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.
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.
