July is International Children's Month Blueberry And consumption of this fruit continues to grow worldwide. At the same time, consumer expectations for flavor, firmness, shelf life, and consistency are constantly rising. Looking ahead, this trend raises a key question: what characteristics will define the next generation of successful blueberry varieties?

Today, consumers expect blueberries to deliver an exceptional and consistent consumption experience every time they buy them. Marc de BeerExecutive Director Fall Creek®This means that flavor remains essential, but it must be accompanied by firmness, good appearance, longer shelf life, and reliable quality throughout the entire supply chain.

“I believe the next generation of successful varieties will go even further. They will combine superior consumer quality with the ability to adapt to different growing environments, use resources more efficiently, and meet the operational needs of growers, packing facilities, and retailers. Genetics must create value throughout the entire chain, from the nursery to the consumer,” he explains.

Along those lines, De Beer points out that Fall Creek's improvement strategy is geared towards delivering that full set of attributes.

“Our most recent releases, both within the Sekoya® program and the Fall Creek Collection, reflect this direction by combining strong consumer appeal with solid agronomic performance and supply chain reliability. Consumers don’t return because the fruit is cheap. They return when the fruit they buy delivers the quality they expect. We believe the future belongs to varieties that consistently satisfy consumers while also helping growers build profitable and sustainable businesses,” he says.

Genetics as a driver of consumption

As blueberry production continues to expand worldwide, varietal differentiation will become increasingly important.

“The industry of blueberry "It has a very interesting opportunity to continue increasing global consumption, but to achieve this it must offer memorable consumption experiences that encourage repeat purchases. Superior genetics is one of the most powerful tools to achieve this," De Beer emphasizes.

According to the executive, producers who invest in differentiated varieties and high-quality plants can create value through better fruit quality, stronger relationships with retailers, greater production efficiency, and ultimately, better profitability.

“By starting with the right genetics and healthy, vigorous plants, growers lay the foundation for consistent performance throughout the entire production cycle,” he says.

According to De Beer, the industry has the opportunity to compete less on price and more on quality, consistency, and consumer satisfaction.

“When consumers have a positive experience every time they buy blueberries, everyone in the value chain benefits. We see genetics as one of the main drivers of this transformation,” he adds.

Much more than introducing a new variety

Production blueberries It is expanding into an increasing number of regions and harvest windows, with the goal of supplying the market year-round. However, this expansion also exposes producers to varying weather conditions, water availability levels, production costs, and labor challenges.

“These challenges reinforce why genetics has become so important. The right varieties can help address many of these problems, while maintaining the fruit quality consumers expect and delivering consistent performance across the supply chain for 52 weeks a year,” he notes.

Fall Creek invests in breeding and evaluation programs in various growing regions around the world to better understand how its varieties perform under different environmental conditions. The company also works closely with growers during the commercialization process, aiming to introduce new varieties to environments where they can best express their potential.

“Today, achieving success involves much more than introducing a new variety. It requires combining advanced genetics, high-quality plant production, specialized technical expertise, and close collaboration with growers to consistently deliver high-quality fruit to consumers. This integrated approach is at the heart of everything we do,” says De Beer.

Fall Creek expands into raspberries and blackberries

Following the acquisition of Berryplant and Berrytech, Fall Creek expanded its activities into raspberry and blackberry genetics.

“We are very excited about the opportunities both crops offer. Berryplant and Berrytech have developed robust breeding programs, supported by highly talented teams and valuable germplasm. Our priority is to leverage those strengths while also adding Fall Creek’s global and commercial capabilities, technical expertise, and decades of experience in blueberries to deliver greater value to growers and customers,” explains De Beer.

According to the executive, producers can expect sustained investment, a long-term commitment to innovation, and a collaborative approach to developing varieties that create value throughout the supply chain.

“Although our mission began with the goal of building a world with better blueberriesToday, our portfolio also includes raspberries and blackberries. As we expand our portfolio, we will continue to do so through exceptional plants, strong relationships, innovation, and success for our customers,” he concludes.

Read also:

• Cort Brazelton: "We don't have a demand problem; the challenge is to offer the quality that the market expects."
• Cort Brazelton: “New genetics are having a major impact on the global blueberry business”
• Julio Zavala, general manager of Fall Creek Peru: “We are entering the market as a spearhead with Sekoya Pop”
• Fall Creek: PeachyBlue gains ground at Sprouts with a blueberry that combines genetics and market
• Stands, meetings and technical conversation: the value of networking at Blueberries Chile 2026
• International Blueberry Seminars 2026: Blueberries travel through Peru, Chile, Mexico, Morocco and China