Dole uses a multi-pronged approach to promote its leafy vegetables, including brand strength built over decades, ongoing agricultural and operational innovation, sustainability initiatives, and customer support. It leverages various marketing channels such as digital media, social media, mobile apps, direct mail, and in-store communications. Dole has over 925k fans across its Facebook pages and uses mobile and social media to support traditional retail programs, driving increased engagement and sales.

1. Promotion & Marketing
of Leafy Vegetables at Dole

2. Dole Business Topics Update
• Brand Name With Strength and Legacy
• Ongoing Innovation
- Agriculture Innovation
- Operations Innovation
• Quality Initiatives
• Food Safety is Top of Mind
- Sales & Operations Planning “Best in Class
• Sustainability at Dole
• Customer Support
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3. Dole
A Name Consumers
Know and Trust
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4. Mission Statement
Dole Food Company, Inc. is committed to supplying its customers
with the highest quality products including safe, nutritious food
products and to leading the industry in nutritional education.
Dole supports these goals with a corporate philosophy of adhering to
the highest ethical conduct in all its business dealings, treatment of its
employees, and social and environmental policies.

5. Brand Name Strength & Legacy
Consumers Know And Trust Dole
Unaided Awareness of All Produce Brands
Dole 57
Chiquita 22
Sunkist 13
Del Monte 11
Fresh Express 10  Dole posts the highest unaided
Green Giant 6 awareness in the produce section
Marie's 5 of any brand
Idaho 5
Foxy 2
Ready Pac 2
Driscolls 2
California 2
Washington State 2
All store brand mentions 8
All general produce mentions 8
0 20 40 60 80 100
% % % % % %
Source: Usage and Awareness Study TNS-NFO, 1/10/10
Note: Unaided awareness measures the % of people who are able to recall the brand without anything to trigger their memory
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6. Leading Market Shares
 Fresh Fruit
– Bananas #1 U.S. & Japan
#2 Europe & Canada
– Fresh pineapple #2 U.S & Canada
#1 Japan
 Fresh Vegetables
– Packaged salads #1 Canada & #2 U.S.
– Iceberg lettuce #1 U.S. & Canada
– Romaine #2 U.S.
– Celery #1 U.S.
– Cauliflower #1 U.S. & Canada
– Strawberries #3 U.S.
 Packaged Foods
– Canned pineapple #1 U.S.
– Canned pineapple juice #1 U.S.
– Plastic fruit cups #1 U.S.
– Branded frozen fruit #1 U.S.
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7. Mobile Device Impact
Consumers are connected when
it comes to food shopping and
preparation
% of Home Cooks Using Mobile Find Create Grocery While
Devices for Meal Prep Recipes Shopping Lists Shopping Cooking
Smart Phone 63% 60% 67% 38%
Tablet 50% 61% 42% 34%
Laptop Computer 96% 34% 5% 54%
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Source: Allrecipes 2010 Food Trends Survey; Latitude “The Interactive Future of Food” 2010

8. Consumer Touch Points
News America / Valassis
Retail Sites
POS materials
On-pack sweepstakes
Retail Bounce back coupon
Blogger Outreach
Mailings Cafemom
Press Releases PR Womenshealth
Digital
Media Yahoo
Ivillage
E-mails Relationship
Newsletters
Recipe Finder
New Web
QR Codes Site Interactive Salad Guide
Mobile
Store Locator
Mobile Site Social Facebook
Media
At Shelf Recipes Twitter
Coupons You Tube
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9. Digital Marketing Element Integration
Digital Media
eCRM (emails and SMS) Social Media
On-Pack Catalina
Mobile
Mobile Brand Site
Digital Shopper

10. How many fans do the Dole, Dole Bananas &
Dole Salad Guide pages have on Facebook?
Over 925k

11. Mix it Up™ with DOLE - iPhone App
• Debuting Version 1.0 at PMA October
2010
• Features All Dole Salad Blends and Kits
• Salad Guide – Shop by taste and texture
• 3 to 4 Recipes for each Dole Salad
• “What’s in your cart?” - An Idea Generator
• Email Capable Shopping List
• Facebook, Email and Twitter integration for
all Dole Recipes
• Links to Dole.com and DNI
• Email capture for “push” messages
• Version 2.0 launching early 2011 will
feature a variety of coupon options
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12. Mix it Up™ with DOLE
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13. Retail Program
Social Media is Key Influence to Targeted
Integration
blogs
Pre-Shop During Shop Post-Shop

14. Retail Program
In-store communication
Interrupts the salad section &
Provides immediate mobile
entry!
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15. Retail Program
Traditional Direct Mail with Social & Mobile Overlay
Loyal Price Chopper households
Packaged Salad Category Households
REWARD
REGAIN
Loyal Lapsed
Households Households
Redemption: 32% Redemption: 14%
Change in Spending: +55% Change in Spending: +350%

16. Retail Program
Traditional and Social Media Working Together
Unique elements to track engagement and variety of vehicles to appeal
to multiple age groups and lifestyles

17. Mobile Site Extension

18. Price Choppers Facebook Fan
Engagement

19. Mobile and Social Support
Results

20. In Conclusion…
Digital Marketing
+
Traditional Marketing
+
Partnership with retail trade
=
Successful programs!
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