Dole looks for stable to above normal volumes, active fall promotions

Dole’s conventional and organic banana supply looks to be at or above normal levels for the near term.

Bil Goldfield, director of corporate communications for Charlotte, N.C.-based Dole, said the net impact of the coronavirus pandemic on produce overall was positive as consumers recognized the need for nutritious foods during shelter-in-place orders.

“Dole experienced increased consumer demand for bananas and other branded produce at the onset of the pandemic,” Goldfield said. 

Activity has since returned to normal levels, he said.

Organic growth 

Dole is seeing an increase in demand for organic bananas, Goldfield said, noting the organic category is becoming bigger for Dole every year.

“Topping the list of reasons for retailers to capitalize on shopper migration from conventional to organic in 2020 is the fact that bananas led all organic categories in growth and accounted for almost half the increase in organic purchases across the entire produce department in 2019,” he said. 

“Bananas also delivered more than double the organic volume of the No. 2 category last year.”

Fall marketing punch

While some school districts remain in scheduling flux, Goldfield said many of Dole’s retail partners are continuing with their in-store plans for bananas during back-to-school. 

Those plans, Goldfield said, are based not only on expected demand but on the assumption that kids and their parents will want and need this seasonal fresh start, even if it’s just virtual.

“The messaging may change a bit, but the focus on convenience and simple nutrition for busy families confronted with challenging schedules will continue,” Goldfield said.

In October, Dole is unveiling its “Now We’re (All) Cooking,” a three-month, cooking-themed initiative inspired by Remy, Linguini, Colette and the other characters from Disney and Pixar’s film “Ratatouille.” 

Associated with that promotion, Dole is introducing 20 original plant-based and lean protein recipes, social and digital activations, blogger partnerships and other cooking-themed interactive activities designed to help families “flex their culinary muscles,” Goldfield said.

For example, he said Dole is using several of its Ratatouille-inspired dishes to showcase the versatility of bananas, including Sweet Apple-touille Ramekins, Oui Oui Wafer Banana Macarons and Provincial Pineapple-Banana Bundt Cake. 

2020’s celebration of Pixar Animation Studios is part of Dole’s multiyear nutritional collaboration with The Walt Disney Co. that has included healthy-living initiatives inspired by Disney’s “Beauty and the Beast,” “The Lion King” and “Frozen 2;” Disney and Pixar’s “Cars 3” and “Incredibles 2;” Marvel Studios’ “Captain Marvel” and “Stars Wars: The Last Jedi,” as well as a special three-month celebration of Mickey Mouse’s 90th anniversary in 2018.

Shoppers and retailers can go to www.dole.com/Disney for more about Dole’s ongoing alliance with Disney, or to www.dole.com for company, product and recipe details. 

“Beyond our fall/winter alliance with Pixar, we’ve evolved our evergreen focus on kid- and family-friendly recipes, serving suggestions and activities that reinforce healthy living from a pandemic, shelter-in-place perspective to a fall, back-to-school timeframe — even if that return to the classroom is virtual-only for most families,” he said. 

“From a morale standpoint, we think it is vitally important to differentiate fall from summer — not only for homebound kids but also for parents in need of a fresh start,” he said. 

“Dole will be releasing new recipes, social and digital assets and other materials designed to make it easier for families to navigate the busier schedules and multitasking households that the fall inevitably brings.”

As one example, Dole is partnering with blogs such as Lunchbox Dad, Easy Real Food and The Parentologist to suggest easy kids’ lunch ideas that can be implemented this fall at home and at school. 

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