NEW YORK, Jan. 14, 2016 /PRNewswire/ -- Nielsen and Dole Food Company announced today that Nielsen will be the company's preferred provider of consumer insights and analytics. Dole joins Nielsen's growing roster of clients in the fresh produce category.
Nielsen and Dole have entered into a long-term contractual relationship that will provide Dole with a comprehensive view of the consumer through Nielsen's suite of products and services. Nielsen's retail leadership and relationships will be the foundation for analyzing key business issues such as price, assortment and promotions. As new technology and shared information changes the way consumers make decisions, Nielsen's progressive data reporting and consumer insights will offer Dole a comprehensive view of the consumer allowing them to stay on top of changing trends and habits.
"We believe that Nielsen is more focused on the consumer and shopper via its different product offerings, such as Spectra, Panel, Scan, BASE and Affinova, along with its seamless integration. Secondly, Nielsen's focus and strong collaborative relationships with the key retailers played an influential role in our decision to switch providers," says Brian Huh, Dole Fresh - VP of Category Development & Customer Strategy.
"Nielsen understands Dole's continued passion to develop brand value and continued category leadership," said Jeff Silvas, Director Business Development, Nielsen. "Nielsen's ability to keep up with changing consumer mindsets and purchasing patterns will allow Dole to focus on business and growth drivers and continue to lead in the fresh produce industry."
About Dole Food Company, Inc.
Dole Food Company is one of the world's largest producers and marketers of high-quality fresh fruit and fresh vegetables, Dole is an industry leader in many of the products it sells, as well as in nutrition education and research. For more information, please visit www.dole.com.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world's population. For more information, visit www.nielsen.com.