WATSONVILLE, CA - What does it take to earn the title of being “the best,” you ask? When it comes to Driscoll’s 2024 Besties Award win for Best Educational Videos, the berry powerhouse stood out among the industry by creating intentional moments of connection, authenticity, and of course, education. Frances Dillard, Vice President of Marketing, shared some comments regarding the award and the company’s overall educational marketing strategy.

“Driscoll’s is incredibly honored to receive the Besties Award for our docu-mini series, One Family, One Earth™. Storytelling is a powerful way to build bridges between consumers and our rich, multifaceted world of agriculture,” Frances shared. “My team spent months in consumer research to identify the intersection of consumers’ needs and where our brand can develop authentic stories that demonstrate Driscoll’s commitment to sustainability. What drives our team is the deep connection we feel to the people and communities that make up the Driscoll’s family. We believe our inspiration comes from the stories of our growers, harvesters, and communities, all of whom share a commitment to sustainability and nurturing the environment. We strive to capture their voices and experiences, ensuring our videos reflect the heart and soul of what we do.”

Driscoll’s unique and insightful storytelling approach has evolved significantly since the brand initially launched the original One Family campaign in 2019. What began as a way to introduce consumers to the faces behind Only the Finest Berries™ has grown into a broader initiative that encompasses both social and environmental storytelling, Fran tells me. The evolution of One Family, One Earth reflects the company’s powerful commitment to highlighting the ways in which its growers, employees, and communities collaborate to create a sustainable future. Over time, Driscoll’s has expanded its focus to include more diverse voices and perspectives, ensuring the stories shared are as inclusive and representative as the Driscoll’s family itself.

“It’s not just about producing great tasting berries; it’s about cultivating a deeper understanding and appreciation for the interconnectedness of agriculture, people, and the environment,” Fran adds. “By focusing on this, we’re able to highlight the importance of sustainability and the role each individual plays in creating a positive impact. This investment helps us build trust with our consumers by being transparent about our practices and the values that guide us.”

“Flavor will always remain the number one purchase driver for our consumers and it will always be important to uphold our brand promise of Only the Finest Berries,” Fran continued. “However, as we continue to roll out new content, we hope to inspire others with the stories of dedication, innovation, and stewardship that define our brand. We believe that by sharing these stories, we can encourage a greater appreciation for the work that goes into bringing our berries to tables around the world and inspire others to join us in our commitment to sustainability and community.”

For the awards process, our team handles the initial nominations to ensure each nominee meets our stringent standards. We then share our nominees with our Besties committee.

The committee is composed of experienced retail buyers or individuals with substantial experience and knowledge in their respective fields. Each committee member received a ballot with three nominations for each award category. Based on their votes, we determine the winners of the Bestie Awards.

Congratulations to Driscoll’s on this achievement! Keep reading as we share updates from the Besties and beyond.