CIIE helps food company Dole take bigger slice of market

The Dole Food Company considers the China International Import Expo as a vital product promotion platform in China and Asia that helps spur the company's innovation, according to Wang Na, brand director of Dole China.

Data from the US company shows that the sales of Dole Extra Sweet Banana jumped 126 percent in 2017 to 2020 following its participation in the last three editions of the expo.

"We seized the opportunity offered by the expo to launch new products for our consumers," Wang said.

"New products, including fresh cut fruits and Brazilian melons showcased at the third CIIE last year reached many domestic customers through the expo, which is a valuable opportunity for product testing before mass production," she said.

According to Wang, many exhibits have been sold in the domestic market after the expo.

The company has also been exploring business opportunities in third- and fourth-tier cities in China and cooperating with domestic beverage brands and local factories after the expo.

Last year, through a cooperation between Dole and companies including Shanghai Disney Resort and McDonald's, the US company introduced new creative products at the CIIE as well.

"Although many offline events were canceled last year due to the COVID-19 pandemic, the CIIE injected confidence into the sluggish global economy," Wang added.

According to Wang, the company will showcase new products at the fourth CIIE this year, such as a limited edition coconut and Belgian red pears, to celebrate the 5th anniversary of Shanghai Disney Resort.