International Soft Fruit Conference

Simon works since 2014 at applied research station Inagro (B) where he manages European and regional research projects focussing on the cultivation of strawberries and fruit vegetables in CEA-systems. He acts as a link between academic research, industry, and growers. As coordinator of the Plantgoed project, he operates at the forefront of innovations in strawberry propagation and production systems, constantly aiming to identify and implement strategies that enhance labour- and resource efficiency and, in turn, contribute to a more sustainable and profitable production process.

Alfonso López, an agronomic engineer with a master’s in food engineering, brings extensive international expertise to the table. From UC Davis in California, USA, to his current role as new product launch manager at Planasa, he has over a decade of experience driving innovation in berries, blending technical knowledge with international market strategies.

At Svensson we are aiming to improving greenhouse climates, offering customized advice to growers, horticultural consultants, climate screen- / electrical installers and greenhouse builders.

By offering our products (climate screens and vertical airflow fans) and assisting growers on how to use them in the optimal way, we achieve the most favourable, sustainable and profitable growth conditions for all types of crops in greenhouses all over the world.

Dominique Blok is a technical advisor with a specialization on vertical air flow and dehumidification.

Ton Habraken is a greenhouse climate specialist with a specialization in climate screens and homogenous greenhouse climate.

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As Commercial Manager for EMEA at Fall Creek®, Teun Leenders is passionate about connecting people, ideas, and purpose to drive meaningful growth. With extensive experience in commercial strategy, operations, and leadership, he has guided teams across the region, fostering collaboration and building a high-performing organization that delivers long-term value. Previously, he served as Site Manager in the Netherlands, overseeing operations and HR while acting as Area Manager North. Teun leads with empathy and clarity, inspiring teams and promoting sustainable growth within the global berry industry.

Alin Borleanu is a Strawberry Specialist at Bayer CropScience, leading the development and market placement of Bayer’s strawberry varieties. He designs and runs market development trials that build technical knowledge and generate demand, ensuring robust protocols and grower relevance. Working closely with breeding teams, research institutes, growers, and retailers, he gathers insights and showcases new selections to align them with the right market segments. Alin advances cultivation innovation across production systems and translates findings into clear growing guidelines and technical materials, helping partners adopt new genetics with confidence and improve quality, yield, and consistency.

Will Roberts leads business development for Bayer’s strawberry variety portfolio, overseeing commercial strategy, licensing, and market introduction of new genetics. He works closely with partners across the value chain—from R&D breeding teams, and propagators to growers and traders—to ensure successful launch, adoption, and long-term growth of the portfolio. Will’s role includes identifying market opportunities, aligning internal teams, and supporting innovation in the category. With a focus on delivering value and performance, he helps bring new varieties to market that meet the evolving needs of growers, retailers, and consumers.

Hans Puijk is a third-generation soft-fruit grower and owner of PuijkFruit. In response to rising costs and weak-performing varieties, he began breeding raspberries directly in real farm conditions. This approach led to Rubin, a variety that delivers 50 percent higher yields, requires fewer plants, and offers a shelf life of up to three weeks. Rubin’s combination of strength, productivity and flavour positions it as a future-proof option for the industry. Together with FruitMasters, Hans is leading the controlled introduction of the variety to secure quality, value and long-term sustainability for growers and retailers.

Stef Laurijssen is researcher at Research Centre Hoogstraten, one of worlds leading research centres for strawberry production. Stef is conducting practice-oriented research in close collaboration with strawberry growers. His fields of expertise are cultivation systems, innovation and energy use.

At Delphy ISFC, I am responsible for designing and conducting research in a structured and effective way. I am involved in high-tech and mid-tech research focussing on strawberry, blackberry and raspberry. Beyond research, we actively share our insights with the sector. I believe that through our work at Delphy and Delphy ISFC, we are making a meaningful contribution to a more sustainable fruit production.

This presentation explores how preventive plant health strategies can transform both crop performance and profitability in modern strawberry production. Drawing on practical experience from pesticide-free systems in Norway, it outlines a shift from reactive crop protection to preventive thinking — where managing risk is central to controlling economic outcomes. Through examples of steam treatment, UVC, beneficials, and strict hygiene management, the presentation demonstrates that in today’s regulatory environment, sustainability and profitability go hand in hand when every intervention has a measurable return and contributes directly to the grower’s bottom line.

Dennis Wilson is an English agronomist with 40 years professional experience in the Berry Fruit Industry. He is the Managing Director of Delphy UK Ltd, a specialist Berry Fruit Advisory company employing 9 Agronomists working across the UK, Ireland and globally.

The son of a Strawberry grower, Dennis studied Horticulture at Reading University, both to 1^st degree and to Master’s Level. On leaving University, he worked as a Berry Farm Manager and also as a Researcher before becoming a specialist Berry Fruit Agronomist in 1994. Initially working as an independent consultant, he established Soft Fruit Solutions in 1999 with 2 other Independent Agronomists. Together with DLV Plant BV, they formed a joint venture to become DLV Plant UK Ltd (now, Delphy UK Ltd) in 2008.