Driscoll’s CEO Soren Bjorn Steps Down as Brie Reiter Smith Takes Over

California berry giant Driscoll’s is changing leadership as CEO Soren Bjorn steps down and Brie Reiter Smith, the company’s board vice chair, takes over as chief executive.

Brie Reiter Smith has taken over as CEO of Driscoll’s, succeeding Soren Bjorn. [Photo: Business Wire]

Driscoll’s announced Aug. 25 that Smith would assume the CEO position effective immediately. Bjorn, who joined Driscoll’s in 2006 and became CEO in 2023, will remain with the company during the transition and assist with key strategic priorities. 

Smith is a member of the Reiter family, which co-founded Driscoll’s.

She previously served as vice chair of the company’s board and has held several positions within the business, including work involving blueberry production in Chile and product and quality leadership. 

The leadership change comes amid criticism and legal scrutiny involving allegations concerning pesticide and PFAS contamination in Driscoll’s strawberries.

A consumer lawsuit alleges deceptive marketing and claims laboratory testing found pesticide residues, including chemicals described as PFAS. Those allegations remain claims in litigation and should not be presented as established contamination by Driscoll’s products.