Data-Driven Accountability And Guidance For The Blueberry Industry The Business Of Blueberries podcast

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Data-Driven Accountability and Guidance for the Blueberry Industry

11d ago 45:23

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In this episode of “The Business of Blueberries,” Kasey Cronquist, president of the U.S. Highbush Council (USHBC) and the North American Blueberry Council, is joined by Harry Kaiser, Ph.D., a professor at Cornell University. Kaiser directs the Cornell Commodity Promotion Research Program and conducts economic evaluations for national agricultural marketing programs, including the USHBC. In this interview, Kaiser discusses his career in measuring the impact of agricultural promotion programs and the findings of his recent independent analysis on the return on investment (ROI) of the USHBC.

“ In other words, what I found was if you had an extra dollar to spend (on top of your budget) … it would return $19.29 cents in industrywide profit, net revenue operating profits, which is a very, very high ROI.” – Harry Kaiser, Ph.D.

Topics covered include:

An introduction to Kaiser and his work.
Kaiser’s independent analysis of the blueberry industry’s investment in the USHBC and its ROI.
The methodology followed to determine the ROI of the promotional spend to producers.
How the blueberry industry can continue to increase demand to keep pace with rising global production.

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