The variety of PeachyBlue blueberry (ZF08-029), developed by Fall Creek Farm & Nursery, boosted a 6% increase in total category sales blueberries at the US retailer sprouts during a summer promotion. The company noted that this result “highlights the impact of a direct partnership” between Fall Creek, Twin River Berries, and Sprouts, and how close coordination from genetics to the shelf can generate returns for growers, retailers, and consumers.

The PeachyBlue program began as a pilot in Northern California in the summer of 2024 and quickly expanded nationwide due to positive public reception. By 2025, PeachyBlue was being promoted in over 400 Sprouts stores, with high-traffic displays and tastings.

The collaboration began in 2023 when part of the Sprouts team visited the Fall Creek test site during the annual Field & Forum event. There, PeachyBlue's distinctive flavor profile—a taste reminiscent of white peaches—caught their attention and opened the door to a joint venture with Twin River Berries, a vertically integrated producer and marketer.

Twin River was among the first to test PeachyBlue on a commercial scale, supplying Sprouts with fruit from Oregon Berry Packing and a partner grower in Washington. For East Coast stores, Consalo Family Farms provided initial volumes to introduce the variety.

According to Fall Creek, PeachyBlue's retail performance was supported by specific factors: effective communication throughout the supply chain, clear roles among participants, and a clear focus on flavor. Building on this momentum, the partnership evolved beyond a single promotion, with efforts focused on supporting year-round supply, improving merchandising, and expanding PeachyBlue's retail presence.

Ben Escoe, CEO of Twin River Berries, stated that the commercial success of PeachyBlue “reopened the conversation” about investing in new genetics, demonstrating that the right variety—when supported by a retail partnership—can deliver measurable returns. Similarly, Val Shepler, US and Canadian commercial manager at Fall Creek, indicated that the case illustrates how collaboration between breeders, growers, and retailers can translate into real benefits for consumers, combining flavor and quality with cost savings for the grower.

Looking ahead, Fall Creek indicated it is prioritizing the improvement of traits that balance farm profitability with consumer preferences, seeking a “feedback loop” that benefits growers, retailers, and buyers. In a market where consumer experience is increasingly important, the PeachyBlue case reinforces a recurring idea in the industry: genetics and commercial execution—when aligned—can significantly impact an entire category.