In September, Dole Food Co. launched a marketing campaign focusing on the organic sector, targeting Gen Y, Gen Z, and Baby Boomer demographics across over a dozen U.S. cities known for high organic consumption. This initiative, one of Dole's most substantial organic-focused marketing efforts to date, spanned digital, social, and PR channels through October, as outlined by William Goldfield, Dole's director of corporate communications.
The campaign aimed at leveraging Dole's 25-year history in organic produce, emphasizing the health, sustainability, and environmental merits of their organic bananas and pineapples. It sought to engage both established and new organic consumers, responding to demographic shifts and changing consumption patterns nationwide.
Goldfield highlighted the tangible benefits of marketing organic produce, noting Dole's findings that a well-managed in-store organic banana program could outperform conventional counterparts by up to 15% in dollar sales. This effort aligns with the broader consumer trend towards natural foods and brands that reflect personal values on health, wellness, and environmental and social issues.
As part of its strategy, Dole is focusing on bananas and pineapples, its leading organic products, and plans to further collaborate with retailers on marketing initiatives tailored to attract organic shoppers. These initiatives will include a mix of digital advertising, in-store promotions, and online content aimed at reinforcing Dole's position in the organic market.
Additionally, Dole has observed a shift in consumer preferences towards slightly greener bananas, with a survey indicating a notable portion of customers favoring bananas that are at least partially green. This insight is guiding Dole's merchandising strategies to cater to varying consumer preferences for banana ripeness.
Looking ahead to 2025, Dole aims to enhance its partnership with retailers to develop marketing strategies that resonate with the evolving organic shopper demographic, leveraging digital tools, in-store marketing, and content creation to drive growth in the organic produce sector.
Source: Supermarket Perimeter