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 new banana variety created to combat TR4 disease, has been developed in partnership with KeyGene, MusaRadix, and Wageningen University and Research (WUR).
For more information:
Chiquita Brands
www.chiquita.com