Fall Creek® and SEKOYA® in the Netherlands: Innovative Blueberries for Future Generations

In mid-July, the picturesque grounds of Fall Creek®’s nursery and demonstration fields in Meterik, the Netherlands, became the focal point of a major European discussion on the future of blueberry cultivation. On July 15–16, 2025, the Field + Forum event, jointly organized by Fall Creek® and SEKOYA®, brought together hundreds of participants from across the EMEA region – including growers, buyers, retail representatives, scientists, and technical advisors.

52 Weeks a Year

This year’s edition was held under the theme “Bridging the Gap Between Genetics and Consumer Demand”, reflecting the growing need to align breeding progress with market realities and evolving consumer expectations. As a global leader in blueberry genetics and nursery stock, Fall Creek® has long focused not only on improving varietal traits, but also on building comprehensive, market-ready solutions – from field to retail shelf.

The first day of the event focused on SEKOYA® varieties with mid-to-late season ripening. Participants had the opportunity to follow the complete development cycle of a blueberry – from breeding and selection through cultivation and harvesting to logistics and retail presentation. One of the key segments of the day involved discussions with retailers and buyers about how the industry can deliver fresh blueberries 52 weeks a year, the role of local production amid increasing globalization, and what modern consumers expect in terms of quality, freshness, and origin.

New Varieties Responding to Market Needs

The second day of the forum was entirely hands-on. Attendees visited Fall Creek®’s test fields and nursery to see firsthand the latest Northern Highbush varieties. These cultivars, which offer both high fruit quality and excellent adaptation to the EMEA region’s diverse climates, are becoming the foundation of modern blueberry production in Europe and beyond. Visitors could observe the genetic differences between breeding lines, participate in fruit tastings, and review performance metrics including yield potential and plant resilience to environmental stress.

Particular attention was drawn to Fall Creek® varieties that not only meet strict commercial standards but are also bred with the future in mind. These are plants with predictable growth, high fruit uniformity, and significant potential for machine harvesting. These breeding advancements are the result of years of research conducted in local EMEA conditions, offering growers a true competitive edge and confidence in their long-term investment. In practice, this means varieties that are less sensitive to weather extremes, with longer shelf life, superior firmness, and an appealing flavor profile that impresses even the most demanding consumers.

A highlight of the day was a presentation by Cindy van Rijswick, Senior Analyst at Rabobank, who outlined key retail market trends and challenges facing the blueberry sector. Alexis Simoes, Key Account Manager at SEKOYA® and Fall Creek®, followed with a session on how Northern Highbush varieties can strategically fill supply gaps. Krzysztof Żabówka, Applied Research Manager at Fall Creek® EMEA, shared detailed updates on the company’s European breeding program. The day concluded with a field demonstration by Marcel Beelen from FineField, showcasing the potential of automated harvesting and proving that efficiency and fruit quality can go hand in hand.

Understanding Trends is Key to Success

Field + Forum 2025 was not just a varietal showcase – it was a platform for open dialogue about how to build a resilient and innovative European blueberry industry. Fall Creek® and SEKOYA®, with active operations across the EMEA region, are deeply committed to supporting local growers – not only by providing premium plant material, but also through expert guidance, knowledge sharing, and promoting sustainable production practices.

As Paul Nselel, Chief Commercial Officer at Fall Creek®, emphasized, the future of blueberries is built on collaboration, innovation, and understanding the unique needs of each market. Events like Field + Forum are where these principles are translated into action.

The Netherlands – a country renowned for precision agriculture – once again proved to be an ideal venue for presenting cutting-edge berry growing solutions. For participants, the event offered more than just education and networking – it was a clear sign that the European blueberry sector is entering a new phase of growth, one defined by quality, technology, and deep market insight.