Dole officially launched its landmark Consumer Compass 2026 research project last week in Koge, Copenhagen. The initiative, developed in partnership with Kairos Future, is designed to gather actionable insights into consumer behavior regarding fresh fruit and vegetables.
Covering 11 European countries and involving around 10,000 consumers, it will be one of the most comprehensive studies of its kind, with results scheduled for release at Fruit Logistica 2026.
Profondità e obiettivi del progetto
According to Dole, the project stands out not only for its broad reach but also for the depth of analysis applied. It will combine extensive secondary research with stakeholder engagement and thought-leader input to ensure more authoritative and practical outcomes.
Consumer Compass 2026 represents the fifth edition of this research series and builds on findings from earlier reports.
Primo incontro del gruppo di lavoro
The launch event also marked the first meeting of the research working group, tasked with setting the ambitions, scope, and key deliverables of the project.
Attendees included representatives from Dole’s commercial, marketing, sustainability, packaging, and procurement teams across Sweden, Denmark, Ireland, the UK, Spain, Germany, and the Netherlands, as well as research partners.
Il commento del CEO di Dole Nordic
Commenting on the initiative, Niels Klem Thomsen, CEO of Dole Nordic, emphasized the importance of better understanding consumers to better serve them. He reaffirmed Dole’s commitment to exceeding consumer and customer expectations and highlighted the sector’s untapped potential.
Thomsen stressed that stronger alignment with consumers is essential to unlock new opportunities and expressed enthusiasm about contributing to this pioneering project and sharing its insights with partners across Europe.
Source: fruitnet.com
