Perspectives From The Global Produce and Floral Show 2024: An Interview with Casey Rose, VP of Sales at Driscoll’s

By Agronometrics | 29 October 2024

In this installment of the ‘Agronometrics Interviews’ series, Sarah Ilyas conducts an exclusive interview with Casey Rose, VP of Sales at Driscoll’s. The series is based on interviews with esteemed professionals from the industry, focusing on a specific origin or topic visualizing the market factors that are driving change.


Q: What are Dricoll’s mission and vision? 

At Driscoll’s, we take great pride in our 100-year legacy of bringing joy to the marketplace. Our mission is centered around consistently delivering delight to our  consumers. We achieve this through strong partnerships with our customers and growers. Events like this allow us to strengthen those connections, as we not only engage with our customers but also provide an opportunity for our growers to meet them directly.

Our core values—trustworthiness, humility, and passion—are at the heart of everything we do. The passion within our team, especially evident at events like this, is a testament to our commitment to quality. We are proud of the products we bring to market and value the chance to engage with our customers face-to-face, share innovations, and discuss what’s new.

Q: Could you elaborate on how Driscoll’s boosts local consumption? How do you market your products in a way that resonates with consumers worldwide, and what sets your approach apart?

A key component of our business strategy is our ability to tell our story effectively. As a global company with production across various regions, it is vital that we communicate the unique aspects of our offerings to consumers around the world. While our primary focus is on the United States and Canada, Driscoll’s operates on a global scale.

Blueberry Imports By History in the US Market | Cultivated Conventional

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Blueberry Imports By History in Canada | Cultivated Conventional

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One of our distinct advantages is our proprietary genetics, which allows us to differentiate ourselves in the market. We are a sales and marketing company that leverages its exclusive genetics. Driscoll’s itself is not a grower, but we partner with a dedicated network of growers who work exclusively with us. By focusing on flavor and quality, we tailor our approach to each geographic region to ensure that the experience of our product—whether in the U.S., Canada, South Africa, or elsewhere—remains consistent in both quality and delight.

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Casey Rose, VP of Sales at Driscoll’s


Q: Over the past year, the blueberry market has faced significant challenges, particularly in terms of the supply chain. Could you elaborate on some of the challenges Driscoll’s faces with blueberries? 

The blueberry market has certainly undergone considerable change over the past three, five, and even ten years, and I believe many of these changes have been for the better. At this time of year, for instance, we receive a large volume of blueberries from Peru, with some truly exceptional varieties entering the marketplace. However, alongside these positive developments, we must also address the inherent challenges that come with agriculture.

One of the biggest factors is, of course, Mother Nature. While we cannot control natural elements, it is crucial that we proactively communicate any potential supply disruptions. Climate change, in particular, has become a significant challenge, and it remains a strategic priority for Driscoll’s to address sustainability at every level.

Sustainability is a broad and complex topic, and we’ve made it a key initiative within the company. We are focused on reducing our carbon emissions and minimizing our use of plastics, not only in packaging but also in field operations. We recognize our social responsibility to leave the best possible conditions for future agricultural production, and we take that very seriously. 

Q: Could you share something that excites you about the future of Driscoll’s? Are there any innovations or projects in the works that you’re particularly enthusiastic about?

Absolutely. I’m very excited about some of the new berry varieties we have introduced for both our customers and consumers. While we currently offer excellent varieties, it’s important that we continually stay ahead of the curve. We can never be content with what we have; we must always explore new varieties and bring them to market, hoping they resonate with our consumers. That process of innovation is incredibly exciting.

In terms of packaging, there are several promising solutions we’re exploring. One such innovation is the paper-pack option for berries, which we’re already using in Europe. However, implementing this in North America presents a different set of challenges since much of our production here is soil-based, as opposed to the greenhouse production that is more common in Europe. Dealing with the variability of outdoor conditions makes it more complex to transition to paper-based packaging in the fields, but we are actively working on these solutions.

Internally, we are also focusing on technology upgrades. While these advancements may not be customer-facing, they enable us to enhance the quality of our berries and improve operational efficiency. For example, we’re implementing new systems to ensure we pay closer attention to quality control and customer engagement through improved platforms.

Ultimately, it all comes down to increasing berry consumption. Berries, particularly strawberries and blueberries, consistently hold the top spots in most retail produce departments, and we are determined to maintain that leadership position across the U.S. and Canada. The key to achieving this lies in continuing to deliver top-quality products. There’s much to be thankful for, but also a lot to be excited about as we move forward.

Q: How important is data for Driscoll’s, how do you utilize it, and why is it so essential?

Data plays a crucial role in every aspect of our operations. On the production side, we use data to monitor key metrics such as supply and yield. We also track and assess the quality of our produce by collecting data from individual growers and lots. By maintaining this historical data, we can better prepare ourselves for the future. For instance, we might use three- or five-year averages to anticipate and mitigate potential disruptions, whether they’re related to supply or quality.

On the sales side, we rely heavily on data as well, particularly when it comes to category management. We analyze data daily to monitor market trends, evaluate customer plans, and optimize operations. This allows us to collaborate more effectively with our partners and drive increased category consumption. We closely track metrics such as market share and brand share, both of which are critical to our growth.

We are also constantly looking for ways to increase household penetration, particularly for products like raspberries and blackberries. One of the things that excites me about the data we’re seeing at this show is how front and center berries have become in the market. This highlights how integral berries are to our customers’ produce categories.

Additionally, we leverage various data sources to understand consumer behavior and enhance our presence in the e-commerce space. The shift toward e-commerce is another area of exciting growth for us, with customers who were previously hesitant now showing more positive engagement.

Overall, data is vital to ensuring that we stay competitive, deliver high-quality products, and continue to grow in a rapidly changing marketplace.


Written by Sarah Ilyas

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