturipe Farms, has taken on a crucial new role within the blueberry industry. The U.S. Highbush Blueberry Council has appointed the berry leader as Chair of the Promotion Committee.

“The value of the USHBC to growers, handlers, marketers, importers, and processors is vital to the success of the blueberry industry," shared Bocock. “The council’s work in marketing is only going to become more important over the next few years as we see a significant increase in production that will need to be moved. I’m excited to be driving the future success of blueberries with my fellow committee members and believe there is strong potential with the market opportunities ahead.”

As a press release noted, Bocock brings tremendous experience to the Chair position for USHBC's Promotion Committee, having served as the Vice Chair of the Promotion Committee.

"Brian’s background, passion, and foresight for what is possible for blueberries are invaluable to this role," said USHBC Board Chair Shelly Hartmann. “The opportunity is now for blueberries to become a must-have for all consumers, and I am looking forward to working with Brian on our vision to make blueberries the world’s favorite fruit.”

Bocock takes over this leadership position from Jeff Malensky, President of Oregon Berry Packing, who has served as the committee’s Chair for the past three years.

He takes on the role at a critical time for the category, as the blueberry industry has seen a boom in recent years. According to the USHBC, retail sales have surged by 11.1 percent from 2021 to 2023, reflecting a growing consumer appetite. Increased production in regions like Peru and Mexico has helped meet this rising demand, but it has also led to pressure on producers facing higher input costs. As the organization reported, the industry is adapting to this new landscape, with a focus on efficiency, quality improvements, and new varieties boasting better flavor and shelf-life.

Congrats to Brian Bocock on his new role!

For more updates like this, keep clicking on our little apple logo.