Fall Creek names Paul Nselel as Commercial Director

USA – Fall Creek Farm & Nursery, Inc., a global leader in blueberry genetics and grower support, has announced the appointment of Paul Nselel as its new Commercial Director.

Nselel will be responsible for driving the company’s commercial strategy, reporting directly to Co-CEO Cort Brazelton.

In his new role, Nselel will oversee Fall Creek’s commercialization efforts across its worldwide markets, including the Americas, Europe, the Middle East, Africa, and Asia.

He will work closely with regional executives to ensure that Fall Creek delivers value to its customer base of blueberry growers and marketing organizations.

“I am excited for Paul to step into this role,” said Co-CEO Cort Brazelton. “His experience, intellect, and strong values align with our company’s mission as the blueberry industry continues to evolve. He will help us deliver more value to our customers as we move forward.”

Nselel’s extensive career spans over 25 years in agriculture and horticulture. Before joining Fall Creek, he held leadership roles at Monsanto and AgroFresh Solutions, and most recently served as President and CEO of AgReliant Genetics.

His experience positions him well to guide Fall Creek’s commercial operations during a time of transformation in the blueberry sector.

Fall Creek’s Sekoya® business unit, which specializes in premium blueberry varieties, will also integrate with Nselel’s commercial organization.

This integration aims to streamline efforts, while Sekoya® continues parallel reporting to Co-CEO Oscar Verges. Nselel’s leadership will be pivotal as the company adapts to market changes and customer needs.

The blueberry industry is currently experiencing strong growth, a trend highlighted in the 2024 International Blueberry Organization (IBO) report.

The report points to significant increases in planted areas and production volumes, with the global market evolving rapidly.

In the United States, blueberry production is expected to exceed 320,000 tons in 2024, with Oregon and Washington contributing 45.5% of the total.

While the industry faces challenges like rising input costs and extreme weather conditions linked to El Niño, the IBO report highlights opportunities for growth through the introduction of new blueberry varieties and the reconversion of older genetics to enhance fruit quality.

Brazelton emphasized Fall Creek’s commitment to its core values of humility, integrity, passion, and excellence. “Our culture is deeply rooted in these principles, and I have no doubt Paul will lead with these values as we work to build a world with better blueberries,” Brazelton said.

With Nselel at the helm of the company’s commercial operations, Fall Creek is poised for continued growth and innovation in the global blueberry industry, as the sector continues to evolve and adapt to market demands.