Announcements

Job offersmore »



Tweeting Growers

Top 5 - yesterday

Top 5 - last week

Top 5 - last month

Exchange ratesmore »




Driscoll's plans to grow year-round

Last June 2016, Driscoll’s introduced a new, emotion-driven global brand strategy that included consumer research across North America, Europe, Australia and China. According to their most recent U.S. survey more than 85% of people agree that eating berries make them happy. This consumer insight allowed Driscoll’s to promote berries as an emotional product that directly links to a feeling of happiness and joy.



“During the extensive consumer research we were surprised about the level of emotion that consumers showed while talking about berries. There was such a strong relation to nature, summer and childhood memories, certainly when the quality is right” describes Marieke Appel, Marketing and Communications Manager at EMEA. “We felt this had to be captured by the brand essence."

Driscoll’s new brand design was inspired by the berries themselves as colourful pop icons of the natural world. The brand uses the individual colours and shapes of strawberries, blueberries, raspberries and blackberries.

Driscoll’s feels there is a huge untapped potential for berries. According to them, in a number of European countries, berries turn out to be even bigger than bananas and oranges in value. Driscoll’s ambition; to position berries as the number one candy in the store, by investing in consumer insights and retail partnership.

How is the company going to achieve this? By focusing on a year-round supply of berries, says Theo Houwen, Senior Vice President – Managing Director, Driscoll’s of EMEA:

“We want to extend and grow, but we always keep in mind that we are capable of delighting consumers 365 days a year. We do this step by step – by growing our own varieties, finding producers that connect with our vision, and then increasing volumes."

Publication date: 1/16/2017

 


 

Other news in this sector:

2/20/2017 Cucumber named 'flavor of the year'
2/16/2017 European first: heart-shaped Cantaloupe and watermelons
2/16/2017 Quebec Produce Marketing Association releases Chilean fruit guide
2/16/2017 US: Syngenta gets ready for a new generation of growers
2/15/2017 CAN (AB): Financial software for greenhouse vegetable growers
2/14/2017 BelOrta introduces engaging, playful packaging concepts
2/14/2017 Strawberries packaged as chocolates
2/14/2017 UK aquarium asks for lettuce donations to help their sea turtles
2/13/2017 New Dole Go Berries! targets healthy snacking on the go
2/7/2017 Almeria tomato sparks interest of Japanese TV
2/3/2017 South African teachers welcome "Virtuous Circle" project
2/3/2017 Updates at Harris Seeds
2/2/2017 Are bumblebees the Oompa Loompas of your greenhouse?
2/2/2017 A closer look at e-commerce in the seed industry
2/1/2017 US (GA): New UGA facility to launch new food products
1/31/2017 CAN (BC): $2.3 million for development of innovative food products
1/26/2017 Australian growers create collective brand to market produce
1/26/2017 Tesco’s “Perfectly Imperfect” line introduced to Central Europe
1/26/2017 USHBC kicks off new blueberry availability campaign
1/26/2017 Ontario Greenhouse Vegetable Growers marketing program ready