WATSONVILLE, CA - A new Chief has arrived on the scene for Driscoll’s of the Americas. The company announced its newest Chief Commercial Officer (CCO), Garland S. Reiter, Jr., who will step into this pivotal executive position.
In this role, Reiter will spearhead revenue growth by orchestrating the functions of sales strategy and execution, market expansion, customer development, marketing, and business solutions. He brings to the table a rich and diverse career in agriculture. Driscoll’s noted that this experience combined with a forward-thinking approach positions him as the ideal leader to drive success in this strategic role.
Overall, this appointment underscores Driscoll’s commitment to its generational heritage and sets the stage for continued expansion as a global, family-owned berry brand.
"We are thrilled to welcome Garland to Driscoll’s of the Americas. Garland’s deep connection to our company's heritage, coupled with his experience and contagious energy, will undoubtedly contribute to Driscoll’s continued success," said Soren Bjorn, Chief Executive Officer. “Garland has demonstrated he is fully committed to Driscoll’s mission, vision, and values throughout his career.”
Having grown up surrounded by ag traditions, Reiter has a deep understanding of Driscoll’s roots. His journey within the broader Driscoll’s enterprise began as a grower in Baja, Mexico. After that, in 2016, he took on an international leadership role, relocating to the Netherlands to lead product leadership and business planning for Driscoll’s of Europe, the Middle East, and Africa.
When he came back to the United States, he was promoted to Vice President, Global Blueberry Leadership, where he spearheaded the Southern Hemisphere business unit. This helped in Driscoll’s quest to further its mission of becoming a global blueberry leader.
As the demands of the marketplace shift, Reiter’s role will enable him to strategically scale the pivotal intersection of consumers and customers as key stakeholders in Driscoll’s mission. He will further strengthen his knowledge and expertise across the entirety of the value chain, from the genetic deployment of proprietary varieties to its connection and impact to building a brand for the consumer.
We congratulate Garland S. Reiter on this next step in his career!
