SOURCE: Dole Fresh Vegetables

Dole Fresh Vegetables

October 27, 2011 07:00 ET

Dole® Salads Integrated Marketing Judged Best in the Supermarket

Supermarket News Names Dole's Efforts to Promote Its On-Pack Salad Guide Tops Among All Consumer Packaged Goods in 2011

MONTEREY, CA--(Marketwire - Oct 27, 2011) - The leading retail trade publication Supermarket News ( has designated DOLE® Salads ( and its on-pack DOLE Salad Guide as the best examples of integrated marketing among all consumer packaged goods (CPG) brands sold in the supermarket in 2011.

Dole Fresh Vegetables received the Supermarket News Supplier Leadership Award in the Best Traditional or Integrated Marketing category for its promotion of 38 DOLE Salads blends and all-natural salad kits, the industry's most comprehensive line of packaged salads. Beyond marketing its own products, Dole was lauded by the publication for reinvigorating a key category in supermarket produce departments.

A successor to Supermarket News' Category Excellence Awards, the Supplier Leadership Awards honor best-in-class examples from 16 different areas of supplier or manufacturer expertise, ranging from product and packaging innovation to cause marketing, sustainability and community outreach. The full list of winners can be found at

Supermarket News acknowledged Dole for responding to the problem facing the packaged salad industry in 2009 -- overall consumer confusion leading to a lack of passion, in-kitchen experimentation and new-product trial -- with a series of packaging and product innovations highlighted by the DOLE Salad Guide, one of the first on-pack ratings of taste and texture, and a salad-specific "Pairs well with" section. The trade journal also cited Dole's multimedia marketing program, encompassing TV, digital, social media, public relations, in-store support and an online sweepstakes, designed to educate consumers about the advancements.

According to Ronda Reed, Dole Fresh Vegetables vice president of marketing, the Supermarket News award is testimony to the brand's mission to not only to transform its own product line but the industry as well. She says all DOLE Salads marketing efforts are part of a larger commitment by Dole to increase the nutritional health of Americans and work to reverse a number of negative health trends -- among them the growth of poor diet and inactivity as the leading cause of preventable death.

"We're finding that people want to be inspired and creative. They want to experiment with new ways to prepare, serve and enjoy salad and fresh vegetables," Reed said. "While of course we want to boost sales of our own salad blends and kits, our larger goal is to stimulate the public's passion for all fruits and vegetables because, in the end, this represents a win-win for everyone."

For 2012, Dole takes the next step in its ongoing reinvention of packaged salad by unveiling two lines developed from research showing that customers want even more from their packaged salads. DOLE® Extra Veggie™ Salads is a new family of blends that includes up to 2 full cups of fresh vegetables per bag to satisfy 100% of the USDA's daily vegetable requirement. To support the new line, Dole added a unique, patent-pending method of packaging the vegetables separately from the lettuces to ensure that the vegetables maintain their freshness and crunch.

DOLE® Hand Picked Selections™ will feature two new specialty items in clamshells that each contain a pair of multicolored heads of lettuce that, when cut at the core, create a fresh, designer-worthy creation worthy of the most elegant dinner party. Since no additional chopping or tossing is required, the line offers the industry's first major One Cut, One Bite™ experience.

Both new lines will be available to consumers in spring 2012.

About Dole Foods
Dole, with 2010 net revenues of $6.9 billion, is the world's largest producer and marketer of high-quality fresh fruit and fresh vegetables, and is the leading producer of organic bananas. Dole markets a growing line of packaged and frozen fruit and is a produce industry leader in nutrition education and research.

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