[Editor’s Note: Elana Gold, CMO of Del Monte Fresh Produce, is one of a growing number of senior executives hired during the pandemic. Her hiring in late March and a bolstering campaign she’s overseeing, Can Do Done Daily (CDDD), are emblematic of her view that communication, passion and hard work can overcome the direst of circumstances. As part of our pandemic interview series, we asked Gold about marketing at the 130+ year-old vertically integrated company during the coronavirus. We also asked about how she leads and brainstorms with a remote staff. Prior to Del Monte, Gold held positions at PepsiCo, Sabra Foods, Yum Brands, Novartis and others. Her lightly edited responses follow.]
PRNEWS: Tell us about the state of Del Monte Fresh Produce regarding the pandemic. What are some of the marketing communication challenges?
CMO
Del Monte Fresh Produce
Elana Gold: The challenges moving forward include changing the way we market in these unprecedented times, and ensuring we’re keeping consumers top-of-mind during it all. I can mostly credit our product development team for that. It is constantly conducting market research to understand what consumers want and making sure we’re serving them as best as we can.
PRNEWS: Do you have an example?
Gold:Yes. Last year we learned millennial consumers were interested in incorporating more fresh vegetables into their diets at lunch, but cited cost and preparation as obstacles. So, we launched Better Break, a heat-and-eat vegetable bowl packed with fresh vegetables and protein that’s ready in three minutes. It’s been a hit. Our product development lab is constantly cooking up ideas along the same vein.
PRNEWS: What about operations challenges?
Gold: One thing that has been particularly difficult for the company is adjusting to continually shifting state guidelines. They are particularly difficult for us given how many communities nationwide we serve. However, constant internal communication with my team and staff at all levels has allowed me to stay informed and abreast of changes.
PRNEWS: What other adjustments have you made?
Gold: We know that consumers are rethinking the way they shop. Our team always has the shopping habits of our consumers top-of-mind, but especially now, which was part of the reason we decided to debut our e-commerce website. We want to ensure consumers that our fresh products are still easily accessible, even in the current situation.
PRNEWS: What takeaways have you gained in the last four months?
Gold: Anything can be done through good teamwork and strong communication. And passion, commitment and hard work allow any team to get through the toughest of times.
PRNEWS: That’s upbeat. Speaking of upbeat, how did Del Monte Fresh Produce come up with the CDDD campaign?
Gold: We came up with the idea when we saw how hard our staff was working throughout the pandemic.
PRNEWS: Is this an attempt to associate faces with the iconic red logo?
Gold:Yes, we wanted to introduce some of the faces behind the brand, especially those working at operational levels, who often are doing most of the work on the front lines, from warehouse operations to merchandising–in some instances, even helping stock shelves at supermarkets.
People don’t realize just how much is involved with ensuring continued access to fresh fruits and vegetables, so this was something very important for us to highlight...It was important to showcase our staff’s passion and commitment because it’s something we’re very proud of. We have so many hardworking staff who deserve to be recognized by having their stories shared.
PRNEWS: You started with Del Monte late in March. Owing to COVID-19, we’re assuming you’ve not spent much in-person time with your team. How have you learned enough to be able to mount a campaign virtually?
Gold: My on-boarding process has relied mostly on the team’s ability to continue to provide me with materials to read and peers to learn from. Video calls in particular have been key.
PRNEWS: How do you create a culture remotely? How about brainstorming?
Gold: Brainstorming and creating a team culture have been challenging, but I joined a team that already worked very well together, so I was very lucky. The team has been together for a long time and its members understand each other on a fundamental level.
One thing that has helped is that we try to make working from home fun. We have celebrated engagements, accomplishments and many birthdays via our video calls. Virtual happy hours have been a good way to keep the team engaged and also have helped brainstorming and team morale.
PRNEWS: What are some of the challenges for Del Monte Fresh Produce as social justice comes to the fore?
Gold: As a company, adapting and evolving with the ever-changing times will always be a challenge, although in this case, it’s a challenge we’re happy to meet. There is no room in our company for hatred, prejudice and bigotry. We foster a safe and respectful working environment for all of our team members in every location, regardless of race, ethnicity, religious beliefs, gender, gender identity or sexual orientation. We have a very diverse set of team members and we embrace our differences.
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