Ekland Marketing Company Inc. (EMCO CAL) has concluded its participation at Fruit Attraction 2025 with a particularly active agenda focused on soft fruits. Among the key highlights of its presence at the event is the signing of an exclusive partnership with Berry Plasma, an innovative European strawberry breeding program.

Thanks to this agreement, EMCO CAL will market the short-day material developed by Berry Plasma—its main line of work at this stage—globally, as well as some day-neutral varieties. This agreement expands business opportunities for both companies for international producers and distributors.

Berry Plasma, specializing in short-day cultivars, also offers day-neutral varieties. Its selections are distinguished by their productivity, fruit quality, and adaptability to different growing conditions.

During the fair, EMCO CAL's technical and sales team met with numerous clients interested in its varieties, both its own and those of other companies with which it collaborates, including those of the Huelva-based company Masiá Ciscar and the Cupla blueberry from the Cuna de Platero cooperative, based in Moguer.

Established in the province of Huelva for decades, the American firm maintains its trial fields there, focusing primarily on strawberry cultivation. One of its most emblematic varieties, Florida Fortuna, has occupied more than half of the strawberry plantation in the region for over a decade. Another of its varieties is also grown in Huelva. premium, Florida Pearl, a symbol of EMCO CAL's positioning in the high-end segment.