One of the world's leading suppliers of fresh strawberries, blueberries, blackberries and raspberries has a new legal name which the company says changed for brand consistency. 

Starting this month, Driscoll’s has retired the legal name for the company, Driscoll Strawberry Associates, Inc., in favor of simplifying to Driscoll’s, Inc.

In a release, the company said the new name was consistent with how retailers and consumers know Driscoll’s, and follows the company’s recent global brand launch which 'unified the Driscoll’s brand strategy and visual design for the first time in the company’s 100-year history'.

The brand’s new look and feel, which includes a refreshed logo, and new design elements for packaging, in-store merchandising and all digital and social media touch-points, began to roll out across the U.S., Europe, Australia and China earlier this year.

The critical mass of new packaging will arrive in the U.S. retail market in 2017, according to the company.

“We will continue to honor the company’s deeply-rooted heritage in strawberries,” senior vice president and general counsel Tom O’Brien said.

“As we introduce our brand and the entire berry patch to more global markets, it is important for our corporate name to be consistent with our brand. Driscoll’s, Inc. eliminates the confusion that has existed between our brand and our corporate identity.”

The name change to Driscoll’s, Inc. was approved by the Driscoll’s Board of Directors and its shareholders. A Certificate of Amendment of Amended and Restated Articles of Incorporation were also filed with the California Secretary of State. Driscoll’s, Inc. remains incorporated in the state of California.

Driscoll's packaging from 1995-1997 (left) and the company's new packaging

Photo: www.shutterstock.com

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