How Driscoll's Seeks To Stand Out In A Crowded Field Of Berry Producers

On 40 acres at a farm near the central coast of California, new varieties of strawberries, raspberries, blackberries and blueberries are being tested, each of them proprietary. No other company in the world grows berries exactly like these.

Now the business behind it all — Driscoll’s, the family-owned berry juggernaut — is hoping a new marketing campaign will make berry lovers care about that distinction.

With new labels on its packages, a retooled website and an aggressive social media outreach that starts this week, the company is aiming to get Americans to understand what makes Driscoll’s berries unique. Its strawberries have been bred for a uniform shape, for example, while Driscoll’s raspberries are pinker and shinier, made to meet desires expressed by consumers.

To read the rest of the story, please go to: New York Times