Dom Butkus

When I joined Global Plant Genetics in November 2025, the agriculture and berry industries was completely new to me. My background in social media and marketing had given me experience across a wide range of industries, but I had never previously worked within agriculture. Since joining GPG, I have been able to develop my understanding by seeing berry crops growing in the field and learning directly from the experts within our team, as well as from breeders, growers, licensees and partners around the world. Visiting strawberry production and research sites in California, blackberry and raspberry plantations in Serbia, and blueberry fields in Oregon has provided an invaluable introduction to the industry. Seeing the plants, fruit and growing systems first-hand has helped me understand the differences between each crop and the conditions required for varieties to perform successfully. The knowledge shared by the people working directly with these crops has given me an entirely new appreciation for the relationship between genetics, growing practices, climate, fruit quality and commercial performance.

One of the biggest surprises has been discovering the extraordinary amount of work behind the development of a single variety. Before entering the industry, I had not realised how many years of breeding, research, trials, evaluation and selection are required before a variety reaches commercial growers. Every variety has its own history, purpose and unique combination of characteristics. The level of detail involved, from disease resistance and harvest timing to firmness, flavour, yield and shelf life, continues to surprise me and demonstrates the incredible expertise found throughout this industry.

From a marketing perspective, gaining this knowledge has been extremely valuable. Understanding the history behind the varieties and seeing their performance in the field allows me to communicate their benefits with greater confidence and authenticity. It also creates much stronger opportunities for storytelling, helping us demonstrate not only what makes a variety different, but also the people, research and commitment behind its development.

A slightly unexpected consequence of tasting the varieties represented by GPG is that I am now far less enthusiastic about buying berries from my local supermarket in the UK. After experiencing fruit directly from the plant and tasting the quality, firmness and flavour of the varieties we represent, the difference can be difficult to ignore. It has certainly changed the way I look at the berries available on the shelf and made me appreciate how important varietal selection and careful production are to the final eating experience.

Another highlight has been meeting the people who make up this global industry. Every breeder, grower, partner and colleague I have met has been welcoming, respectful and generous with their knowledge. Working with people across different countries and cultures has been one of the most rewarding parts of the role, and I have genuinely enjoyed every opportunity to meet and learn from them.

My first months within the berry industry have shown me that there is always something new to discover. I am grateful to be part of GPG and to work within an industry built around innovation, collaboration and long-term relationships. I look forward to continuing to learn more about the crops, the genetics and the people behind them and, perhaps one day, becoming something close to an expert myself.