July 19, 2010 11:00 ET

Washington, D.C., Is a Top 2010 Salad City

World's Largest Producer of Fresh Fruits and Vegetables Introduces the "Official Summer Salad of Washington, D.C."

WASHINGTON, DC--(Marketwire - July 19, 2010) - Hold the sweet onions and steak. A study by the world's largest producer of fresh fruits and vegetables suggests that Washington, D.C., locals may actually prefer salad. 

The internal study, conducted by Dole Fresh Vegetables, ranked Washington, D.C., 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, which was 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 pre-packaged salad consumers throughout the United States and Canada. 

"Despite its reputation for local cuisine, Washington, D.C., 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, the Nation's Capital is a trendsetter." 

To commemorate Washington, D.C.'s designation as a "Top 2010 Salad City," Dole Fresh Vegetables worked with the Dole Nutrition Institute to create the "Official 2010 Summer Salad of D.C." Called the "Red, White & Blue Berry Salad," it combines strawberries, raspberries and blueberries with goat or feta cheese, toasted almonds and balsamic vinegar on a bed of fresh DOLE® Mediterranean or Spring Mix Salad Blends.

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, pre-packaged salad blends and kits. 

The reinvented DOLE^® 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^® 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 -- and will specifically target salad consumers in Washington, D.C. 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.

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 WASHINGTON, D.C.
Red, White & Blue Berry Salad with Balsamic Vinaigrette

In Honor of Washington, D.C.'s Designation as a Dole 2010 Salad City
Created by DOLE Salads and the Dole Nutrition Institute

Preparation: 20 min.
Serves: 4-6

Ingredients:

• 1 tablespoon balsamic vinegar
• 1 teaspoon honey
• 3 tablespoons extra-virgin olive oil
• Salt and freshly ground black pepper
• 1 package (8 oz.) DOLE® Mediterranean or Spring Mix
• 1/2 cup sliced DOLE Fresh Strawberries
• 1/2 cup DOLE Fresh Raspberries
• 1/2 cup DOLE Fresh Blueberries
• 1/4 cup crumbled goat cheese or feta cheese
• 1/4 cup toasted sliced almonds

Directions:

Mix vinegar and honey in bowl. Whisk in olive oil and season with salt and pepper.

Combine salad blend and berries in large bowl. Add vinaigrette and gently toss to coat. Arrange salad on plates. Sprinkle with goat or feta cheese and almonds.

Per Serving: 178 calories, 14 g fat (3 g sat.), 10 mg cholesterol, 602 mg sodium, 9 g carbohydrate (3 g dietary fiber, 5 g sugars), 5 g protein, 25% Vit A, 28% Vit C, 13% calcium, 4% iron, 5% potassium, 1% folate