Dole Seeks to “Raise the Bar” with Launch of Specialist Division, Dole Exotics and “BE Exotic” Brand
06 April 2022 - 4:31PM
Business Wire
Dole plc (NYSE: DOLE) is pleased to confirm that both “Dole
Exotics”, a new specialist division and its “BE Exotic” consumer
brand has been officially introduced at Fruit Logistica 2022,
Europe’s premier fresh produce trade show.
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the full release here:
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Already an established leader with an extensive global footprint
dedicated to exotic produce, Dole has long recognised the
unfulfilled potential of the category and most specifically that of
avocados and mangoes. By creating a bespoke unit dedicated to the
growing, procurement, ripening and marketing of exotics, our clear
intent is to bring to bear the collective reach, resources and
expertise typically associated with DOLE® Bananas and Pineapples to
deliver a real point of difference to exotic fruits on the retail
shelves of Europe and beyond.
Complementing group production with third party sourcing, Dole
Exotics will offer the security associated with its vertically
integrated supply chain, a streamlined route to market and the
in-house capacity to assure best agronomic and sustainable
practices from farm to fork.
In the marketplace, our existing business, Total Exotics, and
our wider European exotics infrastructure will be integrated into
the new division with local experts leveraging existing key retail
relationships, providing customised value-add and category
management services alongside innovative branding, packaging, and
promotional solutions to drive the category forward.
Speaking of the rationale behind the formation of Dole Exotics,
Tobias Deil, Category Director for Avocado and Mango in Dole EMEA
notes:
“Our ambition is nothing less than to raise the bar in the
exotics category. We believe we are uniquely positioned to do so
given the quality of our existing production and our commitment to
invest in more, the experience of our global specialists in exotic
fruits, the technical expertise they bring and our infrastructure -
across the most fertile global growing regions but also on-the
ground in key markets.
Our operations, centered around our state-of-the-art ripening
and sorting hub in the Netherlands, but extending right across
Europe, differentiates not only our exotics range but the bespoke
services we can offer. Bringing together our group resources will
enable us to consistently deliver exceptional produce, ripened to
perfection, presented in best-in class packaging and creatively
promoted to engage, empower and inspire consumers.”
To that end, Dole Exotics will also introduce its new Avocado
and Mango concept, “BE Exotic” in Berlin. Of the brand, Tobias
Deil, adds:
“Our BE Exotic range will speak to the consumer in a
contemporary, innovative way. Our packaging will deliver striking
on-shelf impact while, in promoting the brand, we will be
encouraging consumers to embrace their inner adventurous selves by
trying something new. BE Exotic is a brand very much of its
time-one inextricably linked to identity, but one also endorsed by
DOLE, a trusted and recognised name. It is a compelling combination
which we believe, will resonate with consumers in markets right
across Europe.”
About Dole plc:
A global leader in fresh produce, Dole Plc produces, markets,
and distributes an extensive variety of fresh fruits and vegetables
sourced locally and from around the world. Dedicated and passionate
in exceeding our customers’ requirements in over 75 countries, our
goal is to make the world a healthier and a more sustainable
place.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220406005787/en/
Tobias Deil, Category Director Avocados & Mangoes, Dole EMEA
tobias.deil@dole.com +353 1 887 2600
Vincent Dolan, Head of Corporate Communications, Dole plc
vdolan@totalproduce.com +353 1 887 2600
Investor Contact:
James O’Regan, Head of Investor Relations, Dole plc
investors@doleplc.com +353 1 887 2600
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