Fall Creek showcases innovation across genetics and berry portfolio at Fruit Attraction 2026

New blueberry varieties from the Fall Creek Collection and Sekoya, an expanded berry genetics portfolio and market-focused innovation, will be on display at Hall 9, Stand F08, between October 6 and 8 at Fruit Attraction 2026 in Madrid, Spain.

At the event, the company will showcase the newly released Everlast ‘FC11-164’ and Sekoya Nova ‘FC15-173’, alongside its expansion into raspberries and blackberries. The company will also highlight how its BREED. GROW. SERVE. approach connects genetics, growers and the marketplace.

Fall Creek: Innovation starts with genetics

Everlast ‘FC11-164’, joining the Fall Creek Collection, and Sekoya Nova ‘FC15-173’, joining Sekoya, represent the latest genetics from the company's two commercial platforms. The company will also feature low-chill varieties from the Fall Creek Collection and Sekoya Pop ‘FCM14-052’, a low-chill variety from Sekoya, while sharing progress from its genetics pipeline and trial network.

In a recent consumer survey across seven premium blueberry-consuming regions, respondents consistently cited fruit condition as a barrier to satisfaction, identifying mushy fruit and early spoilage as common sources of disappointment, while also highlighting taste as a foundational expectation.

“What consumers are telling us is pretty straightforward: if the fruit disappoints them, they may not come back,” said Paul Nselel, Chief Commercial Officer. “The better we can address condition, shelf life and flavor at the genetics level, the stronger the opportunity is for growers, retailers and consumers.”

Taking innovation from genetics to market

Visitors to the firm's stand will also see how the Fall Creek Collection and Sekoya platforms serve distinct but complementary roles in bringing its genetics to market.

The Fall Creek Collection provides professional growers with access to differentiated genetics across chill levels, supported by the nursery’s horticultural and technical expertise. Sekoya brings together members across multiple production regions, focusing on high-quality fruit and reliable year-round supply.

“Growers consistently tell us they need varieties that perform in their environment, fit their harvest strategy and ultimately earn their place in the market,” said Teun Leenders, EMEA Commercial Manager. “Our role is to connect the right genetics with the right growing conditions, technical support, and market opportunity.”

The company will also preview Berry Business Week 2027, including a Global Field + Forum focused on low-chill production in Seville, Spain, on March 18, 2027.

Growing innovation beyond blueberries

The firm will also use Fruit Attraction to showcase its expansion into raspberries and blackberries, building on nearly five decades of expertise in blueberry genetics and nursery production.

The expansion brings together more than three decades of Rubus breeding experience and an established portfolio, further strengthening Fall Creek’s offering to growers. Among the genetics now available through Fall Creek are Amalia Rossa ‘BTRASFOUR’ and EasyRose ‘ALEL101’, recently added to Fall Creek’s raspberry portfolio.

*All images courtesy of Fall Creek. 

Related stories

Fall Creek moves beyond blueberries with Berryplant and Berrytech acquisition