consumers invited to travel to the origin of their fruit
Dole Europe launches Dole Earth
Dole Earth is proposing to track the fruit back to its farm. As of May, all Dole bananas in Northern Europe will carry, on a newly designed fruit sticker, a 5 digit number that identifies each farm. By typing this code on www.dole-earth.com, consumers will be able to locate the farm where their fruit was grown. They will also find information about each farm, its certifications, the regions and countries where it comes from.
Consumers are invited to take an interactive visit of a banana plantation. They can discover the complete production process as if they had walked through the farm on a guided tour and meet some of the people working there.
"There is tremendous consumer interest and curiosity about fruit and specifically bananas. With Dole Earth, we are making our production and supply chain fully transparent to consumers. Dole Earth is setting a new standard in that respect. The fruit industry has a strong challenge to tell the story of its products and explain consumers the value behind them. Dole, as a leading fruit brand, is addressing this issue by showing the know-how and dedication it takes to grow responsibly and bring to the market the best quality fruit week after week" says Xavier Roussel, Marketing and Communication Director at Dole Europe.
The informative and entertaining website www.dole-earth.com is available in English and German. The launch will be supported by an online and social media campaign in spring and fall. Dole Europe relaunches simultaneously its main websites Dole.de and Dole.eu in the same design.
For more information:
Xavier Roussel
Dole Fresh Fruit Europe OHG
Tel.:+49 (0)40 32906-0
[email protected]