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Dole builds brand at Rose Parade

WESTLAKE VILLAGE, Calif. — Dole’s entry into the annual New Year’s Day Rose Parade took home the top prize for the third consecutive year.

Dole’s float, called “Dreaming of Paradise,” received the parade’s Sweepstakes Trophy, the highest honor given for the float deemed to be the most beautiful entry.

Created by Fiesta Parade Floats, “Dreaming of Paradise” stood 55 feet long, 18 feet wide and more than 26 feet tall, and weighed in at just more than 22 tons. Fiesta Parade Floats also designed and built, with the help of Dole employees, Dole’s award-winning 2012 entry “Preserving Paradise” and its 2011 entry “Living Well in Paradise.”

“Dreaming of Paradise” honored independent family farmers from around the world with whom Dole partners. The float aimed to demonstrate that the beauty and bounty of Latin America’s tropical paradise can be kept alive with responsible, sustainable growing and operating practices.

The float featured a 26-foot erupting volcano complete with smoke and real fire shooting 20 feet into the sky over prowling tigers, fluttering butterflies, chimpanzees, parrots, dragonflies and three life-like waterfalls cascading more than 1,000 gallons of recycled water. Twenty Costa Rican dancers dressed in traditional costumes performed alongside the exotic and rare flowers from around the world.