Three global berry leaders unite to connect breeding innovation with market demand

Berry expert Fall Creek Farm and Nursery will host its first unified Field + Forum event. The occasion will feature a program aligned with Planasa’s Meet & Greet Field Day and a dedicated Fresh Forward session on 10 and 11 March, creating a coordinated two-day industry experience.

"Field + Forum has always been about connecting what we develop with what the market actually needs," said Fall Creek’s Global Marketing Director, Ellen Kim. "Bringing the Fall Creek Collection and SEKOYA programs together for the first time reflects how our breeding priorities are evolving, integrating genetic excellence with clear commercial direction."

While each company maintains ownership of its respective event, the alignment reflects a shared commitment to strengthening collaboration across the berry value chain and maximizing relevance for retailers, marketers, and key growers across the EMEA region.

“These days are about bringing people together around a shared passion for berries and for growth," said Hans Liekens, Global Director of Marketing and Innovation at Planasa. "By opening our doors together, we are creating a space where ideas can be exchanged, relationships can grow, and innovation can truly connect with the needs of the market. The Meet & Greet serves, by definition, as a key networking opportunity for the full berry community.”

Growing the berry market together

The event's program will be delivered across three complementary sessions:

Morning of 10 March – Field & Forum

Fall Creek invites industry partners to explore how blueberry innovation meets market demand across its complete genetics portfolio. Marking the first time the Fall Creek Collection and SEKOYA programs are presented within a single unified platform, this collaborative experience brings together field demonstrations, R&D tours, and market-focused sessions, culminating in blind tastings and open discussions designed to connect breeding advances with retail strategy and consumer expectations. The program balances technical insight with commercial realities, exploring how varieties are developed to serve both grower success and marketplace growth.

Afternoon of 10 March – Meet & Greet

Planasa's Meet & Greet event will showcase innovation across four key berry crops, including awarded strawberries, blueberries, raspberries, and the new blackberry program. The occasion will bring together growers, retailers, and partners across the value chain to share market insights, together with advanced breeding and varietal development.

11 March – Fresh Forward Session (Invitation Only)

Fresh Forward will host this event at its finca, followed by an afternoon program at its grower-partner Agromolinillo. This session will focus on Fresh Forward’s low‑chill strawberry breeding program, showcasing both advanced selections and established varieties. Developed through a strong commitment to innovation, these varieties prioritize outstanding quality, exceptional taste, and improved disease resistance. Sustainability is a key driver across the program, with breeding efforts aimed at reducing the impact of climate change and the need for chemical crop protection. The session will also highlight how consumer insights guide breeding decisions.

“By working closely with Fragaria Holland’s nurseries (the owner of Fresh Forward), growers such as Agromolinillo, and our trading partners—including Special Fruit, Angus Soft Fruits, Keelings, and Frutania—Fresh Forward is better equipped to serve both retailers and consumers," said Fresh Forward Managing Director Teunis Sikma. "It is rewarding for breeders to see our varieties in shops across Europe. It also allows us to evaluate taste, freshness, and shelf life from the consumer perspective."

Related stories

Fall Creek’s PeachyBlue blueberry drives category growth at Sprouts

From Mexico to China: Planasa's Blue Maldiva genetics transform the global blueberry sector