"The market continues to grow, as does the demand for quality" Cort Brazelton, Co-CEO of FallCreek Farm & Nursery is one of most recognizable figures in the international blueberry industry. In a recent interview published in the 6th edition of BlueMagazine 2021, Brazelton talked about his 2019 assertion that the blueberry market was entering a new paradigm, and that it would no longer be the supply that would sustain the industry. He claimed then that the quality of the fruit would be the determining factor for demand and consumption. In the recent interview he was asked whether he would have to make adjustments to his theory that in 2020 a “paradigm shift” would begin in the blueberry industry, due to the current pandemic.