The Reiter family began farming in the San Francisco Bay Peninsula and by the turn of the century had migrated south into Watsonville and the Santa Clara Valley where Joseph "Ed" Reiter and R.O "Dick" Driscoll began growing their own Sweetbriar strawberries variety. After World War II, they farmed under their respective companies of Reiter and Driscoll’s and began marketing strawberries under the Driscoll Strawberry Associates label with other family and associated suppliers.
Throughout the early years, Ed’s son Joseph chartered new agricultural territories up until the late 1970’s when Garland and Miles Reiter, grandsons of Ed Reiter, began working in the family business, developing operations and planting new varieties in California. The brother’s continued to not only preserve their family legacy of farming but grew the company to be one of the nation’s leaders in the agricultural industry.
The company values of Honesty, Fairness and Respect line the corridors of every office, guiding and leading business principles and decisions. Those decisions have resulted in the organization’s position as an industry leader, adopting health and wellness programs, opening primary health clinics and partnering with local organizations to improve the quality of life for the farmworker community.
The relentless pursuit to delight our consumers and enrich our employees and communities