RFM President and CEO Jose Concepcion Ill said that this a welcome development as Dole products will complement the product offering of the RFM group which are mainly flour-based products like White King Fiesta pasta and sauce, cake mixes, Selecta milk, Sunkist juice products, and Swift meat products. The Selecta ice cream products are handled by the Unilever-RFM joint venture's own sales and distribution infrastructure since it is in a different cold-chain distribution system.
Concepcion further disclosed that the arrangement will also allow RFM to maximize the effectiveness of its sales infrastructure in selling to the retailers particularly in the downline trade channels. The move of Dole to let RFM distribute its products was meant to consolidate its selling efforts into one major distributor to have a more cost - efficient and simpler but more cohesive sales and distribution system that should lead to better placements and sales revenues for Dole products.
Examples of Dole products to be distributed by RFM are pineapple slices, chunks, and tidbits, fruit cocktail, fruit mix and juices, mixed fruit drinks, fruits in jars and bowls and tomato sauce products.
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