Leading US-based soft fruit producer Driscoll’s has established a new business unit, Driscoll’s of Europe, to market its proprietary strawberries, raspberries, blueberries and blackberries under the Driscoll’s brand throughout continental Europe.
The parent company, Driscoll's, which is based in Watsonville, California, will have controlling interest in the new venture and will provide a programme of breeding proprietary berries specifically adapted to growing conditions in the European continent and North Africa.
In a statement, Soren Bjorn, Driscoll's senior vice-president of international business development, says the company hopes to translate the success of its Berry Patch year-round soft fruit supply strategy to the European market.
“We want to carry what we have learned from this approach into the European market,” said Mr Bjorn. “We feel our increased commitment to this new organization will give greater focus towards achieving this objective.”
The new entity succeeds Berry Gardens, a partnership between Driscoll's, Spanish berry producers Alconeras and UK-based marketers KG Growers.
“Through Berry Gardens, we will continue to work with KG Growers in the UK,” continued Mr. Bjorn. “But the new structure will ensure that the unique aspects of both the UK and greater European markets are best served.”
Theo Houwen, who previously served as director of northern European vegetable processor Bonduelle, has been named as managing director of Driscoll's of Europe. The new company will be based in Breda, in the Netherlands.
“With our great support from the US, we will extend our market presence and establish Driscoll’s as a strong brand offering in Europe,” said Mr Houwen.
Berry Gardens, which is now 100 per cent owned by KG Growers, will remain the exclusive UK sales agent of all berries of Driscoll’s varieties, and will also be both Driscoll’s and Alconeras exclusive UK sales agent for their own non-UK production.
KG Growers also retains its exclusive rights to grow berries of Driscoll’s varieties in the UK on an ongoing basis.
