PRESS RELEASE
Meterik, The Netherlands – On 15 and 16 July 2025, Fall Creek® and SEKOYA®’s highly anticipated Field + Forum was held in Meterik, The Netherlands. This annual event brings together blueberry growers, marketers, and industry leaders from across the EMEA region for 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 1 – The Evolution of Mid-High Chill Berries
Day 1 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.
Day 2: From Plant to Product – A Field Experience
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.
