Driscoll's Global CMO Jiunn Shih told Fresh Fruit Portal that the Cyclospora outbreak earlier in 2026 knocked total berry category sales down roughly 15% at its peak, with raspberries hit hardest at around 25%. The company is now in active recovery mode — meeting with key retail customers to rebuild volume and working on a repositioning push for raspberries and blackberries centered on fiber content. Consumer surveys showed that while people know fruit is a fiber source, raspberries and blackberries rank in the bottom half of purchase intent despite being among the highest-fiber fruits in the top 20 selling categories.
Shih outlined three priorities: injecting more consumer insight into the business, creating a more globally consistent brand expression, and building out team capabilities. The company says it remains well-positioned because it carries all four major berry varieties and has invested in year-round availability — a structural advantage as it tries to recapture shoppers who pulled back.
The ongoing recovery from Cyclospora is now showing up in the strategic language from the industry's largest berry brand. Buyers and category managers carrying berry programs should watch how promotional cadence and shelf space decisions evolve at key accounts over the next quarter as Driscoll's pushes to regain lost volume.