Berry Gardens Holdings BV and its subsidiaries are to be re-organised to better address the markets in which it operates.
The venture, which is owned by KG Growers Limited, Driscoll Strawberry Associates Inc and Campos de Alconeras SL, will be re-structured by January 1, 2009.
KG Growers is to lead the UK business, while Driscoll’s will take a lead role in the development of the continental European business and the genetics company. Alconeras will remain an important partner across the business.
The move has been planned since the middle of the summer.
The European side of the business will receive greater investment in order to develop the market, while in the UK, efforts will be focused on maintaining and building on the presence of the firm.
Nick Marston, managing director, told FPJ: “We wanted to make sure the two different areas - the UK and continental Europe - are run by those most familiar to them and closest to them.
“After two years in operation it has become clear that a different approach is needed in different markets.
“The re-organisation will allow the UK business to focus exclusively on providing consumers and retailers with a year-round, seamless supply of the full range of berries, with continued exclusive access to Driscoll’s proprietary berry varieties and technical support.
“The fast-growing continental European marketing business will develop in parallel to this, spearheaded by Driscoll’s. The move will enable Berry Gardens’ companies and shareholders to strike the right balance of investment for future value and revenue generation.
“Our overall aim continues to be to provide the tastiest berries for customers to enjoy, creating the very best berry experience year round.”
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