Boston Is a Top 2010 Salad City

Mon Aug 9, 2010 3:58pm EDT

* Reuters is not responsible for the content in this press release.

  BOSTON, MA, Aug 09 (MARKET WIRE) -- 
Hold the clam chowder and fried clams. A study by the world's largest
producer of fresh fruits and vegetables suggests that Bostonians may
actually prefer salad. 

    The internal study, conducted by Dole Fresh Vegetables, ranked Boston
among the top 2010 salad markets in the United States. This means that
local residents eat more salad per person than their counterparts in
other U.S. cities, have the potential to eat more salad and/or are more
likely to try new salad blends, experiment with salad and salad
ingredients in the kitchen or serve salad as a meal.

    Dole Fresh Vegetables is a subsidiary of Dole Food Company, Inc., the
world's largest producer of fresh fruits and vegetables. The exhaustive,
18-month research effort, part of the company's relaunch of its
reinvented DOLE Salads and All Natural DOLE Salad Kit lines, surveyed the
in-store buying habits and in-home consumption trends of prepackaged
salad consumers throughout the United States and Canada. 

    "Despite its reputation for seafood, Boston is among the most
sophisticated salad markets in the country and home to an increasing
number of salad lovers," said Chris Mayhew, senior brand manager for Dole
Fresh Vegetables. "Our research found that salad consumers here are much
more likely to use salad as a meal or as the basis for creative new lunch
and dinner entrees. From a salad standpoint, Boston is a trendsetter." 

    As part of its ongoing mission to get Americans eating salad again, and
facing new evidence showing that Americans are less interested in salads
at a time when the latest health research suggests they need them the
most, Dole late last year launched its re-imagined bagged salad line
designed to reignite the country's fascination -- and consumption of --
fresh, prepackaged salad blends and kits. 

    The reinvented DOLE (R) Salads constitutes one of the most ambitious
salad relaunches in history, complete with 32 separate blends and nine
salad kits. Highlights of the redeveloped line include a new Easy-Open
salad bag; the DOLE Salad Guide, the first-ever on-pack rating of the
taste and texture characteristics of each salad blend; and a new "Pairs
well with" section featuring serving suggestions and a recipe unique to
that blend. 

    This year, Dole Fresh Vegetables used this research to create All Natural
DOLE(R) Salad Kits, the industry's first widely distributed prepackaged
salad kits to combine farm-fresh lettuces and vegetables with all-natural
toppings and salad dressings. While Dole has always been committed to
providing only all-natural lettuces and vegetables in its salad kits, the
expansion of its all-natural commitment to all other kit ingredients --
including nuts, croutons, cheeses, seasonings and dressings -- is the
industry's largest commitment to all-natural salad kits. The kits are
being rolled-out in the United States starting June 2010.

    The reformulated kits line is a direct response to years of consumer
research showing that many salad consumers, while recognizing the
healthy, flavorful appeal of packaged salads, have reservations about the
wholesomeness of certain salad kit ingredients, especially the dressings
and toppings. To qualify as all natural, All Natural DOLE Salad Kit
ingredients contain no artificial colors, flavors or preservatives. 

    Both lines are being introduced via a national multimedia campaign --
featuring the DOLE Salad Guide spokesperson appearing in TV and print
ads, in stores and on dedicated Facebook and Twitter pages -- will
specifically target salad consumers in Boston. These local salad fans
will also be able to participate in the Salad Seekers Taste Adventure
contest to win free DOLE Salads, trips and other prizes.

    As a "Top 2010 Salad City," Boston will receive an above-average share of
marketing and in-store attention from Dole. In addition, the company is
creating the "Official 2010 Boston Summer Salad," an exclusive recipe
designed to encourage local salad fans to see for themselves just how
flavorful, nutritious and convenient prepackaged salad blends and kits
can be.

    About Dole Foods
 Dole, with 2009 net revenues of $6.8 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. For more
information, visit www.dole.com.

    TOP 2010 SALAD DMAs in the UNITED STATES

    Determined via private research conducted by Dole Fresh Vegetables and
based on a combination of per-capita consumption, consumption potential
and local consumer willingness to try new salad blends and experiment
with salads in the kitchen. Markets are listed in alphabetical order.


Albany-Schenectady, N.Y.                       Houston
Baltimore, Md.                                 Indianapolis, Ind.
Boston                                         Kansas City, Mo.
Buffalo, N.Y.                                  Lansing, Mich.
Cincinnati, Ohio                               Los Angeles
Columbus, Ohio                                 Louisville, Ky.
Dallas                                         Philadelphia
Denver                                         Phoenix
Detroit                                        Richmond-Petersburg, Va.
Flint-Saginaw, Mich.                           Salt Lake City, Utah
Grand Rapids-Kalamazoo, Mich.                  Washington, D.C.
Harford-New Haven, Conn.                       Wichita-Hutchinson, Ks.
Harrisburg, Pa.

    
OFFICIAL 2010 SUMMER SALAD OF BOSTON
 Boston Crab & Fruit Salad
 In
Honor of Boston's Designation as a Dole 2010 Salad City
 Created by DOLE
Salads and the Dole Nutrition Institute

    Preparation: 15 min.

    Serves: 3-4

Ingredients:


--  1 package (6 oz.) DOLE(R) Sweet Baby Lettuces or Spring Mix Salad
    Blend
--  2 cans (6 oz. each) lump crabmeat, drained, or 8 ounces fresh or
    frozen, thawed crabmeat
--  1 mango, peeled and cut into 1/2-inch cubes
--  1 kiwi, peeled, halved lengthwise and sliced crosswise
--  1/3 cup raspberry vinaigrette salad dressing
--  1 firm-ripe avocado, peeled, seeded, and thinly sliced

    

Directions: 
 Toss together salad blend, crabmeat, mango and kiwi.
Drizzle dressing over salad; toss gently to combine. 

    Divide salad among serving plates. Arrange slices of avocado over each
serving. 

    Per Serving: 311 calories, 16 g fat (1 g sat.), 87 mg cholesterol, 507 mg
sodium, 22 g carbohydrate (6 g dietary fiber, 5 g sugars), 22 g protein,
81% Vit A, 76% Vit C, 13% calcium, 9% iron, 24% potassium, 40% folate

    

Media Contacts:
Bob Ochsner or Sung Choi
DGWB PR
(714) 881-2341 

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