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

Mar 14 2013 12:00AM

Marketwire

LogoThumbnailDole Bananas' year-long Peel the Love initiative stresses the fun, irreverence and universally beloved aspects of bananas in 2013.Tracker

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® 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 registered 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® 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® 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.



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Bob Ochsner / Mike Besack
DGWB PR
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Source: Marketwire


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