Hawaiʻi's Journey to Statehood | The Pineapple King | 2
American History Tellers
The Importance of Marketing Hawaiian Pineapples
Jim Dole faced a stark dilemma in early 1908. His pineapple business had grown rapidly and he had engineered efficient new ways to produce and package his product But he now faced the possibility of too few customers. So in early 1908 he joined forces with other pineapple growers who were also expecting a drop in sales. The group pooled funds to create a $50,000 national marketing and advertising campaign. Soon thereafter their ad shared recipes and cooking tips promoting Hawaiian pineapples as the best-tasting in the world. By 1909 they exported nearly 10 million cans of sliced crushed cubed and grated fruit that year Just six years earlier that number was only 75,000.
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