Fruit Logistica 2025 

Click here to see photos of the SEKOYA^® Dinner Reception (password required)

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ASIA Fruit Logistica 2024 

SEKOYA^® is proud to announce its newest development to grow the blueberry category: the LIVIE™ Blueberry Dispenser. The dispenser was officially launched on Tuesday, July 16^th at the SEKOYA^® Field & Forum in Meterik, NL. The event was attended by the most important European Supermarkets, members of the SEKOYA^® B2B Network, and press.

Over 80 guests had the opportunity to see the category opportunities around blueberry varieties from the SEKOYA^® and Fall Creek^® Collection programs as well as other varieties and try the new LIVIE™ Dispenser.

“Blueberries should leave the commodity scenario now and focus on the shoppers and their needs. This will lead to consumption growth through differentiation in assortment”. says Hans Liekens, Value Chain & Retail Manager at SEKOYA^®.

The LIVIE™ Dispenser:

The dispenser was initially developed as an answer to the new Packaging and Packaging Waste Regulation (PPWR), getting close to becoming EU law – As of 2030, several types of single-use plastic packaging will be banned, including disposable packaging for <1.5 kg fresh, unprocessed fruits & vegetables. “We already see a lot of new opportunities popping up with this device,” shares Liekens.

The dispenser is a simple cooled unit which contains 3 kg of fruit, is easy to clean and fill without direct contact with the fruit due to a patented filling ‘Eco Box’. There is an option to add a refrigerator unit in form of a pedestal below the dispenser which can contain 12 kg of fruit for easy refill in the store. These volumes are based on average sales per store today to minimize refill hassle.

Is the system captivating? Yes! “The dispenser only functions with LIVIE™ selected blueberries. Size and firmness are crucial, not to end up with Marmalade, while consistent fruit quality and availability will drive sales. Our LIVIE™ Dispenser creates a significant step forward in blueberry availability, wherever you go.

“The unique option this device gives is the freedom for a supermarket or Food Service player to choose a consumer pack that fits their needs: you can have 3 size options (small/medium/large cups), and each organization can choose a packaging material that aligns with their sustainability strategy: reusable, compostable, or recyclable),” says Liekens.

SEKOYA^® has been active in developing the Snacking Category for its blueberry varieties since 2020 by offering big, crunchy, and tasty blueberries with a long shelf life, 52-weeks per year.

With these innovative steps, SEKOYA^® will add value to the blueberry categorization with a positive outcome for consumers, retailers, and growers.

LIVIE™ is the trademarked B2C brand of SEKOYA^®. Only retailers and SEKOYA^® Members can use the LIVIE™ brand to highlight that their packaging includes the best blueberries from the SEKOYA^® B2B Network.

Agenda:

Exclusive Event for Retailers & Category Managers

29 July – SEKOYA^® Dinner Reception

19.00 – 22.00

Five Fourteen Vineyards: 91470 Territorial Hwy Junction City, OR 97448

30 July – SEKOYA^® Field & Forum

09.00 – 9.15

Arrival of Guests at: Fall Creek Farm & Nursery – Home Place. 39318 Jasper Lowell Rd. Lowell, OR 97452. USA

9.15 – 9.45

Welcome Drink & Breakfast at Fall Creek^® Nursery

9.45 – 10.00

Ride to R&D Farm

10.00 – 11.00

Tour of the Fall Creek^® Demo Field – Henri Farm guided by our R&D Team
See how our newest mid-high chill variety, Sekoya Fiesta™ ‘FC13-113’ has developed next to all existing and standard varieties.

11.00 – 11.45

Blind Tasting & Unveiling
SEKOYA^® Varieties, Fall Creek^® Collection, and Stage 5 Selections

11.45 – 12.00

Ride back to Home Place

12.00 – 12.15

‘Welcome & Introduction of our New Category Management’
Hans Liekens, Value Chain & Retail Managerat SEKOYA^®

12.15 – 12.35

‘Update on SEKOYA^® including Season Outlook Peru’
Mark David, General Manager at SEKOYA^®

12.35 – 13.05

‘The Bar is Raised for the Global Blueberry Industry’
Guest Speaker: David Magaña, Senior Analyst Horticulture at Rabobank

13.05 – 13.15

Coffee Break

13.15 – 14.00

‘SEKOYA^® Mid-High Chill Blueberry Variety Panel’
Experienced growers share their learnings and thoughts on our SEKOYA^® Mid-High Chill blueberry varieties and their potential in the US & Canada.

14.00 – 14.15

‘LIVIE^™ Status & Outlook’
Anja Grueterich, Marketing Specialist at SEKOYA^®

14.15 – 14.30

Sharing of Blind Tasting Results & Thank You

14.30 – 15.30

Tapas & Drinks
Enjoy your time together, connect, and exchange ideas.

Travel Recommendations:

Exclusive Event for Retailers & Category Managers

Agenda:

15 July – SEKOYA^® Dinner

Hotel Restaurant Brasserie | St. Urbanusweg 11 | 5914 CA Venlo | The Netherlands www.valuas-hr.nl

17.30 – 19.00

SEKOYA^® Member Connect

(SEKOYA^® Members & Fall Creek^® Teams only)

19.00 – 22.00

SEKOYA^® Dinner Reception

(all invited guests)

16 July – SEKOYA^® Field & Forum

10.00 – 10.30

Arrival of Guests & Welcome Drink at  Fall Creek^® Driesvenplant B.V. Doctor Droesenweg 4 5964 ND Meterik, NL

10.30 – 10.45

Walk to the Demo Field

10.45 – 11.45

Tour of the Fall Creek^® Demo Field guided by our R&D Team.
See how our newest mid-high chill variety, Sekoya Fiesta™ ‘FC13-113’ has developed next to all existing and standard varieties.

11.45 – 12.00

Return to Fall Creek^® Nursery

12.00 – 12.15

‘Welcome & Discovery of our New Category Display’
Hans Liekens, SEKOYA^® Value Chain & Retail Manager

12.15 – 13.00

Lunch Break

13.00 – 13.20

‘Update on SEKOYA® & European Market Analytics’
Mark David, SEKOYA^® General Manager

13.20 – 13.50

‘Status of SEKOYA^® Mid & High Chill Varieties in the EU & UK’
Estefanía Rodriguez Arquero, SEKOYA^® Fruit Quality & Sustainability Manager

‘SEKOYA^® Mid-High Chill Blueberry Variety Pannel’
Experience & Potential in the EU & UK
Leon Driessen, Owner & Directeur bij Driessen Blueberries BVHarry Hall, Managing Partner at Hall Hunter PartnershipCarlo Lingua, CEO of RK Growers S.r.l.George Miclos, CEO of Agricrafters

13.50 – 14.00

Coffee Break

14.00 – 14.20

‘Bringing True Health Benefits Closer to the Consumer’
Guest Speaker: Professor Aedín Cassidy, Chair in Nutrition & Preventive Medicine, Director for Interdisciplinary Research

14.20 – 14.30

‘Update on LIVIE™ & Thank you!’
Anja Grueterich, SEKOYA^® Marketing Specialist
A special surprise awaits you! Be the first to see our newest innovation!

14.30 – 15.15

Networking with Tapas & Drinks

Travel Recommendations:

Meterik is very close to Venlo, Netherlands.