Driscoll's develops step by step its production in China

Driscoll's is among the leading brand in the world for berries (strawberries, raspberries, blueberries). Three years ago, the American company has taken the decision to consider Asia as a strategic market.

Met in Hong Kong, M. Jae Chun, Asia Pacific Vice President & General Manager explains : "We don't want to be another fruit exporter, we want to build a production base and establish our global brand here in China, and in the Asian region."  M. Jae Chun is a former Chiquita manager who has led an identical strategy in China in a recent past. Right now, Driscoll's focus on China, which offers a lot of diversity of production zones.

"We made a very conscientious approach with a step by step demarch. We want to make it right to guaranty that a Chinese consumer with a Driscoll's berry produced in China has the same delight than a Californian customer with an American berry. We want to build a global brand, and we want to make sure to offer the same quality and the same constancy in the product. The most important is to establish trust with Chinese customers. There is no other way for us that starting with quality and consistency, then we need to tell our story. We have a 100 years history in berry business. There is a particular way , we grow our berries. There is a Driscoll's standard, and the same standard is operated also in China. This is the only way to do, as Driscoll's is a global brand and we need to protect this brand."

Fructidor.com : Aren't you scared about the pollution in China?
- "Pollution is a real concern, that is why we are very selective on the zone to establish our farms. Then we have a system to check and to treat the water used. Some techniques including UV control are reducing risks. We also used other techniques to eliminate all risks of soil pollution."

Fructidor.com Do you use the Driscoll's brand in China?
- "Yes, there may be some localisation in the future, but we want to establish the brand as a delightful brand. We are very committed to develop the business in China, but we want to make it right, and then we have adopted a step by step approach. The key element is to delight the consumer, if you delight the consumer, then everything else will work."