Chiquita Unveils New Sustainability Report and ‘Small Change, Big Difference' campaign at Madrid Fruit Attraction 2024
Sustainability initiatives in operations and in marketing campaigns take center stage
FORT LAUDERDALE, Fla. – October 3, 2024 – Chiquita, the leading produce company, is excited to increase its presence at this year’s Madrid Fruit Attraction, a premier trade show and a pivotal event for the global produce industry. Within its significantly larger booth space, Chiquita will showcase its leadership position in the banana category by highlighting its key strengths in executing brand campaigns, category management, superiority on-shelf, product innovation and love for the environment.
Chiquita remains steadfast in its commitment to safeguarding its tropical farms, banana crops, and the planet, and is proud to underscore its dedication to environmental sustainability with the release of its new Chiquita Sustainability Report 2023-2024. A significant development in this year’s report is the enhanced focus on the brand's third strategic pillar, ‘For the Greater Good,’ featuring three key initiatives: the carbon reduction program, minimizing food waste, and combating TR4 disease through the introduction of a new disease-resistant banana variety developed in partnership with Yelloway.
This October, Chiquita has also re-committed to the fight against breast cancer through its 'Small Change, Big Difference' campaign. Chiquita has teamed up with leading NGOs around the world dedicated to the fight against breast cancer, including the American Cancer Society (ACS) in the United States, Fondazione AIRC in Italy, Pink Ribbon in Germany and the Netherlands, Alma Zois in Greece, Bröstcancer Förbundet in Sweden and Syöpäsäätiö Roosa Nauha in Finland. 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.
“Fruit Attraction Madrid offers an unparalleled opportunity for us to showcase our most innovative and sustainable advancements,” said Marco Volpi, Head of Marketing at Chiquita. “We are proud to present our groundbreaking sustainability efforts, including Yelloway One, a true game-changer in sustainable agriculture, and our ‘Small Change, Big Difference campaign’, which reflects our ongoing commitment to promoting breast cancer awareness, healthy habits and wellness on a global scale.”
The 'Small Change, Big Difference' campaign explains how 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. As part of its renewed commitment to the fight against breast cancer, Chiquita is focusing on three key pillars: raising awareness and prevention through self-exams and mammograms, encouraging healthy eating with delicious banana-based recipes, and supporting physical activity by sponsoring various runs and marathons.
Chiquita is also extremely proud of its ongoing research with Yelloway that has produced a promising prototype called Yelloway One. This groundbreaking new banana variety created to combat TR4 disease, has been developed in partnership with KeyGene, MusaRadix, and Wageningen University and Research (WUR). The new banana variety is not only disease-resistant but also boasts a lower carbon footprint. This innovation represents a significant step forward in sustainable agriculture, offering a long-term solution to some of the industry’s most pressing challenges.
Visitors to the booth will also have the chance to engage with Miss Chiquita and enjoy interactive displays, reinforcing Chiquita’s dedication to creating meaningful connections with consumers and partners alike. As part of its ongoing mission to be the “banana of choice” in every market, Chiquita continues to strengthen customer partnerships under the We Grow Together platform. Key Chiquita representatives will be available for interviews and discussions on the brand’s environmental initiatives, goals, and progress.
For more information on Chiquita Brands, visit www.chiquita.com, and to learn more about Chiquita's sustainability initiatives, click here. Please find high-res images linked of last year’s show 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.
