Putting taste over size: Driscoll's new CMO is betting on consumer experience and global brand expansion
California-based Driscoll’s recently appointed Jiunn Shih as its first chief marketing officer (CMO). In announcing the move, the company said the creation of the role is a milestone in its “evolution from a category leader to a globally recognized consumer brand.”
Shih’s executive equivalent to a debutant’s ball took place at the IFPA conference in Anaheim, California. There, the CMO sat down with FreshFruitPortal.com to talk about his exciting new role at Driscoll’s and how to expand an already globally recognized brand.
With over 20 years of experience across Europe, Asia, and the Americas, Shih is now part of the team responsible for expanding the berry company’s brand and presence worldwide.
The company is strong and well known across markets, he said, but the company knows it “has an opportunity to become stronger, even in the US, where the brand is obviously already very strong.”
According to Shih, the Driscoll’s name is still growing and its reach is extending across major global markets such as Europe and China.
“Ensuring that this brand is executed consistently in every geography is a priority,” he said.
The company's main target audience remains health-conscious consumers, particularly parents with young children, since kids love snacking on berries. But this is only the starting line, says Shih, as the brand’s extensive lineup of berry varieties presents a significant opportunity to “continuously premiumize the category.”
Driscoll’s is betting on taste, not size
“Now that we've launched the Sweetest Batch, which is a premium segment, it's not about the size, it's about the taste,” Shih said. “Our prioritization is not that we don't have big pieces of fruit—some of our varieties are big by themselves—but it is really about the taste experience.”
Last but not least, the company is also focused on organics, Shih said.
“Our consumers are organic consumers,” he explained. “Organic is about 20 percent of our business—it’s an incredibly important segment.”
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