Category Challenge

Studies showed consumers desired the freshest produce possible and also wanted their produce to last longer. Additionally, grocers were seeking a solution to reduce shrinkage in the highly perishable produce section.

Solution

This insight was presented to grocery executives relying on Dole’s concept of vacuum sealed, pre-washed, pre-cut bagged salad. Through a three-fold sales strategy, the presentation proved bagged salad could lower washing costs for grocers, reduce retail shrinkage through longer shelf life, and create value for customers by increasing convenience and freshness.

Result

Retail executives bought-in, landing Dole salads national distribution. Dole then expanded its product lineup with 50+ variations of bagged salad. Bagged salad has since grown into its own category with new competitors following this thought leadership.