Driscoll’s has appointed board vice-chair Smith as its new CEO, with Bjorn set to support the transition and offer strategic guidance
Berry giant Driscoll’s has announced that Brie Reiter Smith, vice-chair of the company’s board of directors, will assume the role of chief executive officer with immediate effect.
Smith succeeds Soren Bjorn, who will continue to support Driscoll’s during the transition and ”assist with key strategic priorities”.
Bjorn joined Driscoll’s in 2006 and has been CEO of the California-based company since 2023.
In a statement, Driscoll’s said Bjorn has ”contributed immeasurably” to the company’s growth, emphasising his knowledge of the industry and how he is recognised across the business.
“Soren’s intelligence, strength of character and commitment to Driscoll’s mission to ‘continually delight berry consumers through alignment with our customers and our berry growers’ have been a hallmark of his leadership throughout the various positions he has held,” said Driscoll’s executive chair Miles Reiter.
”We have had a lot of fun and been through plenty of challenges together.”
Smith has held a variety of positions in the company that her grandfather, Joe Reiter, co-founded.
Driscoll’s highlighted that she grew blueberries in Chile, oversaw quality and product leadership in the Americas, and has served as a director and vice-chair of the board.
“While I may not have followed the traditional path to this role, no-one believes in our company’s mission more than me,” outlined Smith.
“The team Soren has assembled is the best we’ve had, which is a real testament to his leadership and vision.
”The berries we put on tables around the world are the same berries I feed my three young daughters every day,” she added.
I am honoured to continue the tradition of positively impacting lives by operating with trustworthiness, passion and humility.”
