Driscoll's launches behind-the-scenes miniseries
U.S.-based company Driscoll's has debuted a six-part miniseries, Pursuit of Flavor, which "explores the passion of growing great tasting berries."
The launch is timed with the leading berry company's peak season for blackberries - a fruit that has undergone a transformation "from roadside weed to one of the fastest growing categories in produce," a release said.
April also marks the introduction of Driscoll’s Season’s Finest Blackberries.
“This groundbreaking miniseries is a part of our strategy to build brand equity by sharing how Driscoll’s uniquely pursues the art and science of creating a truly differentiated product," said Frances Dillard, global brand lead & director of marketing.
Driscoll’s advancements in blackberry flavor have been led by global plant breeding director Gavin Sills, who showcases elements of the brand’s breeding program in the miniseries.
Under the leadership of both Sills and his predecessor Carlos Fear, the entire blackberry category has seen tremendous growth with nearly 10 million new households entering the category since 2011, according to the release.
In this same time period, it says there has been an approximately 25% increase in annual blackberry consumption.
Despite this category growth, Driscoll’s notes that there is still ample room for increased sales. While fewer than one in five households consumed blackberries in 2011, today the figure is one-in-four.
The ‘Pursuit of Flavor’ miniseries also includes an episode featuring J. Miles Reiter - Driscoll’s chairman, a fourth-generation grower and the grandson of one of Driscoll’s founders.
Other episodes in the series highlight the past, present, and future of each of the four berries, through the art and science of natural plant breeding and the "philosophy of pioneering superior flavor through proprietary berry varieties."
“This new miniseries is a response to our highly engaged brand advocates who crave transparency of the craftsmanship that goes into growing great berries,” said Diane Scalisi, senior digital marketing manager for Driscoll’s.
Driscoll’s is one of the few berry companies with a dedicated research and development department focused on breeding proprietary berries exclusively for its network of independent growers, the release said.
Driscoll’s Season’s Finest Blackberries will be available at select retailers nationally.