In the past two decades, berries have transformed from seasonal, fragile fruits into globally available staples, with demand outpacing supply worldwide. This shift has been driven largely by innovations in agricultural biotechnology and distribution, making strawberries, raspberries, blueberries, and blackberries accessible year-round in markets across North America, Asia, and the Middle East.
The rapid expansion of the berry industry is exemplified by Driscoll’s, a California-based company founded in 1904, which today controls a dominant share of the international market. The company produces and ships approximately four billion containers of berries annually to more than 60 countries. Driscoll’s has evolved into a primarily research and marketing enterprise, owning the genetic material and cultivation methods of its proprietary berry varieties while contracting with growers worldwide to produce the fruit under strict specifications.
This business model reflects a broader trend in agriculture toward privatized intellectual property and vertically integrated supply chains. Instead of owning large tracts of farmland, Driscoll’s licenses its patented strains and agronomic expertise to farmers, who take on the operational risks and costs, including labor, land, and infrastructure. According to Driscoll’s, growers typically receive between 75 and 80 percent of the revenue from sales.
The company invests heavily in berry breeding and sensory science at its headquarters in Watsonville, California, where hundreds of raspberry varieties are tested for characteristics like appearance, yield, shelf life, and flavor. While some popular cultivars have prioritized durability and transportability—sometimes at the expense of taste—Driscoll’s is actively developing new strains with improved sweetness and texture to meet consumer expectations.
Despite its market success, Driscoll’s has faced criticism over environmental and labor issues. The global berry supply chain has been scrutinized for its water consumption, pesticide use, carbon footprint from international transportation, and working conditions on farms. In 2026, a former employee filed a lawsuit alleging that the company obscured pesticide violations, which Driscoll’s has denied, reaffirming its commitment to food safety and regulatory compliance.
Berries have become a significant agricultural export for countries such as Mexico, where they overtook avocados and tequila in export value in 2023. Meanwhile, China emerged as the world’s leading blueberry producer by 2025, with Driscoll’s operating the first foreign berry enterprise under the country’s agricultural regulations. Employing modern technologies including robotic pesticide application and automated lighting, Chinese growers have rapidly expanded blueberry cultivation on thousands of acres.
The U.S. market remains robust as well, with berries ranking among the fastest-growing produce categories. Consumer preferences have shifted toward premium, convenient “functional” foods, a trend that accelerated during and after the Covid-19 pandemic. Despite berry prices varying dramatically—from around $3 per pound in San Francisco to $35 in Dubai—demand continues to grow, fueled by a desire for small indulgences amid rising grocery costs.
Not all growers align with corporate models, however. Some, like a family-run farm in New York, choose to operate independently, favoring traditional practices and direct relationships with consumers over compliance with large agricultural firms’ mandates. Such producers emphasize taste and local market preferences rather than standardized branding strategies.
As global demand continues to increase, the berry industry illustrates the intersection of agricultural science, global commerce, and evolving consumer habits, while also highlighting ongoing challenges related to sustainability and labor equity.