Dole targets younger shoppers of organic bananas and pineapples for National Organic Month

Drawing on 25 years of experience growing and marketing organic produce, Dole Food Co. says it is focusing expanded organic marketing efforts on Generation Y, Gen Z and baby boomer consumers in more than a dozen U.S. markets. These markets have been identified by Dole for their above-average consumption of organic products, according to a news release.

The company said it is working with key national and regional retailers to launch a series of social and digital trade and consumer programs touting Dole’s 25 years of leadership growing organic produce and developing retail programs that communicate the health, sustainability and fair trade benefits of organic bananas and pineapples. The digital, social and public relations program launched during September’s National Organic Month and continues through mid-October.

Dole said it is focusing efforts on current and emerging organic shoppers in cities that have shown the highest propensity to purchase, as well as recent demographic changes leading to shifting organic fresh fruit and vegetable buying and consumption habits across the country.

For example, Dole’s category development team recently documented that a properly merchandised in-store Dole Organic Banana program can generate up to 15% more in dollar sales than conventional banana programs, the release said.

Dole says it was one of the world’s first produce providers in 2000 to offer organic bananas and pineapples at scale and has remained a top organic grower, distributor and marketer of the two signature fruit varieties ever since.

“We successfully predicted the initial demand of organic consumers almost 25 years ago and are anticipating another season of growth from a new generation of shoppers attracted to not only the health advantages but also the distinct environmental benefits associated with organic including soil fertility, enhanced biodiversity and sustainable land management,” William Goldfield, Dole’s director of corporate communications, said in the release.

He said Dole’s expanded organic produce outreach efforts reflect consumers’ constantly evolving expectations.

“More than ever, today’s shoppers possess a growing interest in natural foods. They want the brands they buy to align with their values on everything from climate mitigation and social issues to health and wellness, and food security and safety," Goldfield said. "Expanding our organic and fair-trade messaging has become essential to engaging the now-sizable percentage of socially and environmentally conscious shoppers who continue to fuel growth in fresh produce — not just in emerging organic markets but nationally and even globally.”

Dole said it is looking to further partner with retailers to develop customized marketing toolkits and tactics that help them reach new organic shoppers. These may include co-branded digital ads, in-store signage, POS displays and activations, customized recipes, retailer newsletters and new product launches and tastings — which are being combined with Dole’s social media pages, nutrition blog, website, online recipe library and network of media and blogger contacts, the release said.