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Fresh Del Monte Produce, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Fresh Del Monte Produce, Inc., headquartered in Coral Gables, FL, is one of the world's leading vertically integrated producers, marketers and distributors of high-quality fresh and fresh-cut fruit and vegetables, as well as a leading producer and distributor of prepared food in Europe, Africa and the Middle East. Fresh Del Monte markets its products worldwide under the Del Monte brand

Main Telephone (305) 520-8400
Main Fax (305) 520-8495
Primary Address
241 Sevilla Avenue
Coral Gables, FL 33134
USA

Fresh Del Monte Produce, Inc. Contacts

Contacts (5/7)
Name Title State
Hani E. President & Chief Operating Officer FL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (305) 520-8400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 241 Sevilla Avenue
Coral Gables, FL
33134
USA

Mohammad A. Chairman & Chief Executive Officer FL
Emanuel L. Senior Vice President, North American Sales & Product Management FL
Kirk T. Vice President, North American Fresh Cut Sales & Operations FL
Christine C. Assistant Vice President, Investor Relations FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Fresh Del Monte Produce, Inc. *

Agency Relationships


Brand Agency Service From To
***** *** ***** *******, ***. ********** & **********, ***. multicultural 2005 present

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DailyVista

Fresh Del Monte sales slide


The Story
Produce distributor Fresh Del Monte Produce Inc. reported a slip in fourth quarter net sales and net income, according to Reuters.
 
The Boca Raton, Fla.-based distributor of fresh and canned fruits and vegetables reported net sales for the 2006 fourth quarter fell 3 percent to $737.6 million, compared with $757.9 million in the prior year. Annual net sales declined 1 percent to $3.214 billion, compared with $3.260 billion in 2005.
 
Fresh Del Monte also reported a net loss of $59.9 million in the fourth quarter of 2006, compared with a net loss of $3.5 million in the fourth quarter of 2005.. For the full year, there was a net loss of $145.1 million, compared with net income of $106.6 million in 2005.
 
Fresh Del Monte is a separate company from Del Monte Foods. Fresh Del Monte has a worldwide license to sell fruits and vegetables under the Del Monte label. In the United States, Fresh Del Monte primarily sells fresh produce. In Europe, the company sells prepared products such as beverages, snacks and desserts.
 
The Research
DailyVista learned more about Fresh Del Monte’s marketing program from Dennis Christou, Vice President of Marketing
 
Christou did not correlate the recent financial downturn with any future marketing plans, but did outline the company’s current strategy.

In the United States, Fresh Del Monte focuses on trade advertising to reach wholesalers and grocery chains. To reach consumers, the company uses below-the-line tactics such as point of sale materials, joint promotions with other brands, special events and in-store media such as promotional radio networks, according to Christou.
 
Fresh Del Monte uses several stateside agencies for creative, but does not have an agency of record.

Last year in Europe, Asia and the Middle East, Fresh Del Monte launched a multimedia campaign using television, print and outdoor to promote produce to “health  conscious consumers with active lifestyles,” Christou said.
 
Christou confirmed his role as  primary marketing decision-maker for Fresh Del Monte.
 
The Direction
Christou isn’t in a panic about the company’s finances, but appears to have plenty of creative project work. Agencies may find him ripe to discuss AOR contracts. Meanwhile, pitch for creative work on trade ads, POS and collateral materials. Events specialists should approach with exciting in-store ideas. Agencies with clients that could possibly form a strategic partnership should explore possibilities. It may be time for Fresh Del Monte to start targeted television spots in the United States to establish the company as an industry leader. It may be time for Fresh Del Monte to take to other forms of advertising, namely television. Targeted television spots that set up Fresh Del Monte as the industry leader in fresh produce should direct more traffic towards their product and position it in the consumers desired brands.
 Fresh Del Monte Produce Inc.
241 Sevilla Avenue
Coral Gables, FL 33134
(305) 520-8400
 
Dennis Christo
Vice President of Marketing
(305) 520-8391
 
Mohammad Abu-Ghazaleh
Chairman & Chief Executive Officer
(305) 520-8400