In the past two decades, berries such as strawberries, raspberries, blueberries, and blackberries have transformed from seasonal delicacies to year-round global commodities, driven in large part by advances in agricultural biotechnology and sophisticated marketing strategies. The berry industry’s rapid expansion reflects broader shifts in consumer preferences, agricultural practices, and international trade.
Driscoll’s, a California-based company founded in 1904, has played a central role in this transformation. Initially a multi-family farm, Driscoll’s has evolved into a $7 billion enterprise that oversees the development, marketing, and distribution of proprietary berry varieties worldwide. The company contracts farmers globally to cultivate patented strains, while maintaining control over genetic material and production methods. Driscoll’s supplies 60 countries with four billion containers of berries annually and is recognized as the second-highest-earning brand in U.S. supermarkets, just behind Coca-Cola.
The company achieved a significant milestone in 1989 with the so-called Meadowood Declaration, committing to providing all four major berries year-round worldwide—a goal once considered ambitious. Their innovations include creating long-lasting cultivars such as the Maravilla raspberry in 2004, which addressed issues of shelf life and transport durability, and more recently, sweeter blueberry and blackberry varieties that appeal to evolving palates.
Driscoll’s approach reflects a broader trend in agriculture toward controlling intellectual property and supply chains. Instead of traditional land ownership, their model centers on managing proprietary genetics and agronomic knowledge, outsourcing cultivation to independent growers who adhere to specific standards. These growers typically receive 75 to 80 percent of revenue from berry sales but bear significant costs and risks associated with modern farming techniques and labor.
Despite its commercial success, Driscoll’s has faced scrutiny over environmental and social concerns. Critics point to the large carbon footprint associated with transporting perishable fruit globally, the high use of plastic packaging, pesticide practices, and labor conditions. In June 2024, a former senior compliance manager filed a lawsuit alleging retaliation for raising pesticide use concerns and claimed shipments violated Canadian pesticide regulations. Driscoll’s denied these allegations, affirming its commitment to food safety and regulatory compliance.
Berries have become an important economic driver in several regions. In 2023, berries surpassed traditional exports like avocados and tequila as Mexico’s top agricultural export. China recently became the world’s largest blueberry producer, with Driscoll’s operating some 8,000 acres there. Chinese growers have benefited from technological advances including automated pesticide application and controlled-environment cultivation, enabling productivity at lower cost than in the United States.
Consumer demand for berries has grown amid broader health and snacking trends. Even as overall produce sales have declined following pandemic-driven spikes, berry consumption continues to rise, fueled by their reputation as convenient, nutritious “functional foods.” Premium berries command high prices, serving as what some analysts describe as small luxuries or “revenge shopping” items. Retailers like Costco and Walmart rely heavily on consistent, branded supplies to meet demand.
Not all growers embrace Driscoll’s model. Some, like a third-generation farmer in Western New York, opt for independent cultivation focusing on personal preferences and local markets rather than the dictates of large corporate buyers.
As berries continue to proliferate across new markets and climates, the industry faces ongoing challenges balancing growth with sustainability, labor practices, and food safety. At the same time, innovations in breeding, logistics, and marketing suggest berries will remain an influential segment of global agriculture for the foreseeable future.