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:

6/19/2018 US (TX): Project explores potential for value-added food products
6/15/2018 Football World Cup Special
6/15/2018 Video: Dutch Cuisine - made in Ukraine
6/14/2018 Balancing attraction and transaction in the fruit and veg department
6/13/2018 Australia: Sweet strawberries growing Asian exports
6/12/2018 US company promotes new positioning for its Mexican greenhouse tomatoes
6/7/2018 Woman makes jewellery out of fruits and vegetables
6/5/2018 IFA calls on consumers to support Irish strawberry growers
5/30/2018 Window shopping a vertical farm
5/29/2018 US (PA): Penn State Extension kiosks provide information for growers
5/28/2018 Australia: Getting growers export-ready
5/28/2018 Stacks of food, new Instagram trend
5/28/2018 Australia: Industry revamps ‘Veggycation’ tool to consumers
5/24/2018 Poland promotes agri-food in China
5/23/2018 The recipe for a successful salad concept
5/23/2018 Australian Made Board of Directors meet for the 100th time
5/23/2018 UK parent calls 999 because son ‘won't eat his vegetables’
5/17/2018 British Tomato Week extended to fortnight
5/2/2018 The mystery of the missing fruit
4/30/2018 Is more assortment the future?