Fruit Attraction Brochure

Fresh Ideas In Fresh Produce

Our Brand

Recognised. Trusted. Your Competitive Advantage.

That sensation. You know the one. That explosion of taste, that rush of flavour. That’s what we here in Dole are all about.

It’s the pleasure that comes from binging on those berries positively bursting with juice, from munching on that mango, ripened to perfection.

It’s that beautiful banana, that perfect pineapple, that amazing avocado, that gorgeous grape. It’s that zesty kick from the scintillating, succulent citrus, extra zing infused by the Mediterranean Sun.It’s the unmistakable freshness and flavour of tasty tomatoes grown just up the road.

There’s nothing like it.

In Dole, we’re all about taste. Don’t get us wrong. We’re so incredibly proud to grow and distribute amongst the healthiest and most nutritious of foods*. We know too, we’re privileged to be marketing produce with amongst the lowest environmental footprints*. And in Dole, since the very beginning, we have been dedicated to ‘Quality, Quality, Quality.’ But still. The taste.

In Dole, we believe consumers are entitled to have it all- produce grown to the highest agronomic and sustainable standards, brought to market in pristine condition, good to go, ready to eat and tasting sublime.

It’s what we do.

* Barilla Double Pyramid, 2021

Responsible

We’re Accountable; For Our Performance, Our Quality, Our Produce, Our Service.

We Are Committed; To The Environment And To The Communities In Which We Grow And Operate.

Grounded

We’re Down To Earth. We’re Honourable. We’re Nothing Without Our Growers, Our Partners, Our People, Our Customers & Our Consumers.

Grounded

Different

We’re Local At Heart, Global By Nature. We Bring Local Expertise. We Offer Global Strength. We Deliver The Best Of Both Worlds.

Col l a b o r a t evi

Collaborative

We Partner. We Listen. We Share. We Make Things Happen. We Get Things Done. We Grow Together.

Passionate

We Care. We Love What We Do. We Love What We Sell. We Embrace Challenges. We Relish Opportunities. We Seize The Moment.

Passionate

Innovative

We’re Imaginative.

We’re Flexible.

We’re Resourceful.

We Go The Extra Mile.

We Always Find A Way.

Category Management

OPTIMISING THE SUPPLY CHAIN

BEST IN CLASS CATEGORY MANAGEMENT

Consolidating the collective category expertise and experience from across the Dole group and applying it to meet the unique requirements of local markets and customers across Europe.

Providing the most direct route to market for Dole global production and the most accomplished third party growers from across the world’s more fertile growing regions.

BESPOKE SERVICES

With local category experts bringing to bear global strengths, Dole Europe offers a bespoke, streamlined service founded on a commitment to always going the extra mile, innovative category management, dedicated support services and an unyielding focus on the unique needs of individual customers.

DELIVERING GROUP RESOURCES

Extracting costs and adding value, Dole Europe is committed to delivering to European retailers, the global growing, logistical, technical, packaging, innovation, marketing and sustainability strengths of Dole plc.

Category Concepts

Bespoke solutions for the contemporary consumer

In Dole, we’re proud to market one of the world’s most recognised fresh produce brands. Though synonymous, of course with bananas and pineapples, the principles which built our brand; our commitment to ‘quality, quality, quality’, best practices from seed to store and putting the consumer at the heart of all that we do, are equally relevant to our approach to the production and promotion of other categories. Every piece of fruit, every range has to earn the privilege to carry our name.

To ensure they do, we take great care to bring to new categories the same dedication and attention we devote to established ranges. We know, however, that individual fruit and vegetable categories bring with them their own distinct requirements. To ensure those requirements are met, our approach to each and every category is that of a ‘specialist’, bringing our category-specific strengths and resources and the experience and expertise of our international category teams to bear to set our ranges apart.

We think it’s important that the branding of our ranges reflects the ‘specialist’ approach we bring to different categories. We also believe that consumers understand and appreciate that a different approach to marketing these products reflects a different approach to their journey to the marketplace. This bespoke approach allows us to articulate a more focused, product orientated and relevant message to consumers and brings greater variety to the retail shelf. In that respect, it makes an important contribution to our ambition to drive consumption by educating, inspiring and empowering consumers to eat more fresh produce and to ‘make the world a healthier place’.

And so, we present our Category Concepts….

BE Exotic!

Embrace your inner adventurer.

Be adventurous. Be brave. Be different. Be you. BE Exotic!

Nowadays there’s a lot of “Meh!” Oodles of “Same old, same old”. Tonnes of “Just ok”. That’s not you, though. You reach for the stars. Dole invites you to try something new: to embrace your inner adventurous self with our Dole BE Exotic!TM range - your gateway to a veritable feast of culinary delights and new experiences.

Raising the bar in the Exotics category. Our promise to you:

Developed in 2022 and inspired by pan-European consumer insights garnered from our Dole Consumer Compass project, the DOLE BE Exotic!TM brand is dedicated to engaging consumers in a fun and contemporary way. Inviting consumers to try something different, on-shelf impact is a core priority. Endorsed by the world’s #1 fruit brand- known and trusted across Europe, our DOLE BE Exotic!TM range is lifestyle & Identity orientated and supported by intensive, innovative targeted promotion: online and in-store. The full resources and reach of Dole is being brought to the exotics category. Our promise to customers is clear:

Simple - Seamless, consistent supply and service 52 weeks. Your one stop shop.

Superior - Exceptional produce grown to best agronomic and sustainable practices.

Surprising - Inspiring and empowering consumers. Embracing insights & innovation. Delivering a clear point of difference on the retail shelf.

info@beexotic.com

NEW PRODUCT DEVELOPMENT

An unique packaging solution developed by Dole Europe

OUR ICONIC BRAND

Leveraging trust in a recognised, liked brand

MARKET

Benchmarked against local peers. Customised to maximise sales

PROCESSING

Ripened & packed in our own facilities

A SUSTAINABLE SOLUTION

100% sustainable packaging

PRODUCTION

Grown on group farms

GO Organic! Taste first. Planet, always.

Introducing GO Organic! Organics without compromise.

Fresh, grown with pride and as nature intended. The taste of organic fresh fruits & vegetables is something to behold, the experience, one of life’s simple pleasures. And it’s a taste made all the sweeter when you know it has been grown to best agronomic and sustainable standards. In Dole, this is something on which we never compromise. That’s why we’re so proud to introduce our new GO Organic! range- bringing all our experience and expertise to organics to deliver a range without compromise. GO Organic! delivers the best of both world’s- the tastiest produce, grown responsibly on our own farms and in partnership with passionate local organic producers across the world and close to home.

Let’s Grow Together. Moving Organics to the mainstream.

‘Big is beautiful’. Not a phrase typically associated with organic production. Words like ‘small’ and ‘local’ would be more usual. But it can be. We think it should be. In Dole, we believe we, alongside our partners across production and in the marketplace, have a contribution to make to moving organics to the mainstream. Customers tell us they want consistency of quality and continuity of organic supply 52 weeks and 365 days of the year. Consumers want that too, alongside value for money. And growers want support: to navigate the marketplace and to grow the category. By virtue of our global reach, our local infrastructure and relationships and our own experience growing organics, we believe we have a role to play. In creating our dedicated business unit, Dole Organics and launching our DOLE® GO Organic! brand we’re laying foundations and extending an open invitation to independent organic growers and European retailers alike to work with us to collectively bring organic fruit & vegetables to the next level.

Come and talk to us.

beautiful, after all. We’re determined to bring the full resources

Our Dole GO Organic! brand will be available from March 2023.

Packaging

We apply sustainable packaging solutions wherever possible.

Product

In Dole, we’re committed to complementing our own organic production with produce sourced from the most accomplished local and global growers to consistently deliver a wide portfolio of the very best organic fruits & vegetables.

Place Promotion

Engaging consumers

In Dole, we know that moving organics to the mainstream will require understanding organic consumers better, meeting and exceeding their expectations and engaging in a contemporary way. Our research (pages 18 and 19) has revealed frustrations at not being able to find organic produce in store, the importance of taste as a driver of organic consumption and a clear preference for sustainable packaging. We have incorporated these learnings into developing best-in-class category solutions across promotions, packaging and in-store activities.

Consumer Insightsthe Organics Category.

The Organics Category Consumer Insights

As part of our ongoing Dole Consumer Compass research project, Dole sampled 1,000 consumers in August 2023 to determine drivers and inhibitors to organic consumption. The results are outlined below.

Q. 1- Irregular Consumers- You have said that you buy organic fruits or vegetables, either loose or prepacked less often than monthly/never. Why is that?

Too expensive

Better promotions on non-organic fruit and vegetables in store

Organic produce does not taste better than regular fruit/vegetables

I don’t believe in organic products

Irregular availability (i.e. what I need is sometimes not available)

My favourite brand is not organic/does not have an organic version

Inconsistent quality

Hard to locate organic produce in stores

Unsustainable packaging

Other

19

26

Total % 81

Q.2- Regular Buyers-Thinking about organic fruits or vegetables, which of these are the top reasons you buy organic?

Less/no chemicals/pesticides

It is better for my health

It is better for the environment

Organic fruits or vegetables taste better

Organic fruits or vegetables are better quality

They are produced in a more sustainable way

Closer to nature/to natural sources

Want to support local producers/brands

Better for children/babies

It’s what a lot of my friends or family are buying

Q.3-

Regular

buyers- What frustrates you about buying organic fruit or vegetables?

Too expensive

Better promotions on non-organic fruit and vegetables in store

Irregular availability (i.e. what I need is sometimes not available)

Hard to locate organic produce in stores

Inconsistent quality

Unsustainable packaging

My favourite brand is not organic/does not have an organic version

Organic produce does not taste better than regular fruit/vegetables

DOLE® Bananas

Home Compostable Stickers

Brand new this summer: in Northern Europe now feature “home compostable” stickers

The Sinclair EcoLabel HOME™ compostable label: a fresh development for fresh products

Innovative, sustainable, intelligent – that’s the new label on DOLE® bananas in Northern Europe. Dole Europe GmbH has opted for “home compostable” stickers compliant with the Sinclair EcoLabel HOME™. The self-adhesive labels are explicitly certified for fresh products, i.e. fruit and vegetables. The new fruit stickers are made of partially bio-based and plastic-free materials that make them ideal for home composting. This means they can be disposed of in garden compost, where they biodegrade and are ready for re-use within about 365 days. (The compost storage method, the temperature on site, and other factors can all affect the rate at which the label decomposes and degrades into usable compost.) This is a major benefit for Dole customers, who can simply put DOLE® banana peels and stickers on their home compost heaps

and know they are helping the environment.

Since recently the Dole Blog has also been describing how easy it is to make everyday life more sustainable. Users will find helpful tips on sustainable gardening methods, avoiding food waste and social engagement. Dole is also committed to environmental compatibility and conserving resources in its source countries and when transporting fruit.

Sustainable banana labels

As a leading manufacturer of food labels, Sinclair has come to stand for supreme quality. The Dole banana stickers with the Sinclair EcoLabel HOME™ have three layers: adhesive, face stock material and inks. They also comply with the French home composting standard NF T 51-800, enabling them to meet the terms of Law No. 2020-105, Article 80. Additionally, the label is certified as compostable by Austria’s Technical Inspection Agency (TÜV) in accordance with OK compost HOME to ensure that the label has no detrimental effect on the environment. This covers the entire biodegradation process in household compost heaps. Food safety has also been factored into the design: The labels comply with all the current FDA and EU regulations governing direct contact with fresh foods.

New Product Development

Golden Days Ahead

When you think of pineapples, you think of Dole. And that’s no wonder; Dole has been commercially growing the sweet, tropical fruit since 1901. In that time, we have learned much about growing the best pineapple in the world.

All DOLE® Pineapples are vibrant, tender and sweet - rich in nutrients, healthy enzymes and Vitamins B6 and C - invigorated by the golden sun to shine a little brighter. But our new Golden Selection® Pineapples glow like no other. With a deeper golden shell, richer golden flesh, and delicate aromatic.

Golden Selection® Pineapples

Absorbing that radiant energy, artisan-grown Dole Golden Selection® Pineapple, sustainably farmed in the rich soils and ideal climates of Costa Rica, boast a deeper golden shell, richer golden flesh and delicate aromatic fragrance, promising exceptional juiciness and vibrant tropical flavor that balances the sweet and tart while elevating the indulgent taste experience.

These limited availability pineapples are monitored constantly for quality by our expert growers, ripened to perfection while still on the plant and picked with precise timing at their peak in our Costa Rica farms.

Taste the finest extra sweet pineapples available and let Dole’s Golden Selection® Pineapples transport you and your consumers to paradise.

Making the world a healthier place

Making the world a healthier place

In households all across Europe, DOLE® is a part of everyday life. Our famous brand is now applied to an ever wider range of delicious, nutritious fresh fruits and vegetables, ranging from the more familiar to the truly exotic! In Dole, we’re first and foremost fruit enthusiasts ourselves. We take enormous pride in the fact that we grow and market the most nutritious of foods with amongst the lowest environmental footprints* It’s a privilege we take very seriously, so wherever you see our brand you can rest assured that we have gone the extra mile to deliver to your table the freshest, most succulent, extraordinary produce imaginable, grown with care and passion. It’s our promise to you, always.

*BCFN Double Pyramid, 2021

Adding value to your produce portfolio

There’s something reassuring about the familiar, especially in uncertain times. The DOLE® brand has always been inextricably associated with ‘quality, quality, quality’ and has become a name recognised, trusted and liked by consumers across Europe and the world. In Dole, we’re currently extending the range of products to which we apply our iconic DOLE® brand, introducing new products set apart by fresh, bright, attention grabbing packaging and supported by innovative, contemporary in-store and digital promotions dedicated to educating, inspiring and empowering consumers. Throughout this process, one principle remains non-negotiable, there is one thing on which we will not compromise: our absolute commitment to best agronomic and sustainable practices from seed to store, to delivering exceptional fruits and vegetables. Whether applied to Citrus or Strawberries, Pears or Peppers, our brand begins and ends with quality.

So what does it say to consumers when they see DOLE® on the retail shelf? It says they can rest assured that the produce was grown in the right way. It says they are in for a treat. It says they are being offered the very best.

Strawberries

Blackberries

Raspberries

Blueberries

Blueberries

Oranges

Limes

Lemons

DOLE® Exotic Selection

Exotic flavours, Familiar quality.

An explosion of flavours. A brand you can trust.

There’s a welcome revolution in food taking place. Our world is getting smaller while our exposure to ever more exciting ethnic influences and diverse cultures grows ever greater. It’s broadening palette’s, opening up a whole new world of exciting new aroma’s and flavours and inspiring ever more imaginative culinary innovations. Increasing demand for a wider, ever more exotic range of fresh fruits & vegetables lies at the heart of this revolution. But while so much changes, some things remain the same.

Consumers continue to demand only the very, very best quality. So it is, that we proudly present our DOLE® Exotic Selection range, premium exotic fruits & vegetables sourced from across the globe brought to you by the brand you can trust.

Global reach and resources. Our guarantee of quality.

When is an exotic fruit or vegetable not just an exotic fruit or vegetables? When it has been specially selected by Dole. After all, our brand was built on ‘Quality. Quality. Quality’. As demand and ranges widen for the most exotic of produce, our vertically integrated supply chain and category expertise sets us apart. Our farm to fork reach, extending from our own production and that of the most accomplished third party growers around the world, allows us secure continuity and consistency of supply. We work hard to assure best agronomic and sustainable practices on the farm, best practices which extend across our state of the art supply chain to the marketplace where our on-the-ground category experts are wholly attuned to local market requirements and ready to harness the untapped potential of the exotic vegetable category.

info@doleplc.com

11 Tamarind

10 Okra

9 Chayote

5 Sweet Potato

4 Eddoes

2 Guineo

3 Cassava

1 Plantain

12 Chinese Grapefruit

6 Ginger

13 Hot Peppers

15 Avocado

7 Coconut

14 Dragon Fruit

16 Mango

8 Papaya

Dole is a global leader in Plantains

Dole has cultivated constructive and enduring relationships with many of the very best growers of exotic fruits & vegetables across the world. We work hand in glove with these growers to ensure not only the very best quality but also assure good working conditions at farm level.

Just Add Convenience Range

“Whats for dinner?”. A well-known question no matter the culture or country. Sweden is no exception. Dole Nordic now offers a complete set of convenience products within the fruit and vegetables category with the purpose of answering this question.

We can’t set the table, obviously. And we can’t do the shopping, unfortunately. But what we can do is to put together a meal kit to kick start the dinner, no matter the occasion. Does it contain fresh and locally produced vegetables, untouched by a freezer? Yes it does. Are they chopped up and ready for the oven? Naturally. Does it come with herbs and seasoning? Yup, just add it to the mix. With this range the aim is to make everyone’s everyday struggle of finding the time to make really good food in a fast and easy way a little bit more convenient. That’s why these meal kits also go with almost everything and everyone. Vegetarian? Just add halloumi. Barbecue? Just add steaks. Spontaneous afterparty? Just add dip. In the end, we wanted to lower the threshold to make a delicious dinner and allow the consumer to focus on what’s important. Whether that’s mingling with the guests, a home-made pepper sauce or a salmon so tender and flaky it’s like turning pages of a book. We do the first part, and the consumer just add the inspiration. Simple as that.

In September 2022 Dole Nordic released the first Dole convenience products for the Swedish market and has since then extended the range. See pages 34 and 35 for more details.

3-in-1

salad, dressing & topping

TheconvenienceRange

FRESH BABY LEAF SALADS

During the Swedish season, the leaves are grown at Vidinge Gård in Skåne, the rest of the year they come from selected growers in Southern Europe.

FRESH SALAD BLENDS

Salads for everyone and every occasion.

PRE-CUT MIXES

A new and easy way to make everyday food tastier! Our pre-cut mix of cabbage and exciting vegetables can be served as it is, but becomes extra good when it is cooked for a few minutes in a frying pan.

RUCOLA Rucola/ Organic

MÂCHE Mâche

GARDEN MIX Rucola, spinach, red leaf lettuce / Organic

SPINACH Spinach/ Baby spinach/ Organic baby spinach

PREMIUM CABBAGE MIX Green pointed cabbage, red pointed cabbage

COLOURFUL MIX Carrot, beetroot, broccoli

CRISPY CARROT Carrot

CRISPY CABBAGE Cabbage KALE Kale

FRENCH MIX Frisée, radicchio, rucola, mâche

FAMILY MIX Iceberg, red cabbage, carrot

ITALIAN MIX Romaine, baby spinach, red leaf lettuce

CHOPPED

Time to make time. With our Chopped kits the meal is done in no time. Add some protein of your own choice or eat as it is. The base is the same - chopped lettuce, cabbage, carrots, and kale. However, the Chopped Kits include different dressing, and toppings to make a complete and tasty meal.

Sesame

Avocado

MEAL SOLUTIONS: Ready to....

Our Ready-to-roast/eat products is our meal solution. A way to get the consumer to make a tastier choice and an easy way to solve the ”what to eat”-problem.

95%

PROVENCE

Potato,

Tarragon

Potato,

CHUNKY GUACAMOLE

fresh avocados

Red cabbage, cauliflower, kale Sesame dressing

CHILI COLESLAW BBQ

Red cabbage, broccoli, kale Chili dressing

Cabbage, carrot White dressing

FRENCH ONION

broccoli, carrot

French onion seasoning

broccoli, carrot

Mustard seasoning

SESAME ASIAN

and soya dressing, sesame seed & cashew topping

DILL NORDIC

Dill dressing, sunflower seeds & cranberries topping

CRISPY KIMCHI

Kimchi dressing, fried onion & sesame seeds topping

AVOCADO RANCH

ranch dressing & crispy corn topping

In Dole, understanding the European consumer lies at the heart of all that we do. We’re consequently very proud to confirm that our Dole Consumer Compass 2023 research project is underway.

Exploring perceptions, motivations and inhibitors, the study will include input from consumers, customers, industry experts and stakeholders from across the supply chain and beyond. If you would like to contribute to the process, we’d love to hear from you. Please feel free to contact us at marketing@doleplc.com.

In the meantime, if you would like to view a summary of our 2021 report, scan the QR code or visit: www.doleplc.com/sustainability/reports

If you could sample 10,000 Europeans across 12 countries about what matters most to them when it comes to fresh produce, what would you ask?