Blueberry growers in the United States and other countries are incorporating new varieties to remain competitive. Some have gone further and are investing in specialty or niche blueberries, capable of standing out on the shelf and offering a distinct flavor experience. This is the case with... PeachyBlue 'ZF08-029', a patented variety of Fall creek which has managed to carve out a space in the market thanks to a carefully articulated strategy from the nursery to the store.

The collaboration between the nursery Fall creekthe producer and marketer Twin River Berries and chain Sprouts Farmers Market It shows how a differentiated variety, supported by strong alliances and a joint marketing strategy, can generate growth opportunities for all links in the chain. More than just a “new product,” PeachyBlue It has become proof that niche berries can revitalize the category of blueberries when genetics, marketing, and point-of-sale execution are combined.

From the field visit to the debut of the PeachyBlue blueberry

Fall creek played a key role in connecting Sprouts with Twin River BerriesSprouts, a producer and vertically integrated company recognized for its quality, sustainable practices, and long-term relationships. The story began in 2023 when a Sprouts team visited the Fall Creek trial field in Oregon during the annual Field & Forum event. There, representatives from the chain were able to taste PeachyBlue and learn firsthand about its distinctive attributes, especially its pronounced white peach flavor.

From that visit onwards, the relationship between Sprouts and Fall Creek It intensified. Twin River Berries He was one of the first to try PeachyBlue on a commercial scale and, as a marketer, supplied fruit both from its affiliated company Oregon Berry Packing as well as from a production partner in Washington. To supply East Coast stores, Sprouts incorporated Consalo Family Farms with introductory volumes. According to Twin River CEO Ben Escoe, the program grew from a small pilot to a national promotion, while strengthening ties and beginning work on annual support, better exhibition, and planning for future seasons.

PeachyBlue blueberry launch in retail and market reaction

sprouts launched a pilot program PeachyBlue In the summer of 2024 in Northern California, the network launched the program to gauge its market reception. The results were positive enough to scale the program the following season. In 2025, the network brought PeachyBlue to more than 400 stores nationwide, in 4,4 oz clamshell trays, accompanied by a strong display campaign: store entrance locations, specific signage developed in conjunction with Twin River and weeks dedicated to sampling stations, where consumers were invited to try the new berry.

The business indicators supported the bet. During the promotional period of summer 2025, Sprouts recorded an increase an average of close to 6% in total sales of the blueberry category, which demonstrates that PeachyBlue helped to grow the category as a whole, and not just to redistribute market share. Furthermore, the variety stood out for its excellent lifespanwhich resulted in less waste and greater consumer satisfaction. PeachyBlue ranked within the top 1% in dollar sales among innovative and niche products introduced that year, while Sprouts tested different price ranges to better understand elasticity and guide future promotions.

Keys to a “seedbed to shelf” collaboration in blueberries

The partners identified several factors behind the program's success. For the Sprouts team, maintaining a fluid communication throughout the entire supply chain, with clearly defined roles for each participant. This made it possible to anticipate problems, adjust volumes, coordinate harvest and promotion times, and align commercial expectations with actual production and packaging capabilities.

Another key element was putting flavor at the heart of the value proposition. PeachyBlue is distinguished by its aromatic profile and a very pronounced flavor, and the supply chain worked to enhance that attribute: from agronomic management and harvesting to in-store presentation and tasting strategy. A more cohesive chain made it possible for the consumer to receive exactly what was promised: a distinctive blueberry with a memorable flavor experience. For producers and buyers, this fine-tuning resulted in a variety capable of satisfying both sales teams and produce managers in stores.

What the PeachyBlue case means for blueberry producers

For producers seeking to differentiate themselves in an increasingly competitive category, the case PeachyBlue shows that innovation doesn't necessarily begin in the laboratorybut often in strategic relationships. Partnering early with breeders allows them to access promising genetics sooner, while working closely with retailers helps ensure there's a market ready to receive that new variety. It's the combination of both links that makes a "new genetic" a viable and profitable project.

From the perspective of Twin River, the success of PeachyBlue It has also served to reopen conversations with other producers who were reluctant to invest in new varieties. As early adopters of the genetics of Fall Creek and SekoyaThe company invested in its own plantations in Oregon and Washington to demonstrate, with concrete results, that the right variety, backed by a committed retail partner, can generate measurable returns. Based on this experience, the discussion about the “next generation” of blueberry genetics ceased to be theoretical: it became a topic linked to real business opportunities.

Twin River Berries PeachyBlue boxed clamshells © Val Shepler, Fall Creek

Next steps: innovation in genetics and a collaborative model

Looking forward, Fall creek It is focusing its breeding efforts on traits that balance the economics of cultivation with consumer expectations. This involves working on genetics compatible with mechanical harvesting and good yields, without sacrificing flavor, firmness, and quality—key attributes for achieving repeat purchases and increasing per capita blueberry consumption.

For the company, projects like PeachyBlue They have an added value: they shorten the feedback loop between breeder, producer, and retailer. Connecting pioneering producers with chains like Sprouts creates a model where field trials, market response, and sales data are integrated more quickly, generating shared benefits for all stakeholders. For producers looking to grow in established categories, the lesson is clear: innovation flourishes where partnerships take root, from breeding trials to the supermarket shelf.