Berry Blue is a dedicated blueberry breeding company focused on developing the next generation of high-performing blueberry varieties. Our program brings together genomic science, plant breeding, nursery propagation, field agronomy, and grower collaboration to create varieties that excel from the field to the consumer experience.
Built on one of the world’s largest collections of blueberry genetics, Berry Blue evaluates thousands of breeding selections to identify varieties with the traits that matter most: exceptional flavor, firmness, shelf life, yield potential, plant health, and adaptability across growing regions.
MBG Marketing launched the Berry Blue breeding program in partnership with Hortifrut to develop superior blueberry genetics for our member-growers. This marked the beginning of a long-term commitment to breeding varieties that deliver exceptional fruit quality, field performance, and grower profitability.
Berry Blue Plant Breeder Ed Wheeler released the program’s first seven patented blueberry cultivars. Among them was Keepsake, which remains in commercial production today and serves as a cornerstone variety in the Naturipe Farms Sweet Selections program.
As the original breeding partnership concluded, the intellectual property developed between 2004 and 2020 was organized under BB IP Repository, LLC, preserving the legacy and value of the program’s early innovations.
MBG continued the Berry Blue breeding program through a new partnership with Silver Valley Farms, building on nearly two decades of breeding expertise while advancing the next generation of premium blueberry varieties.
MBG Marketing presented Ed Wheeler with its Pioneer Award in recognition of his extraordinary contributions to both the blueberry industry and the Berry Blue breeding program. His vision, dedication, and decades of innovation helped establish the genetic foundation that continues to shape Berry Blue today.
Under the leadership of the late CEO Brad Moorer and the MBG Board of Directors, Berry Blue entered a new era of growth. The breeding team expanded from three employees to fourteen, and more than 20 acres were acquired to establish dedicated research farms for evaluating seedlings and advanced selections. Today, Berry Blue is larger…Read More
