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Dole Food Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in West Lake, CA., Dole Food Company produces and markets fresh fruit, vegetables and flowers. Dole also markets a line of packaged and frozen foods and is a produce industry leader in nutrition education and research.

Main Telephone (818) 874-4000
Main Fax (818) 874-6615
Primary Address
One Dole Drive
Westlake Village, CA 91362
USA

Dole Food Company, Inc. Contacts

Contacts (5/21)
Name Title State
David M. Chairman CA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (818) 874-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Dole Drive
Westlake Village, CA
91362
USA

Brad B. President , Dole Package Foods CA
Johan L. President & Chief Operating Officer CA
Brian H. Vice President, Category Development & Customer Strategy CA
David S. Vice President, Marketing - Dole Packaged Foods CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Dole Fruit Bowls *
Dole Pineapples *
Dole Salads *
Dole Food Company, Inc. *******
Dole Fresh Fruit *

Agency Relationships


Brand Agency Service From To
**** **** *******, ***. **** AOR - multicultural 2010 present
**** **** *******, ***. ****** AOR - creative 2002 present
**** ***** ***** ****** Creative, Media Buying, Media Planning unknown present
**** ***** ********** ****** Creative, Media Buying, Media Planning unknown present
**** ***** ********** ********* **** Creative, Digital, Media Buying, Public Relations, Social 2008 present

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DailyVista

Dole Fresh Fruit promotes Director of Marketing


The Story
Dole Fresh Fruit Company, a subsidiary of Dole Food Company, Inc., promoted David Bright to the position of director of marketing, according to Fresh Plaza.
 
In his new position at Dole, Bright will be responsible for the strategic development and execution of the Westlake Village, Calif.-based company’s business plans. He will report directly to Ronda Reed, vice president of marketing for Dole’s Fresh Fruit and Vegetables segment.
 
Bright has been with Dole for 11 years in a marketing capacity and will continue to supervise marketing research and services. One of his new responsibilities will be to oversee the company’s newly created position of Dole Brand Manager of the Fresh Fruit segment. The brand manager will lead all efforts on marketing implementation as well as new product development.
 
Dole Food Company produces and markets fresh fruit, vegetables and flowers. Dole also markets a line of packaged and frozen foods and is a produce industry leader in nutrition education and research. The company reached revenues of $6.2 billion in 2006.
 
The Research
DailyVista spoke with Dole Fresh Fruit representative Bill Goldfield about the segment’s current marketing initiatives and brand recognition efforts.
 
Goldfield said that Dole Fresh Fruit mainly utilizes B-to-B marketing to target retailers as opposed to consumers. He said that the company uses a lot of print ads and free standing inserts, but doesn’t do a lot of television advertising. He also said that he doesn’t expect any of those initiatives to change once Bright has begun his new role with the company.
 
“I think they (marketing initiatives) are going to stay the same,” Goldfield said. “He (Bright) has been a part of the marketing department for 11 years and even though he’s taking over as director of marketing, his initiatives are still in line with the same process we’ve been going through.”
 
Goldfield said that with the addition of the newly created position of Dole Brand Manager for Fresh Fruit, Bright will begin to focus more on building brand awareness among retailers.
 
Goldfield said that right now, he is unsure of what Bright’s marketing goals are going to be. Goldfield said that Bright could “possibly be open to proposals.”
 
According to The List database, West Hollywood-based Dailey & Associates has served as Dole Fresh Fruit’s agency of record since 2002.
 
According to Nielsen Monitor-Plus, Dole Foods spent about $8.7 on national advertising in 2006. $6.9 was spent on national magazine ads, $1.1 was spent on FSI coupons and $510,000 was spent on Sunday news supplements.
 
The Direction
Agencies that are interested in doing some project work for Dole’s Fresh Fruit segment should contact Bright with ideas on how the company can best target retailers through other avenues besides simply print and FSI coupons. Come up with other B-to-B marketing initiatives that could target Dole Fresh Fruit’s typical business consumer and then introduce your firm, your ideas and your marketing capabilities directly to Bright.

Dole Fresh Fruit Company
One Dole Drive
Westlake Village, CA 91362
(818) 874-4000
 
David Bright
Director of Marketing
(818) 874-4000
 
Ronda Reed
Vice President of Marketing
(818) 874-4000
 
Rick Utchell
Vice President of Marketing & Advertising, Fresh Fruit
(818) 874-4000