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:

8/15/2017 This is what Chinese consider a hot tub
8/9/2017 US: New Food and Farm Facts Book on sale
8/9/2017 Export markets to Taste Australia through massive trade drive
8/7/2017 Wall Street Journal digs into produce trends
7/21/2017 Fresh herbs: from seasoning to marketing tool
7/19/2017 Video: New Zealand horticulture from seed to plate
7/18/2017 “Taste of Sweet Palermo takes Indonesian consumers completely by surprise”
7/17/2017 US: Congress takes first step to preserve WIC FMNP
7/12/2017 Australia: Giving waste produce a new lease on life
7/11/2017 How to promote cherry tomatoes to children
7/11/2017 Copa and Cogeca launch #EUFarmRecipes book
7/11/2017 Ireland calls for Africa Agri-Food Development applications
7/4/2017 AHDB partners with British Nutrition Foundation
7/3/2017 Estimating strawberry attributes’ market equilibrium values
7/3/2017 Mastronardi featured in Canada's 150th anniversary celebrations
6/30/2017 Driscoll's reveals top 10 berry-loving markets in the US
6/30/2017 Accurate labelling plays larger and larger role on Canadian produce
6/30/2017 Setting up for the farmers market
6/28/2017 "Product itself is best brand advertisement"
6/28/2017 Australia: Giving ugly vegetables a nutrient-rich facelift