Turners & Growers (Bonita) - Bonita quest

In early 2003, an exclusive supply agreement between Dole and one of NZ’s major supermarket chains effectively locked Bonita out of 40% of its distribution channel.

Bonita Quest

Agency: FCB New Zealand    Advertiser: Turners & Growers (Bonita)  Awards: FMCG (Bronze)

Marketing Challenge

The New Zealand banana market is dominated by two brands, Dole supplied out of the Phillipines and Bonita, supplied by Turners and Growers out of Ecuador. Traditionally each brand has enjoyed a dominant supply through one of the two major supermarket chains, enjoying roughly 50% market share.

In early 2003, an exclusive supply agreement was struck between Dole and one of New Zealand's major supermarket chains, prohibiting...

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