Global performance management company Nielsen and Dole Food Company have announced an agreement that will see Nielsen become the fresh produce group's preferred provider of consumer insights and analytics.
Nielsen and Dole have entered into a long-term contractual relationship that will provide Dole with a comprehensive view of the consumer through Nielsen's suite of products and services.
Nielsen's retail leadership and relationships will be the foundation for analysing key business issues such as price, assortment and promotions. As new technology and shared information changes the way consumers make decisions, Nielsen's progressive data reporting and consumer insights will offer Dole a comprehensive view of the consumer allowing them to stay on top of changing trends and habits.
'We believe that Nielsen is more focused on the consumer and shopper via its different product offerings, such as Spectra, Panel, Scan, BASE and Affinova, along with its seamless integration,' said Brian huh, Dole Fresh vice-president of category development and customer strategy. 'Secondly, Nielsen's focus and strong collaborative relationships with the key retailers played an influential role in our decision to switch providers.'
'Nielsen understands Dole's continued passion to develop brand value and continued category leadership,' added Jeff Silvas, director business development at Nielsen. 'Nielsen's ability to keep up with changing consumer mindsets and purchasing patterns will allow Dole to focus on business and growth drivers and continue to lead in the fresh produce industry.'
