Industry Preview: Dole’s Global CMO On Why Digital Transformation Is About Way More Than Marketing

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Rupen Desai, global CMO, Dole

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Rupen Desai, global CMO of Dole, and his daughters.

Business Preview is a particular, limited-run audio collection, that includes interviews with key leaders in advertising and marketing, media and expertise who share their predictions and key priorities for 2021. This podcast is sponsored by Engine Media Alternate.

you’re an excellent marketer when you’ll be able to persuade a four-year-old that broccoli is a deal with.

Though Rupen Desai says he can’t take credit score for that specific achievement – his daughter’s love of greens is attributable to his spouse – it’s one among his missions as international CMO of Dole Packaged Meals to democratize entry to good diet and assist individuals develop wholesome consuming habits early in life.

“We’re fortunate, as a result of we will actually eat our goal,” mentioned Desai, who joined the 170-year-old model in April 2019 after stints at Edelman and MullenLowe.

“We don’t make something, mom earth makes some wonderful stuff, and it’s our job to carry that goodness within the purest and most pure type we will to individuals,” Desai says.

One option to accomplish that purpose is thru the continued means of digital transformation, however not simply as a option to facilitate advertising and marketing.

“If we will harness digital expertise to get extra diet to the have-nots, to me and to everybody at Dole that may be a a lot greater digital transformation,” says Desai.

To that finish, though COVID-19 has highlighted the continued downside of meals insecurity – an estimated 54 million individuals in the US don’t have common entry to meals, not to mention wholesome meals – the pandemic has additionally helped velocity up the method of expertise adoption.

In Desai’s view, “the pandemic has in all probability executed excess of any CTO has executed for an organization when it comes to digital transformation.”

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