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:

10/19/2017 Italy: Innovation with niche products
10/13/2017 Turkish tomatoes to be promoted in Seoul to lift exports
10/10/2017 Six trends driving fruit & veg sales in the US
10/5/2017 Spain: Aldi promoting fruit and veg consumption with new campaign
10/4/2017 UK: Riverford seek growers to join three Innovative Farmers field labs
10/4/2017 NL: Hortivation foundation launches website
10/3/2017 Australia: Research shows more businesses implementing ‘buy local’ policies
9/25/2017 China's first Cucumber Carnival
9/25/2017 Italy: Origin of tomatoes on the label
9/11/2017 Dutch students reveal opportunities in Canadian horticulture
9/8/2017 If you are good-looking, join this Hoogendoorn contest
9/8/2017 Aussie growers kick off six-month trade tour
9/7/2017 Perdue unveils new USDA Ethics App for Executive Branch employees
8/31/2017 US: Syngenta grants available for education, hunger relief
8/30/2017 Cucumber-slicing vehicle garnishes cocktails across America
8/29/2017 US: Tour de Fresh completes record-breaking fourth year
8/25/2017 Kenya plans to boost ag exports to Asia at World Expo 2017
8/24/2017 Knowledge prevents consumer herb disappointment
8/24/2017 Tour de Fresh brings more than 50 salad bars to U.S. schools
8/23/2017 Belgium: Carrefour pays attention to grower's choice of substrate and variety