CATEGORY CONCEPTS
ONE SIZE
DOES NOT FIT ALL
ONE BRAND
MANY SOLUTIONS
RECOGNISED TRUSTED A MARK OF QUALITY OUR BRAND
THE BEGINNING
NOT THE END
CONSUMERS AREN’T ALL THE SAME
NEITHER ARE OUR BRANDS
OUR FOCAL POINT
Recognised, trusted and synonymous with ‘Quality, Quality, Quality’, the DOLE® brand is the lynchpin around which we build bespoke category concepts dedicated to engaging specific consumer groups to promote distinct product ranges.
Ours is a holistic approach. The added value of our produce lies, not exclusively in our famous brand, but also in the suite of complementary properties and attributes that accompany it, properties added across the supply chain, from production to promotion, to deliver a discernibly different product in the eyes of the consumer.
Delivering the best of both worlds - Our ‘Category Concept’ approach is new, and very much a product of its time, inextricably linked to identity and developed to resonate with contemporary consumer values as it is. Our packaging delivers striking on-shelf impact, our promotions, meaningful messaging and calls to action. Yet behind it all remains an important constant- a promise of quality anchored and endorsed by a timeless classicDOLE® - a trusted and recognised name across generations.
NEW PRODUCT DEVELOPMENT
An unique packaging solution developed by Dole Europe
A SUSTAINABLE SOLUTION
100% sustainable packaging
PRODUCTION
Grown on group farms
OUR ICONIC BRAND
Leveraging trust in a recognised, liked brand
MARKET
Benchmarked against local peers. Customised to maximise sales
PROCESSING
Ripened & packed in our own facilities
MANAGING THE MARKETING MIX
PRODUCT
Whether grown on our own farms or sourced from trusted 3rd party growers our commitment to ‘Quality, Quality, Quality remans the same. We bring together the tried and tested with new, innovative varieties to deliver continuity and consistency of supply 52 weeks of the year.
PROCESS
We’re committed to bringing the consumer and the growers ever closer together. The processes to this end embrace state of the art technologies and the expertise and experience of the very best fresh produce professionals from growing to ripening to marketing and beyond.
PACKAGING
We integrate innovative, impactful, sustainable packaging solutions into our Category Concept ranges as standard.
PLACE
Whether on the shop floor, or online, delivering impact at Point-Of-Sale DOLE® Category Concepts have been designed specifically to stand apart.
PROMOTION
We aim to engage and inspire consumers, on pack, in-store and on-line.
PRICE
We deliver value - pricing which reflects the quality and discernible point of difference associated with our products on the retail shelf.
PEOPLE
In Dole, our people are fruit enthusiasts, first and foremost. They bring energy, creativity, experience, expertise to our produce- and a competitive advantage to your fresh produce department.
PACKAGING PROMOTION
CONSUMERS
ENGAGE INSPIRE EMPOWER OUR AMBITION
RETAILERS
ADD VALUE DELIVER
A POINT OF DIFFERENCE DRIVE
WHY CATEGORY CONCEPTS?
• Empowering consumers - Offering a distinct brand alternative for portfolio and range management purposes.
• Complementary to own-label offerings.
• Developed specifically to creatively engage consumers at point of sale and online.
• Bespoke, innovative Packaging and supply chain solutions.
• Programmed promotional support to drive sales and add category value.
• The assurance of quality that comes with the worlds #1 produce brand.
CONCEPT PROFILES
SETTING YOUR RANGE APART
BRAND HIERARCHY
BRAND ESSENCE
That sensation. You know the one. That explosion of taste, that rush of flavour. That’s what we here in Dole are all about. It’s the pleasure that comes from binging on those berries positively bursting with juice, from munching on that mango, ripened to perfection. It’s that beautiful banana, that perfect pineapple, that amazing avocado, that gorgeous grape. It’s that zesty kick from the scintillating, succulent citrus, extra zing infused by the Mediterranean Sun. It’s the unmistakable freshness and flavour of tasty tomatoes grown just up the road. There’s nothing like it.
In Dole, we’re all about taste. Don’t get us wrong. We’re so incredibly proud to grow and distribute amongst the healthiest and most nutritious of foods*. We know too, we’re privileged to be marketing produce with amongst the lowest environmental footprints* And in Dole, since the very beginning, we have been dedicated to ‘Quality, Quality, Quality.’ But still. The taste. Because in Dole, we believe consumers are entitled to have it all - produce grown to the highest agronomic and sustainable standards, brought to market in pristine condition, good to go, ready to eat and tasting sublime. It’s what we do!
* Barilla Double Pyramid, 2021
PACKAGING
PROMOTION
FAMILY FAVOURITES
BRAND ESSENCE
Golden Days Ahead
When you think of pineapples, you think of Dole. And that’s no wonder; Dole has been commercially growing the sweet, tropical fruit since 1901. In that time, we have learned much about growing the best pineapple in the world.
All DOLE® Pineapples are vibrant, tender and sweet - rich in nutrients, healthy enzymes and Vitamins B6 and C - invigorated by the golden sun to shine a little brighter. But our new Golden Selection® Pineapples glow like no other. With a deeper golden shell, richer golden flesh, and delicate aromatic.
Golden Selection® Pineapples
Absorbing that radiant energy, artisan-grown Dole Golden Selection® Pineapple, sustainably farmed in the rich soils and ideal climates of Costa Rica, boast a deeper golden shell, richer golden flesh and delicate aromatic fragrance, promising exceptional juiciness and vibrant tropical flavor that balances the sweet and tart while elevating the indulgent taste experience. These limited availability pineapples are monitored constantly for quality by our expert growers, ripened to perfection while still on the plant and picked with precise timing at their peak in our Costa Rica farms.
Taste the finest extra sweet pineapples available and let Dole’s Golden Selection® Pineapples transport you and your consumers to paradise.
BRAND ESSENCE
“What’s for dinner?” A well-known question no matter the culture or country. Sweden is no exception. Dole Nordic now offers a complete set of convenience products within the fruit and vegetables category with the purpose of answering this question.
We can’t set the table, obviously. And we can’t do the shopping, unfortunately. But what we can do is to put together a meal kit to kick start the dinner, no matter the occasion. Does it contain fresh and locally produced vegetables, untouched by a freezer? Yes it does. Are they chopped up and ready for the oven? Naturally. Does it come with herbs and seasoning? Yup, just add it to the mix. With this range the aim is to make everyone’s everyday struggle of finding the time to make really good food in a fast and easy way a little bit more convenient. That’s why these meal kits also go with almost everything and everyone. Vegetarian? Just add halloumi. Barbecue? Just add steaks. Spontaneous afterparty? Just add dip.
In the end, we wanted to lower the threshold to make a delicious dinner and allow the consumer to focus on what’s important.
Whether that’s mingling with the guests, a home-made pepper sauce or a salmon so tender and flaky it’s like turning pages of a book. We do the first part, and the consumer just add the inspiration. Simple as that.
In September 2022 Dole Nordic released the first Dole convenience products for the Swedish market and has since then extended the range.
PACKAGING
PROMOTION
Rostade grönsaker på 30 minuter
justaddole.com
Blanda de färska grönsakerna med tillhörande kryddmix & olja. Vips så har du grunden till en god måltid.
NYHET!
Just add Dole!
Med våra färska grönsakskit med smaksättare är det enkelt att för dig att briljera i köket.
BRAND ESSENCE
Be adventurous. Be brave. Be different. Be you. BE Exotic!
Nowadays there’s a lot of “Meh!” Oodles of “Same old, same old”. Tonnes of “Just ok”. That’s not you, though. You reach for the stars. Dole invites you to try something new: to embrace your inner adventurous self with our Dole BE Exotic!TM range - your gateway to a veritable feast of culinary delights and new experiences.
Raising the bar in the Exotics category. Our promise to you:
Developed in 2022 and inspired by pan-European consumer insights garnered from our Dole Consumer Compass project, the DOLE BE Exotic!TM brand is dedicated to engaging consumers in a fun and contemporary way. Inviting consumers to try something different, on-shelf impact is a core priority. Endorsed by the world’s #1 fruit brand- known and trusted across Europe, our DOLE BE Exotic!TM range is lifestyle & Identity orientated and supported by intensive, innovative targeted promotion: online and in-store. The full resources and reach of Dole is being brought to the exotics category. Our promise to customers is clear:
Simple - Seamless, consistent supply and service 52 weeks. Your one stop shop.
Superior - Exceptional produce grown to best agronomic and sustainable practices.
Surprising - Inspiring and empowering consumers. Embracing insights & innovation. Delivering a clear point of difference on the retail shelf.
PACKAGING
PROMOTION
BRAND ESSENCE
Introducing GO Organic! Organics without compromise.
Fresh, grown with pride and as nature intended. The taste of organic fresh fruits & vegetables is something to behold, the experience, one of life’s simple pleasures. And it’s a taste made all the sweeter when you know it has been grown to best agronomic and sustainable standards. In Dole, this is something on which we never compromise. That’s why we’re so proud to introduce our new GO Organic! range- bringing all our experience and expertise to organics to deliver a range without compromise. GO Organic! delivers the best of both world’s- the tastiest produce, grown responsibly on our own farms and in partnership with passionate local organic producers across the world and close to home.
Let’s Grow Together. Moving Organics to the mainstream.
‘Big is beautiful’. Not a phrase typically associated with organic production. Words like ‘small’ and ‘local’ would be more usual. But it can be. We think it should be. In Dole, we believe we, alongside our partners across production and in the marketplace, have a contribution to make to moving organics to the mainstream. Customers tell us they want consistency of quality and continuity of organic supply 52 weeks and 365 days of the year. Consumers want that too, alongside value for money. And growers want support: to navigate the marketplace and to grow the category. By virtue of our global reach, our local infrastructure and relationships and our own experience growing organics, we believe we have a role to play. In creating our dedicated business unit, Dole Organics and launching our DOLE® GO Organic! brand we’re laying foundations and extending an open invitation to independent organic growers and European retailers alike to work with us to collectively bring organic fruit & vegetables to the next level. Come and talk to us.
PACKAGING
PROMOTION
BRAND ESSENCE
The best things come to those who don’t wait!
That sensation. You know the one. That explosion of taste, that rush of flavour. It’s the pleasure that comes from devouring those nectarines positively dripping with juice. It’s that perfect peach, that amazing Apricot. It’s that unmistakable taste of summer all year round.
But sometimes. Sometimes it can be a little bit too much like hard work. Picking the right fruit in-store. Bringing them home. Watching them ripen. Trusting they’ll be worth the wait.
No more we say. Dole is proud to present our ‘Good 2 Go’ range of ripe and ready, sumptuous, scintillating stone fruits!
Because in Dole, we believe you’re entitled to have it all- the tastiest varieties grown to the highest standards, brought to you in pristine condition: good to go, ready to eat and tasting sublime. Not sometimes- every time. It’s what we do.
PACKAGING
PROMOTION
EXOTIC SELECTION
EXOTIC FLAVOURS, FAMILIAR QUALITY
Tamarind
Okra Chayote
Sweet Potato
Eddoes Guineo
Cassava
Plantain
Chinese Grapefruit
Ginger
Hot Peppers
Avocado
Coconut
Dragon Fruit Mango
Papaya
PACKAGING
BRAND ESSENCE
An explosion of flavours. A brand you can trust.
There’s a welcome revolution in food taking place. Our world is getting smaller while our exposure to ever more exciting ethnic influences and diverse cultures grows ever greater. It’s broadening palette’s, opening up a whole new world of exciting new aroma’s and flavours and inspiring ever more imaginative culinary innovations. Increasing demand for a wider, ever more exotic range of fresh fruits & vegetables lies at the heart of this revolution. But while so much changes, some things remain the same. Consumers continue to demand only the very, very best quality. So it is, that we proudly present our DOLE® Exotic Selection range, premium exotic fruits & vegetables sourced from across the globe brought to you by the brand you can trust.
CONSUMER FEEDBACK
