Dole Asia redirects strategy toward the Filipino market

American company Dole Asia refocuses its strategy towards the local market because despite its strength in sales for the fresh fruits and vegetables in the Philippines, their niche remains limited within the foreign market in the country.

Dole Asia recently participated in the recently concluded American Showcase held at the Marco Polo Plaza Hotel to showcase their fresh and natural fruit and vegetable products to the Cebu market.

In an interview with Dole Asia’s Brand and Market Activation Manager Mika G. Tamparong, she said that the company is strong in their fresh fruits and vegetables in the Philippines but usually with the foreign market. This is the reason why they strengthen their promotion of their products in the local Pinoy market by educating them about healthy living.

“We promote healthy living for our Asian market. And we also designed different programs to encourage them to live a healthy life especially the Filipinos who are not yet accustomed to the kind of lifestyle wherein quality and freshness counts the most,” Tamparong said.

Dole has plants in Mindanao specifically Davao for their bananas and in General Santos for their pineapples. And with their Philippine-based plantation, she said that they guarantee their consumers freshness with every pick.

She added that in today’s fast-paced modern lifestyle, consumers are more into purchasing and eating ready to eat preserved food which is not good for one’s health. And with their programs they aim to change this practice and make them adopt into eating more fresh fruits.

“We are slowly helping them adapt to this kind of healthy living. Because we also believe that not all people can easily do so especially kids.”

Tamparong discussed that some of their products are converted into fresh fruit juices in canned packages. She said that for this product segment in their operations, they made the taste sweeter than other juices to attract the younger generation of the market.

Tamparong also discussed that their recent marketing strategies are targeting small children. She said that in doing so, they also ensure parents that Dole has concern for quality and safe products which is very important in selling their fresh fruit and vegetable products in the groceries.

Dole Food Company Inc. offers a variety of more than 200 choices of products that include fresh fruit, vegetables, fresh cut flowers, packed foods, and value-added products. Founded in Hawaii in 1851, it has been in the natural food business for 154 years. Today, it has continued to be among the top players in the Philippines with a strong following because of its brand and taste.

According to Tamparong the company’s success lies in the Philippines because, “the company has built its reputation on its commitment to quality, quality, and quality. Our worldwide team of growers, packers, processors, shippers and employees is committed to consistently providing safe, high quality food products while protecting the environment.” – Rhia de Pablo