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In this episode, hosts Dewald Kirsten and Louise Brodie sit down with Cort Brazelton, President & CEO of Fall Creek and Founder of the International Blueberry Organization (IBO) — one of the most influential figures in the global blueberry sector.

Cort shares the remarkable story of Fall Creek’s growth from a small family nursery in Oregon to a global leader in blueberry genetics and plant supply, and his optimistic outlook for the Southern African blueberry industry.

From the early days of the antioxidant boom that put blueberries on the map, to today’s premiumization and flavor-driven markets, this episode explores how genetics, collaboration, and a shared vision are shaping the future of fruit production worldwide.

Cort discusses:

•The evolution of the global blueberry industry and Fall Creek’s international journey

•Why Southern Africa is perfectly positioned for the next wave of blueberry growth

•The critical role of flavor, firmness, and genetics in consumer preference

•How investment and professionalism will shape the next decade of farming

•His personal reflections on leadership, learning, and building a purpose-driven company

Packed with insight, optimism, and global perspective, this conversation reminds us that agriculture’s best future lies in collaboration, innovation, and heart.

Key Takeaways:

•The blueberry market is still in its early growth phase, with major opportunities in Africa.

•Genetics, flavor, and consumer experience are central to future competitiveness.

•Institutional investment and professionalization are essential for scaling the industry.

•Education and critical thinking remain vital for future agricultural leaders.

“Our competition isn’t each other — it’s junk food,” says Cort. “We’re all in this boat together.”

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