Fresh Del Monte, Dole transform fruit market with luxury pineapples

USA – Major produce companies, including Fresh Del Monte and Dole, are transforming the fruit market by introducing high-end designer pineapples such as the US$395 Rubyglow and coconut-scented Colada Royale, attracting adventurous consumers and revitalizing a mature category.

Called the Rubyglow, the premium pineapple takes two years to mature and is grown in a tropical rainforest in Costa Rica to enhance its flavour and quality. Only a few thousand are produced each year, and they always sell out.

Rubyglow is part of a larger luxury pineapple range from Fresh Del Monte, reflecting how producers are increasingly positioning fruit as a premium experience to broaden appeal.

Dole entered the premium pineapple market last year with Colada Royale, which offers flavours reminiscent of pina coladas. “There is a gap in the market, and we’re looking to fill it,” said Bil Goldfield, Dole’s director of corporate communications.

“Retailers are looking to revitalize what is kind of a mature pineapple category. There hasn’t really been, up until probably the last couple of years, a lot of new development.”

For Dole and Fresh Del Monte, the two largest pineapple producers, premium innovations are driving category growth rather than simply shifting volume from traditional fruit.

Ivan Brown, senior director of marketing at Del Monte Fresh Produce, said households purchasing specialty pineapples are “often more active overall in the category.”

Premium pineapple varieties typically cost a few dollars more than traditional counterparts, which usually sell for about US$3. At close to US$400, Rubyglow is by far Fresh Del Monte’s most expensive pineapple.

The company also offers Pinkglow for US$30 and Honeyglow for US$5-US$8. The main reasons for Rubyglow’s steep price are supply and demand, along with a long, costly development process.

For instance, it takes pineapple researchers about 15 years to develop a new variety using conventional breeding practices, followed by 18 months of growth on limited, valuable acreage.

“You have to be pretty confident to decide we’re going to base whatever percentage of our land on an unproven product,” Goldfield said. “You’ve got to start small and work your way up.”

While specialty varieties account for only 10% of Fresh Del Monte’s pineapple business and a small share of Dole’s, they are crucial for brand differentiation.

Finally, the rise of luxury fruit reflects broader consumer demand for craftsmanship, exclusivity, and new experiences within the traditional produce aisle.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.