Chiquita’s 'Small Change, Big Difference' Campaign Drove Significant Impact Globally in 2024
Leading Banana Brand remains committed to Breast Cancer Awareness and Sustainable Female-Led Communities
Fort Lauderdale, FL – November 19, 2024 – As Breast Cancer Awareness Month concludes, Chiquita reflects on the impact that its 'Small Change, Big Difference' campaign has made in communities across the world. This year’s activities were strengthened by Chiquita's commitment to social and environmental causes, reflected in its recently released sustainability report.
The global initiative replaced the iconic Blue Sticker with a Pink Sticker to advocate for breast cancer awareness in collaboration with the American Cancer Society (ACS) in the USA, AIRC - Foundation for Cancer Research NGO in Italy, Pink Ribbon Deutschland in Germany, Stichting Pink Ribbon in the Netherlands, Hellenic Association of Women with Breast Cancer, Alma Zois in Greece, Bröstcancerförbundet in Sweden and Syöpäsäätiö, Cancer Foundation Finland in Finland to bring global attention to the importance of early detection and prevention of breast cancer.
Globally, the 'Small Change, Big Difference' campaign drove significant impact and awareness, generating 351.3 million impressions and over 800,000 engagements.
Highlights of Chiquita’s Breast Cancer Awareness Effort
Chiquita proudly collaborated with The American Cancer Society Richard M. Schulze Family Foundation Hope Lodge Jacksonville in Jacksonville, FL this year, a comforting space for patients and caregivers during their treatment journey. To further enhance this collaboration, Chiquita hosted a live cooking demonstration and dinner led by Nichole Andrews, RDN, who showcased easy, nutritious recipes featuring bananas and donated kitchen essentials for the pantry at Hope Lodge.
Chiquita’s involvement in breast cancer awareness also extended to the ACS Miami Strides Against Breast Cancer event, where Chiquita representatives joined the community in raising awareness and funding for breast cancer research.
Supporting Women’s Health and Sustainability in Communities
Chiquita’s support of female health and wellness goes beyond Breast Cancer Awareness Month and its collaboration with ACS. The brand’s longstanding sustainability approach, guided by its Farmer's Code, is rooted in supporting biodiversity and sustainable agriculture on its banana farms worldwide. It promotes practices like fair wages, safe working conditions and access to vital resources that prioritize women’s leadership and empowerment within farming communities.
"Our dedication to sustainable farming underpins every part of our mission, from preserving our ecosystems to uplifting communities," said Juliana Furlan, Director of Marketing of Chiquita. "We recognize that the health of our ecosystems and the people who cultivate them are deeply interconnected, especially as we work with women farmers to protect and nurture our shared environment."
This is exemplified by Chiquita’s continuous work in the Nogal Reserve, which supports a vital biodiversity corridor that connects natural habitats, fostering healthy ecosystems and creating lasting positive impacts for local farmers. By working closely with women, who often lead on-farm conservation practices, Chiquita helps them to play a central role in environmental stewardship, ensuring that local ecosystems and community well-being are deeply interconnected.
As Chiquita concludes another impactful Breast Cancer Awareness Month, its commitment to social and environmental progress stands stronger than ever, showing that small changes can indeed make a big difference.
To learn more, follow Chiquita on Instagram, Facebook, TikTok. For more information on the high quality of Chiquita’s yellow bananas and delicious recipes, visit Chiquita.com. For high-res images, click here.
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About Chiquita Brands International
Chiquita is a leading global produce company that is committed to providing both consumers and customers across nearly 70 countries with the highest quality of fruit and service, making Chiquita the banana of choice. For more than 150 years, Chiquita has been proudly producing great-tasting, superior quality bananas. The brand creates a positive impact by implementing the principles of sustainability throughout all of its business practices under the “Behind the Blue Sticker” initiative. Chiquita’s iconic Blue Sticker has been the seal of approval for high-quality fruit, and a celebration of fun, but it also represents an unwavering commitment to sustainable farming, biodiversity and giving back to the communities in which the banana plantations operate. Great-tasting and convenient Chiquita bananas are fat-free, and provide a source of potassium, fiber and vitamin B6. To learn more, visit www.chiquita.com.
About the American Cancer Society
The American Cancer Society is a leading cancer-fighting organization with a vision to end cancer as we know it, for everyone. For more than 110 years, we have been improving the lives of people with cancer and their families as the only organization combating cancer through advocacy, research, and patient support. We are committed to ensuring everyone has an opportunity to prevent, detect, treat, and survive cancer. To learn more, visit cancer.org or call our 24/7 helpline at 1-800-227-2345. Connect with us on Facebook, X, and Instagram.
