Celery at the heart of Dole initiative

In the US, Dole Food Company is looking to reinvigorate the fresh fruit and vegetable category through a twin-pronged attack.

Firstly, the company is aiming to extend its Get Up and Grow initiative, with Carrie Ann Varias of Dole Fresh Vegetables telling foodnavigator.com that the scheme to encourage more people to eat fruits and vegetables would grow next year after a 'successful' 2015.

The company is also aiming to 'reinvent' the celery category through the introduction of a new, more desirable range that is less stringy, called Dole Premium Celery Hearts.