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    Wada Farms Expands Dole Sweet Potato Program

    Wada Farms Marketing Group, LLC, the exclusive marketer of potatoes, sweet potatoes and onions for Dole Fresh Vegetables, Inc., has expanded its sweet potato program to promote sales and consumption of the vegetable.

    Wada Farms Marketing Group, LLC, the exclusive marketer of potatoes, sweet potatoes and onions for Dole Fresh Vegetables, Inc., has expanded its sweet potato program to promote sales and consumption of the vegetable. The enhanced sweet potato program, which builds on Dole’s company-wide emphasis on nutritional education, provides national distribution, a well-connected shipping network, premium packaging, several product varieties, category merchandising and sales support -- selling points Wada Farms hopes will place its sweet potatoes on store shelves.

    Company officials from the Idaho Falls, Idaho-based company said that the program appeals directly to consumers by extending Dole’s “super foods” campaign, which employs product labeling, recipes and online education resources to tout the health benefits of sweet potatoes. “We are working diligently to make Dole sweet potatoes available to consumers nationwide and to ensure that retailers carrying our products are getting the freshest, highest-quality sweet potatoes available,” said Bob Meek, Wada Farms’ CEO. “Furthermore, we’re committed to providing our retailers with the sales support they need. Dole’s consumer-focused education campaigns are major contributors in helping to increase customer awareness of our products and drive sales.”

    Leading the push to market the vegetable is Anthony Totta, CEO of Lee’s Summit, Mo.-based Grow My Profits, LLC, who has been named director of marketing and business development for Dole Sweet Potatoes. Totta’s main responsibilities center on building business relationships that will place Dole sweet potatoes on store shelves and to provide sales support for participating retailers. He will also help to ensure a safe, reliable supply of premium-quality Dole sweet potatoes for wholesale distributors and grocers nationwide.

    “The Dole brand inspires consumer confidence, and we look forward to providing our customers with delicious, nutrient-rich sweet potatoes from a label they know they can trust,” said Totta, an industry expert with more than 35 years’ experience. “Furthermore, we’re committed to going above and beyond to give our retailers the tools and support they need to sell our products.”

    Salinas, Calif.-based Dole Fresh Vegetables is recognized worldwide as a leading supplier of quality fresh fruits and vegetables. The company educates consumers about the benefits of a plant-based diet through various programs, including the Dole Nutrition Institute, www.dolenutrition.com, and Dole Superfoods, www.dolesuperfoods.com.

    For more information, contact Wada Fresh Marketing Group at (208) 528-8200 or Anthony Totta at (816) 522-8262.

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