Driscoll’s and Plenty Agree to Grow Strawberries Indoors
WATSONVILLE, Calif. & SOUTH SAN FRANCISCO, Calif.–(BUSINESS WIRE)–Oct 12, 2020–
Driscoll’s, the leading consumer brand in fresh berries, and indoor vertical-farming company Plenty Unlimited Inc., today announced a joint development agreement to grow Driscoll’s proprietary flavorful strawberries year-round in Plenty’s vertical indoor farms. Driscoll’s 100 years of farming heritage and focus on delivering Only the Finest Berries™ is the ideal complement to Plenty’s industry-leading, sustainable, indoor farming technology and commitment to growing the best tasting produce. Together, the two companies will work to bring flavorful strawberry varieties to market, leveraging the benefits of a controlled growing environment while also creating opportunity for berry expansion into regions that have historically been difficult to serve.
“It’s clear that Plenty’s vision and capabilities of pioneering the potential of indoor farming technology makes them the leader in this space,” said J. Miles Reiter, Driscoll’s Chairman and CEO. “As one of the few berry companies with a dedicated global R&D program, we believe our proprietary berries, which are focused on flavor, combined with Plenty’s technology leadership will create a competitive market edge as we expand to more effectively meet the future consumer.”
Plenty will incorporate Driscoll’s proprietary genetics and berry expertise into its advanced, indoor farming technology using its plant science expertise. Through this controlled environment, Plenty can consistently deliver great flavors from Driscoll’s varieties, while also optimizing for texture and size. The indoor environment will remove the unpredictability of Mother Nature, allowing both companies to meet the future needs of consumers worldwide, including geographical locations that are not hospitable to growing strawberries.
Plenty’s innovative and sustainable farm delivers produce year-round that tastes like it was picked fresh from the garden. Using data analytics, machine learning and customized lighting, Plenty is able to iterate at unprecedented speed, leveraging the more than 200 years