’Focus on quality, the way to succeed in Spanish soft fruit sector’

In theUnited States, Driscoll's has been market leader for years and is known for itsberries coming from its own breeding programmes, but in Europe the company hasonly been active for a relatively short time. Four years ago, Driscoll'sSpanish subsidiary was created in Huelva after a merger with the growerorganisation Alconeras, of the Garrido family. Raúl Martinez, Country Manager Spain,was given the task to coordinate the production of all four berries; strawberries,raspberries, blackberries and blueberries. Relatively new is the Spanishproduction of Driscoll’s labelled blueberries and blackberries.

Taste, appearance and year-round availability
The Spanishstrawberry sector as a whole has had two tough years. "That is whyDriscoll’s is investing in the development of new high quality varieties. Thisway we are able to seduce consumers to repurchase our products" says Raúl."Our fruit must meet the highest standards in terms of taste, appearanceand year-round availability, by doing that we try to give direction to thesector."

It shouldbe clear that Driscoll's is not a traditional berry company. The organisationchooses for a long term cooperation with growers who believe in Driscoll's ownbreeding programmes and philosophy. "It is our challenge to developvarieties that perform well on taste and that are high yielding for growers.This is the reason we focus on quality, as the consumer is making a consciouschoice for tasteful berries and the grower will see this back.

We shareinformation with our growers in a very transparent manner. That's part of ourbusiness model. We consider it essential for our growers to know what ishappening with their products and that we are taking charge of the next stepsin the chain. This requires mutual trust," explains Raúl.

Buildingthe category
Spain is animportant production area for Driscoll’s, but the company is also producing incountries like Portugal, Morocco, Egypt and South Africa. “Driscoll's marketingstrategy will focus, in the upcoming years, on the UK, Scandinavia, Germany, theMiddle East and France. “This is positive news for Southern Europe as theproduction will grow due to the increasing demand," says Raul.

Thechallenge for the Spanish subsidiary is not only to expand the cultivation ofraspberries, but to increase the production of the other berries. Martinezemphasises his confidence in the future of the soft fruit sector. "Webelieve in category management and we see the results. Berry consumption isgrowing on a global scale and Driscoll’s believes that there will be many morepossibilities in the future."

For moreinformation:
Driscoll's
MiekePulles, Communications Specialist
Tel: +31 (0)85 0217 452
mpulles@driscolls.eu
www.driscolls.eu