THE MARKET ACHlEVEMENTS HlSTORY THE PRODUCT
In 2004, Chiquita and Migros (Swiss retailer) collaborated in a joint long-term eco-conservation project in Costa Rica: the Chiquita Nogal Nature & Community Project. The project is supported by the Rainforest Alliance. In 2007, Chiquita and the Rainforest Alliance celebrated 15 years of cooperation.
T he M a r k e t Chiquita is committed to providing highquality foods with the freshness from energyrich fruits to nutritious salad blends. Chiquita’s products and services are designed to win the hearts and smiles of the world’s consumers by helping them enjoy healthy fresh food. The company markets its products under the Chiquita® and Fresh Express® premium brands. The power of the Chiquita brand, the clarity of the goals and the dedication of the employees are transforming Chiquita into a global leader in premium-branded foods as they deliver on their commitments. In Sweden, Chiquita holds a 40 percent market share in the smoothie category which is considerable given that Chiquita Smoothies were launched first in May 2008. In the fruit and vegetable category, Chiquita has with its bananas an approximate 50 percent market share. Chiquita bananas are among the most traded goods and accounts for 10-15 percent of the total fruit and vegetable category in circulation. Chiquita is the brand in the fruit and vegetable category that most Swedes recognize with a brand recognition of 99 percent.
A chie v e me n t s Chiquita is one of the world’s strongest brands and is constantly developing the business by safeguarding the environment and ensuring good working conditions to its workers, with the following commitments among other things: The Rainforest Alliance cooperation, The Nogal, housing projects for workers and IUF frame agreement. Chiquita is truly a global company. Headquartered in Cincinnati, Ohio, the company
4 6 s u p e r b r a n d s
T he P roduc t counts 23 000 employees, with operations on six continents. Most employees are based in Central America. In 2008/2009, Chiquita generated a turnover of approximately 4.5 billion dollars worldwide. The Launch campaign for the Chiquita Smoothie was nominated to the Campaign of the year 2008, in Sweden at Stockholm Media Week.
Hi s t ory In 1870, Captain Lorenzo Dow Baker purchased 160 bunches of bananas in Jamaica and sold them in New Jersey eleven days later with a profit. One year later, Minor C. Keith contracted to build a national railroad in Costa Rica. In 1885, Captain Baker started a partnership with investors and called it »Boston Fruit Company«. In 1899 on the 30th of March, Keith and his railroad companies merged with the Boston Fruit Company to create the United Fruit Company. In 1944 the Chiquita name, the Miss Chiquita Character and the famous Chiquita jingle were introduced. 20 years later the Chiquita brand arrived in Europe and in 1989 Chiquita introduced the slogan Chiquita »Quite Possibly, The World’s Perfect Food«. The company changed its name to Chiquita Brands International in 1990. In 1992, Chiquita started working with the environmental organization Rainforest Alliance on the »Better Banana Project«. In 2000, Rainforest Alliance certified 100 percent of Chiquita’s farms in Latin America according to the strict environmental and social standards of it’s certification programme. The year after IUF, COLSIBA and Chiquita signed a historic frame agreement on labour rights for banana workers.
When someone mentions Chiquita, one probably thinks of bananas – but there’s a lot more to Chiquita. In fact, Chiquita’s basket overflows with a huge selection of delicious fruits such as pineapples, grapes, melons and avocados. The company also distributes and markets value-added products including natural fruit ingredients, healthy snacks and nutritious blends of convenient green salads. Chiquita is constantly improving its banana quality by finding new ways to grow and transport them. The result is that you get a Chiquita Banana with an unparalleled creamy taste, ready to spring energy. Today bananas flourish in tropical regions like the Caribbean and Central America where the average temperature is 27 °C with a 198-249 cm rainfall per year. There are about 400 banana varieties in the world, but only about a dozen of them are eatable. Europeans know the Cavendish banana best. Chiquita Smoothie, one of the fruit company’s latest product, is a pure blend of fresh fruits and fruit juices without any additives. Each smoothie contains just pure fruit: fibre, pulp, juice and no additives, preservatives nor even water added to them. Bananas are an important ingredient in all smoothies. Chiquita Smoothie is available in two different sizes, 250 & 750 ml with a variety of delicious flavors. Superfruits are natural fruits with higher levels of nutrients, vitamins, antioxidants and fibers. The Super Fruit range is available in two variants; vitamin C and antioxidants. And there are no additives other than real fruit.
R e ce n t De v e l opme n t s In the year 2000, Chiquita reached a very important milestone – by obtaining the Rainforest Alliance certification for all its companyowned banana farms. These standards are constantly revised and upgraded and they cover a large variety of actions from environmental procedures to social support and labour relations. The Rainforest Alliance, is an international organization that works to protect ecosystems – and the people and wildlife that depend on these ecosystems – by transforming land-use practices and consumer behavior. Rainforest Alliance believes that the key to ensuring long and healthy lives for people, for wildlife and for the planet is by establishing sustainable ways of working the land. In more than 60 countries around the world, the organization collaborates with farmers, workers, business leaders, NGO's, governments, scientists and local communities to develop and implement standards that are socially and environmentally responsible, as well as economically viable. Following the effort to get all farms certified, Chiquita decided in 2005 to make this better known to its customers and introduced a new banana sticker incorporating the Rainforest Alliance certification seal. In order to receive and maintain this seal, the company has to continue pursuing excellent standards for its production processes which are submitted to thorough annual audits conducted by external independent experts. More recently, Chiquita also began a project to encourage pineapple suppliers to obtain the Rainforest Alliance certification and by mid2008, 85 percent of pineapple supplies came
from certified farms. By the end of 2009, 90 percent of all Chiquita pineapple suppliers will be Rainforest Alliance certified.
M a r k e t ing Chiquita markets itself primarily through TV commercials, print ads and Chiquita’s own website. Everything is made in a playful, positive tone with a sense of humor guaranteed to bring a smile to your face and probably making you hungry for a Chiquita banana or a Chiquita Smoothie. On the home page you can among other things compete, play "Follow the path track" or "Chiquita Banana Farm" and get a chance to see all the Chiquita campaigns across time. The company focuses a lot on product branding, anyone should recognize the Chiquita banana. The famous Chiquita sticker has become an iconic symbol for a high quality fruit and product. Chiquita used the stickers to promote bananas for school lunches, celebrate major anniversaries, advertise the sponsorship of the Olympics in 1980, celebrate Miss Chiquita’s 50th birthday and feature the slogan Chiquita »Quite Possibly, The World’s Perfect Food«. One of the newest labels is Chiquita Jr., placed on smaller size bananas, perfect for lunch boxes and snacks.
business ethically and in compliance with the letter and spirit of the law. This commitment is reflected in the company’s core values – Integrity, Respect, Opportunity and Responsibility. The company´s Code of Conduct represents one of the cornerstones of the business today, and reaffirms the standards that Chiquita employees must hold themselves to – each day. In 2008, the company updated Chiquita’s Code of Conduct. The Code is the fundamental policy that guides their ethics and compliance program. It reflects the core values and the key areas of compliance requirements relevant to the business. The Code serves as a guide to making good decisions and conducting business ethically.
Things you didn't know about CHIQUITA • The first recorded reference to the banana traces back thousands of years to the ancient manuscripts of both the Chinese and Arabs. • In 1944, when Miss Chiquita ® was created to put a face on one of the world’s first brands
Br a nd Va l ue s
of bananas, live models and personalities were
The company built the Chiquita brand by consistently delivering healthy, nutritious and fresh products. Likewise, Chiquita Brands International focuses on programs and organizations that support the health and well-being of the communities where the employees live and work. Chiquita is committed to conducting
hired to bring the "First Lady of Fruit" to life, beginning with Patty Clayton in 1944. Puerto Rico-born Elsa Miranda was the most famous Miss Chiquita. • Sweden consumes the largest amount of bananas in the world. Approximately 18 kg per capita (without including the bananaproducing countries). • Bananas coming to Sweden are mostly from Costa Rica and Panama. • Bananas are the classic anti-stress snack, providing you with cathecholamine - a substance that makes sure our bodies are immune to irritation and strife.
s u p e r b r a n d s 47
T he M a r k e t Chiquita is committed to providing highquality foods with the freshness from energyrich fruits to nutritious salad blends. Chiquita’s products and services are designed to win the hearts and smiles of the world’s consumers by helping them enjoy healthy fresh food. The company markets its products under the Chiquita® and Fresh Express® premium brands. The power of the Chiquita brand, the clarity of the goals and the dedication of the employees are transforming Chiquita into a global leader in premium-branded foods as they deliver on their commitments. In Sweden, Chiquita holds a 40 percent market share in the smoothie category which is considerable given that Chiquita Smoothies were launched first in May 2008. In the fruit and vegetable category, Chiquita has with its bananas an approximate 50 percent market share. Chiquita bananas are among the most traded goods and accounts for 10-15 percent of the total fruit and vegetable category in circulation. Chiquita is the brand in the fruit and vegetable category that most Swedes recognize with a brand recognition of 99 percent.
A chie v e me n t s Chiquita is one of the world’s strongest brands and is constantly developing the business by safeguarding the environment and ensuring good working conditions to its workers, with the following commitments among other things: The Rainforest Alliance cooperation, The Nogal, housing projects for workers and IUF frame agreement. Chiquita is truly a global company. Headquartered in Cincinnati, Ohio, the company
4 6 s u p e r b r a n d s
T he P roduc t counts 23 000 employees, with operations on six continents. Most employees are based in Central America. In 2008/2009, Chiquita generated a turnover of approximately 4.5 billion dollars worldwide. The Launch campaign for the Chiquita Smoothie was nominated to the Campaign of the year 2008, in Sweden at Stockholm Media Week.
Hi s t ory In 1870, Captain Lorenzo Dow Baker purchased 160 bunches of bananas in Jamaica and sold them in New Jersey eleven days later with a profit. One year later, Minor C. Keith contracted to build a national railroad in Costa Rica. In 1885, Captain Baker started a partnership with investors and called it »Boston Fruit Company«. In 1899 on the 30th of March, Keith and his railroad companies merged with the Boston Fruit Company to create the United Fruit Company. In 1944 the Chiquita name, the Miss Chiquita Character and the famous Chiquita jingle were introduced. 20 years later the Chiquita brand arrived in Europe and in 1989 Chiquita introduced the slogan Chiquita »Quite Possibly, The World’s Perfect Food«. The company changed its name to Chiquita Brands International in 1990. In 1992, Chiquita started working with the environmental organization Rainforest Alliance on the »Better Banana Project«. In 2000, Rainforest Alliance certified 100 percent of Chiquita’s farms in Latin America according to the strict environmental and social standards of it’s certification programme. The year after IUF, COLSIBA and Chiquita signed a historic frame agreement on labour rights for banana workers.
When someone mentions Chiquita, one probably thinks of bananas – but there’s a lot more to Chiquita. In fact, Chiquita’s basket overflows with a huge selection of delicious fruits such as pineapples, grapes, melons and avocados. The company also distributes and markets value-added products including natural fruit ingredients, healthy snacks and nutritious blends of convenient green salads. Chiquita is constantly improving its banana quality by finding new ways to grow and transport them. The result is that you get a Chiquita Banana with an unparalleled creamy taste, ready to spring energy. Today bananas flourish in tropical regions like the Caribbean and Central America where the average temperature is 27 °C with a 198-249 cm rainfall per year. There are about 400 banana varieties in the world, but only about a dozen of them are eatable. Europeans know the Cavendish banana best. Chiquita Smoothie, one of the fruit company’s latest product, is a pure blend of fresh fruits and fruit juices without any additives. Each smoothie contains just pure fruit: fibre, pulp, juice and no additives, preservatives nor even water added to them. Bananas are an important ingredient in all smoothies. Chiquita Smoothie is available in two different sizes, 250 & 750 ml with a variety of delicious flavors. Superfruits are natural fruits with higher levels of nutrients, vitamins, antioxidants and fibers. The Super Fruit range is available in two variants; vitamin C and antioxidants. And there are no additives other than real fruit.
R e ce n t De v e l opme n t s In the year 2000, Chiquita reached a very important milestone – by obtaining the Rainforest Alliance certification for all its companyowned banana farms. These standards are constantly revised and upgraded and they cover a large variety of actions from environmental procedures to social support and labour relations. The Rainforest Alliance, is an international organization that works to protect ecosystems – and the people and wildlife that depend on these ecosystems – by transforming land-use practices and consumer behavior. Rainforest Alliance believes that the key to ensuring long and healthy lives for people, for wildlife and for the planet is by establishing sustainable ways of working the land. In more than 60 countries around the world, the organization collaborates with farmers, workers, business leaders, NGO's, governments, scientists and local communities to develop and implement standards that are socially and environmentally responsible, as well as economically viable. Following the effort to get all farms certified, Chiquita decided in 2005 to make this better known to its customers and introduced a new banana sticker incorporating the Rainforest Alliance certification seal. In order to receive and maintain this seal, the company has to continue pursuing excellent standards for its production processes which are submitted to thorough annual audits conducted by external independent experts. More recently, Chiquita also began a project to encourage pineapple suppliers to obtain the Rainforest Alliance certification and by mid2008, 85 percent of pineapple supplies came
from certified farms. By the end of 2009, 90 percent of all Chiquita pineapple suppliers will be Rainforest Alliance certified.
M a r k e t ing Chiquita markets itself primarily through TV commercials, print ads and Chiquita’s own website. Everything is made in a playful, positive tone with a sense of humor guaranteed to bring a smile to your face and probably making you hungry for a Chiquita banana or a Chiquita Smoothie. On the home page you can among other things compete, play "Follow the path track" or "Chiquita Banana Farm" and get a chance to see all the Chiquita campaigns across time. The company focuses a lot on product branding, anyone should recognize the Chiquita banana. The famous Chiquita sticker has become an iconic symbol for a high quality fruit and product. Chiquita used the stickers to promote bananas for school lunches, celebrate major anniversaries, advertise the sponsorship of the Olympics in 1980, celebrate Miss Chiquita’s 50th birthday and feature the slogan Chiquita »Quite Possibly, The World’s Perfect Food«. One of the newest labels is Chiquita Jr., placed on smaller size bananas, perfect for lunch boxes and snacks.
business ethically and in compliance with the letter and spirit of the law. This commitment is reflected in the company’s core values – Integrity, Respect, Opportunity and Responsibility. The company´s Code of Conduct represents one of the cornerstones of the business today, and reaffirms the standards that Chiquita employees must hold themselves to – each day. In 2008, the company updated Chiquita’s Code of Conduct. The Code is the fundamental policy that guides their ethics and compliance program. It reflects the core values and the key areas of compliance requirements relevant to the business. The Code serves as a guide to making good decisions and conducting business ethically.
Things you didn't know about CHIQUITA • The first recorded reference to the banana traces back thousands of years to the ancient manuscripts of both the Chinese and Arabs. • In 1944, when Miss Chiquita ® was created to put a face on one of the world’s first brands
Br a nd Va l ue s
of bananas, live models and personalities were
The company built the Chiquita brand by consistently delivering healthy, nutritious and fresh products. Likewise, Chiquita Brands International focuses on programs and organizations that support the health and well-being of the communities where the employees live and work. Chiquita is committed to conducting
hired to bring the "First Lady of Fruit" to life, beginning with Patty Clayton in 1944. Puerto Rico-born Elsa Miranda was the most famous Miss Chiquita. • Sweden consumes the largest amount of bananas in the world. Approximately 18 kg per capita (without including the bananaproducing countries). • Bananas coming to Sweden are mostly from Costa Rica and Panama. • Bananas are the classic anti-stress snack, providing you with cathecholamine - a substance that makes sure our bodies are immune to irritation and strife.
s u p e r b r a n d s 47
