Fall Creek’s PeachyBlue blueberry drives category growth at Sprouts, showcasing power of breeding to shelf collaboration
Blueberry producer Fall Creek Farm & Nursery is celebrating the success of its PeachyBlue blueberry in delivering outstanding retail results at Sprouts Farmers Market stores nationwide.
The ZF08-029 berry is driving a six percent increase in total blueberry category sales during the summer promotion, ranking among the top one percent in dollar sales compared to other niche and innovative items at the retailer.
This achievement highlights the impact of a direct partnership between Fall Creek, Twin River Berries, and Sprouts, demonstrating how close collaboration from breeding to shelf can deliver measurable returns for growers, retailers, and consumers alike.
"PeachyBlue’s success at Sprouts demonstrates how close collaboration between breeders, growers, and retailers can deliver real advantages for consumers," said Val Shepler, commercial manager for the US and Canada at Fall Creek.
“This ‘seed to shelf’ collaboration is a first for us in the berries category,” said Jason Glunt, senior category manager at Sprouts. “Working directly with the breeder has inspired new ideas for finding unique, first-to-market products.”
PeachyBlue is conquering retail
The PeachyBlue program, which began with a pilot in Northern California in summer 2024, quickly expanded nationwide in response to strong consumer demand.
In 2025, PeachyBlue was promoted in more than 400 Sprouts stores, featuring front-door merchandising and active sampling. The variety’s total sell-through rates matched the entire berry category, underscoring its appeal and commercial success.
Key factors in PeachyBlue’s journey included effective communication across the supply chain, a clear understanding of each participant’s role, and a focus on flavor. The partnership has evolved beyond a single promotion, with ongoing efforts to support year-round supply, improved merchandising, and future plans to further grow PeachyBlue’s presence at retail.
For growers, the collaboration highlights the value of partnering directly with breeders and retailers to bring innovative varieties to market. Looking ahead, Fall Creek is prioritizing breeding for traits that balance on-farm economics with consumer preferences, aiming to create a feedback loop that benefits growers, retailers, and shoppers alike.
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