Building on the success of last year's Peel the Love tour, when 107,703 recipe samples made from Dole bananas were handed out at 147 tour stops at supermarkets, special events and other local venues, Dole is doubling its efforts this summer with two tours.
At the request of retailers and consumers nationwide, Dole and Blue Diamond Almond Breeze are launching two simultaneous Peel the Love Banana Cabana Tours in 2014. The tour will 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.
Thanks to separate tours launching Memorial Day weekend covering the Eastern and Western portions of the United States, Dole will be able to visit banana fans in 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," Bil Goldfield, director of corporate communications for Dole Fresh Fruit Co., based in Westlake Village, CA, said in a press release. "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 on May 26 to deliver the message of tasty nutrition to local supermarkets, public events and venues in 26 cities in 21 states over 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 available at www.dole.com/peelthelove.
For the first time, 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, NC, Columbia, SC, Jacksonville, FL, Alabama, Mississippi, St. Louis, MO, Des Moines, IA, and Minneapolis.
The Western tour will leave Dallas and visit Houston, San Antonio, Salt Lake City, Phoenix, San Diego, Los Angeles, San Francisco, Reno, NV; Portland, OR, and Seattle.
"We're delighted to partner again with Dole in 2014," Suzanne Hagener, group marketing manager of Blue Diamond Almond Breeze, said in the press release. "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. 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 will believe is important."
The dual Peel the Love Banana Cabana Tours are part of DOLE(r) Bananas Peel the Love, a multiyear initiative to remind Americans about the fun and nutritional significance of the world's most popular fruit, and encourage greater consumption of fresh fruits and vegetables overall.
In addition to showcasing new recipes and serving suggestions, Dole will engage with the more than 1 million Dole Banana and Blue Diamond Almond Breeze social media fans.