Chiquita's 2024 Small Change Big Difference Campaign: Empowering Change for Breast Cancer Awareness
Chiquita and the American Cancer Society Reunite to Support Breast Cancer Patients and Promote Prevention
Fort Lauderdale, FL – October 1, 2024 – This October, Chiquita has re-committed to the fight against breast cancer through its 'Small Change, Big Difference' campaign in collaboration with the American Cancer Society (ACS). For the eighth consecutive year, the brand will replace its iconic Blue Sticker with a Pink Sticker featuring the Pink Ribbon on bananas worldwide, symbolizing solidarity in the global movement against breast cancer.
Breast cancer remains one of the most frequently diagnosed cancers among women worldwide according to the Centers for Disease Control and Prevention. Chiquita’s female ambassador, Miss Chiquita, once again sends a powerful message of support to those affected by breast cancer. In 2023 Chiquita developed a new communication platform – Small change, Big difference - aimed not only at raising awareness but also at creating a truly established movement, featuring Miss Chiquita as an ambassador. By changing her iconic pose to one where she is performing a self-examination, Miss Chiquita leads by example, encouraging women to make small changes in their lives, such as leading a healthy lifestyle and regularly planning medical screenings, to spread the message on the importance of prevention and early detection.
Throughout the month of October and beyond, Chiquita encourages women to make small changes in their lives, including health education and awareness, to help them live a holistically healthy lifestyle. This includes talking to the doctor about lifestyle behaviors, family history, which tests are needed and organizing a screening schedule.
"At Chiquita, we understand the profound impact breast cancer has on millions of women and their families every year,” said Juliana Furlan, Director of Marketing for Chiquita North America. “By promoting healthy habits and encouraging prevention, we aim to empower women to take proactive steps in this deeply personal battle. Our 'Small Change, Big Difference' campaign serves as a reminder that together, we can make a difference in creating a healthier future for all.”
Chiquita's Pink Sticker will appear on bananas around the world, as well as on pineapple tags and custom banana boxes, spreading awareness across the globe. In addition to stickers, Chiquita is proud to sponsor a kitchen at the Richard M. Schulze Family Foundation Hope Lodge in Jacksonville, FL, which offers a comforting and supportive space for those battling cancer. The American Cancer Society Hope Lodge® program provides a haven for patients and their families, allowing them to relax and find peace during their treatment journey.
Chiquita continues to strengthen its collaboration with leading NGOs around the world dedicated to the fight against breast cancer, including the American Cancer Society (ACS) in the USA, Fondazione AIRC in Italy, Pink Ribbon in Germany and Netherlands, Alma Zois in Greece, Bröstcancer Förbundet in Sweden and Syöpäsäätiö Roosa Nauha in Finland. These collaborations will support a range of local and global initiatives, from funding research to providing resources for those affected by breast cancer.
"Thanks to early detection and advancements in treatment, breast cancer mortality has plummeted by 42% since 1989," said Wendy Johnson, American Cancer Society Florida Vice President. "Our collaboration with Chiquita has been instrumental in driving this progress. Together, we're raising awareness, supporting survivors, and funding vital research that will further reduce the burden of breast cancer."
In collaboration with AIRC (Italy) and with the endorsement of all partner NGOs, Chiquita is championing healthier lifestyles by introducing six new recipes that incorporate bananas. The recipes include a Chiquita Banana Wrap, Chiquita Banana Oatmeal Balls, a Vegetarian Burger, a Chiquita Banana Vegan Crisp, Quinoa Salad with Grilled Chiquita Bananas and Chiquita Bananas Sauteed with Spinach and Chickpeas. These recipes highlight the benefits of a diet rich in fruits and vegetables and low in fat, underscoring the significance of small, daily actions in fostering long-term health and well-being.
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.
