At this year’s Global Berry Congress in Amsterdam Driscoll’s shared its vision on the European berry market with an audience of 340 international distributors, growers and suppliers of berries. The objective of the event was to build the berry category by discussing important topics for the sector and taking a closer look at the Dutch berry market.
With a focus on the new role of the berry consumer, both guest speakers and the audience were challenged to give their view on the future of the market. Category Manager Atle Olsen of Coop Norway presented interesting consumer insides from their stores, while Theo Houwen, Senior Vice President – Managing Director Driscoll’s of EMEA, concentrated on the increasing blueberry and raspberry sales in Europe.
On the last day of the congress Driscoll’s commercial team provided a tour through the Jumbo Food Markt in Breda for all delegates. This store has a unique concept, in which live-cooking and attractive in-store presentation contribute to an exciting shopping experience for consumers. Luca Lovatti of the Italian research company C.I.F. “It is really impressive to see this advanced vision on the fresh produce department. It reminds me of an old market place, where you can buy good quality food. I believe we can boost the berry sales with these kinds of store presentations.”