From Price Taker
to Market Maker
Growing Your Produce Business
in a Challenging Market
The market has gotten harder. Import competition is pushing prices down, tariffs are shifting costs, and buyers have more options than ever. In this session, Blue Book Services and the Georgia Fruit and Vegetable Growers Association will walk through how today’s produce growers are using market intelligence and smarter data practices to take control of their business, win better buyers, and grow through the headwinds.
Save Your Seat
Register below and we’ll send your Zoom link before the session.
What We’ll Cover
Takeaways you can put to work the same week.
Knowing Your Market Before You Sell
How to use market intelligence and buyer data to choose better buyers, time your sales more effectively, and stop leaving money on the table to import competition.
Data and AI in Plain Language
You don’t need a tech background to run a smarter operation. We’ll cover the practical tools growers are using today to make better decisions, without the complexity.
Protecting What You’ve Built
A grounded look at produce fraud and counterparty risk. How to vet new buyers before you commit, and the signals that separate reliable partners from risky ones.
Meet the Speakers
Hear about what it takes to grow smarter in today’s produce market.
Kirk Soule is CEO of Blue Book Services, the fresh food industry’s most trusted market intelligence platform. With deep roots in the produce industry and a straightforward, people-first approach, Kirk brings a grower’s sensibility to how Blue Book thinks about data, trust, and what it takes to build a sustainable food business.
Chris Butts has led the Georgia Fruit and Vegetable Growers Association since 2021, advocating for Georgia growers on labor, trade, and regulatory issues. With a strong background in agriculture, he serves on several national agricultural policy boards and committees, including appointments with USTR, NCAE, and IFPA. He lives near Athens, Georgia.
Session Partner
Georgia Fruit and Vegetable Growers Association
The GFVGA represents Georgia’s fruit and vegetable growers on labor, trade, food safety, and regulatory issues at both the state and federal level. Through education, advocacy, and applied research, the Association helps growers improve their operations and stay competitive in a rapidly changing market.
125 Years of Intelligence. Built for the Fresh Food Industry.
Blue Book gives produce operators the market intelligence, verified network, and credit tools to grow confidently and trade safely.
Partner Discovery
50,000+ verified decision makers, filterable by commodity, location, and credit score. Find better buyers and suppliers, and make sure they can find you. Updated daily.
Blue Book Credit Score
The only credit score built specifically for the fresh food industry. Proprietary, predictive, and built on real trade data. Know who you’re dealing with before product ships.
Market Intelligence
Daily industry news, commodity updates, and market signals from the supply chain’s most widely read publication. Stay ahead of the shifts that affect your pricing and your buyers.
Claims and Collections Support
Blue Book processed 400+ claims in 2025, recovering over $10M for members at an average resolution time of 45 days. When something goes wrong, Blue Book helps make it right.
Reserve your seat.
Register now and we’ll send your Zoom link ahead of the session.
Register NowQuestions? Call us at (630) 668-3500
