Dole Bananas

Dole – too little too late?

'Ethical Choice' label Dole Bananas Greenwash

By Kath Dewar, GoodSense MD, 29th May 2013

This morning, on TV1s Breakfast, I was asked what advice I’d give Dole if they Ethical Choice cartoon Alister Kitchen Aug 2012 Finalcalled GoodSense for marketing help. I thought the answer demanded a little more space than live television permits so will attempt to do more justice to it here.

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Dole risk-warning a flag for all marketers

'Ethical Choice' label Advertising Standards Authority Dole Bananas Greenwash

1st August 2012

An investigation by the New Zealand Commerce Commission has led to Dole being issued with a compliance notice that they may be in breach of the Fair Trading Act on three separate counts relating to the company’s ‘Ethical Choice’ marketing scheme. Only the courts can decide if there has actually been a breach of the Fair Trading Act, with convicted companies liable for fines up to $200,000 and individuals up to $60,000.

The advice to Dole included:
Leaflet cover

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