Originally published in The Packer.
Dole Food’s Get Up and Grow! Together nationwide summer tour of supermarkets and special events will start May 26, designated National Eat More Fruits & Vegetables Day by the company.
Three separate caravans will start from New York City, Dallas and New Orleans on a tour expected to cover 40,000 miles, 42 cities and more than 400 stops at retailers. A schedule is at www.dole.com/GetUpAndGrow.
“We learned during last year’s tour that the idea of camaraderie and competition has even impacted healthy eating and goal setting,” CarrieAnn Arias, vice president of marketing for Dole Fresh Vegetables, said in a news release. “Tour visitors across the country told us they were more likely to stick to their diet, fitness and wellness goals if they were part of larger group that could help keep them accountable.”
“So like fantasy sports, this year’s refreshed effort allows participants to form healthy living teams committed to similar wellness goals, complete with updates and leaderboards — and then offers culinary-immersion and other group experiences as rewards for those that rise to the top,” Arias said.
Dole is partnering with lifestyle and social media expert Stephen Glickman to promote engagement with the brand, including sharing healthy fruit and vegetable recipes and tips. Glickman and Dole will host a National Eat More Fruits and Vegetables Twitter party from 8 to 9 p.m. Eastern May 26. Participants will use the hashtag #FruitsandVeggiesDay and follow @DoleTweets throughout the festivities to share salad recipes and insights. Glickman will be giving away prizes for the first to answer trivia questions.
Tour caravans outfitted with kitchens and sampling tents will deliver new recipe tastes, an interactive Kid’s Corner, giveaways and offer activities showcasing the flavor and preparation possibilities of fresh fruits and vegetables.
Visitors can also present a grocery receipt showing a qualifying level of Dole fresh purchases to receive commemorative items.
New recipes available for sampling are expected to range from Raspberry Mint Cooler, Refresh Juice, Grilled Banana & Greens Salad and Green Toast with Strawberries to Brussels Sprouts and Grilled Pineapple Salad and Broccoli & Fruit Slaw. New salad and other recipes will be added throughout the summer.
The Get Up and Grow! Together Healthy Living Challenge, which updates last year’s individual pledge with a new team option enabling participants to build groups of people dedicated to a collective health or fitness goal, is also available. Teams can track the growth of their group against others nationwide.
A new Healthy Living Challenge kiosk will be featured at each tour stop to encourage visitors to commit to eating and living healthier, either individually or as a team. Guests are also invited to take an onsite photo themed to Get Up and Grow! Together and share it on their own social pages.
All challenge participants are encouraged to enter two summer promotions for a chance to receive chef-led culinary immersion parties and other experiences designed to show the possibilities of fruits, vegetables and salads. Participants can submit their challenge and enter the promotion online or at any tour stop.
Get Up and Grow! Together is a joint effort of Dole Fresh Fruit, Westlake Village, Calif.; Dole Fresh Vegetables, Monterey, Calif.; and the Kannapolis, N.C.-based Dole Nutrition Institute, which includes Dole’s Culinary Nutrition department that blends scientific findings with culinary arts to motivate consumers to cook healthy meals with fruits and vegetables.