European soft fruit marketer Berry Gardens Holdings is to be reorganised by parent companies Driscoll Strawberry Associates, KG Growers and Campos de Alconeras as part of a move to give the business a greater focus on the fast-growing continental European market.
In a statement released this week, the group said the new structure, expected to be in place by 1 January 2009, would allow Driscoll’s to take a lead role in the development of the continental European business and the genetics company.
KG Growers will focus on its core UK market, while Spanish berry grower Campos de Alconeras will remain a significant shareholder in the enterprise.
Berry Gardens managing director Nick Marston told Fruitnet that the decision to “separate out” the segments of the business had been taken because of the difference in management and investment development between the fast-growing mainland European market and the “fairly mature” UK market.
“The move will enable Berry Gardens’ companies and shareholders to strike the right balance of investment for future value and revenue generation,” he said.
But he empasised that from a consumer and retailer point of view, little would change in the company, as Berry Gardens intends to maintain overall levels of investment in the business, and research and development programmes.
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