Soren Bjorn, Driscoll's BERRIES, BORDERS AND BUSINESS By Michelle Rivera, Senior Marketing Manager
Growing up in Denmark, Soren Bjorn’s path to leading the world’s largest berry company might seem to be quite unexpected. Yet his journey to CEO of Driscoll’s is a testament to his curiosity and deep appreciation for the global food industry. A golf scholarship to Baylor University in Texas set things in motion—an opportunity made possible by a fellow Dane who had immigrated to the U.S. and built a food business. While studying, Bjorn needed to earn some money, and his mentor suggested he help with exporting California raisins to Denmark. Operating out of his college apartment, he traveled to Fresno to meet with raisin packers and gained his first exposure to international trade. Bjorn officially joined the food business after college, with his first assignment taking him to Mexico to oversee citrus and tropical fruit operations. “This was on the cusp of the North American Free Trade Agreement (NAFTA), and I witnessed firsthand how trade policies shaped agricultural exports,” Bjorn said. “The dynamic, fast-paced nature of the industry captivated me, and I never looked back.” His career led him to Unimark Foods in Texas, later acquired by Del Monte Foods in San Francisco. At Del Monte, he managed global sourcing, overseeing contract manufacturing across multiple countries. And then a pivotal moment in his career came when a colleague introduced him to Miles Reiter, then Chairman and CEO of Driscoll’s; he joined the company soon thereafter in 2006.
In his tenure at Driscoll’s, Bjorn has held multiple leadership roles, overseeing international operations in Australia, South America, Europe and Africa. He also led the company’s global R&D and breeding programs before stepping into the role of President of the Americas. When Reiter retired, Bjorn assumed the role of CEO in 2024. While the company has built a powerful brand, with its label ranking as the second-largest grocery brand in the U.S. last year, according to Circana rankings, its true strength lies in innovation. With labor shortages affecting the industry, the company is breeding berries that are easier to harvest, improving efficiency for workers. Additionally, new growing systems—like substrate farming in China—eliminate soil-related disease pressures, allowing genetic research to focus on flavor and texture. Reflecting on his journey thus far, Bjorn attributes his success to a competitive spirit honed through sports and a passion for tackling complex challenges. “The perishable nature of berries requires real-time decision- making, much like the fast-paced nature of competitive sports. Every day, we get a scorecard on how we’re doing,” he said. As a Board Member of Western Growers, Bjorn hopes to drive meaningful conversations that advance the industry’s interests and reinforce agriculture’s vital role. “Over time, there’s been a disconnect between the public and agriculture, and it’s up to us to bridge that gap,” he explained. To shift the narrative, Bjorn actively participates in media conversations, engaging with major media outlets to provide insights into the industry’s challenges and contributions. While transparency comes with risks, he argues that consistent engagement overwhelmingly yields positive results. “In agriculture, we sometimes get too inwardly focused or even self-righteous, and that doesn’t serve us well. When it comes to policy and regulation, we’re on a pretty consistent losing streak, and we need to turn that around,” he said. By embracing a more open approach, Bjorn hopes to inspire other industry members to share their stories and actively participate in advocacy efforts. One of the key messages he hopes to convey is the seasonal nature of the business. “We still produce most of our berries in the U.S., but we can’t grow them year-round. Importing from Mexico or Peru in the winter doesn’t make us evil—it allows American consumers to enjoy fresh berries all year long. That’s something to be applauded, not punished for,” he said.
Soren Bjorn, CEO of Driscoll's
29 Western Grower & Shipper | www.wga.com May | June 2025
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