Driscoll's, a major family-owned California fruit company, has appointed Brie Reiter Smith as its new CEO, replacing Soren Bjorn, who departs after less than three years in the role. The leadership change occurs as the company faces increasing scrutiny, including a consumer fraud class-action lawsuit alleging deceptive marketing practices related to pesticide and per- and polyfluoroalkyl substances (PFAS) contamination in its strawberries.
Smith, the great-granddaughter of a Driscoll's co-founder, assumes the CEO position immediately. She has a long history with the company, having worked across its operations for over a decade and previously serving as vice chair of the board. "While I may not have followed the traditional path to this role, no one believes in our company's mission more than me," Smith stated in the company's announcement. She emphasized her personal connection to the product, noting, "The berries we put on tables around the world are the same berries I feed my three young daughters every day."
Bjorn, who joined Driscoll's in 2006 and became CEO in 2023, will remain with the company during the transition to assist with strategic priorities. Driscoll's has not explicitly linked Bjorn's departure to the legal challenges, instead praising his tenure.
Legal Challenges and Accusations
The Watsonville-based company, a global berry producer with roots dating back to 1904, is contending with a lawsuit filed by six consumers from New York, New Jersey, Massachusetts, and Illinois. The plaintiffs claim that Driscoll's marketing, including its "Only the Finest Berries" slogan, led them to believe the products were free from harmful contaminants. According to the lawsuit, laboratory tests on two boxes of Driscoll's strawberries detected residues of 12 pesticides, including eight chemicals identified as PFAS, often called "forever chemicals."
The lawsuit asserts that consumers would not have purchased the strawberries, or would have paid less, had they been aware of the alleged contamination. Driscoll's has denied the allegations, stating the lawsuit is "without merit."
Adding to the company's challenges is a separate whistleblower complaint from David Harada, a former Driscoll's manager. Harada alleges he was wrongfully terminated after raising concerns about growers potentially violating state, federal, and international pesticide limits. Court documents indicate Harada claims he was advised to prioritize profits and create "plausible deniability" when he warned executives about produce being sold or exported in violation of food safety and pesticide laws. These claims have not been proven in court.
Community and Activist Pressure
Driscoll's also faces pressure from activists in its home region of California's Pajaro Valley, who have long called for reduced pesticide use and increased organic farming near schools and agricultural communities. Some campaigners have suggested a link between pesticide exposure in the area and elevated childhood cancer rates. However, a review of cancer data by the Santa Cruz County Health Services Agency between 2018 and 2022 found elevated cancer rates among non-Hispanic white children across the county but did not find specific increases in South County, thus not establishing a direct link to pesticide use in the Pajaro Valley.
Smith has actively engaged with these concerns, publishing an opinion letter defending the company and its farming partners. She stated that Driscoll's is expanding organic production and investing in methods to reduce reliance on traditional pesticides.
Local activists have expressed cautious optimism about Smith's appointment, with some hoping it could foster greater dialogue. Providence Martinez Alaniz told Santa Cruz Local she was pleased to see Smith take over and looked forward to speaking with her. Another activist, Omar Dieguez, indicated an open mind when meeting with Smith.
It is important to note that the allegations in the lawsuits are legal claims and do not mean Driscoll's strawberries have been found unsafe by regulators or that consumption causes illness. The company denies any wrongdoing.