Dole Bananas Wants Americans to "Peel the Love" in 2013

Dole Bananas Wants Americans to "Peel the Love" in 2013 
Bold, Year-Long Initiative With Summer Food Truck Tour Will Focus on
the Fun and Irreverence of America's Favorite Fruit 
WESTLAKE VILLAGE, CA -- (Marketwire) -- 03/14/13 --  After years of
encouraging Americans to grill, bake, mash, blend, spread and split
bananas for breakfast, lunch, dinner and dessert, Dole is delivering
a far simpler message to fans of the country's most popular fruit in
2013:  
Peel the Love.  
The three-word command serves as the theme of a bold, year-long Dole
initiative stressing the fun, irreverence and universally beloved
aspects of the iconic yellow fruit, which Dole grows more of globally
than anyone else. Elements of DOLE(R) Bananas Peel the Love,
officially kicking off this week, range from new banana recipes,
serving, pairing and entertaining suggestions, to an expanded social
media presence capitalizing on Dole's almost 600,000 banana-loving
Facebook and Twitter followers. 
"In addition to their well-documented nutritional benefits, including
new studies establishing them as an important energy source, bananas
are also a lot of fun," explained Bil Goldfield, communications
manager of Dole Fresh Fruit. "This campaign seeks to remind Americans
of the simple pleasures of the fruit through a host of new recipes,
pairing and serving suggestions suitable for both day-to-day and
special occasions." 
The new campaign, Goldfield said, comes on the heels of several years
of programs touting scientific studies and less-conventional ways to
enjoy the fruit such as on the grill, as a dinner entree or in a
cocktail. "For every banana fan interested in health information, or
an elaborate new dinner or dessert recipe, there are many more that
eat bananas every day simply because they are quick, easy and fun." 
Dole is focusing messaging on health-, fitness- and
lifestyle-oriented consumers nationwide and will partner with
retailers and third-party brands to create traditional and digital
tactics suggesting new serving, pairing and entertaining options.
Greater use of social media, including Facebook ads, promotions and
videos, will help the brand leverage its more than 595,000 Facebook
fans, among the most in the produce industry. 
On the PR side, Dole will continue to educate regis
tered dieticians
(RDs), supermarket nutritionists, food bloggers and other
influentials about the health, taste and convenience advantages of
bananas through media appearances, tastings and educational summits.
The brand will also continue its celebration of "National Banana
Split Day" on Aug. 25, 2013, through blogger promotions and a
partnership with Latrobe, Pa., the official birthplace of the iconic
dessert. 
Peel the Love Summer Food Truck Tour 
From Memorial Day through Labor Day, Dole will take its "Peel the
Love" program on the road to banana-loving cities across the country.
A brightly colored "Peel the Love" food truck, created specifically
for the tour and staffed by healthy eating advocates, will stop at
supermarkets, parks and other public and private venues to dispense
samples, recipes, serving suggestions and fun information. Included
in each city will be stops at schools, food kitchens and other
nonprofits. 
"Pairing Blue Diamond Almond Breeze(R) Almondmilk and DOLE Bananas in
delicious recipes is a fantastic combination," said Suzanne Hagener,
senior marketing manager of Blue Diamond Almond Breeze.  
For more information on DOLE Bananas, including recipes, serving
suggestions and other information, go to
http://www.dole.com/Products/Fresh-Fruits/Bananas, or follow us on
Facebook or Twitter at www.facebook.com/DOLEBananas or
www.twitter.com/DOLEBananas, respectively.  
Banana lovers will be able to learn more about Peel the Love, and
track the progress of the Peel the Love Food Truck and other program
elements, at the DOLE Bananas website, Facebook and Twitter pages in
May. 
For information and recipes on Blue Diamond Almond Breeze(R)
Almondmilk please go to www.almondbreeze.com, or follow us on
Facebook at www.facebook.com/AlmondBreeze  
About DOLE Bananas
 DOLE is the top-selling banana in America and the
world -- in both conventional and organic product categories. From
its founding by James Drummond Dole, the company has built its
reputation on a ceaseless commitment to quality. Today, the DOLE
brand stands for more than 150 years of quality produce -- and the
world's largest supplier of fresh fruits and vegetables, including
bananas. Dole strives to grow, produce, harvest, transport and
distribute its bananas and other produce in the most environmentally
and socially conscious way possible. For information, go to
http://www.dole.com/Products/Fresh-Fruits/Bananas 
About Dole Food Company, Inc.
 Dole Food Company with 2012 revenues
of $4.2 billion, is one of the world's largest producers and
marketers of high-quality fresh fruit and fresh vegetables, Dole is
an industry leader in many of the products it sells, as well as in
nutrition education and research. For more information, please visit
www.dole.com or http://investors.dole.com  
About Blue Diamond Growers
 Blue Diamond Growers is the world's
largest almond marketer and processor. It is responsible for
developing the industry and opening world markets over 100 years ago
when Spain and Italy were the major producers of almonds. While the
U.S. market is the largest single market for almonds, over 70 percent
of them are exported to 95 countries worldwide. Almonds are
California's largest food export and they rank among the top ten food
exports in America. California produces over 80 percent of the
world's supply. 
Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=2256495 
Media Contacts:
Bob Ochsner / Mike Besack
DGWB PR
(714) 881-2341 
 
 
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