Have you ever just loved a piece of technology so much that you want to eat it? Probably not, but now you have the option, because Dole Japan has created an edible, wearable, smart banana. Yes, you heard correctly.
Marketing, advertising & media intelligence
Following news of Dole's decision to ditch its 'ethical choice' label, Kath Dewar offers the company some advice and looks at how consumers might respond to its greenwashing.
There's been plenty of action in the produce section recently, with All Good taking a pot shot at the corporate banana with a recent campaign and Oxfam—and the Commerce Commission—questioning Dole's use of the 'Ethical Choice' label. And it all came to a head yesterday after Oxfam released a report showing Dole's apparently dubious labour and environmental practices in the Philippines.
The Commerce Commission has warned fruit importer Dole it may be in breach of the Fair Trading Act on three separate counts relating to the company’s Ethical Choice marketing scheme. However, only a court can decide if there has actually been a breach of the Fair Trading Act, with convicted companies liable for fines of up to $200,000.
All Good Bananas won the Sustainability prize at the TVNZ-NZ Marketing Awards recently. And, according to its entry, it managed to gain four percent market share and sell its Fairtrade bananas at a premium. But not everyone is singing its sustainable praises, as evidenced by an email we received from Steve Barton, the New Zealand representative for Dole Asia, that questioned the assertions made by its smaller competitor.
We may have been slow off the mark here in New Zealand to adopt them, but QR (Quick Response) codes are finally making their move, popping up everywhere from outdoor advertising to shampoo bottles. Now, in a more ethical application of the technology, Kiwi company All Good Bananas has announced all its bananas will come equipped with a code, helping connect shoppers with the growers of their fruit — the first time the technology has been used in such a manner in New Zealand.