In North America, Dole Food Company is looking to use its position as one of the world’s largest providers of fresh fruits and vegetables to make the planet a healthier place in 2015.
The group has set up a new scheme that it hopes will show a produce-based lifestyle has 'far-reaching and delicious benefits', challenging North Americans to incorporate more fresh fruits and vegetables in their diet – even offering various rewards for doing so.
The company’s Get Up and Grow! scheme officially launches this week as a healthy-lifestyle initiative that goes beyond past Dole education campaigns to give consumers more than a dozen tangible ways to improve their nutritional well-being.
Representing a rare joint effort between Dole Fresh Fruit, Dole Fresh Vegetables and the Dole Nutrition Institute, the multi-platform programme seeks to impact consumer behaviour in the home, at the store, on the road and all points in-between.
Dole also announced that Jenn LaVardera will oversee the initiative’s educational efforts as the nutrition and health communications manager for DNI and the Dole Food Company.
“For more than a century, consumers in the US, Canada and throughout the world have looked to Dole as the global model of freshness, nutrition and health,” explained Bil Goldfield, Dole Food Company’s director of corporate communications. “While we’re grateful for this extraordinary level of trust, we know that with it comes the responsibility to impact consumer awareness and behaviour to create a brighter future. ‘Get Up and Grow!’ is that commitment to a healthier and happier tomorrow.”
According to Goldfield and Carrieann Arias, Dole Fresh Vegetables vice-president of marketing, Dole’s fresh divisions and research arm have come together like never before to show that eating fresh fruits and vegetables can be nutritious, delicious and fun.
Programme elements range from compelling new recipes, serving, pairing and entertaining suggestions to the Dole Get Up and Grow! Tour, which will bring healthy-living insights, recipes, free tastes and unique, hands-on experiences to supermarkets and special events in cities across the US and Canada in summer 2015.
