By
Adam Campbell

As global blueberry markets expand and consumer preferences evolve, Oregon Blueberry is stepping into a leadership role with a genetics program deeply rooted in its legacy as a grower-led operation. With more than five decades of experience in commercial production, the company’s breeding strategy is as much about practical solutions as it is about next-generation science.

“Our breeding program was established to serve the practical needs of growers that we have observed and experienced firsthand over the past 50 years,” said Jon Horton, a director of genetics. “Of course, the marketing community is critical to our industry, but the foundation remains the grower.”

Oregon Blueberry’s program reflects this philosophy through its dual emphasis on consumer-driven fruit quality and grower-relevant agronomics. Traits like flavor, firmness and berry size are non-negotiable for market acceptance. Beyond shelf appeal, Horton points to yield, plant vigor and mechanical harvestability as critical for grower profitability.

“There was a time when a blue berry was a good berry,” Horton noted. “So much has changed since then. The consumer is more educated and demanding today.”

As blueberries are increasingly shipped under controlled conditions across the globe — and stored for extended periods — varieties must now meet high standards of performance throughout the supply chain. That challenge is one Oregon Blueberry meets head-on with a portfolio of cultivars designed to handle diverse environments and shifting economic pressures.

Horton describes the company’s portfolio as encompassing high-, mid- and low-chill varieties — reflecting its ambition to serve a global market: “The demands of the consumer are constantly evolving, and it is incumbent upon us to provide the best varieties to allow our growers to remain successful in the increasingly competitive market.”

One of the strengths of Oregon Blueberry’s program is its commitment to broad adaptability. Rather than relying solely on data from one growing region, the company collaborates with growers around the world to test advanced selections in real-world conditions.

“All advanced selections undergo multi-year, multi-location evaluations to identify cultivars with broad adaptability and to identify specific climactic and agronomic variables that positively and negatively impact a cultivar’s performance,” said Horton. These partnerships allow the breeding team to rigorously assess a cultivar’s vigor, yield, fruit quality, storage life and cultural requirements — long before commercial release.

While some breeding programs are now driven by high-tech molecular techniques, Oregon Blueberry sees value in balancing innovation with time-tested breeding fundamentals. “We still largely rely on a classical breeding method that focuses on pedigree analytics, a phenotypic database, extensive experience and innovation,” Horton said. The company has built a proprietary library of phenotypic building blocks that allows it to create new cultivars with unique combinations of desirable traits.

“At Oregon Blueberry we utilize the most advanced scientific tools and methods available, including certain proprietary tools developed at or for Oregon Blueberry,” he added. The result is a genetics platform that blends modern science with what Horton calls “the art and creativity” of breeding.

That hybrid approach is central to the company’s broader mission: creating cultivars that are both commercially viable and agronomically sustainable. “Everyone wants a good berry — that’s a given, but that’s only half the goal,” said Horton. “Long-term success in our industry depends on growers being able to produce that berry profitably.”

Looking ahead, Oregon Blueberry is positioning itself as a driving force in the next wave of global blueberry cultivation. Its goal is to offer the best plant for each region and market segment — whether for fresh, frozen or processed markets.

“It’s a continuous pursuit, and for us, the goal has no finish line,” Horton said.

In a market where shelf-life, shipping resilience and flavor are just as important as high yields and harvest efficiency, Oregon Blueberry’s genetics program aims to deliver balance. By staying grounded in the realities of farming while pushing forward with scientific discovery, the company is committed to shaping the future of the blueberry industry, one plant at a time.

“We remain committed to delivering the plants and solutions growers need to succeed today and for generations to come,” Horton said. “Stay tuned for more details about these new varieties as we continue to shape the future of the blueberry industry together.”

Photo: Jon Horton