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recently introduced "Sweetest Batch", a premium tier of berries that commands a price approximately 30 percent higher than standard berries. The goal of the "Sweetest Batch" program is to boost the quality of strawberries, blueberries, raspberries, and blackberries of all varieties. To find the premium tier, Driscoll's develops and studies 125,000 strawberry varieties every year, in addition to other types of berries.
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Driscoll's was officially founded in 1904, known at the time as Banner Berry Farm's Brand. They secretly kept Loftus as their supplier and also planted the Banner variety of berries exclusively. The company was the sole supplier of the Banner variety until Reiter formed an outside partnership in 1916
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In the early twentieth century, the strawberry market in the United States was dominated by
Japanese immigrants. In 1942 during World War II, the industry nearly collapsed due to the Japanese being forced into internment camps. During the war, Driscoll's was one of the few companies still planting
379:
In 2015, workers and union leaders at two independent growers for
Driscoll's called for boycotts against the company. The same year, Driscoll's announced the adoption of global Worker Welfare standards for their independent growers and public commitment to farmworker improvements with third-party
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and improve the quality of its berries. The United States berry market is valued at $ 9 billion annually, having grown by 40 percent over the past five years. This growth has been driven primarily by strawberries and contributions from blueberries, raspberries, and blackberries. Driscoll's has
395:
In June 2022, Driscoll's acquired Berry
Gardens Limited, a sales, packaging and distribution entity of Berry Gardens Grower Cooperative. In July 2022, Driscoll's formally agreed to acquire Haygrove Africa Trading, a Sub-Saharan blueberry supplier. In October 2023, Soren Bjorn was named CEO of
237:
The origin of
Driscoll's dates back to the late 1800s. In 1849, a butcher from Alsace settled in California and eventually farmed near Watsonville. The butcher's son, J.E. "Ed" Reiter and Reiter's brother-in-law, R. F. "Dick" Driscoll, began growing strawberries in the region. It was the
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In 1946, Goldsmith and Thomas crossed two university varieties which eventually became known as Z5A. The variety was known to withstand shipping and also fruited into late summer. The late harvest allowed
Driscoll's to ship strawberries to retailers when other growers had none. The berry was
253:
to market the Banner Berry plant. After twenty-years in business, the Banner variety was infected by the spread of a viral infection and
Driscoll's began breeding and releasing new varieties of berries. The new varieties were developed by Harold Thomas and Earl Goldsmith from the
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In 1944, Goldsmith and Thomas quit their university jobs and went to work for the newly formed
Strawberry Institute of California after the university planned to abandon its breeding program. The company purchased seedlings and
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for food safety, which are enforced at all contracting growers' farms, cooling and distribution facilities such as their Santa Maria, California, distribution facility. They also have a distribution facility in Dover, Florida.
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audits and assessments. It also announced a pilot program with Fair Trade USA to bring to market Fair Trade
Certified organic strawberries and organic raspberries. COO Kevin Murphy was promoted to CEO in 2015, replacing
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and
Driscoll families since the late 1800s. In 2017, it controlled roughly one-third of the $ 6 billion U.S. berry market, and is the world's largest berry company as of 2024. Headquartered in
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markets by wrapping every crate in paper ribbon. The marketing strategy earned the strawberry variety the name "Banner" due to the large strawberry printed on the banner of each crate.
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By 2016, Driscoll's began testing to develop a robot that would pick strawberries. The company also announced a name change from
Driscoll's Strawberry Associates to Driscoll's, Inc.
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from the university that represented the life work of Goldsmith and Thomas. The Strawberry Institute of California would later merge with Driscoll Strawberry Associates.
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During a meeting between Thomas Loftus, Driscoll, and Reiter, the three formed a partnership to protect and promote strawberries in the Sweetbriar community in northern
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333:. The company did not sell and instead decided to expand into other markets, including raspberries, blueberries and blackberries. In the 1990s, Driscoll's created the
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Driscoll's, after serving as president of Driscoll’s of the Americas. He began as CEO in January 2024 to oversee the company’s global day-to-day operations.
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developed over a 10-year period and not released until 1957. In 1966, the merger of Strawberry Institute and Driscoll Strawberry Associates was completed.
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The company has a staff of 30 scientists "devoted solely to strawberries, manipulating evolution at nine research stations in
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376:. In 2015, Driscoll's announced its involvement in "Connect the Drops," a campaign for changes to California water policy.
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348:. In 2008 the company was also named "business of the year" by the Pajaro Valley Chamber of Commerce and Agriculture.
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1258:"Strawberry fields forever: Acres of sweeet nostalgia at Driscoll berry factory". Lodi News-Sentinel. July 5, 2008.
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Driscoll's sold mainly strawberries until the late 1980s. At that time it was approached with purchase offers from
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Driscoll's grows berries in 21 countries and sells them in 48. It contracts with various growers to produce
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1269:"Coast Lines: March 27, 2013: PV water agency seeks new director". Santa Cruz Sentinel. March 26, 2013.
459:. Driscoll's holds 60 percent of the organic strawberry market in the U.S. Driscoll's claims to follow
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In 2008 Driscoll's was one of the first two California growers to legally ship strawberries to the
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for the company. The company also began marketing under the name Driscoll Strawberry Associates.
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823:"Pajaro Valley chamber names man and woman of the year". Santa Cruz Sentinel. December 5, 2008.
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812:"California strawberries clear Olympic hurdle". North County Times. August 6, 2008.
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Driscoll's raspberries in a clamshell package invented by the company in the 1990s.
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270:, Driscoll's recruited Japanese-American former prisoners upon their release from
1024:"Driscoll's Strawberry Associates, Inc. Announces Name Change to Driscoll's, Inc"
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beginning of what has been referred to as "the California strawberry gold rush."
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Eve Thompson (May 9, 2012). "The zen of driving a race car". Mt. Shasta Herald.
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1001:"This Once-Per-Century Rebranding Is a Case Study In Marketing Done Right"
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978:"The Berry of the Future Is Fed a Specialized Diet and Picked by a Robot"
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As of 2014, Driscoll's supports the Indigenous Interpreting+ program at
691:"Grower Sees Challenges, Opportunities in Booming Organic Berry Market"
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963:"Current Driscoll's President Kevin Murphy is the Company's New CEO"
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660:"Driscoll's Growers Gave Former Interned Japanese Americans a Start"
628:"Travelin' in Time: Those sweet Sweetbriar strawberries of long ago"
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714:"Strawberry Breeding Program Backgrounder: A Historical Timeline"
212:. It is a fourth-generation family business that has been in the
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As of 2024, Driscoll's is the world's largest berry company.
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730:. Berkeley, CA: University of California. 1987. p. 115.
245:. In 1902, the partners began promoting the strawberries in
903:"Driscoll's Applies Fresh Approach to Ag Labor Relations"
878:"Farmworkers' Union Calls for Boycott Against Driscoll's"
186:
1326:"How Driscoll's Is Hacking the Strawberry of the Future"
857:"Driscoll's leading charge for change in water policies"
791:"How Driscoll's Is Hacking the Strawberry of the Future"
384:, who retained his position as chairman of the board.
923:"Driscoll's Underscores Commitment to Worker Welfare"
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1940s and founding of Driscoll Strawberry Associates
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509:"Driscoll's Aims to Hook the Berry-Buying Shopper"
1241:"Why America's Berries Have Never Tasted So Good"
1222:"Why America's Berries Have Never Tasted So Good"
1203:"Why America's Berries Have Never Tasted So Good"
1175:"Why America's Berries Have Never Tasted So Good"
577:"Why America's Berries Have Never Tasted So Good"
233:Early 1900s, foundation and the Banner Strawberry
1760:Companies based in Santa Cruz County, California
944:"Driscoll's to expand Fair Trade berry program"
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1780:Food and drink companies established in 1904
344:under a program negotiated by then governor
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1122:: CS1 maint: numeric names: authors list (
1046:"Driscoll's acquires Berry Gardens Limited"
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757:"How Driscoll's Reinvented the Strawberry"
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1097:Knowles2022-07-14T11:37:00+01:00, Mike.
1765:Food manufacturers of the United States
1099:"Driscoll's to acquire Haygrove Africa"
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1281:"Learn More About Our Organic Berries"
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1072:"Driscoll's acquires Haygrove Africa"
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7:
976:Shanker, Deena (November 21, 2016).
855:Potter, Lisa Marie (March 6, 2015).
451:. The company's organic berries are
961:Leon, Melissa De (March 31, 2015).
596:The Best American Food Writing 2018
1022:Hillen, Laura (November 2, 2016).
755:Goodyear, Dana (August 14, 2017).
547:Goodyear, Dana (August 14, 2017).
255:University of California, Berkeley
14:
1785:1904 establishments in California
399:Driscoll's has invested years in
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1612:California Strawberry Commission
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1324:Lawrence, Dune (June 29, 2015).
999:Joseph, Jim (October 13, 2016).
789:Lawrence, Dune (July 29, 2015).
689:Eddy, David (October 26, 2017).
27:
626:Smith, Dottie (March 3, 2011).
92:, as Banner Berry Farm's Brand
1:
598:. Houghton Mifflin Harcourt.
1586:List of strawberry cultivars
876:Kaye, Leon (April 7, 2015).
83:; 120 years ago
1173:Cohen, Ben (July 5, 2024).
712:Bailey, Pat (May 9, 2016).
461:good agricultural practices
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1548:Fragaria × Comarum hybrids
835:"Indigenous Interpreting+"
633:Redding Record Searchlight
342:People's Republic of China
1790:Agriculture in California
1727:
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1156:"Meet Driscoll's new CEO"
1138:"Meet Driscoll's new CEO"
243:Shasta County, California
35:
26:
1617:Breeding of strawberries
793:. Bloomberg Businessweek
401:research and development
358:Natividad Medical Center
266:strawberries. Following
1770:Watsonville, California
1714:Outline of strawberries
1682:Little Scarlet preserve
1245:The Wall Street Journal
1226:The Wall Street Journal
1207:The Wall Street Journal
1180:The Wall Street Journal
862:The Salinas Californian
581:The Wall Street Journal
471:, Southern California,
204:-based seller of fresh
118:Watsonville, California
44:Watsonville, California
16:American fruit producer
1736:Category: Strawberries
1675:Strawberry rhubarb pie
666:. 2011. Archived from
318:
316:IMSA GT3 Cup Challenge
303:
70:Agricultural producers
1545:Intergeneric hybrids:
594:Reichl, Ruth (2018).
346:Arnold Schwarzenegger
310:Driscoll's sponsored
309:
301:
1660:Strawberry ice cream
1076:FreshFruitPortal.com
1050:FreshFruitPortal.com
882:www.triplepundit.com
517:. September 6, 2016.
272:the internment camps
1719:Strawberry festival
911:. February 3, 2016.
670:on October 29, 2013
549:"Strawberry Valley"
362:Salinas, California
312:Porsche 997 GT3 Cup
23:
1655:Strawberry delight
908:Fresh Fruit Portal
640:on October 2, 2015
514:The New York Times
319:
304:
1742:
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1691:Pest and diseases
1530:F. × bringhurstii
693:. Growing Produce
605:978-1-328-66308-5
453:certified organic
405:production yields
314:competing in the
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143:Soren Bjorn (CEO)
67:Consumer products
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1698:List of diseases
1602:George M. Darrow
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1348:Official website
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1026:. And Now U Know
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636:. Archived from
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198:Driscoll's, Inc.
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42:Headquarters in
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1665:Strawberry milk
1650:Strawberry cake
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1420:F. nilgerrensis
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1305:. driscolls.com
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1283:. driscolls.com
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1078:. July 12, 2022
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1052:. June 27, 2022
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1670:Strawberry pie
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1391:Strawberries
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928:Fresh Plaza
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728:In Memoriam
716:. UC Davis.
697:January 26,
674:February 4,
644:February 4,
469:Watsonville
433:raspberries
429:blueberries
218:Watsonville
173:blueberries
163:raspberries
1749:Categories
1607:Driscoll's
1581:Strasberry
1567:Strawberry
1455:F. viridis
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948:The Packer
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491:References
483:, and the
437:California
274:to become
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208:and other
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126:Key people
1635:Bubu Lubu
1576:Pineberry
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