Promotion & Marketingof 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

3

DoleA Name Consumers

Know and Trust

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

Unaided Awareness of All Produce Brands

0 20 40 60 80 100

All general produce mentions

All store brand mentions

Washington State

California

Driscolls

Ready Pac

Foxy

Idaho

Marie's

Green Giant

Fresh Express

Del Monte

Sunkist

Chiquita

Dole 57

13

11

10

6

5

5

2

2

2

2

2

8

8

22

% %% % %%

Note: Unaided awareness measures the % of people who are able to recall the brand without anything to trigger their memory

Source: Usage and Awareness Study TNS-NFO, 1/10/10

Dole posts the highest unaided awareness in the produce section of any brand

Consumers Know And Trust Dole

Brand Name Strength & Legacy

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.

7

Mobile Device Impact

54%5%34%96%Laptop Computer

34%42%61%50%Tablet

38%67%60%63%Smart Phone

While Cooking

Grocery Shopping

Create Shopping Lists

Find Recipes

% of Home Cooks Using Mobile Devices for Meal Prep

54%5%34%96%Laptop Computer

34%42%61%50%Tablet

38%67%60%63%Smart Phone

While Cooking

Grocery Shopping

Create Shopping Lists

Find Recipes

% of Home Cooks Using Mobile Devices for Meal Prep

Source: Allrecipes 2010 Food Trends Survey; Latitude “The Interactive Future of Food” 2010

Consumers are connected when it comes to food shopping and

preparation

88

PR

Mobile

Relationship

Digital Media

New Web Site

Retail

Social Media

News America / Valassis

POS materials

Retail Sites

On-pack sweepstakes

Bounce back coupon

Cafemom

Womenshealth

Yahoo

Ivillage

Recipe Finder

Interactive Salad Guide

Store Locator

Facebook

Twitter

You Tube

Mobile Site

Coupons

QR Codes

At Shelf Recipes

E-mails

Newsletters

Blogger Outreach

Mailings

Press Releases

Consumer Touch Points

Social MediaeCRM (emails and SMS)

Mobile

Digital Marketing Element Integration

Mobile Brand Site

On-Pack Catalina

Digital Media

Digital Shopper

Over 925k

How many fans do the Dole, Dole Bananas & Dole Salad Guide pages have on Facebook?

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

12

Mix it Up™ with DOLE

Social Media is Key Influence to Targeted Integration

Pre-Shop During Shop Post-Shop

blogs

Retail Program

1414

In-store communication

Interrupts the salad section &Provides immediate mobile

entry!

Retail Program

Traditional Direct Mail with Social & Mobile Overlay

RE

WA

RD

Loyal Households

Lapsed Households

RE

GA

IN

Packaged Salad Category Households

Loyal Price Chopper households

Redemption: 32%Change in Spending: +55%

Redemption: 14%Change in Spending: +350%

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

Retail Program

Mobile Site Extension

Price Choppers Facebook Fan Engagement

Mobile and Social Support

Results

In Conclusion…

Digital Marketing

+

Traditional Marketing

+

Partnership with retail trade

=

Successful programs!

20