Growth Oriented Companies: Berry Gardens

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Consolidation for Growth

Business
Following many years of cooperation, in 2005 three major players in the UK, Spanish and US berry producing markets took the decision to formalise their European operations into a single business. Each business brought with it specialist skills but very different cultures – Driscoll’s is a major consumer brand in the US, KG Fruits was a consortium of 70+ growers in the UK and Alconeras was a family owned Spanish business with farms in southern Spain and north Africa.

Brand Architects’ Strategy
With such diversity as the starting point, Brand Architects first point was to establish the business objectives which lay behind the merger and to ensure the new brand was fully led by those objectives, rather than the strongest voice or the dominant culture. Brand Architects’ strategy focused around clearly identifying and communicating the “why” behind the merger, as represented by the field-to-fork circular diagram above. This has become the signature of the combined businesses under the Berry Gardens name and in fact represents interests from pioneering new breeding programmes designed to increase the breeding season for berries right through to growers, packing, logistics and customer service to the major multiple European retailers. This set of signature icons always contains the summarised form of the brand’s Vision – to deliver the “Very Best Berry Experience” – a short-form for the passion at every stage of the combined, vertically integrated business.

Value Added/Solution
The combined business relaunched in February 2007 and now accounts for over 40% of the UK sales of berries. It is also growing fast within northern European retailers with total revenues of well over £200m. The business, based in Breda in the Netherlands, is fast becoming a reference point in the industry with Nick Marsden, Managing Director being invited on the BBC’s Food programme in August 2008 as an industry spokesman. Berry Gardens has also won the Chartered Institute of Marketing’s Food, Drink and Agricultural Group award for Excellence in Marketing 2008.
www.berrygardens.eu

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