Job offersmore »
- IPM & Pollination Specialist (ornamentals) - Western Europe
- Sales and Marketing Representative - Canada (British Columbia)
- Werken op een groene productie locatie in Afrika?
- Site Manager - UK
- Avocado Industry Data Analyst - Australia
- Assistant farm manager
- Plant breeder or molecular biologist (Denmark)
- Post-Harvest Senior Manager Required- Kenya
- Growing specialist Helda Beans & Peppers - Africa or Mediterranean area
- Product Development and R&D Engineer (Greenhouse and Equipment) - Canada
Top 5 - yesterday
- "In indoor ag, every project demands a unique approach"
- Hokkaido greenhouse to enable production in the "coldest city on earth"
- "Biochar boosts tropical but not temperate crop yields'
- Swedish project studies year-round cultivation of tasty strawberries with LEDs
- Spain: Greenhouse builder J.Huete expands into new premises
Top 5 - last week
- "Horticulture production in India has exploded"
- Young entrepreneur serves Iranian niche market with DIY hydroponics
- What are the start-up costs of a greenhouse business?
- US(AZ): Civic Farms to break ground on 20,000 sq. ft. vertical farm at Biosphere 2
- Australia: Learn how the deleafing robot can reduce labor cost
Top 5 - last month
Exchange ratesmore »
Driscoll's plans to grow year-roundLast 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: