Berries are one of the fastest growing fresh produce
categories in terms of consumption. In 2015 the
category has shown an astonishing growth in the
Nordics and the Netherlands. According to Driscoll’s
EMEA Managing Director Theo Houwen this is only
the beginning, as the berry company is winning the
hearts of many more shoppers around the world.
Houwen is convinced Driscoll’s exceptional product varieties and effective in-store approach are the secret.
Europe’s taste
Houwen: “In the Nordics the berry category is already heading to the number one position in the retail sales top three. Especially Norway and Denmark, are clear indicators of retail market trends and are setting an example for other European countries when looking to the growing number of people who enjoy berries on a daily basis. I believe this is the result of our focus on a specific group of consumers, who are looking for a healthy lifestyle through sports and conscious foods. They want to
enjoy tasty meals that fit their way of life and that will bring them a feeling of happiness.”
To meet the needs and standards of these conscious consumers Driscoll’s is continuously investing in the development of unique varieties Houwen explains: “Thanks to the results of consumer tests and studies, it is clearer to see what the main consumer criteria of a successful berry variety is. These preferences can change per country, for example French consumers prefer aromatic berries, while pure sweetness is the first choice for Germany.”
Houwen underlines that European consumers have one thing in common; their wish for consistent quality throughout the year. “For this reason, we are focussing on a long term cooperation with independent growers in Europe and Africa, who are dedicated to work according to our high quality standards. This will allow us to deliver delicious products, no matter the time of the year. In addition we are investing in our cold chain, so that we can strengthen our temperature management and increase the shelf life of our berries, making sure our fruits stay fresh after arriving in store.”
Shopper insights
Driscoll’s Senior Vice President is convinced that to target the berry shopper, the company has to work together with its retail partners. “I clearly remember the first time a pallet of delicious Dutch blackberries were coming from the fields. For years blackberries were known for their sour taste and poor quality, but these berries were so fresh and sweet. It was something Europe had never tasted before. Sadly, there was not much interest from the market in blackberries at that time, due to their unsuccessful history. By sharing our blackberry revival with retailers, they slowly started to see the big potential of these fruits.”
According to Houwen the overall quality in the berry market is increasing and more retailers are offering berries year-round. “Knowing who your shoppers are, can make a big difference in a market that is becoming more mature. Certainly when you realise that berry shoppers are spending twice as much in store than regular shoppers. We therefore support our retail partners with shopper insights and tailored category advice to get the most out of their in-store presentation and ultimately out of their berry turnover.”
Moments of happiness
Houwen: I’m convinced Driscoll’s exceptional product varieties and effective in-store approach are the key to success. Add to that the right positioning of berries as a delicious treat. It is our job to make sure berries remain more than just a commodity. Our challenge for the next ten years is that consumers will keep associating the Driscoll’s brand with quality and establish an emotional connection with our products.”
For more information, please visit www.driscolls.com.