Current Newsletter Print Version - Dole Sustainability

WHO‘S WHO?
4. Discover Dole’s CR&S Initiatives
Dole differentiates from most competitors by its leadership in social and environmental
responsibility. It is an important message to put across to consumers. A wide range of
videos display some emblematic Dole projects like the Dale foundation in Ecuador or our
recycling programs in Costa Rica. They also portray some Dole employees in their daily
work and life.
On the internet users are usually driven by emotions and continuously seek to be surprised.
Therefore the Dole-Earth project, managed by Sonja Schulze who is responsible for digital
marketing at Dole Europe, provides an innovative and high quality online experience.
Special attention has also been paid to the quality of the films and pictures.
How have consumers responded so far?
XR: In less than 2 months, the site has received close to 100,000 visits. This is a very encouraging start. Many consumers who liked the idea
and the website sent us encouraging messages. The launch campaign boosted the number of visits. However, we still have now hundreds of
consumers entering their code on a daily basis.
And what about retailers?
XR: Retailers are also responding positively. They expect Dole to come up with innovative ideas and are looking forward to our point of sale
activities.
In light of this success, what are the next steps?
XR: Next steps are to bring more consumers to the site. We will work in the second half of 2012 to promote this project at the point of sales
in the retail sector. In the future we would like to extend Dole-Earth to other Dole produce, for instance pineapples. Like any online activity,
the key challenge is to create new content in order to encourage consumers to come back to the site.
Finally, can you tell us more about you and your team?
From left to right, Sonja Schulze, Karin Eberle,
12
Xavier Roussel & Sandra Kirchhoff
Inside the plantation, with the opportunity to
learn more about Dole’s recycling programs
XR: I am 42 years old and a happy farther of three children who have kept my wife
and me busy over the past 10 years. I have been 20 years in the produce industry
and the last 15 years at Dole, in different positions and countries. I started in Paris in
1997 coordinating the sales of the newly established South African export operation.
Then I became General Manager of the Benelux (Belgium, Netherlands, Luxemburg)
operations before taking the position of Banana Director for Europe when the market
was deregulated in 2007. Later on, I had the same position for Pineapple. Since 2010
I’ve been the Marketing and Communication Director at Dole Europe, based in Hamburg.
Dole Europe has a dynamic and experienced team with Karen Eberly (Account
Management & Promotion), Sandra Kirchhoff (PR, events and in-store promotions) and
Sonja Schulze (Digital Marketing, Market Research, Account Management).