WATSONVILLE, CA - In efforts to further boost efficiency and recognition, noted industry berry supplier, Driscoll’s, has announced that it will change its name. Starting this month, the company will streamline its previous legal name, Driscoll Strawberry Associates, Inc., and become simply Driscoll’s, Inc.

“We will continue to honor the company’s deeply-rooted heritage in strawberries,” said Tom O’Brien, SVP, General Counsel for Driscoll’s in a press release. “As we introduce our brand and the entire berry patch to more global markets, it is important for our corporate name to be consistent with our brand. Driscoll’s, Inc. eliminates the confusion that has existed between our brand and our corporate identity.”

For years, retailers and consumers have known the company informally as “Driscoll’s.” The name change comes on the heels of a recent global brand launch that saw the brand unify its brand strategy and visual design for the first time in its 100-year history.

Driscoll's has also complemented its official name change with a new look and feel. As we previously reported, the brand has already begun to update its product and marketing in the U.S., Europe, Australia, and China, with the following elements rolled out earlier this year:

• Fresh new logo
• New packaging design
• In-store merchandising
• Digital design
• Social Media

Driscoll’s Board of Directors and shareholders approved the name change. To further finalize the move, a Certificate of Amendment of Amended and Restated Articles of Incorporation were also filed with the California Secretary of State. Driscoll’s Inc. will remain incorporated in the state of California.

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