Fall Creek expands its scope beyond blueberries and strengthens its presence in Europe with the acquisition of Berryplant and Berrytech, two Trentino-based companies specialized in Rubus breeding and propagation.
Fall Creek has announced the acquisition of Berryplant and Berrytech, two Italian companies based in Trentino that in recent years have built a platform specialized in breeding and nursery production for berries, with a particular focus on raspberries and blackberries.
The operation marks a strategic step for the U.S.-based group, known globally for its work in blueberries. With this acquisition, Fall Creek aims to broaden its perspective from the concept of “A World with Better Blueberries™” toward a wider vision: “A World with Better Berries”.
A step beyond blueberries
Marc de Beer, Chief Executive Officer of Fall Creek, emphasized the value of integrating with the Italian team and with the Rubus platform developed by Berryplant and Berrytech.
“By bringing together talented people with a shared purpose, we hope to better serve the berry industry and accelerate our mission,” de Beer stated.
The reference is not only industrial, but also cultural. Fall Creek has built its identity on a model that combines genetics, nursery quality and technical support for growers. This approach is now being extended to a broader perimeter, in which berries are no longer viewed as separate categories, but as an integrated system of varietal innovation, agronomic service and value for the supply chain.
The value of the Italian platform
Berryplant and Berrytech are the result of a family and entrepreneurial journey rooted in Trentino. Over time, the company has developed specific expertise in propagation and varietal selection, earning the trust of growers in several markets.
According to Marc de Beer, the strength of Berryplant and Berrytech lies in the combination of a breeding program, technical expertise and relationships built with growers. This is a foundation that Fall Creek intends to enhance and develop further.
In his message, Fall Creek’s CEO specifically mentioned Diego Ioriatti, Maddalena Grisenti and the entire Berrytech and Berryplant team, acknowledging the work carried out over the years “with passion and determination”.
Breeding, nursery production and technical support
The acquisition strengthens Fall Creek’s ability to operate on three central levers for the future of the sector: better varieties, better plants and more effective support for growers.
This point is particularly relevant at a time when global demand for high-quality berries continues to grow, while pressure is also increasing on productivity, labor, climate adaptability, shelf life and organoleptic quality.
In this scenario, competitive advantage no longer depends only on the availability of new varieties, but on the ability to support them with a complete platform: genetic selection, agronomic validation, professional propagation, technical assistance and ongoing relationships with growers.
A strategy for the entire supply chain
For Fall Creek, varietal improvement is not an isolated objective. In the vision expressed by Marc de Beer, better varieties and high-quality plants must create value throughout the entire chain: from breeders to nurseries, from growers to retailers, and ultimately to the final consumer.
The consumer is indeed the final point of this journey: the goal is to deliver fruit capable of offering a superior experience in terms of flavor, texture, appearance and reliability. This is one of the key areas in which the berry sector will determine a decisive part of its future growth.
The integration of Berryplant and Berrytech allows Fall Creek to move closer to this goal also in Rubus, bringing into the group specialist expertise developed in Italy and recognized internationally.
A signal for the European market
The operation also has clear significance for Europe. Trentino is one of the symbolic areas of Italian berry production and hosts well-established nursery and production expertise. The entry of a global player such as Fall Creek into this ecosystem confirms the growing interest in the European market and in Italy’s ability to generate varietal and technical innovation.
For growers, the message is clear: the future of berries will be increasingly linked to the availability of solid varietal platforms, professional nursery production and technical support capable of reducing risks and increasing final quality.
Toward “A World with Better Berries”
With this acquisition, Fall Creek takes both a symbolic and strategic step. The group is not abandoning the identity it has built around blueberries, but is extending it to a broader concept of berries.
The closing formula chosen by Marc de Beer clearly summarizes this direction: from “A World with Better Blueberries™” to “A World with Better Berries”.
It is a statement of intent that indicates not only an expansion of the portfolio, but also a possible evolution of Fall Creek’s global positioning: from blueberry specialist to an international platform for innovation in berries.
