WATSONVILLE, Calif.--(BUSINESS WIRE)--A new U.S. survey shows that eighty-five percent (85%) of people agree that eating berries make them happy! The findings of the survey, conducted by Driscoll’s, demonstrate a direct connection between eating berries and joy. In fact, the data suggests that berries consistently trigger the strongest, most positive, emotional connections, and that flavor is the main reason that people eat berries, when compared to today’s most popular fruits and veggies, including kale, beets and lettuce, which are more often associated with and chosen for functional benefits. Happy memories (79%) and summertime (82%) are also strong positive emotional links associated with berries.
As the market leader of fresh berries, Driscoll’s is recognized by more than half of the survey respondents as the most well-known fresh berry brand. Further, an overwhelming majority (90%) of people agree that Driscoll’s is a brand they trust to grow consistently great tasting berries. Surprisingly though, the survey showed that while respondents acknowledge their love for eating berries, the majority are unaware that not all berries are grown with equal dedication and care. Less than 15% knew that Driscoll’s berries are exclusive patented varieties and are naturally bred for appearance, freshness and flavor, leaving a large majority (85%) in the dark about the art of growing great berries.
“We’ve been on a journey to better understand why people eat berries, what the emotional associations are and how flavor plays a role when they select their fruits and veggies” says Frances Dillard, director of marketing and global brand lead. “We are pleased to see the U.S. survey results support our internal global research that great flavor and an association with happiness are underlying reasons why people eat berries, compared to other popular fruits and vegetables. These insights provide Driscoll’s with a unique opportunity to further elevate our brand and capture the hearts of our consumers. Rare in the commodity-driven produce industry, this insight helps us stand out and differentiate ourselves as a brand on an emotional level.”
With more than 100 years of farming heritage, Driscoll’s is the leading fresh berry company with a dedicated team of agronomists, breeders, sensory analysts and plant pathologists who only use natural breeding techniques to grow baby seedlings that are then grown on family farms. Our berry growers work with nature, using experience and know-how to get the very best out of each strawberry, blueberry, blackberry and raspberry plant. Collectively, this group, refered to as joy-makers, have become experts in the art of growing great tasting berries with absolutely no GMOs.
Interested in more? Other highlights from the survey concluded that:
- Berries are the Sweetest Summertime Treat: More than 3/4 of consumers agree that berries are their favorite summertime treat, with 82% associating berries with summertime – and specifically, 76% of consumers associate berries with summertime picnics.
- Berries Bring a Connection to the Happiest Childhood Memories: 77% of consumers agree that eating berries reminds them of their childhood. And what’s more, 67% of consumers have a memory of a moment sharing berries or berry based foods with friends or loved ones.
- Berries Selected for Taste Over Any Other Benefits: Berries are indisputably a treat to be shared and enjoyed. More than any of today’s most popular fruits or vegetables, berries are the leading choice for flavor.
Driscoll’s brand journey will continue to focus on strategy driven by emotion in the years to come, and is the company’s first unified global brand approach across the world including North America, Europe, Australia and China. The first phase of bringing to life a more joyous message includes the roll-out of a new visual identity including a new look that celebrates berries as the pop icons of the natural world. While the design approach is updated and modern, it will still be familiar to loyal berry consumers as it maintains the yellow and green foundational equity colors, as well as retains the brand promise, “Only the Finest Berries” which speaks to the superior flavor that has earned the brand credibility and trust with consumers. The new Driscoll’s look and feel includes a logo, packaging, in-store merchandising and all digital and social media touch points. Consumers will start to see the new Driscoll’s branding digitally and throughout social media channels, as of today. New packaging will begin to appear on store shelves throughout the end of 2016.
To learn more about the Driscoll’s new visual brand identity system and to access the U.S. survey details, please visit Driscolls.com/ShareTheBerryJoy.
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* IRI Scan Data 52 week ending 03/20/16
About Driscoll’s
Driscoll’s is the global market leader of fresh strawberries, blueberries, raspberries and blackberries. With more than 100 years of farming heritage and hundreds of independent growers around the world, Driscoll’s is passionate about growing great tasting berries. Driscoll’s exclusive patented berry varieties are developed through years of research using only natural breeding methods. Driscoll’s is the trusted brand for Only the Finest Berries ™.
Survey Methodology
Allison+Partners Research + Insights team surveyed 1,000 individuals between the ages of 26 and 54. The survey was fielded using Qualtrics Insight Platform and panel was provided by Qualtrics panel services. Fielding was executed between May 16-17.