Spanish soft fruit production increasing

Soft fruit specialist Driscoll’s established a branch in Spain under the Driscoll’s name five years ago. Here, strawberries, raspberries, blackberries and blueberries are grown under the Driscoll’s label. We asked Raúl Martinez, Country Manager Spain, about the latest developments.

The branch in Spanish Huelva was born after a merger with cultivation company Alconeras, run by the Garrido family. Raúl Martinez was appointed to coordinate the production of soft fruit here. What caused Driscoll’s to decide taking up their own production in Spain? “Spain has been very valuable to the European soft fruit sector in the past thirty years. Because Driscoll’s focuses on year-round supply of soft fruit, our Southern European production is of great importance. This way, consumers can enjoy our tasty and fresh soft fruit not just in summer, but in winter as well,” Raúl says.

In Spain, strawberries, raspberries, blackberries and blueberries are grown. All the soft fruit from Spanish growers is marketed under the Driscoll’s label. Production runs from September until June. Relatively new is the Spanish production of blueberries and blackberries under the Driscoll’s label. “By developing new, successful varieties and through close cooperation with our growers, we are able to keep the quality of the fruit high.”

Asked what’s specific about the cultivation of soft fruit in Spain, Raúl answers that Driscoll’s Spain has gained a lot of experience when it comes to raspberries. “The Driscoll’s Maravilla variety is very successful in particular,” he says. “This is thanks to our knowledge and the growers’ dedication. That way we’ve been able to extend the raspberry season. The production starts in autumn already, and continues until June. Our blackberry production also continues from autumn until June. The blueberries are available from March to July, and the strawberries from December until May.” The Spanish soft fruit, like the rest of the Driscoll’s production, meets the highest standards in terms of flavour, look and year-round availability.

In the coming years, Driscoll’s will mostly put a commercial focus on retailers in the United Kingdom, Scandinavia, Germany, the Middle East and France. According to the Country Manager, this is positive for Southern European production. “In order to meet the increasing demand, production will expand further. In addition, we recently started with a small soft fruit programme for Costco in Seville and Madrid. Costco is a global client of Driscoll’s,” Raúl says. He notes that the consumption of soft fruit is increasing the world over. He does notice that consumer expectation has changed though. “Consumers are increasingly looking for the best available option or special offer. They are more aware of the overall quality and taste of the fruit, and its consistency. So at Driscoll’s, we need to continue to develop flavoursome varieties. It’s a challenge to introduce varieties that perform well both in terms of flavour and yield for the growers.”

Driscoll’s goal is to increase the Spanish production for all soft fruit varieties, looking at the quality of the soft fruit and the revenue for the grower. “Only then will the Spanish production be successful in the long run,” Raúl concludes.

More information:
Driscoll's
Karlien Korebrits