Driscoll’s features ‘Pursuit of Flavor' videos

Coinciding with peak blackberry season, Driscoll’s has introduced a six-part “miniseries,” called “Pursuit of Flavor” that highlights four berry varieties, the company’s family heritage, and the work behind developing proprietary varieties.

The company’s limited-time premium Season’s Finest Blackberry availability starts in April, according to a news release. Driscoll’s blackberry breeding program is highlighted in one of the video segments, and features Gavin Sills, global plant breeding director. Other berry varieties in the series are strawberries, blueberries and raspberries.

Although blackberry consumption has jumped 25% since 2011, according to the release, there is still room for growth in the category.

Driscoll’s CEO Miles Reiter, who has received industry recognition for his work, including The Packer’s Global Marketer of the Year Award, is featured in one of the videos, and the company’s history is also featured.

“This groundbreaking miniseries is a part of our strategy to build brand identity by sharing how Driscoll’s uniquely pursues the art and science of creating a truly differentiated product,” Frances Dillard, global brand leader and director of marketing, said in the release.

Driscoll’s has more than 400,000 Facebook followers, according to the release.

“This new miniseries is a response to our highly engaged brand advocates who crave transparency of the craftsmanship that goes into growing great berries,” Diane Scalisi, senior digital marketing manager, said in the release.

The videos are at https://www.driscolls.com/about/pursuit-of-flavor.