“The very special combination of Brix, flavour and size of this melon creates a ‘wow’ experience for consumers,” states Vivian Wang from Dole® in China. This company continuously wants to surprise its Chinese customers, and the quincy melon Fujisawa RZ is a perfect way to do that. Distinctive products help Dole to move ‘Freshly Forward, from Foundation to Future’ – which is Rijk Zwaan’s theme at this year’s Asia Fruit Logistica.
High-quality fresh fruits and vegetables
Dole, since being founded in 1851, Dole has become one of the world’s best-known multinational groups producing and marketing high-quality fresh fruits and vegetables. The company has established modern processing and distribution centres in over ten cities in China.
Fujisawa matches the upgraded customer needs
Rijk Zwaan’s quincy melon Fujisawa is helping Dole to move ‘freshly forward’, says Vivian Wang, Marketing Director at Dole China: “We have been monitoring this quincy melon for more than three years. The stability of the Brix, the flavour and the size of the melon match with the ‘upgraded’ needs of Chinese customers. In particular, a melon with attractive netting and orange flesh is quite unique in this market. Thanks to the Brix, flavour and texture, we can surprise our customers and create a ‘wow’ taste experience.”
Complete marketing concept including TikTok and Little Red Book
Due to these unique characteristics, Dole decided to develop a complete marketing concept for Fujisawa, Vivian Wang explains. “Because of the very bright orange flesh, we are marketing this quincy melon as ‘Red Flesh’, to differentiate it from the other melons. We are focusing on the mid- and high-end consumers. To optimally promote this melon, we are engaging popular key opinion leaders or ‘KOLs’ on trendy social media channels including Douyin (the Chinese version of TikTok) and Little Red Book.”
Scaling up to achieve year-round supply
According to the marketing director, the sales expectations for this melon – which has been bred especially for the Asian market – are so promising that there are already plans to expand the project. “We will not only continue the sales, but we will also scale up next season. We will work with Rijk Zwaan to find reliable growers in different locations to achieve a year-round supply.”
Privileged to access the latest breeding developments
Fujisawa is just one exciting aspect of Dole’s ‘fresh future’. The fresh produce specialist is continuously looking for other distinctive fruits and vegetables to help the company remain the market leader by providing consumers with unique experiences.
“We are particularly exploring distinctive varieties of fruits and vegetables and bringing completely brand-new experiences such as mini or snacking-sized fruits and vegetables to Chinese consumers. Thanks to working with Rijk Zwaan, we are privileged to access the latest developments in breeding these desirable products. We really appreciate such a partnership.”
For more information:
Rijk Zwaan
Email: [email protected]
www.rijkzwaan.com
都乐中国
www.dole.cn
