If you missed Dole’s Peel the Love food truck last summer, don’t worry. The Westlake Village, Calif.-based company has even bigger plans for 2014.
In 2013, Dole’s brightly-colored food truck handed out more than 100,000 recipe samples using more than 15,000 Dole bananas at 147 stops at supermarkets and special events from May through October.
Director of corporate communications Bil Goldfield said Dole is expanding the program this summer at the request of its retail customers from 10 cities to 25. The company also will send two trucks on the road, instead of just one, for at-store banana demos, recipes and giveaways.
Goldfield said the expanded program represents “one of the more ambitious retail outreach programs in our history.”
“Certainly, this is the best way for retailers to partner with us and take advantage of our integrated marketing, PR and social (media) program,” he said. “The vast majority of retailers who partnered with us during Dole Peel the Love had great things to say about the experience.”
Goldfield said retailers are encouraged to speak with their Dole sales representative to create their in-store Peel the Love-themed promotions and displays.
Goldfield said one tour will start in New York City while another begins in Dallas. The two trucks will travel nearly 12,000 miles combined. Dates have not yet been announced.