How do you succeed in the berry market? “Innovate or die.”

The California-based berry seller Driscoll’s has released a new type of fruit for the summer — Rosé Berries. The nonalcoholic, limited-edition berry is just one example of several thousands of new berry variations the company breeds, according to Driscoll’s President Soren Bjorn.

Kai Ryssdal spoke with Bjorn about why his company is taking a large-scale innovation approach to berries, what it took to create the Rosé berry and the current status of the U.S. berry market.

Click the audio player above to hear the interview.