The berry industry is set for a significant boost in collaboration and innovation as leaders in the field come together for a landmark event.
Fall Creek Farm and Nursery, a renowned berry expert, will host its inaugural unified Field + Forum event, marking a pivotal moment for the industry.
This two-day experience, scheduled for March 10 and 11, will be aligned with Planasa’s Meet & Greet Field Day and a dedicated Fresh Forward session, creating a comprehensive platform for industry engagement.
The Field + Forum event aims to bridge the gap between breeding innovation and market demands, as highlighted by Ellen Kim, Fall Creek’s Global Marketing Director.
The event will showcase the integration of the Fall Creek Collection and SEKOYA programs, reflecting evolving priorities in berry breeding.
- Berry industry leaders gather for Fall Creek’s inaugural Field + Forum event.
- Event scheduled for March 10-11, focused on innovation and collaboration.
- Bridges breeding innovation with market demands for improved value chain.
- Emphasis on sustainability and consumer insights in breeding decisions.
- Collaboration aims to enhance relevance for retailers and key growers.
This coordinated effort underscores the industry’s commitment to enhancing collaboration across the berry value chain, with a focus on relevance for retailers, marketers, and key growers across the EMEA region.
Hans Liekens, Global Director of Marketing and Innovation at Planasa, emphasizes the importance of this collaborative initiative.
By uniting their efforts, both Fall Creek and Planasa are creating a space where industry stakeholders can exchange ideas, foster relationships, and align innovation with market needs.
The Meet & Greet event will highlight advancements in four key berry crops, including strawberries, blueberries, raspberries, and a new blackberry program, providing a pivotal networking opportunity for the berry community.
The event will culminate in a Fresh Forward session, held at its finca and grower-partner Agromolinillo, focusing on a low-chill strawberry breeding program.
This session will showcase advanced selections and established varieties, emphasizing quality, taste, and disease resistance.
With sustainability as a core driver, Fresh Forward’s breeding efforts aim to mitigate climate change impacts and reduce reliance on chemical crop protection.
According to Teunis Sikma, Fresh Forward Managing Director, the collaboration with partners like Fragaria Holland, Special Fruit, and others, enhances their ability to meet both retailer and consumer needs, highlighting the importance of consumer insights in guiding breeding decisions.
