Producer 776: Don Pedro Farm, La Guajira, Colombia

Treehugger points to a neat idea from Dole Organic. Organic banana consumers can learn more about the farms, and the people who work the farms where their produce was grown, by entering a three-digit code at Dole’s website.
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One of the best things any marketer can do today is find the stories inside the brand that are waiting to be told, and then tell them in a compelling way. Dole’s site lacks the kind of WOW factor that will win awards, but it succeeds in giving consumers, especially consumers of organic produce, what they want—real information about the food they willingly pay a premium for.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.