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Company Overview

About Us

Founded in Hawaii in 1851, Dole Food Company, Inc., with 2010 revenues of $6.9 billion, is the world's largest producer and marketer of high-quality fresh fruit and fresh vegetables. Dole markets a growing line of packaged and frozen foods, and is a produce industry leader in nutrition education and research. The Company does business in more than 90 countries and employs, on average, 36,000 full-time, regular employees and 23,000 full-time seasonal or temporary employees, worldwide.
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DOLE FRESH VEGETABLES, CATALINA MARKETING AND “AMERICAN IDOL” FINALIST ELLIOTT YAMIN, OFFER SHOPPERS EXCLUSIVE NEW MUSIC

WESTLAKE VILLAGE, California - March 09, 2007

DOLE® Salads never sounded so good! Dole Fresh Vegetables, Inc. today announced that it has teamed with Yahoo! Music, Catalina Marketing Corporation and consultants Croshal Entertainment Group for an unprecedented promotion featuring former "American Idol" finalist and talented new artist, Elliott Yamin.

This first-of-its-kind promotion was developed by Catalina Marketing, the world leader in behavior-based marketing solutions. Using Catalina's powerful customer purchase database, DOLE Salads is able to target shoppers and provide them with unique point-of-sale communications for healthy and delicious, ready-to-eat DOLE Salads, and then direct them to a special website URL for a free and exclusive music download from Elliott Yamin. The soulful-sounding Yamin finished third place on "American Idol", Season 5, in 2006, and is releasing a self-titled CD on March 20.

"Dole is excited to partner with Yahoo! Music and Catalina Marketing in the first ever promotion that combines produce, entertainment and technology," said Julie Poduch, Vice President of Marketing, of Dole Fresh Vegetables. "The three industries are a strong staple in our society, and we look forward to working together to leverage the product brands and strengthen our presence."

"This unique promotion with Dole is just another way Catalina Marketing is helping brands build equity and further connect with their consumers," said Cary Siegel, chief development officer for Catalina Marketing. "By utilizing Catalina as part of their overall advertising plan, Dole is able to provide their customers with a unique reward they can't get anywhere else."

The acoustic version of Yamin's song titled, "You Are the One", is a special download only for DOLE Salads consumers through this promotion and will not be available at any other time.

For Yamin, who at the age of 16 was diagnosed with Type 1 diabetes, the promotion incorporates two of his passions: music and the message of eating well-balanced meals. Through his exposure in "American Idol", Yamin has been able to share this message.

About Dole Fresh Vegetables
Dole Fresh Vegetables offers more than 50 varieties of fresh, ready-to-eat packaged salads including complete kits with dressings, seasonal salads with flavorful accompaniments, family favorites such as iceberg and romaine blends, individual-size and family-size packaged salads, and a broad range of superb upscale blends. For more information on Dole products visit www.dole.com. Dole Food Company, Inc., with 2005 revenues of $5.9 billion, is the world's largest producer and marketer of high-quality fresh fruit, fresh vegetables and fresh-cut flowers. Dole markets a growing line of packaged and frozen foods and is a produce industry leader in nutrition education and research.

This release contains "forward-looking statements," within the meaning of the Private Securities Litigation Reform Act of 1995 that involve a number of risks and uncertainties. Forward looking statements, which are based on management's current expectations, are generally identifiable by the use of terms such as "may," "will," "expects," "believes," "intends" and similar expressions. The potential risks and uncertainties that could cause actual results to differ materially from those expressed or implied herein include weather-related phenomena; market responses to industry volume pressures; product and raw materials supplies and pricing; changes in interest and currency exchange rates; economic crises and security risks in developing countries; international conflict; and quotas, tariffs and other governmental actions. Further information on the factors that could affect Dole's financial results is included in its SEC filings, including its Annual Report on Form 10-K.

About Catalina Marketing Corporation 
Based in St. Petersburg, Fla., Catalina Marketing Corporation (www.catalinamarketing.com) was founded over 20 years ago based on the premise that targeting communications based on actual purchase behavior would generate more effective consumer response. Today, Catalina Marketing combines unparalleled insight into consumer behavior with dynamic consumer access. This combination of insight and access provides marketers with the ability to execute behavior-based marketing programs, ensuring that the right consumer receives the right message at exactly the right time. Catalina Marketing offers an array of behavior-based promotional messaging, loyalty programs and direct-to-patient information. Personally identifiable data that may be collected from the company's targeted marketing programs, as well as its research programs, are never sold or provided to any outside party without the express permission of the consumer.

Certain statements in the preceding paragraphs are forward-looking, and actual results may differ materially. Statements not based on historic facts involve risks and uncertainties, including, but not limited to, potential complications, hardware and software issues and delays related to the schedule, installation and operation of color printers, the effectiveness of color printers to increase sales and redemption rates or provide a more effective advertising medium, the changing market for promotional activities, especially as it relates to policies and programs of packaged goods and pharmaceutical manufacturers and retailers, government and regulatory statutes, rules, regulations and policies, the effect of economic and competitive conditions and seasonal variations, actual promotional activities and programs with the company's customers, the pace of installation of the company's store network including as it relates to the installation of color printers in existing and future retail channels, the acceptance by the company's manufacturer clients and retailers of color printers and related new and additional terms and conditions, the success of new services and businesses and the pace of their implementation, the company's ability to maintain favorable client and retailer relationships, and the outcome and impact of the pending shareholder class action and derivative lawsuits.

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