Outreach by the agency will initially focus on Dole's plan in Costa Rica to create the first
"carbon-neutral" production of bananas and pineapples.
This entails a makeover of the company's agricultural and supply chain processes that, according to Gibraltar CEO Eric Bovim, will be a key focus of outreach. Efforts there include distribution of a documentary through various social media sites, traditional media outreach, and sponsored trips to Costa Rica for journalists, think-tank members, and other "influentials."
"Dole has so many good stories to tell, so we're trying to start a two-way conversation," Bovim said. "This is a really an unprecedented time for companies because of the immediacy and impact of new forms of communications."
Gibraltar had previously worked on individual projects with the privately owned company. Terms of the deal were not disclosed.