Berry Producer Driscoll's Controls One Third of U.S. Berry Market
California-based berry company Driscoll's, founded by two brothers-in-law in 1904, has grown to become a major global supplier.
In 1904, two brothers-in-law, Ed Reiter and Dick Driscoll, began cultivating strawberries on a small farm in Watsonville, California. Today, their company, Driscoll's, is estimated to control one-third of the U.S. berry market and supplies grocery stores in over 20 countries.
The company's success is attributed to its focus on genetics rather than farm expansion. Driscoll's develops proprietary berry varieties in its own research labs and licenses them exclusively to approximately 900 independent growers worldwide. These farmers handle the cultivation, while Driscoll's receives royalties.
This strategy has notably reshaped global agriculture. Berries have become Mexico's most lucrative agricultural export, surpassing avocados, beer, and tequila. The launch of a popular smoothie made exclusively with Driscoll's organic berries also garnered attention within the produce industry.
However, the model has faced criticism. Some argue that Driscoll's approach has shifted agriculture away from freely shared knowledge towards proprietary genetics, accessible only to growers who sign agreements with the company.