Where are Driscoll’s key markets in Europe and the Middle East? And what are the other main areas of focus for the company moving forward in 2016 and beyond?
Theo Houwen: There are several areas that we are focusing on in particular for our key markets, which are mainly northwest Europe, the UK, Scandinavia and the Middle East. We distinguish ourselves firstly through our raspberries, and then in order to complete our entire ‘BerryPatch’ we also stimulate the growth of our other berries – strawberries, blueberries and blackberries.
If you look at our mission statement, we want to make sure that we constantly delight our consumers – this is what we build our company around. We want to extend and grow, but always while delighting consumers 365 days a year. We do this by growing our own varieties, finding producers that connect with our vision, and increasing volumes.
What sets Driscoll’s apart from the competition is firstly that we have a very large proprietary genetic programme, and secondly that we are very consumer focused in comparison to the traditional berry market, which was more about the production. We have spent a lot of energy and investment in understanding the preferences of consumers, and we work closely with our customers to develop the category.
With our brand we are continually seeking new ways to make a direct connection with the consumer. We conducted multiple consumer studies, and it turned out that good berries have the power to make any ordinary moment more special. Berries bring joy to the table, especially when shared with others. This is what we have captured in our new brand identity and how we want to express Driscoll’s to consumers. Therefore we are very excited to relaunch our brand within the European market from June 2016. We expect that this also will provide new opportunities for our business partners as it brings new energy to the shelves and category overall.
What is driving sales in the berry category in the current market?
TH: There are different needs that fruit in general addresses, so for example health is one driver of consumption, the desire to treat yourself is another, and snacking or convenience is also one. There are seven overall ‘need states’, and berries fall into a number of these categories. Blueberries are more skewed towards health, while blackberries and raspberries are more about eating something special, and strawberries are considered an everyday treat.
In general, consumers are looking for fresh, honest products and we believe the special role of berries is as a competitor to the chocolate bar rather than simply a healthy product. It comes back to berries representing a delicious and pure treat. If we can capture that romantic idea of berries as a brand, there are so many possibilities and the penetration rates of fruits such as blackberries and raspberries can grow.
The full interview with Theo Houwen appears in the May 2016 issue of Eurofruit
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