Driscoll's announced that Brie Reiter Smith will assume the role of the company's new CEO, succeeding Soren Bjorn. Smith will take on her new responsibilities with immediate effect, while Bjorn will continue to support the company during the transition period and collaborate on key strategic priorities.

Smith has held various positions within the company that his grandfather, Joe Reiter, co-founded. He cultivated blueberries In Chile, she oversaw the areas of quality and product leadership in the Americas and has served as a director and vice president of the Board of Directors of Driscoll's.

“While I didn’t follow the traditional path to get to this position, no one believes in our company’s mission more than I do,” Smith said.

The new CEO also acknowledged Bjorn's team and highlighted his leadership and vision. She added that she felt honored to continue the company's tradition of positively impacting people's lives by acting with integrity, passion, and humility.

© Driscoll's

Bjorn joined Driscoll's in 2006 and became CEO in 2023. The company highlighted his contribution to the company's growth and success, as well as his knowledge of berries and the fresh produce industry.

Driscoll's Chief Executive Officer Miles Reiter highlighted Bjorn's intelligence, strength of character and commitment to the company's mission, aspects which, he noted, have characterized his leadership in the various positions he has held.

Driscoll's sells strawberries, raspberries, blueberries and blackberries, and operates through geographically differentiated business units in the Americas; Europe, the Middle East and Africa; Australia and Asia. Each unit is headed by a general manager who reports directly to the CEO.