Del Monte Fresh Produce N.A. Inc. has launched its second-annual, pirate-themed pineapple promotion, “Gold for Gold,” offering consumer sweepstakes entrants a chance to win a pound of 24-karat gold.

The promotion runs Oct. 13 through Nov. 16. Prizes are planned as well for retailers who create store displays of Del Monte Gold pineapples with the pirate theme.

Retailers can enter the display contest by sending photos or videos to The store with the winning display will receive an ounce of 24-karat gold, or designate a donation of equivalent cash value to its chosen charity.

Displays will be awarded points based on creativity and originality. Retailers can also earn points by running a “Gold for Gold” circular ad and using the promotion’s point-of-sale signage.

All participating retailers will also be entered for a chance to win a trip to Costa Rica.

“Pineapples can be enjoyed year-round, especially in the fall when cooking and baking is in full swing as we approach the holidays,” Dennis Christou, vice president of marketing for North America, said in a news release.