Familiar face to take helm as Driscoll’s CEO in 2024

Driscoll’s has selected a familiar face as its new CEO. Soren Bjorn, currently president of Driscoll’s of the Americas, will assume his new role in January 2024.

J. Miles Reiter, current CEO and chair of Driscoll’s, will retire at the end of this year and become executive chair. Bjorn, who joined Driscoll’s in 2006, will oversee the company’s global day-to-day operations.

“I’m humbled that Miles, the board, and the thousands of Driscoll’s team members around the world have entrusted me to guide the company into its future,” Bjorn said in a news release. “Miles’ legacy is the power and clarity of Driscoll’s mission, vision and values. He has used them to guide every decision and action for the company.

“As the new steward of Driscoll’s, I fully commit to all our employees, partners and customers that I will build upon his legacy and honor these same principles.”

Formerly the senior vice president of international business and global technologies, Bjorn led business development in Europe, South America and Australia, as well as global research and development and breeding. He became the leader of Driscoll’s business unit in North America in 2013 and president of Driscoll’s of the Americas in 2017.

Reiter, elected chair of Driscoll’s board of directors in 1988, has been involved in the berry business for the past 70 years. He served as the company’s CEO from 2000-2015 before taking the mantle again in 2018.

“It’s now time for me to step aside as CEO,” Reiter said. “Along with our board of directors, I have sought a new leader who is deeply committed to our values, our mission, and a future in which Driscoll’s becomes the world’s berry company, enriching the lives of everyone we touch.

“It is with great enthusiasm and confidence that we appoint Soren as the new CEO. His deep global knowledge of the berry business, powerful intellect, sound judgment and contagious sense of humor make him uniquely qualified for this role.”

Driscoll’s ranked among the nation’s top 10 retail grocery brands based on data from Circana Integrated Fresh Market Advantage, Food, for the 52 weeks ending May 21.