How Driscoll’s Reinvented the Strawberry
Sunday, September 3rd, 2017QT:{{”
“The university, in a countersuit, accused Shaw of illegally breeding with the pipeline cultivars on behalf of his new company, while still employed by Davis. Entrusted with the “crown jewels,” the university contended, Shaw had attempted to destroy the public breeding program in order to enrich himself and his friends. Steven Knapp is a genomics expert, formerly of Monsanto, who was hired as Davis’s new breeder. When I talked to him by phone not long ago, he was apoplectic at what he perceived to be Shaw’s breach of loyalty.
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According to Frances Dillard, Driscoll’s global brand strategist and a veteran of Disney’s consumer-products division, berries are the produce category most associated with happiness. (Kale, in contrast, has a health-control, “me” focus.) On a slide that Dillard prepared, mapping psychographic associations with various fruits, strawberries floated between Freedom and Harmony, in a zone marked Extrovert, above a word cloud that read “Social, pleasure, joy, balance, conviviality, friendship, warmth, soft, natural, sharing.” (Blueberries vibed as status-oriented, demanding, and high-tech.)
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Driscoll’s senior vice-president and general counsel compared the company to its neighbors in Silicon Valley. “Growers are sort of like our manufacturing plants,” he said. “We make the inventions, they assemble it, and then we market it, so it’s not that dissimilar from Apple using someone else to do the manufacturing but they’ve made the invention and marketed the end product.” Like Apple, Driscoll’s guards its I.P. jealously.
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How Driscoll’s reinvented #strawberries
http://www.NewYorker.com/magazine/2017/08/21/how-driscolls-reinvented-the-strawberry Like Apple, invent & market, don’t manufacture. Now in #opendata v IP fight