Fall Creek Showcases Innovation Across Genetics and Berry Portfolio at Fruit Attraction 2026
October 6, 2026 | 3 min to read
MADRID, Spain – Fall Creek® will showcase its newest blueberry genetics, expanding berry portfolio and grower-focused innovations at Fruit Attraction 2026 in Madrid.
At Hall 9, Stand F08, from Oct. 6–8, Fall Creek® will showcase the newly released Everlast™ ‘FC11-164’ and Sekoya® Nova ‘FC15-173’, alongside its expansion into raspberries and blackberries. The company will also highlight 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 will also feature 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
Visitors to the Fall Creek® stand will also see how the Fall Creek® Collection and Sekoya® platforms serve distinct but complementary roles in bringing Fall Creek® 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.”
Fall Creek® will also preview Berry Business Week 2027, including a Global Field + Forum focused on low-chill production in Seville, Spain, on March 18, 2027.
Growing Innovation Beyond Blueberries: Fall Creek® will also use Fruit Attraction to showcase 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 Fall Creek®’s raspberry portfolio.
About Fall Creek Farm and Nursery, Inc.
Fall Creek® is a world-leading blueberry genetics company, delivering more than 40 million plants across 100+ unique varieties annually to leading growers and communities in over 65 countries. Founded in Oregon in 1978, this family-owned company operates 10 wholly owned business units, with operations spanning North America, South America, Europe, Asia and Africa.
Fall Creek® serves the global industry through distinct licensing platforms for advanced blueberry varieties. With more than 1,100 team members worldwide, the company provides comprehensive horticultural support and market intelligence to maximize grower success. Committed to building A World with Better Blueberries™, Fall Creek® continues to lead industry innovation.