Dole marks 125 years of pineapple business with retail push, promotions

Produce giant Dole Food Company has launched a yearlong campaign to mark its 125th anniversary in the pineapple category. The company traces its history with the fruit to 1901, when founder James Drummond Dole began cultivating the fruit in Hawaii, helping to commercialize it in the United States.

The company said it will roll out retail promotions, point-of-sale materials, and branded packaging tied to its “125th Pineapple Crowning Anniversary”. Efforts will include commemorative tags on millions of Dole Royal Hawaiian pineapples and expanded merchandising support for retail partners.

Dole will also stage events nationwide beginning this month, culminating in a larger promotional push around International Pineapple Day on June 27.

The anniversary comes less than a year after the launch of its Dole Colada Royale pineapple, a proprietary variety developed in Honduras with coconut flavor notes.

Retail and consumer engagement are key

Dole said the campaign will include a mix of digital content, shopper marketing, and experiential initiatives designed to increase the number of pineapple-eating occasions.

The company also plans cross-promotions and licensed product extensions featuring pineapple flavors and branding, along with a national calendar of events tied to the June 27 holiday. Some activations will include community-focused initiatives, such as blood donation drives conducted in partnership with the American Red Cross.

In its home base of Charlotte, North Carolina, Dole said it will announce additional local activities tied to the anniversary.

Social commitment

Dole said the anniversary campaign will also highlight its ongoing investments in sustainability and grower communities, including infrastructure, labor support, and environmental programs under its “Dole Way” initiative.

“As the global pineapple and produce industry has grown because of Dole, so has our obligation to lead in the protection of people, food, and nature for future generations,” Goldfield said.

*All images are referential.

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