been managed across multiple entities. The company now leverages that portfolio through an open-market licensing model. “We don’t sell plants,” Steve explained. “Our strategy is to retain ownership of our genetics and license varieties for authorized production. Growers produce fruit that is marketed through their chosen channels, and royalties are paid to PSG.” Looking to the future, technology remains a key emphasis for the company. That includes incorporating gene-editing tools such as CRISPR, which can help breeders make precise, targeted changes within a species—complementing traditional breeding approaches. One strawberry already moving through to commercialization is an ever-bearing version of what was previously a short-day strawberry variety, Inspire. A variety well known in Europe for its exceptional flavor and strong post-harvest performance, Inspire reflects PSG’s focus on pairing consumer appeal with traits that help the supply chain—from growers to retailers—deliver a more consistent eating experience. “When buying strawberries, it can sometimes be hit or miss,” Steve said. “Most consumers typically don’t know what variety they’re buying—maybe they know the shipper or where it was grown, but not much beyond that.” “But when you buy apples, you can seek out the variety you prefer—Pink-Lady, Fuji, Cosmic Crisp, etcetera. That helps create a more consistent purchase and eating experience,” Steve said. “We want to bring that same reliability to berries by building recognizable, high-performing varieties with consistent quality, flavor and shelf life.” As global demand for berries continues to grow, so does the importance of innovation in plant breeding. Through expanding breeding programs, global partnerships and continued investment in advanced technologies, Plant Sciences Genetics is helping growers meet the challenges of tomorrow’s agriculture. What started as a leap of faith has grown into a company whose varieties are planted across a wide range of berry production systems. Looking ahead, Steve says the next chapter is already taking shape. “We have a growing genetics portfolio across multiple berry categories, and new breeding technologies like CRISPR are expanding what’s possible,” Steve said. “That gives us the opportunity to deliver better-tasting berries and stronger performance throughout the supply chain. It’s an exciting time for us.”
VS-60, PSG’s newest variety in Oxnard, Baja and Santa Maria
High-elevation harvest in Northern California
During this time, Richard’s berry background at Driscoll’s came full circle when he was approached by WellPict Strawberries owner Tim Miyasaka, who would become PSI’s first customer and a major contributor to its early strawberry and raspberry breeding efforts. Although Richard had worked at Driscoll’s, he did not have plant breeding experience. To address that, he arranged for Steve to meet with UC Davis Professor Royce Bringhurst, one of the most renowned plant geneticists and influential figures in strawberry breeding at the time. “That sounded like a tall order—sending your 22 year-old son to meet who was considered ‘Mr. Strawberry,’” Steve laughed. “He took me into the lab and showed me how to make cross- pollinations. He explained the full process, from crossing and seed extraction to germination and selection. He basically gave me a four-hour crash course in plant breeding of strawberries.” At one point during the tour, Bringhurst disappeared into the back of a dimly lit cooler in an old barn and emerged with a crate. Inside the crate were reference plant samples of publicly available varieties. Handing it to Steve, he said, “I hope your career is half as rewarding as mine has been,” and wished him the best of luck. Not knowing exactly what to do next, Steve brought the samples home to Watsonville and established a small backyard greenhouse collection to observe how the plants performed. As regulatory requirements surrounding contract research grew more complex, the family began reconsidering the direction of the business. They ultimately decided to refocus away from contract research, knowing the compliance mandates were not something they wanted to manage year after year. Instead, they chose to double down on plant breeding, propagation and grower support. Over time, the company successfully built out breeding programs and nursery operations across strawberries, raspberries, blackberries, blueberries—and even artichokes through a partnership with Ocean Mist Farms. In 2022, the company reached a pivotal turning point when Miyasaka, its original backing partner, decided to sell his business and step away from his involvement with PSI. This move required a complete restructuring of the company. After months of negotiations and planning, the operation emerged in April 2025 as Plant Sciences Genetics—a newly formed company designed to bring its genetics to a broader global market. Under this new structure, PSG consolidated berry breeding populations and related intellectual property that had previously
(L-R): Richard, Steve and Mike Nelson, PSG's founding family
51 Western Grower & Shipper | www.wga.com April – June 2026
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