In the early twentieth century, the strawberry market in the United States was dominated by Japanese immigrants. In 1942 during World War II, the industry nearly collapsed due to the Japanese being forced into internment camps. During the war, Driscoll's was one of the few companies still planting strawberries. Following World War II, Driscoll's recruited Japanese-American former prisoners upon their release from the internment camps to become sharecroppers for the company. The company also began marketing under the name Driscoll Strawberry Associates.