Coordinated field days aim to encourage deeper dialogue across the berry value chain
Three leading berry companies have teamed up to coordinate their field days in southern Spain this month for a two-days of breeding innovation aimed at encouraging deeper dialogue across the berry value chain.
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Fall Creek Farm and Nursery will host its first unified Field + Forum event featuring both the Fall Creek Collection and Sekoya programmes, aligning its programme with Planasa’s Meet & Greet Field Day and a dedicated Fresh Forward session to create a coordinated two-day industry experience on 10-11 March.
While each company maintains ownership of its respective event, they said the alignment reflects “a shared commitment to strengthening collaboration across the berry value chain and maximising relevance for retailers, marketers and key growers across the EMEA region”.
The joint initiative brings together two established events – Fall Creek’s Field + Forum and Planasa’s Meet & Greet, alongside a dedicated Fresh Forward session, creating a two-day programme designed to offer a more comprehensive and engaging experience for visitors that extends beyond agronomy toward growing the berry market together.
The programme will be delivered across three complementary sessions. On the morning of 10 March, Fall Creek will invite industry partners to explore how blueberry innovation meets market demand across its complete genetics portfolio at its Field & Forum event.
Marking the first time the Fall Creek Collection and Sekoya programmes 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.
On the afternoon of 10 March, Planasa will host its Meet & Greet event, showcasing innovation across four key berry crops – including awarded strawberries, blueberries, raspberries and the new blackberry programme – bringing together growers, retailers and partners across the value chain, while sharing market insights together with advanced breeding and varietal development.
Then, Fresh Forward will host a dedicated, invitation‑only session on 11 March at Fresh Forward finca, followed by an afternoon programme at its grower-partner Agromolinillo. Attendance is reserved exclusively for guests invited directly by Fresh Forward.
This session will focus on Fresh Forward’s low‑chill strawberry breeding programme, showcasing both advanced selections and established varieties. Developed through a strong commitment to innovation these varieties prioritise outstanding quality, exceptional taste, and improved disease resistance. Sustainability is a key driver across the programme, 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.
Working together
Fall Creek’s global marketing director Ellen Kim emphasized the collaborative spirit behind the initiative: “Field + Forum has always been about connecting what we develop with what the market actually needs. Bringing the Fall Creek Collection and Sekoya programmes together for the first time reflects how our breeding priorities are evolving, integrating genetic excellence with clear commercial direction. By aligning with Planasa and Fresh Forward during the same week, we are creating greater value for the industry and reinforcing the importance of collaboration across the value chain”.
According to Hans Liekens, global director of marketing and innovation at Planasa, the events go beyond individual company programmes: “These days are about bringing people together around a shared passion for berries and for growth. 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,” he said.
Fresh Forward’s managing director Teunis Sikma commented: “At Fresh Forward, we invest deeply in innovative breeding techniques because we believe real progress starts with genetic excellence. Our low‑chill breeding programme reflects our commitment to delivering varieties that combine great flavour, strong resilience, and sustainable performance.
“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. 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.”
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