Korea Educational Broadcasting System Features “Dolefil Sunshine Heroes”

It takes 18 months for a Pineapple Plant to bear fruit – this cycle includes land preparation, planting, fruit care, forcing and harvesting before fruits are forwarded to canneries and packing stations. The amount of manual work people must do is “extreme” whilst ensuring the health and safety of the employees is the company’s topmost priority.

These have been the reasons why Korea’s Educational Broadcasting System (EBS) has chosen to feature Dolefil’s operations in their television program entitled “Extreme Jobs”. The primary goal of this project is to increase a positive image of the Dole brand and its products by exposing both agriculture and industrial operations and brand to EBS, a nationwide public broadcasting channel based in South Korea. Additionally, the program aims for viewers to understand the production area and put Polomolok, South Cotabato in the geographical map of the viewers. “Extreme Jobs” also showcased the life of the people who grow Dolefil’s sweet pineapples, and the whole production process. Through this feature, this helps the Dole brand further cement its credibility and good affinity as a business.

It was a week-long shoot from January 30 – February 3, 2023. The project was made possible through the efforts of the Dole Korea Marketing team with the vision to further strengthen Dole’s brand in the South Korean market and increase consumer demand.