Overview
- Driscoll’s said in a brief press release on Tuesday that vice chair Brie Reiter Smith is the company’s new chief executive, and the company declined to offer further explanation for the change.
- Outgoing CEO Soren Bjorn, who joined Driscoll’s in 2006 and became CEO in 2023, will stay with the company during a transition to help with key strategic priorities.
- Smith is a member of the Reiter founding family, has run Driscoll’s Chile business and co-owns a blueberry operation in Chile, and she moved into the vice chair role in January 2026.
- The CEO move follows broader management changes earlier this year, including a new CFO hire and the creation of a global COO role, signaling a wider leadership realignment.
- The company’s limited public disclosure leaves strategic goals unclear, a point of interest for growers, customers and investors who monitor continuity, governance and product safety.