The world’s largest producer and marketer of top-quality fresh fruit and fresh vegetables is the first international fruit company to operate directly in Romania, where it has decided to enter in 2009 by acquiring its local distributor.
After having supplied Romanian retailers and wholesalers through a distributor since the 90s, Dole Europe, with its new division Dole Romania, already stands out as a key leader, intending to cover 25% of the eight million banana boxes of the estimated yearly national market.
The national campaign consists of a TV spot that will be broadcast over several weeks from 12 April on the main media channels, and will be supported by several important BTL and trade marketing activities.
The campaign marks a push by Dole to expand brand awareness, which is already up to 25%, and to develop Romanians’ consumption of fresh fruit, which is 10kg below the EU annual average of 95kg per capita.
Source: Dole Europe
© FoodBev Media Ltd 2024