Dole Food Co. has launched a nutrition education program with product labels and P-O-P, a cookbook, and plans for a spa and wellness center.
The campaign, called “Superfoods,” puts logos on Dole produce with specific nutritional benefits. There are eight Superfoods labels: antioxidant, immunity, brain, heart, joints, bones, eyes and skin. A poster and brochure titled “What you need to eat everyday and why” will appear in supermarkets this fall.
Dole tips a Superfoods cookbook into 275,000 copies of Prevention magazine as part of its print campaign.
But the biggest undertaking is the Dole Wellness Center, now under construction near Dole’s Westlake Village, CA, headquarters. The 20-acre center will house a medical clinic (run by the California Health and Longevity Institute), a Health & Wellbeing Center (run by health plan manager WellPoint Health Networks), a 267-room luxury hotel, spa and fitness center, and a TV studio that will produce programs on nutrition and exercise.
Dole’s three-year-old Dole Nutrition Institute will oversee the wellness center, which will be run by hotelier The Four Seasons Group. The Nutrition Institute also runs Dole’s Superfoods campaign.
