The Berry of the Future Is Fed a Specialized Diet and Picked by a Robot
The world is changing. Driscoll's is changing with it.
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On a wall at the Watsonville, Calif., headquarters of Driscoll's Inc., the nearly $3 billion global berry brand, dozens of little green trucks move about on a large screen with a map of the U.S. It's a real-time representation of every truck on the road carrying the company's strawberries, blueberries, blackberries, and raspberries to customers across the country, with data from each truck—the temperature inside the cargo hold, whether it's stuck in traffic, even whether its doors are open or closed.
It's an impressive display of technology, but at Driscoll's, the map is old news, something to show visitors while they're killing time, waiting to sample the in-house chef's latest batch of gluten-free strawberry muffins.