Driscoll’s: The Global Brand
Abstract
This case presents how Driscoll’s grew from a partnership between two brothers-in-law to the world’s largest berry producer. In particular, the case discusses the importance of plant breeding to develop new varieties, Driscoll’s business model of controlling berry genetics and marketing, and how food safety and traceability in production and distribution has contributed to their brand. In addition, it shows how managing employees well results in the success of a business
This paper has been withdrawn.