Driscoll's Taps Coca-Cola Veteran to Steer Global Berry Strategy

WATSONVILLE, CA – March 31, 2026 – Driscoll’s, the world's dominant fresh berry company, has appointed former Coca-Cola executive Wadih J. Khayat as its new chief financial officer. The move signals a strategic pivot for the century-old agricultural leader as it prepares to navigate a new era of global expansion and technological change.

Reporting directly to CEO Soren Bjorn, Khayat will take the helm of the company’s global finance, technology, and strategy divisions. His appointment comes at a critical juncture as Driscoll's prepares to launch its next long-term strategic plan, aiming to build on its market-leading position in a global fresh berry market valued at over $25 billion.

Khayat brings more than two decades of high-level financial and strategic experience from The Coca-Cola Co., where he led major finance organizations across the globe. His most recent role was senior vice president and CFO for Coca-Cola’s Europe business, a sprawling operation covering 38 countries. His extensive resume also includes senior leadership positions as CFO for the Asia Pacific Group and head of strategy for Coca-Cola Global Ventures, giving him a deep understanding of complex international markets and large-scale operational management.

A Strategic Infusion from the CPG World

The decision to bring in a leader from a consumer packaged goods (CPG) behemoth like Coca-Cola is a clear indicator of Driscoll’s ambitions. The company is looking to infuse its operations with the kind of disciplined financial strategy and scaled execution that are hallmarks of the CPG industry. This expertise is seen as vital for steering the berry giant through its next phase of growth, which includes aggressive expansion plans in markets like China and reinforcing its year-round supply chain across nearly 50 countries.

“Wadih joins Driscoll’s at an important moment for our company,” said Soren Bjorn, CEO of Driscoll’s, in a statement. “As we prepare to launch our next long-term strategic plan, his strategic financial expertise, disciplined execution and caring leadership will strengthen our financial foundation, support our global teams and position us for the future.”

Khayat’s track record of managing multibillion-dollar operations and leading transformational change aligns directly with the challenges and opportunities in the rapidly growing fresh produce sector. The global berry market is projected to grow at a steady pace, driven by a powerful consumer trend toward healthier, natural foods. By leveraging Khayat's experience, Driscoll's aims to not only capture this growth but also to optimize its financial architecture to support innovation and maintain its competitive edge.

From Soda to Soil: Bridging Two Industries

Khayat’s mandate extends beyond traditional finance, crucially encompassing technology and strategy. This integrated role suggests Driscoll’s is focused on leveraging technology to transform its agricultural and supply chain operations. While the worlds of carbonated beverages and perishable berries may seem far apart, the underlying principles of supply chain efficiency, brand management, and data-driven decision-making are universal. Khayat’s background is expected to accelerate the adoption of AgTech solutions and digital tools across Driscoll's vast network.

This cross-pollination of industry expertise could lead to significant advancements in how Driscoll’s manages its intricate global logistics. For a product as perishable as fresh berries, optimizing the cold chain, improving traceability, and reducing waste are paramount. The sophisticated data analytics and operational rigor common in the CPG sector can provide a powerful framework for enhancing efficiency from farm to shelf, ultimately protecting the company’s brand promise of delivering Only the Finest Berries™.

Furthermore, his strategic oversight will be critical in allocating capital toward key initiatives, such as developing climate-resilient berry varieties and investing in sustainable farming practices. As the industry grapples with challenges like water scarcity and rising labor costs, a disciplined approach to capital deployment will be essential for long-term resilience and profitability.

Nurturing Growth and Grower Partnerships

Central to Driscoll's success is its unique business model, built on a network of more than 900 independent growers worldwide. The company develops and patents exclusive berry varieties through traditional breeding methods, then licenses them to its partner farms. This model allows Driscoll's to maintain control over quality and flavor while fostering an entrepreneurial ecosystem of growers.

Navigating this relationship will be a key responsibility for the new CFO. Khayat acknowledged the importance of this heritage, stating that the company's legacy and strong grower partnerships were a primary draw for him.

“Driscoll’s has a century-long legacy of exceptional berries, strong partnerships with growers and a deep commitment to the communities where we live and work,” Khayat said. “That legacy drew me to the company, and it’s a responsibility I take seriously. I was especially struck by the strength of the brand, the trust it has earned globally and the unique network of independent growers and teams delivering berries every day.”

His role will involve balancing the drive for financial efficiency with the need to support the long-term health and profitability of this independent grower network. This includes directing investments into R&D and AgTech programs that not only boost Driscoll's bottom line but also enhance yield, reduce costs, and improve sustainability for the farmers who are the foundation of its business. Disciplined capital deployment in this context means making smart, strategic investments that strengthen the entire value chain, from seedling to consumer.

Born in Lebanon and educated in France, the multilingual Khayat will be based at Driscoll’s global headquarters in Watsonville, California, placing him at the heart of the company's innovation and operational core as it charts its course for the next century.