Dole Food Company, Inc. says it confirmed last year that it is the world`s largest producer and marketer of high-quality fresh fruits and vegetables.

Last year, its revenue totaled $4.4 billion thanks to its fresh fruit, vegetables and fresh-cut flowers and marketing of a growing line of packaged foods, the company said.

Dole`s Korea operation plays a significant role in its parent company`s success. Dole first set up its representative office in April 1991. In 1999, it established an operating company, TSC Korea, Ltd., to source products from Korea to various countries where Dole operates. Today, the value of exports exceeds $7 million.

In July 2000, TSC Korea became the sole wholesale distributor of Dole`s fresh fruits in the country. Over the past 10 years, its products have gained a great deal of its sales growth in Korea through building a wholesalers` network in the traditional markets, partnered with its band of loyal customers and service provide via retail outlets. In September 2002, TSC Korea changed its name to Dole Korea, Ltd.

Dole says its focus lies in providing the best quality products and the best service to customers and consumers. Another focus is to continuously introduce fresh and new products to what it is otherwise a dull commodity industry.

Dole`s list of new product launches in Korea in the past several years include the Sweetio banana and Sweetio fresh pineapple in 2001, the Sweetio fresh cut pineapple in 2002 and Dole Fruit Bowls and Dole Fruit Bottles in 2003.

Dole Food Company is the world`s largest fruit company that produces and sells fresh fruits and vegetables in the Philippines, the United States and South America. hile committed to bringing James Dole`s principle of "Quality First" in practice, the company has been exporting fresh fruits to more than 90 countries around the world for 150 years.



Special fruit selection

The Sweetio branded fruits require 1.5 times longer cultivation time compared to ordinary bananas and offer sweeter tasting, hence great customer responses. At its R&D center, Dole`s research continues to produce 20 kinds of bananas with great taste and nutritional value, the company says.

The household banana brand also provides papayas to Korean consumers. Once called "the fruit of angels" by famous explorer Christopher Columbus, papayas contain low calories but are rich with vitamins A, B, C and E, as well as dietary fiber which helps prevent cancers, the company stresses. The Senorita banana, known as the monkey banana, is sweet and small for easy consumption.

Dole attributes its high quality and great taste of fruits to its state-of-the-art freshness control system, which ensures bringing the freshest fruits to homes around the globe.

Supported by its internationally synchronized packing system, the company is confident in delivering safe products while maintaining chemical usage at the minimum level from cultivation to customer delivery.

Dole is also committed to studying the latest consumer trends according to different regions of the world, and developing the right products at its three R&D centers in the Philippines, Latin America and the United States.



Eating five colors

Initiated in the United States, one of Dole`s endeavors for a better diet is a consumer education campaign called the "5 A Day." This campaign is designed to advocate consumption of five different colors of fruits and vegetables per day, and Dole Korea has successfully developed an adapted version of the campaign called "5 Colors Campaign."

This national nutrition campaign aims to educate the vast majority about the importance of a balanced diet amid a jungle of fast-food eateries. The campaign suggests that the colors of the foods can be an indicator to evaluate nutritional values.

For a more systemized development of the program, Dole Korea has appointed an adviser, professor Kim Hyun-sook of the Department of Food and Nutrition at Sookmyung Women`s University, who provides recommendations and information of nutritional values according to the colors of fruits and vegetables. Kim also gives advice on anti-aging and disease prevention through a balanced diet, which many consumers find intriguing and helpful.

In addition, Dole has been offering the "5 Colors Menu" to suggest ways to maximize nutritional values of each meal by consuming various types of fruits and vegetables.

In addition to active development of the 5 Colors Campaign, consumer booklets published by Dole Korea also extends useful information regarding nutritional values, recipes and storage suggestions of fruits and vegetables according to five different colors.



Kids involved

As of November 2004, Dole Korea has been making numerous visits to kindergartens and elementary schools in Seoul and its suburban areas with the "Kids Cooking Class" program. Without anything to prepare or expenses to pay, children at these locations learn the importance of a balanced diet, and have an opportunity to cook with fruits and vegetables during the class.

Participating is simple and easy, the company says. Any teacher or parent of kindergarten to elementary school children can submit an online request to the Dole Web site (www.dolefruit.co.kr). The selected candidate will be contacted by a representative from Dole.

There is absolutely no need to prepare for teachers, parents and/or children, as long as children are ready to enjoy the time with abundant and colorful fruits and vegetables.

Each class features two components: a lesson on color foods and nutrition, and a cooking class where children can actively participate and make edible toys such as castle and cars using fruits and vegetables.

Through the process, children not only learn to understand the importance of a balanced meal and nutritional values of the different foods, but they also learn about a balanced diet that will affect them throughout their lives.

After the class, children are given educational materials to take home and hopefully maintain a healthy diet.

Each month, the Dole Kids Cooking Class takes place two to three times in kindergartens and elementary schools. Details of participation process and more information are accessible on www.dolefruit.co.kr.