CHARLOTTE, NC - Which generation are you in? Dole Food Company has identified Gen Y (aka Millennials), Gen Z, and Baby Boomer consumers in more than a dozen United States markets indexing above-average organic consumption. With this data, Dole has begun to expand its marketing efforts to specifically target these groups.
“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,” said William Goldfield, Director of Corporate Communications.
A digital, social, and public relations program launches this week in honor of September’s National Organic Month and continues through mid-October. The produce leader 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, a release explained.
“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,” added Goldfield. “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’s category development team recently documented that a properly merchandised in-store Dole Organic Banana program can generate up to 15 percent more in dollar sales than conventional banana programs.
Dole is focusing its 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.
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