Theme of this year’s event was how to bridge the gap between genetics and consumer demand
Blueberry growers, marketers and industry leaders from across the EMEA region gathered in the Dutch town of Meterik last week for Fall Creek and Sekoya’s two-day Field + Forum, an annual event to share in-field insights, varietal observations, and collaborative dialogue.
This year’s theme, ‘Bridging the gap between genetics and consumer demand’, underscored their mission to align its genetics with market realities and future opportunities. A key focus of the event was the latest innovations in Northern Highbush varieties.
Day one was dedicated to Sekoya’s mid-high chill blueberry variety portfolio. Retailers and category buyers were invited to explore the full journey of its blueberries, from breeding and variety selection to growing, shipping, and retail display.
Through insightful discussions with industry experts, the event unpacked key questions shaping the future of the category: What matters most to today’s consumers? How can the industry ensure a consistent, 52-week supply? Can local production thrive alongside premium imports? “These conversations sparked valuable insights into driving innovation, promoting sustainability, and supporting long-term growth across the blueberry sector,” the company said.
The second day offered an in-depth, hands-on experience at Fall Creek’s nursery and demonstration fields, focused on innovation in Northern Highbush varieties. Participants explored advances in machine harvestability and took part in a blind tasting of standout selections from the Fall Creek collection and Sekoya platforms.
Cindy van Rijswick from Rabobank shared strategic insights on blueberries in the retail landscape, followed by Alexis Simoes, key account manager for Fall Creek and Sekoya, who showed how Northern Highbush varieties can address supply gaps. Attendees also had the opportunity to learn more about Fall Creek’s breeding pipeline, presented by Krzysztof Żabówka, applied research manager for Fall Creek EMEA. To close the day, Marcel Beelen presented the latest developments from FineField in the field of machine harvest, highlighting progress and possibilities for commercial growers.
With several nurseries across EMEA and strong regional partnerships, Fall Creek and Sekoya said they are committed to supporting the local blueberry industry, noting that Field + Forum serves as a platform to exchange knowledge, strengthen community, and accelerate innovation in response to changing climates and shifting market demands.
“These events are an opportunity to share challenges and learn from each other. It’s about shaping the future of blueberries together, through collaboration, innovative genetics, and solutions tailored to the region,” said Paul Nselel, chief commercial officer at Fall Creek. “Field + Forum stands as a testament to Fall Creek’s role in building a stronger, more resilient blueberry industry.”
