Dole's FreshPack for bananas adds value

10/21/2011 03:24:00 PM
Coral Beach

Pamela RiemenschneiderBil Goldfield, communications manager for Dole Fresh Fruit, displays the company's new value-added FreshPack banana package. The package features two chambers of bananas, one for eating right away and one with modified atmosphere for extended shelf life.ATLANTA — Recognizing consumers are shopping less frequently, Dole has a value-added banana pack designed to provide bananas at the optimum ripeness between trips.

The FreshPack bag contains about three pounds of bananas in two compartments. One side is ready to eat and the other naturally slows ripening without chemical treatment, said Bil Goldfield, communications manager for Westlake Village, Calif.-based Dole Fresh Fruit Co. Inc.

Goldfield said the bag contains micro perforations that help bananas stay yellow up to six days longer. Consumers may be hesitant to buy larger quantities of bananas, fearing they’ll become overripe before they’re eaten, Goldfield said.

“This is perfect for people who go to the store less, but it still has the higher ring for the retailer,” he said. “Consumers can have bananas all week.”

Goldfield said the pack carries a suggested price of $2.25, comparable to the amount paid for the same volume of bananas by the pound.

Odalis Hawit-Rivera, brand manager for Dole’s Fresh Fruit division said the company offers an in-store merchandising kit with posters, brochures and coupons and plans to do radio advertising, digital display banners and social media to promote the new product.



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