Company says it wants to give organic fruit and vegetables broader appeal and bring them into the mainstream market
Dole has said it wants organics to be a mass-market proposition rather than a niche, after it announced the full roll-out of its new Dole GO Organic! range of fresh fruits and vegetables across Ireland.
According to the company, the range features 30 different product lines and is designed to raise the bar in the organics category, by “engaging, inspiring and empowering” Irish consumers to integrate more fresh organic fruits and vegetables into their diet.
At an official launch in the centre of Dublin, Irish celebrity Rosanna Davison – daughter of musician Chris de Burgh – hosted influencers from across the country as they sampled Dole GO Organic! products and had a go at making smoothies.
Speaking at the event, Dole’s vice-president of marketing and sustainability Vincent Dolan said the company wanted organics to be for everyone, not the few.
“In Dole, we’re determined to move organics to the mainstream and with our GO Organic! range we’re putting the consumer in pole position,” he commented.
“We know for Irish consumers, taste is all important. We know too, however, that consumers are increasingly interested in how their food is produced.
“Dole GO Organic! delivers the best of both worlds - tasty, responsibly grown produce that empowers consumers to make an informed choice. It’s organics without the compromise.”
The new range will be supported by a widespread in-store and social media campaign throughout October and November.
