Chiquita Brand created in 1944 in US and launched in 1966 in Europe
1870 First Sales of bananas in Jersey City by Captain Baker Revolutionized transportation of by using refrigerated vessel 1903 1944 Introduced the name Chiquita and the Miss Chiquita character Began shipping pre-cut hands of bananas in cardboard boxes 1961 1961 Record campaign “ This seal outside means the best inside” First Chiquita farms certified by the Rainforest Alliance's 1994 100% of owned farms in Latin America certified to SA8000 2004 SA8000
Chiquita has a very strong brand equity in tune with modern trends! Freshness High Quality Brand I Trust Healthy All-Family & Kids Taste Vibrant & Energetic Natural
Chiquita Brand: The No.1 Banana Brand in Europe with extremely high TOM awareness in key markets
Health Consciousness is on the rise and many government initiatives to promote healthier eating (more F&V). Source: Datamonitor Consumer Survey, June 2006
The Consumer Paradox: Fruit consumption is not increasing in Europe. Apples & Pears Banana’s Citrus Fruit Dates, figs, Exotics Melons & Papaya’s Other Fruits Stone Fruit Table Grapes 2002 2003 2004 2005 2006 2007
60% of fruits’s are consumed as a mid-morning, afternoon or evening snack
>> COMPETE WITH OTHER SNACKS & DRINKS
We are competing in the world of healthy snacking and fruit is not winning the game!! Fruit is commodity and not as convenient, innovative than other snacking products.
The Chiquita Opportunity Make Fresh Fruit an innovative, healthy and convenient snack offering
Make fruit WANT TO not HAVE TO .
Seduce the consumer both in product, packaging and merchandising:
Visual and sensory seduction
Simplicity and Naturally Healthy
Rethink Our business! Fresh Fruits Healthy Fresh Beverages and Snacks Grocery Retail New Channels Commodity Added Value Innovation Taste, Nutrition, Convenience Reposition Chiquita as a Healthy Snacking and Beverage Company to Promote Fruit Consumption addressing current consumer needs and behavior