Outside the more “serious” trends in the fresh produce industry, Dole Food Co. sees a greater opportunity to remind people that produce can be fun and engaging, said Rachel Young, digital marketing and communications manager.
“As one would expect, social media is one of the best ways to learn what’s popular and trending. Dole leads the produce industry when it comes to the size and engagement level of social media followers on various platforms, and in the ongoing creation of recipes, videos, stories and other social content. TikTok and Instagram are our inspiration for much of the trending content that we use for Dole social channels.”
Whether they’re serving as a base for exotic dishes, ingredients in smoothies or new ways to make the iconic Dole Whip at home, fresh fruits and vegetables can be surprisingly enjoyable and indulgent — and this is one trend the company is leveraging every day, Young said.
“Dole is active on social media through the creation, curation and interaction with trending online content. As both teacher and student, we activate and engage our online social media community by providing a healthy approach to food trends and unique, aspirational nutrition angles, while also learning what and how best to deliver desired content.”
Dole focuses on consumer engagement by providing nutritional information and recipes, ensuring they cater to health-conscious and informed shoppers with evolving dietary preferences, including vegan, vegetarian, gluten-free, low-fat and low-sodium, and a desire for more exotic foods.
The company also emphasizes sustainable practices throughout its supply chain, from responsible farming methods to eco-friendly practices that support environmental initiatives and meet consumer expectations, Young said.
This article is an excerpt from the September 2023 issue of Supermarket Perimeter. You can read the entire Value Proposition feature and more in the digital edition here.