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Dole Selects Swardlick Marketing Group to Develop National Nutrition-Based Campaign for Introduction of DOLE® Frozen FruitPORTLAND, ME (December 5, 2005) Swardlick Marketing Group announced today its selection by Dole Food Company, Inc. to develop an integrated, nutrition-based communications campaign in support of Dole’s introduction of a new, branded line of fresh frozen fruit. Swardlick will use its food and nutrition communications expertise to develop a differentiating and compelling nutrition strategy for the new product line’s introduction at supermarkets nationwide. “Swardlick’s strategic approach to nutrition communications really got our attention. We wanted to partner with an agency that had proven experience in the health and nutrition field,” said Dave Spare, Dole Packaged Foods Company Vice President of Marketing. “We’re not just introducing a new product line. We’re introducing a healthy-eating solution. We’re making it easier for Americans to get a colorful variety of fruit into their diets every day.” Dole will offer an extensive selection of over a dozen fruits from colorful, antioxidant-rich berries to Dole’s signature tropical fruits including Tropical GoldTM pineapple. All DOLE Frozen Fruit products are 100% natural fruit, frozen at the peak of ripeness, washed and ready to eat. According to Paul Panza, Dole Packaged Foods Senior Business Manager for Frozen Fruit, the company will support the launch of DOLE Frozen Fruit with in-store merchandising, free standing inserts, consumer promotions, public relations and trade advertising communicating the key nutrition and taste benefits of DOLE Frozen Fruit. Swardlick Marketing Group will work with the Dole brand team on all campaign elements. “Swardlick put blueberries on the map as a health icon and superfood, and we wanted to tap into that insight to help our business grow,” said Panza. “We’re excited about the campaign direction.” DOLE Frozen Fruit — Just As Nutritious As Fresh“We’re going to change the way people think about frozen fruit, making sure consumers across the country know that frozen fruit is an everyday, nutritious staple,” said John Sauvé, Swardlick Marketing Group’s Food & Nutrition Practice Managing Director. The Food and Drug Administration recognizes that freezing fruits and vegetables locks in nutrients, allowing frozen produce to be labeled as healthy. “The ‘as nutritious as fresh’ message is an important health communication point for consumers who know they should get more phytochemically-rich fruit into their diets but need convenient, easy solutions to get there.” Dole Nutrition InstituteThe 2005 USDA Dietary Guidelines for Americans recommend that all Americans get more fruits and vegetables into their diet. While gender, age and activity level play a role in determining each individual’s dietary needs, the Guidelines are clear that fruits and vegetables need to become a staple of the American diet. According to Sauvé, Dole has made a long-term commitment to nutrition communication by establishing the Dole Nutrition Institute (DNI), a research and education arm of the company. The DNI focuses on communicating the benefits of a colorful, phytochemically-rich, plant-based diet. It highlights particular nutrient-rich fruits with proven health benefits as part of its new Superfoods Program. DOLE Frozen Fruit packages serve as a nutrition billboard, communicating key messages about the phytochemical and Superfoods stories. About DoleDole Food Company, Inc., with 2004 revenues of $5.3 billion, is the world’s largest producer and marketer of high-quality fresh fruit, fresh vegetables and fresh-cut flowers. Dole markets a growing line of packaged and frozen foods and is a produce industry leader in nutrition education and research.
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