AgNet News Hour

Driscoll’s CEO Says Consumer Education Key to Agriculture’s Future

Driscoll’s CEO Soren Bjorn says stronger consumer education, regulatory reform, and support for California farmers will be critical to maintaining a vibrant specialty crop industry in the years ahead.
In the second part of an AgNet News Hour interview, Driscoll’s CEO Soren Bjorn discussed the importance of public engagement, agricultural policy, labor regulations, and the future of berry production in California.
Bjorn, who has led the berry company for years, shared his personal journey into agriculture. Originally from Denmark, he came to the United States on a golf scholarship to Baylor University before beginning a career in the produce industry that eventually led him to Driscoll’s.
“I tell people I have gotten to live my version of the American dream,” Bjorn said. “My greatest dream was to one day run a great American company.”
Throughout the discussion, Bjorn emphasized the need for agriculture to better communicate with consumers and policymakers. He argued that many critics of farming simply do not understand modern agricultural practices and that greater transparency can help bridge that gap.
“A lot of these people just have no idea,” Bjorn said. “That’s an opportunity for us.”
One example of that outreach involves bringing community leaders, educators, and consumers directly onto farms. Bjorn said firsthand exposure to agricultural operations often changes perceptions and helps people better understand how food is produced.
Bjorn also highlighted the strength of the Driscoll’s brand, noting that the company has built consumer trust through product consistency and quality. According to Bjorn, Driscoll’s ranked as the second-largest food and beverage brand in U.S. grocery sales during 2025, trailing only Coca-Cola.
“That tells you the power of having a product consumers trust,” Bjorn explained while discussing the value of branding in agriculture.
The conversation also turned toward California’s regulatory climate. Bjorn argued that while regulations are often well-intentioned, lawmakers should be willing to revisit policies that fail to achieve their intended goals. He pointed specifically to agricultural overtime regulations, which he said reduced work hours and earnings opportunities for many farmworkers despite being designed to help them.
“What we said was if you do this, the farm workers’ work week is going to go down,” Bjorn explained. “The very people they were supposed to help lost.”
Bjorn believes California can remain a highly regulated state while still improving efficiency by removing rules that create unnecessary burdens without producing measurable benefits. He encouraged policymakers to consult agricultural experts more frequently when evaluating new proposals.
Despite ongoing challenges, Bjorn remains optimistic about the future of farming. He pointed to younger generations entering agriculture, including students involved in agricultural education programs and university studies, as a source of encouragement for the industry’s future.
Looking ahead to the summer berry season, Bjorn said consumers can expect strong supplies of raspberries, blackberries, and blueberries, while strawberry supplies should improve as the season progresses. He also encouraged consumers to remember the farmers behind the products they purchase.
“When you pay a little bit extra in June and July this year, just realize there are farmers behind it,” Bjorn said.
As California agriculture continues facing challenges ranging from labor and housing to regulations and public perception, Bjorn said building stronger connections between consumers and farmers will remain essential for long-term success.

Driscoll’s CEO Discusses Berry Markets, California Farming Challenges

Driscoll’s CEO says weather volatility, rising regulations, labor concerns, and water challenges continue shaping the future of California’s specialty crop industry, even as consumer demand for berries remains strong.
Driscoll’s Chief Executive Officer Soren Bjorn recently joined AgNet News Hour to discuss the current berry season, the company’s growth, and the challenges facing specialty crop growers throughout California and beyond.
According to Bjorn, California’s strawberry season has been unusual due to weather patterns that disrupted normal production schedules. An early heat wave followed by cooler and wetter conditions shifted harvest timing, creating supply challenges across key growing regions.
“We had a way too many strawberries in March and April, and now we don’t have enough,” Bjorn explained, noting that the timing of production has created market complications for growers and retailers.
Driscoll’s, a family-owned company approaching its 75th anniversary, works with approximately 1,000 growers worldwide and sells berries in roughly 65 countries. The company’s business model centers on developing proprietary berry varieties, producing plants through its nursery system, and partnering with growers who produce the fruit.
While strawberries remain the company’s signature crop, Bjorn highlighted continued growth across the berry category, particularly blueberries. Consumer demand for fresh berries continues to rise as shoppers increasingly seek healthier food choices.
“The whole category is really where consumers want to be,” Bjorn said. “It’s healthy, it’s convenient, and consumers today are making choices to live a healthier lifestyle.”
Bjorn also addressed California’s regulatory environment, describing it as one of the most significant challenges facing specialty crop producers. He emphasized that many specialty crops cannot simply relocate to other states because California’s climate provides ideal growing conditions.
“The best place in the world to grow strawberries is in California,” Bjorn said. “We can’t move it somewhere else.”
In addition to regulatory concerns, Bjorn pointed to labor, housing, and water availability as ongoing issues. While he noted improvements in the federal H-2A guest worker program, affordable farmworker housing remains difficult to develop, particularly in California’s coastal production regions.
Water management also varies dramatically by region. Bjorn explained that growers in Watsonville, Santa Maria, and Ventura County each face different water supply realities, requiring localized solutions to maintain long-term agricultural viability.
The CEO also discussed organic production, noting that Driscoll’s accounts for more than half of organic berry sales in North America. However, organic strawberries can cost 30 to 35 percent more to produce than conventional berries, creating economic challenges despite growing consumer demand.
Bjorn said future success will depend on balancing sustainability goals with practical farming realities, particularly when it comes to crop protection tools and biological alternatives to traditional pesticides. He stressed that innovation must keep pace with regulatory changes to ensure growers remain profitable and productive.
Beyond policy issues, Bjorn encouraged agriculture to do a better job telling its story to consumers and community leaders. He believes many misconceptions about farming can be addressed through education and direct engagement with the public.
As California agriculture continues navigating regulatory, labor, and environmental pressures, Bjorn said maintaining profitable farms remains the ultimate priority.
“There is nothing I’m more worried about in my job every day than making sure the growers we work with can be successful for another generation or two,” he said.

Harvest Replay Technology Helps Specialty Crop Growers Improve Labor Efficiency

As labor costs continue to rise and farm margins remain under pressure, specialty crop growers are increasingly turning to technology to improve efficiency. One company believes artificial intelligence and farm data can help growers make better decisions every day through a unique audio-based reporting system.
Steve Mantle, founder of Innovate Ag, recently discussed the company’s Harvest Replay platform during an interview on AgNet News Hour. The technology is designed to help growers better understand labor performance, operational efficiency, and production trends by transforming farm data into easy-to-consume daily audio reports.
Mantle launched Innovate Ag seven years ago after leaving the technology sector and recognizing opportunities to bring data-driven decision-making tools to agriculture. The company now works with hundreds of farms across the United States, Latin America, and Europe, with a particular focus on labor-intensive specialty crops.
According to Mantle, labor remains the largest expense for many specialty crop operations. Harvest Replay helps growers identify inefficiencies by analyzing payroll, harvest, and operational data to highlight areas where productivity can be improved.
The platform generates customized daily podcasts tailored to different levels of a farming operation. Leadership teams receive economic and financial insights, farm managers receive operational recommendations, and crew leaders can access practical field-level information. Reports can also be delivered in Spanish to better serve workforce needs.
“Harvest Replay is basically a daily podcast that growers listen to that talks about what happened on the farm yesterday and what’s happening the day and week ahead,” Mantle explained.
The audio summaries can identify issues such as underperforming blocks, labor deployment inefficiencies, and productivity trends. By reviewing historical and real-time data, growers can make adjustments that may improve profitability and optimize workforce allocation.
Mantle said the system requires minimal setup and can integrate with existing payroll and farm management platforms. Once connected, the platform automatically analyzes incoming data and generates daily reports without requiring additional data entry from growers.
To encourage adoption, Innovate Ag is offering pilot programs aimed at helping growers evaluate the technology before committing to a broader rollout. The company says participating growers can identify operational “leaky buckets” that may be reducing profitability and labor efficiency.
Beyond labor management, Mantle believes artificial intelligence will continue playing a larger role in agriculture as growers face increasing challenges from weather variability, rising input costs, regulatory pressures, and workforce shortages. Technologies that help simplify decision-making could become valuable tools for producers trying to remain competitive.
As specialty crop operations continue looking for ways to improve efficiency, platforms like Harvest Replay represent one example of how AI and automation are beginning to reshape day-to-day farm management.

Blueberry Industry Looks to Innovation and Marketing to Drive Future Growth

Blueberries continue to gain popularity with consumers, and industry leaders are looking for new ways to keep that momentum growing through innovative products, creative marketing, and expanded consumer engagement. In today's episode of the AgNet News Hour, U.S. Highbush Blueberry Council President Kasey Cronquist discussed how the industry is leveraging the Blueberry Boost Accelerator program to inspire new uses for blueberries and expand demand across multiple consumer segments.
Cronquist said blueberries have evolved far beyond a seasonal fruit and are now available year-round thanks to domestic production and global supply chains. As consumer demand continues to rise, the industry is searching for new opportunities to incorporate blueberries into products beyond their traditional breakfast and snack applications.
The Blueberry Boost Accelerator was created to encourage entrepreneurs and food companies to develop innovative products featuring blueberries. The program offers participants mentorship, industry exposure, and cash prizes while helping identify new ways consumers can incorporate blueberries into their daily diets.
“We want blueberries to be the world’s favorite fruit,” Cronquist said. “USHBC exists to give more consumers in the United States more reasons to buy more blueberries.”
The initiative reflects a broader trend within agriculture, where successful commodities increasingly rely on marketing and product innovation to maintain growth. Cronquist noted that blueberries already enjoy strong consumer recognition for their nutritional value, but the industry sees significant opportunities to increase consumption through new product categories and applications.
One example highlighted during the interview was last year’s competition winner, a high-protein whipped mousse dessert that incorporated blueberries as a featured ingredient. Programs like the accelerator help connect blueberry growers with emerging food companies looking to capitalize on consumer interest in health, wellness, convenience, and high-protein foods.
The blueberry industry is also benefiting from broader consumer trends emphasizing healthy eating. Cronquist said blueberries align well with growing demand for nutritious snacks, functional foods, and fresh produce options that support wellness-focused lifestyles.
According to Cronquist, approximately half of U.S. households currently consume blueberries, leaving significant room for future growth. Increasing production acreage and expanded availability have helped support rising demand, while ongoing marketing efforts aim to introduce blueberries to new consumers and new occasions throughout the day.
Packaging innovation also remains a priority. From larger family-sized containers to grab-and-go snack packs, the industry continues exploring ways to improve convenience and accessibility for consumers. These efforts are designed to help ensure every berry finds a home while supporting continued growth for growers.
Cronquist said the industry is seeing strong fruit quality this season and remains optimistic about future opportunities. As consumer interest in healthy foods continues to grow, blueberries are well-positioned to capitalize on evolving dietary trends and changing purchasing habits.
The Blueberry Boost Accelerator is currently accepting interest from entrepreneurs and companies interested in developing blueberry-based products, with winners to be announced later this year.
 
 

Beef Prices Remain High as Demand Stays Strong, Industry Expert Says

Beef prices remain elevated across the United States as cattle supplies stay historically tight while consumer demand for protein continues to grow, according to meat industry expert Darren Hill of J.D. Food. During a recent AgNet News Hour interview, Hill discussed the factors driving beef prices, changing consumer habits, and emerging animal health concerns impacting the livestock sector.
Hill explained that the U.S. cattle herd remains at relatively low levels, limiting beef availability even as demand continues to increase. He noted that consumer interest in high-protein diets has helped fuel strong demand for beef products despite higher retail prices.
“We’re still struggling as an industry with the cattle herd,” Hill said. “The herd remains extremely low and demand is exceedingly high.”
The beef industry remains highly concentrated, with four major beef packers accounting for roughly 85 percent of the nation’s beef processing capacity. Hill said that market concentration, combined with tight cattle supplies, has contributed to continued price pressure throughout the supply chain.
While beef prices remain high, Hill believes consumers still view beef as a worthwhile purchase, particularly when preparing meals at home. He noted that many families compare the cost of cooking steaks or hamburgers at home against restaurant prices and continue to find value in beef products.
At the same time, analysts expect some consumers to shift toward lower-cost protein options such as pork and chicken during the summer grilling season. Memorial Day marked the unofficial start of grilling season, and retailers are already seeing increased protein sales as families spend more time outdoors and gather for barbecues and holiday celebrations.
Hill also highlighted the role of innovation within the beef industry. Restaurants and retailers are increasingly utilizing alternative beef cuts that offer strong flavor and tenderness at lower price points. Cuts such as the flat iron steak have gained popularity as chefs seek creative ways to provide value while maintaining quality dining experiences.
Another issue drawing attention is the recent discovery of New World screwworm in a calf in South Texas. Hill said federal officials responded quickly by implementing quarantines, movement controls, surveillance efforts, and sterile fly release programs designed to prevent the pest from spreading. He emphasized that the situation currently poses no threat to consumers and that the U.S. food supply remains safe.
Freight costs continue to be another major factor influencing food prices. Hill noted that rising transportation expenses affect nearly every stage of the supply chain, from moving cattle and feed to delivering finished products to retailers and foodservice operators.
Looking ahead to the summer grilling season and America’s upcoming 250th anniversary celebrations, Hill expects strong demand for beef and other proteins to continue. While prices may remain elevated, he believes consumers will continue making room in their budgets for backyard barbecues and family gatherings.

California Trucking Industry Grapples with Rising Fuel Costs and Regulatory Pressure

California trucking companies continue to face mounting challenges from rising fuel prices, regulatory requirements, and increasing operating costs, according to industry leaders featured on a recent episode of the AgNet News Hour.
During the program, Wildwood Trucking owner Mark Woods discussed the difficult business environment facing transportation companies that play a critical role in moving California’s agricultural products across the state and nation. Woods said freight demand remains steady, but fuel expenses continue to put pressure on trucking operations and their customers.
“We’re still busy. We’re working,” Woods said. “But this whole fuel thing has been really the biggest challenge.”
Woods explained that while some customers pay fuel surcharges, many trucking companies are still absorbing significant increases in diesel costs. He noted that raising freight rates is not always a practical solution because growers, shippers, and receivers are facing their own economic pressures.
The discussion also examined California’s fuel tax structure and the broader impacts of state energy policies. Guest Ellington Smith, who writes regularly on energy and economic issues, argued that fuel taxes and fees have contributed significantly to higher gasoline and diesel prices in California compared to other states.
Smith said California’s fuel costs affect every sector of the economy, including agriculture, transportation, and manufacturing. He also expressed concerns about refinery closures and the state’s reliance on imported fuel supplies. According to Smith, long-term energy infrastructure decisions could continue affecting costs for businesses and consumers alike.
For agriculture, transportation remains a critical link in the supply chain. California growers depend on trucking companies to move fresh produce, nuts, dairy products, and other commodities from farms to processors, distributors, retailers, and export markets. Any increase in transportation costs ultimately affects the entire agricultural economy.
Woods emphasized that trucking companies have already made significant investments in cleaner equipment and emissions technology while continuing to deliver products safely and efficiently.
“Everything in your house, everything in your office has been delivered by an 18-wheel truck,” Woods noted during the interview.
As California continues debating energy policy, fuel taxes, and economic development, transportation industry leaders say maintaining a competitive business environment will be essential for supporting agriculture and the broader economy. The conversation highlighted how closely tied fuel costs, freight transportation, and agricultural profitability have become throughout the state.

San Diego Agriculture Faces Rising Costs, Labor Challenges, and Water Concerns

AgNet News Hour continued its spotlight on California agriculture with part two of a conversation featuring fifth-generation farmer and former San Diego County Farm Bureau President Dana Groot, who discussed the unique opportunities and growing challenges facing farmers in San Diego County.
While San Diego is often known for its beaches, tourism, and year-round weather, Groot said many people are unaware of the region’s significant agricultural footprint. The county remains a major producer of avocados, citrus, nursery crops, floriculture products, and specialty crops, supporting thousands of jobs and contributing significantly to the local economy.
“The public has this image of farming that’s often large industrial-scale farms,” Groot said. “San Diego County, we’re family-owned farms, specialty crops, and sell a lot of what we grow here locally.”
One of the biggest concerns discussed during the interview was the increasing cost of doing business in California. Groot noted that farmers must compete against imported products that are often grown under very different labor, environmental, and pesticide regulations.
“The consequence will certainly be imported foods,” Groot explained, warning that California growers continue to face higher production costs than many foreign competitors.
Labor remains another significant challenge. According to Groot, San Diego County growers struggle to attract workers due to high housing costs and long commute distances between urban residential areas and rural farming communities.
“The issue in our county is really the available housing tends to be in the more urban locations, and the farms tend to be in the more rural locations,” Groot said.
The discussion also highlighted the importance of San Diego County’s nursery and floriculture sector. California leads the nation in nursery production, and San Diego County remains the top county in the country for nursery and floriculture products. However, industry consolidation has changed the landscape over the past several decades, leaving fewer independent retailers and more reliance on large chain stores.
Pest and disease management continues to be another concern for growers. Groot discussed ongoing efforts to protect citrus production from the Asian citrus psyllid and Huanglongbing disease, while also noting increasing challenges from invasive pests and plant diseases impacting ornamental crops and strawberries.
Despite these challenges, San Diego agriculture continues to benefit from one of the most favorable growing climates in the country. The region’s mild weather allows growers to produce crops year-round, providing a unique advantage compared to many other agricultural regions.
Groot also emphasized the importance of public education and outreach, encouraging consumers and policymakers to learn more about farming and understand the role agriculture plays in food security, economic development, and environmental stewardship.
“We all stand a better chance of thriving,” Groot said, “if we all work together.”
The interview underscored a common theme heard throughout California agriculture: farmers continue adapting to rising costs, labor shortages, water concerns, and increasing regulations while working to maintain local food production and support rural communities.

USDA Officials Highlight Water, Rural Development, and Specialty Crop Support in California

The AgNet News Hour continued its coverage of federal agricultural initiatives with conversations featuring USDA Rural Development State Director Bryan Anguiano and former San Diego County Farm Bureau President Dana Groot. The discussions focused on water infrastructure, rural economic development, specialty crop agriculture, and the challenges facing farmers throughout California.
Fresh off a visit to California by U.S. Agriculture Secretary Brooke Rollins, USDA officials emphasized the importance of supporting agriculture and rural communities across the state. Bryan Anguiano, who serves as California State Director for USDA Rural Development, said his agency plays a key role in funding infrastructure projects, economic development, and water systems that support farming communities.
“We help provide the resources needed for infrastructure, for job creation, and really for the next generation of rural communities,” Anguiano said.
Water remained a central topic throughout the broadcast. Anguiano noted that USDA programs assist municipalities, counties, and water districts with financing projects such as pipelines, water tanks, and system improvements. He stressed that reliable water infrastructure is essential for both agricultural production and rural quality of life.
“Water means jobs,” Anguiano explained, noting that rural communities depend on stable water supplies to support both agriculture and economic development.
The show also featured an extended conversation with former San Diego County Farm Bureau President Dana Groot, who highlighted the unique agricultural landscape of Southern California. While many consumers associate San Diego County with avocados and citrus, Groot explained that the region is also home to the nation’s largest concentration of nursery and floriculture production.
“San Diego is the largest county in the country for nursery and floriculture products,” Groot said, noting that greenhouse, ornamental plant, and nursery production accounts for roughly $1 billion of the county’s agricultural value.
Groot discussed the challenges facing growers in one of California’s most expensive regions. Land costs, labor expenses, housing shortages, and increasing regulations continue to place pressure on family farming operations. He noted that many farms in San Diego County average only about 10 acres in size and rely heavily on specialty crops that require significant labor and management.
One of the most pressing concerns for growers in the region is water. According to Groot, agricultural water costs in San Diego County are among the highest in the nation, reaching approximately $3,000 per acre-foot in some cases. Much of the region’s supply comes from imported sources, making long-term affordability a major concern.
The interview also addressed concerns about declining acreage, regulatory burdens, and the future of family farming in California. Groot warned that increasing production costs continue to challenge the next generation of farmers and make succession planning more difficult.
“We grow what we call specialty crops,” Groot said. “The specialty crop nature of our production is really considered high-value inventory.”
Throughout the discussion, hosts Nick Papagni and Josh McGill emphasized the importance of maintaining California’s agricultural production capacity while improving water management and reducing barriers that impact growers. Water infrastructure, labor availability, housing affordability, and regulatory reform were recurring themes throughout the broadcast.
The program also highlighted concerns over the future of avocado production in Southern California. Groot noted that some growers are considering shutting off water to large acreage blocks due to rising costs, creating both economic and environmental concerns for the region.
The broadcast concluded with optimism that increased attention from federal agricultural officials could help address some of the long-standing challenges facing California agriculture, particularly in rural communities dependent on water infrastructure and specialty crop production.