Miles Reiter becomes Chairman and CEO of Driscoll’s. And in 2000 Driscoll’s Sales department recognizes the unique needs of its foodservice customers and restructures to address the market needs around the foodservice business.
The Driscoll’s story begins in 1904, when friends Joseph “Ed” Reiter and R.O. Driscoll began producing Sweet Briar strawberries in California’s Pajaro Valley. More than a century later, the Driscoll’s tradition of family farming endures. Today Miles Reiter, berry farmer and grandson of Joseph “Ed” Reiter, is at the helm of Driscoll’s.
The first direct operator program is launched through a partnership with The Cheesecake Factory and in the same year a second dedicated foodservice member joins the team.
In 2003 Driscoll’s Mexico operation is established providing a critical link to delivering a year round strawberry and raspberry program for Driscoll’s foodservice customers.
In 2005 Driscoll’s established the first cruise ship program for a multiple distributor network.
Three additional operator programs are added and Driscoll’s Foodservice team continues to grow.
Driscoll’s develops its blueberry program to complement the other berries that are being supplied year round through Driscoll’s berry patch program.
Foodservice team is restructured to deliver on future business growth and the Driscoll Strawberry Associate, Inc. strategic plan. Driscoll’s foodservice sales group now has 5 dedicated team members.