Following on from an announcement in November that Driscoll's board of directors had approved the acquisition of the non-farming assets of Alconeras and its 20 per cent interest n Driscoll's of Europe, the group has now announced that the merger has been completed.
The group, which is owned by the US-based berry leader Driscoll Strawberry Associates, will now be strategically positioned to grow in the coming years into the leading berry supplier in Europe, Driscoll's said.
'With worldwide production from aligned growers in 18 countries we can offer year-round supply of Driscoll's berries,' the group statement read. 'Our own varieties have unique assets of appearance and flavour. Our extensive breeding programmes will ensure both consumer delight and farmer economics will continually be improved.'
Driscoll's pan-European organisation will be created with office locations in the Netherlands, Spain, Portugal and Morocco, with the head office in Breda, the Netherlands and Driscoll's of Europe headed up by managing director Theo Houwen.
The European organisation will have one combined European strategy with regards to production and sales, and UK operations will be integrated into the plan with Berry Gardens assuming responsibility for marketing in the country.
'Driscoll's of Europe looks forward to long-term growth through improved grower economics, efficiency and effectiveness in its operations, and an improved balance between supply and demand,' Driscoll's explained. 'With this unified organisation and planned increased production, Driscoll's of Europe will be able to continue to build the Driscoll's brand in the European market, and become a key player within the soft fruit category in Europe.'
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