DOLE FRESH VEGETABLES, INC. NAMED FIRST RUNNER UP WINNER OF GMA CPG AWARD FOR INNOVATION AND CREATIVITY
Westlake Village, CA - July 26, 2006
The GMA Associate Member Council (AMC) chose Dole Fresh Vegetables, Inc., as the first runner-up winner of its third-annual CPG Award for Innovation and Creativity. First place was a collaborative effort from Time/Warner, Masterfoods USA and Wm. Wrigley Co. "We are very excited about Dole's participation in and strong submission to this year's CPG Award program," said Jill Johnson, director of Membership and Industry Affairs, GMA.
The recognition was for Dole's innovative "Harvesting Possibilities" entry, which brought an innovative, consumer centric approach to the produce aisle to better meet the needs of consumers and trade customers alike. It showcased an exhaustive two-year research and redevelopment program for the full line of Dole Fresh Vegetable products, including commodities, packaged salads, and new produce items.
Program elements included new packaging and merchandising built around how consumers shop the section, a wide range of new products and categories to increase purchase frequency, mainstream advertising to drive consumers to the aisle, and value enhancing national and customer specific consumer promotions. Retailer support and results were further enhanced through customized category management tools.
The results proved a winning entry, as well as a home run for consumers and retailers. "Produce is a destination category," said Julie Poduch, Vice President of Marketing, Research and Development. "Consumers often choose where they shop based on the quality and selection of the produce aisle. Through this initiative, we were able to enhance the consumer shopping experience, encourage more healthful food choices, and help retailers drive more purchases in the category."
Peter Brandt, chairman of GMA's AMC Award Committee and vice president, Consumer Products/Life Sciences, PTG Industry Solutions Marketing, SAP, noted how the CPG Award not only recognizes success stories, but also brings to light emerging industry trends. "Dole's project was truly innovative and the AMC liked it very much. It was great to see Dole collaborate with retailers and suppliers to apply their innovation in consumer insight, category strategy, packaging, and merchandising on an area so critical for all of us in reaching consumers with a healthy food and a wellness message. They've made it much easier for consumers to buy food that's good for them" he said.