Dole Leans Into 125-Year Pineapple Legacy

Few fruits carry the cultural weight of the pineapple, a symbol of hospitality, a tropical staple and increasingly a year-round retail driver. For Dole Food Company, that legacy is deeply personal.

This year, the company is marking 125 years since its founder, James Drummond Dole, planted his first pineapple crop in Wahiawa, Hawaii, a move that helped transform the fruit from a rare delicacy into a mainstream consumer staple. Now, Dole is using the milestone not just to celebrate its past, but to reinforce its relevance in a rapidly evolving produce landscape.

Dubbed the “125th Pineapple Crowning Anniversary,” the campaign is rolling out nationwide with a mix of retail promotions, digital engagement and storytelling designed to connect history with innovation. The effort builds toward International Pineapple Day on June 27, which will serve as a centerpiece moment for in-store displays, merchandising programs and consumer-facing content.

“This is about honoring a legacy while continuing to innovate,” said William Goldfield, director of corporate communications for Dole. “The mission hasn’t changed—it’s still about making high-quality fruit accessible—but how we do that continues to evolve.”

That evolution is central to the campaign. Alongside nostalgic nods to its Hawaiian roots and the iconic Dole Royal Hawaiian pineapple, the company is spotlighting newer product development, including Dole Colada Royale, a pineapple variety grown in Honduras with a coconut-like flavor profile aimed at premium and experiential eating occasions.

The anniversary also provides a platform for Dole to highlight broader industry trends shaping fresh produce—from value-added innovation to sustainability and supply chain transparency. Through its “Dole Way” framework, the company is emphasizing efforts around water stewardship, emissions reduction, waste minimization and worker welfare.

In Honduras, for example, proceeds tied to Colada Royale are helping fund a community center for farm workers and their families, offering access to healthcare, education and vocational training, an initiative Dole positions as part of its long-term commitment to responsible sourcing.

The campaign arrives at a time when retailers are increasingly leaning on storytelling and differentiated varieties to drive produce sales. Pineapples, once considered a luxury item in Europe and a status symbol of wealth, are now a high-volume, widely accessible SKU but still offer room for premiumization and merchandising creativity.

Dole is betting that a mix of heritage and innovation can help retailers tap into that potential. The company is encouraging participation across North America through themed displays, cross-promotions and anniversary-branded packaging, including commemorative tags on its Hawaiian-grown fruit.

Digital will also play a key role, with recipes, downloadable assets and social media campaigns aimed at engaging younger consumers and reinforcing pineapples’ versatility across meal occasions.

For Dole, the 125-year milestone is less a look back than a positioning statement.

“As the industry grows, so does our responsibility,” Goldfield said. “We’re focused on ensuring the next century of pineapple production is not only successful, but sustainable.”