New blueberry varieties from the Fall Creek® Collection and Sekoya®, an expanded portfolio of raspberry and blackberry genetics, and market-focused innovation were among the highlights presented in Madrid.
MADRID, Spain, Oct. 15, 2026 – Fall Creek® highlighted its latest blueberry genetics, expanding berry portfolio and grower-focused innovations during Fruit Attraction 2026, held in Madrid from October 6–8.
Among the key developments presented at the international trade fair were the newly released Everlast™ ‘FC11-164’ and Sekoya® Nova ‘FC15-173’, alongside the company's expansion into raspberries and blackberries. Fall Creek® also emphasized how its BREED. GROW. SERVE. approach connects genetics, growers and the marketplace.
Innovation Starts with Genetics
Everlast™ ‘FC11-164’, joining the Fall Creek® Collection, and Sekoya® Nova ‘FC15-173’, joining Sekoya®, represent the latest genetics from Fall Creek®’s two commercial platforms.
The company also highlighted 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 Fall Creek® 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 flavour at the genetics level, the stronger the opportunity is for growers, retailers and consumers.”
Taking Innovation from Genetics to Market
At Fruit Attraction 2026, Fall Creek® also highlighted 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 Fall Creek®’s horticultural and technical expertise. Sekoya® brings together members across multiple production regions, with a focus 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 also previewed Berry Business Week 2027, including a Global Field + Forum focused on low-chill production, scheduled to take place in Seville, Spain, on March 18, 2027.
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Growing Innovation Beyond Blueberries
Fruit Attraction 2026 also provided an opportunity for Fall Creek® to highlight 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 Easy Rose® ‘ALEL101’, recently added to the company's raspberry portfolio.
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