In February 2007, Dole Organic Program launched its website doleorganic.com with the objective to approach the organic consumer to the origin of the product.
Three months later, this initiative has been accepted as a great idea and as something that should be replicated.
Dole Organic Program will launch its BETA version of doleorganic.com very soon. The new version will include many of the suggestions received including the feedbacks and comments left on the contact e-mail and those published on blogs and websites.
Dole Organic Program is committed with the transparency and the building of a new relationship with Dole consumers.
This is just the beggining.
Here they are some comments about the website: doleorganic.com
Chews Wise by Samuel Fromartz: The Transparent Banana?
" Dole revealed a shape of things to come in the food market - Transparency! - by allowing customers to see where their bananas come from."
Groovy Green by Steve Balogh: The Transparent Banana? "... transparency is beginning to show up in the grocery store. What a great concept."
Digital Media Wire by Rohit Bhargava: Dole´s Organic Bananas and the Importance of Backstories "...the effort represents a great example of new thinking that product marketers are using to capitalize on the global trend towards ethical consumerism..."
American Feast´s Sustainable Food Blog by Tim Tango: Look up your Food Online "... This is an ingenious use of the Internet and one that should be replicated..."
Typepad by Amelia Torode: Talking Green Bananas "...it's a really smart piece of creative thinking... educated consumers are still looking for "the story behind..."
"I am fascinated by the Dole Organics story - on their site they are picking up on blog posts and consumer comments about this initiative. I think that this is a great case study of who to use the web to a smart, positive effect."
chroma by Dino Demopoulos: Transmedia Bananas "...it's pretty smart. And it gives you an excuse to use the phrase "transmedia bananas".
Treehugger by Kara DiCamillo: Do you know where your banana has been? "We find this a very interesting concept that seems extremely beneficial for consumers."