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WATSONVILLE, Calif. – August 25, 2026 – Driscoll’s today announced that Brie Reiter Smith, vice chair of the company's board of directors, will assume the role of Chief Executive Officer, succeeding Soren Bjorn. Bjorn will continue to support Driscoll's during the transition and assist with key strategic priorities.
Having joined Driscoll’s in 2006 and named CEO in 2023, Bjorn has contributed immeasurably to the growth and success of Driscoll’s over that period of time. His knowledge of berries and produce, in general, is recognized and highly appreciated throughout the industry.
Driscoll’s Executive Chair Miles Reiter notes that, “Soren’s intelligence, strength of character and commitment to Driscoll’s mission to ‘continually delight berry consumers through alignment with our customers and our berry growers’ have been a hallmark of his leadership throughout the various positions he has held. We have had a lot of fun and been through plenty of challenges together.”
Smith has held a variety of positions in the company that her grandfather, Joe Reiter, co-founded. She grew blueberries in Chile, oversaw quality and product leadership in the Americas, and has served as a director and vice chair of the Driscoll’s board.
“While I may not have followed the traditional path to this role, no one believes in our company's mission more than me,” Smith said. “The team Soren has assembled is the best we've had, which is a real testament to his leadership and vision. The berries we put on tables around the world are the same berries I feed my three young daughters every day. I am honored to continue the tradition of positively impacting lives by operating with trustworthiness, passion and humility.”
Smith will assume her new duties effective immediately.
About Driscoll's
Driscoll’s markets strawberries, raspberries, blueberries, and blackberries. To be close to consumers and local growers, Driscoll’s operates in geographically distinct business units in the Americas; Europe, Middle East and Africa; Australia, and Asia. Each unit is led by a business unit general manager who reports to the CEO.
Contacts
Media Contact: press@driscolls.com
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