Fruit Attraction

EUGENE, Ore., U.S. – At Fruit Attraction 2025 in Madrid, Spain, Fall Creek Farm & Nursery, Inc.® will spotlight advances for growers, including SEKOYA®’s achievement of year-round availability across major markets through its worldwide network of members. The company will also highlight ArabellaBlue® ‘FC14-062’ and ‘FCM14-057’, varieties now being adopted at commercial scale in leading regions. Incoming CEO Marc de Beer, Ph.D., will attend the show to meet with growers and industry leaders.

ArabellaBlue® ‘FC14-062’ and ‘FCM14-057’ combine strong fruit quality with adaptability across multiple chill zones. In Europe, retailers have engaged early, and growers are benefiting from expanded technical support and more localized expertise.

SEKOYA® is now produced in more than 30 countries, delivering consistent availability across major markets. According to SEKOYA® estimates, it will be among the top exported blueberry varieties from Peru in the 2025/26 season, targeting more than 20% of total volume. With strong demand for premium eating quality, SEKOYA® remains a key driver of growth for the industry.

Fall Creek® offers a comprehensive suite of Zero, Low, Mid, and High Chill genetics, providing tailored solutions for diverse production environments. This breadth, combined with its global footprint, underscores the company’s position as a one-stop partner for blueberry success.

“Fall Creek® is bringing meaningful advances to growers and the industry,” said de Beer. “I’m excited to join the team at Fruit Attraction, connect with blueberry leaders worldwide, and hear directly about their priorities for the future.”

At Fruit Attraction, Fall Creek® will showcase the Fall Creek™ Collection and SEKOYA® platforms side by side under one corporate presence, demonstrating the company's complete genetics offering while maintaining distinct pathways to market. Visitors are invited to the Fall Creek® & SEKOYA® “Connect” Social on Tuesday, Sept. 30, from 5–7 p.m. CEST in booth 9F08, Hall 9, including fruit tastings of standout varieties from both the Fall Creek™ Collection and SEKOYA®.

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About Fall Creek Farm & Nursery, Inc.
Fall Creek® is a world-leading blueberry genetics company, delivering over 40 million plants of 100+ unique varieties annually to leading growers across 59 countries. Founded in Oregon in 1978, this family-owned company operates 10 wholly owned facilities spanning North America, South America, Europe, Asia, and Africa. Fall Creek® serves the global industry through distinct licensing platforms for advanced blueberry varieties. With over 1,000 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. Visit www.fallcreeknursery.com.
 

MEDIA CONTACT:

Monica Shovlin, MCShovlin Communications LLC for
Fall Creek Farm & Nursery, Inc.
+1 (541) 554-3796 | monica@mcshovlin.com

ON-SITE MEDIA CONTACT:

Ellen Kim, Global Marketing Director
Fall Creek Farm & Nursery, Inc.
+1 (541) 517-0093 | ellenk@fallcreeknursery.com