Peeling the love with Dole
Dole and Blue Diamond Almond Breeze are launching two simultaneous Peel the Love Banana Cabana Tours in 2014.
Dole said that the tour aims to reacquaint Americans with “the fun, whimsy and versatility of bananas and offer compelling new ways to add fresh produce to summer meals, snacking, parties and entertaining plans.” Since separate tours launching Memorial Day Weekend covering the Eastern and Western portions of the U.S., Dole will be able to visit banana fans in 26 cities by Labor Day.
Last year, Dole’s nationwide Peel the Love Tour handed out 107,703 recipe samples made from Dole Bananas at 147 tour stops at supermarkets, special events and other local venues.
“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.”
Organized by Dole Bananas and co-sponsored by Blue Diamond Almond Breeze Almondmilk, the two caravans will depart New York City and Dallas simultaneously May 26 and head to local supermarkets, public events and venues in 26 cities in 21 states throughout 104 days. The colorfully wrapped Tour vehicles and “Banana Cabanas” will offer banana recipes, recipe booklets, product samples, banana-themed kid’s activity sheets and other free giveaways. A full tour schedule will be posted in April at www.dole.com/peelthelove.
Visitors at each Peel the Love Banana Cabana Tour stop can present a grocery receipt showing a Dole Bananas qualifying purchase to receive a complimentary gift such as a commemorative Dole hat, T-shirt or other branded item. Also new for 2014 is a focus on other tropical fruits including Dole Pineapples. Visitors at select tour stops can learn how to peel and cut a pineapple from a live demonstration and enjoy fresh-cut Dole Pineapple samples.
The Eastern tour will depart from New York City and visit New Jersey; Philadelphia; Baltimore; Virginia; Raleigh, N.C.; Columbia, S.C.; Jacksonville, Fla.; Alabama; Mississippi; St. Louis; Des Moines, Iowa; and Minneapolis.
The Western Tour will leave Dallas and visit Houston; San Antonio; Salt Lake City; Phoenix; San Diego; Los Angeles; San Francisco; Reno, Nev.; Portland, Ore.; and Seattle.
“We’re delighted to partner again with Dole in 2014. Peel the Love is the perfect fit for Blue Diamond since we’re also committed to showing consumers that summer eating can be nutritious, delicious and fun,” said Suzanne Hagener, group marketing manager of Blue Diamond Almond Breeze. “Through the Tour recipes that feature Almond Breeze®, we hope to prove that almond milk is a convenient and nutritious alternative to traditional milk options, and it tastes great. The tour will feature Almond Breeze in several recipes that are not only delicious, but also fit with a healthy lifestyle, which we believe is important.”