Dole feels love with roadshow return

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Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Dole feels love with roadshow return

This year's Peel the Love campaign will feature bananas, pineapples and other products during two simultaneous events

Dole feels love with roadshow return

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Multinational fruit marketer Dole is set to reprise its Peel the Love Tour this summer, promoting healthy eating as part of a fun, enjoyable lifestyle to banana lovers in cities across the US.

In its debut season last year, the company's nationwide campaign handed out over 107,000 recipe samples made from Dole-branded bananas during 147 tour stops at supermarkets, special events and other local venues.

But according to Dole, that was "just the start" of what is set to be an annual road trip designed to get Americans eating more bananas, pineapples and other fruits and vegetables, and having fun in the process.

So, reportedly at the request of retailers and consumers, Dole and its co-sponsor, almond producer-marketer Blue Diamond Growers, is returning with two simultaneous roadshows in 2014.

These will reacquaint American consumers with what Dole describes as the "fun, whimsy and versatility" of bananas and offer compelling new ways to add fresh produce to summer meals, snacking, parties and entertaining plans.

With separate tours launching on Memorial Day weekend in both the eastern and western portions of the US, Dole reckons it will be able to visit banana fans in a total of 26 cities by Labor Day.

"Last year, our Peel the Love Tour took the eating-healthy-can-be-fun message to banana lovers in 10 cities across the country," said Bil Goldfield, Dole Fresh Fruit Company’s director of corporate communications.

"But almost from the start, consumers and retailers wanted more. So, we're doubling the love in 2014 to help meet untapped demand for recipes, serving suggestions and other tangible ways to put the fun back in summer produce."

Caravan of love

Organised by Dole Bananas and co-sponsored by Blue Diamond Almond Breeze-branded Almondmilk, the two caravans will depart New York City and Dallas simultaneously on 26 May to deliver the message of tasty nutrition to local supermarkets, public events and venues in 26 cities across 21 states over 104 days.

The colourful tour vehicles and so-called banana cabanas will offer banana recipes, product samples, banana-themed kids' activity sheets and other free gifts.

This year's campaign will also focus on other tropical fruits including Dole pineapples, as well as an opportunity to sample salad, sandwich, entrée, snack and dessert recipes designed by Dole test kitchens.

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