Packer Fresh Take: Amanda Griffin of North American Blueberry Council

Amanda Griffin is the vice president of education and events specialist with the North American Blueberry Council. In a Q&A with The Packer, Griffin discussed marketing advice, goals for the produce industry and what favorite activities are getting her through the pandemic.

How did you get into the produce industry?

Griffin: My produce industry career began just over eight years ago when I applied for an events manager role at United Fresh Produce Association. Prior to that role, my career largely centered around association management work within other industries. It didn’t take long to realize that the produce industry is where I belong. I remember after my first United Fresh event, I flew home and talked nonstop to my family that I found my ‘fit.’ Being of the service mindset, it’s so rewarding to serve such a hardworking and family-centric industry. It’s funny to reflect back on those early years now that I have weaved my way into working for the blueberry sector. I can’t imagine serving any other industry.

What's the best marketing advice you ever got?

‘Know your audience.’ There are so many wonderful ideas that get generated in brainstorming sessions. Ones that we just know will resonate with folks — that is, until we think [about] who we are really trying to speak to. This is always the key question in the room. A great idea may be just that, but are we really reaching the audience we intend to with it and does this idea actually elicit the ‘action’ we are hoping for?

What's the biggest opportunity of which the produce industry has yet to take advantage?

I love the discussion around taking back the fresh foods conversation. I wouldn’t say the produce industry hasn’t taken advantage of it, but we certainly have room to grow in that space. By definition, we are healthy and our fresh fruits and vegetables can make an impact on so many health-related issues. The produce industry deserves to take that story and run with it as far as possible.

What's your "silver lining" from 2020?

Photo courtesy Amada Griffin

My silver lining from the past couple of years is the importance of family and friends. I know this is a very common theme, but I will never forget when I finally got to see family and hug them again. Or the feeling of finally going out to dinner with friends, something so common pre-pandemic, but so refreshing as we emerge on the other side. The other weekend, my 3-year-old son went to his first big birthday party for a friend. Most of his life, playdates have been limited. So, to see him run around with lots of other little kids laughing and playing brought tears to my eyes. Those are a few examples of moments I hope to never forget so I can remember to cherish the time I get with family and friends moving forward.

What's your most memorable project/brand launch/other accomplishment in your career so far?

My most memorable project has to be when we revamped United Fresh’s convention back in 2019. As a team and with the industry’s help, we rethought every element of the show. We splashed a launch campaign that said, ‘Change is coming!’ And then delivered new branding and increased offerings within the show to better deliver on attendee interaction. In my very unbiased opinion, the convention was fun, exciting and educational. It helps that we decided to throw a concert on one of the open nights. All in all, I think my main takeaway from that project goes back to knowing your audience. At the time, our show was stale and we were missing the mark on delivering. With the help of some creative and dedicated industry volunteers, the campaign to energize the show was a success. We didn’t get to plan another in-person convention after 2019 [when the pandemic hit], but I do know that [the International Fresh Produce Association] and the new Global Produce and Floral Show [set for Oct. 27-29 in Orlando] will infuse a lot of that same energy in October.

How do you unwind?

My favorite activity that helps me to unwind from the day is running. The act of running allows my brain to process the day and put things into perspective. Sometimes, the run is there to allow my brain to stop and feel the quiet, and other times it allows me to prioritize my next steps. Those close to me will quietly suggest perhaps a run is in order when it seems my day is overwhelming me.

What's your favorite produce item, and how do you like to prepare it?

Ever since joining the blueberry team, I have thoroughly enjoyed cooking with blueberries. For the Super Bowl this year, rather than make a fan favorite of baked brie and fig, I switched it up and made it with blueberries. Certainly was a hit. On the vegetable side, I love green beans! One of my favorite recipes involves steaming the green beans and then quickly sauteing them with soy sauce, brown sugar and garlic. You turn someone into a green bean lover with that recipe!

What did you “binge” over the pandemic? Any movies, TV shows, books or podcasts you’d recommend?

I hate to admit this, but during the pandemic, I binged running. I absolutely hate to feel trapped inside, and running allowed me to get out and get some fresh air. With two young kids, the run outside was a mental break from work and the

Photo courtesy Amada Griffin

walls of my house (even if I was pushing them along in the stroller). I managed to run two marathons and a half-marathon during that time. Along the way, I did get into listening to podcasts while running. I basically listened to anything Wondery put out and dove into some industry-related ones, too [‘The Business of Blueberries!’].

What's the story of your pet's name?

We have a border collie at home named Koda, which is the Dakota Sioux word for ‘friend.’ As an active dog, she has been on many adventures with us. We have hiked, gone for long runs and endlessly frolicked on beaches. Being older now, she likes to just curl up and relax with the family.

What's a fun item on your bucket list?

Bucket lists are hard for me because, when I set my mind to doing something, I just go for it. Sometimes, that can seem impulsive, but one item I haven’t tackled yet is to go skydiving. I probably could have gone by now, but equal to this desire is a fear of doing it. Half of me can’t wait to do it someday and the other half of me says, ‘No way.’ That’s how I know I should do it!