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Producer 776: Don Pedro Farm, La Guajira, Colombia

April 25, 2007 By David Burn

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.

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About David Burn

Co-founder, editor, and publisher of Adpulp.com. David wrote his first ad for a political candidate when he was 17 years old. She won her race and he felt the seductive power of advertising for the first time. Today, David is a creative director in Austin, Texas.

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