Fruitnet

Soren Bjorn, president of leading berry brand Driscoll’s, believes the development of year-round supply in the soft category offers important lessons for everyone in the fresh fruit and vegetable business. Speaking in the latest episode of Fruitnet’s interview series Fruitbox, Bjorn explains how the berry category has not only benefited from being right on trend as far as flavour, health and convenience are concerned, but has generally succeeded in offering the right quality all through the year, rather than only in peak seasons. That lack of quality is not always evident in other categories, notably stonefruit, he argues. "A lot of times, the first thing a consumer tries is those really early peaches from somewhere where you really shouldn't grow peaches and that just don't taste of anything,” he comments. “And by the time you get to the really good peaches in the middle of summer, the consumers have already left the category. I think the berry category has generally done a better job.” That’s not to say