Fall Creek® has historically been closely identified with blueberries. With the acquisition of Berrytech and Berryplant, Rubus is now entering the group’s strategic scope more explicitly.
In this exclusive interview, Burgert van Dyk, director of Fall Creek Italia, discusses the main aspects of the global breeder’s new strategic direction with Italian Berry.
Fall Creek®’s strategy for raspberries and blackberries
What is Fall Creek®’s vision for blackberries and raspberries over the coming years?
“Fall Creek® envisions providing Rubus growers with the same high level of innovation and support we have always delivered in blueberries and will continue to deliver. Our purpose has not changed: to serve the world’s berry growers and advance the industry.
By delivering world-class genetics, high-quality plants, technical know-how and global market intelligence, we aim to help growers maximize their success as we work together toward ‘A World With Better Berries’.”
What made Berrytech and Berryplant particularly attractive to Fall Creek®: their genetic assets, technical expertise, geographic location, production network, or a combination of these factors?
“While exceptional genetic assets and deep technical expertise were major drivers in our decision, the cultural fit mattered just as much.
We share the same core values, as both businesses grew from humble beginnings. That shared heritage makes this a natural next step in our global expansion.”
Synergies between blueberries and Rubus
How will the Rubus breeding and propagation programs be integrated with Fall Creek®’s global approach, which is already strongly established in blueberries? Will there be agronomic, commercial, or grower-service synergies?
“We will leverage Fall Creek®’s well-established global footprint, integrating operations wherever it creates clear value for growers. Strong commercial and logistical synergies naturally exist across the business, and we intend to make the most of them.
However, because raspberries and blackberries have distinct agronomic requirements compared with blueberries, we are maintaining product-specific strategies so growers receive the right expertise for each crop.”
Italy’s role in the Mediterranean strategy
What role will Italy play in Fall Creek®’s development plans for Rubus? Will it primarily serve as a research platform, a nursery production area, a key market, or a hub serving Europe and the Mediterranean region?
“Fall Creek Italia will play a central role in our Rubus development strategy across the Mediterranean and beyond. Italy serves as a vital anchor, but variety trials are already well underway and progressing successfully in several key international markets.
We intend to maintain all existing local activities while strategically expanding our nursery, research and distribution capabilities as demand grows.”
How do you see Italy’s position in the berry sector today, both as a consumer market and as a production area for blueberries, raspberries and blackberries? What opportunities and structural limitations do you see compared with other European countries?
“Italy faces structural challenges similar to those in many European production regions. On the supply side, extreme weather events are becoming more frequent, requiring significant capital investment in protective structures. Farm-level labor costs are rising, and seasonal labor availability is constrained compared with lower-cost production regions in Eastern Europe and North Africa. However, Italy holds a strong position in the European market.
On the consumption side, domestic demand for healthy berries continues to grow. On the production side, Italian growers excel at delivering high-quality, premium varietal offerings. By combining high standards with modern production systems, Italy remains an essential and competitive part of the European berry industry.”
