At the upcoming Fruit Logistica in Berlin, Chiquita says it will demonstrate its leadership in sustainability and innovation through an introduction of its latest sustainability report, artificial intelligence and art-driven “Pop by Nature” campaign and latest breakthrough in banana development, Yelloway One.
These efforts reflect Chiquita’s commitment to being the “banana of choice” in every market by strengthening partnerships and demonstrating its forward-thinking approach to the future of the banana industry, according to a news release.
As part of its ongoing mission to lead in environmental stewardship, Chiquita says it will highlight its Sustainability Report 2023-2024, which emphasizes its “For the Greater Good” strategic pillar. This includes advancements in its carbon reduction program, efforts to minimize food waste and the brand’s Yelloway One — a disease-resistant banana prototype developed through a collaboration with KeyGene, MusaRadix and Wageningen University and Research. A representation of Yelloway One will be featured prominently in the sustainability area of the booth, underscoring Chiquita’s commitment to addressing pressing agricultural challenges, the release said.
Chiquita will also debut its “Pop by Nature 2.0" campaign at its retail theater, celebrating bananas as the ultimate pop-art muse. This year’s campaign, developed in collaboration with Argentinian pop artist Sebastian Curi, builds on Chiquita’s legacy of blending art and nature, the release said. Inspired by the AI art world, Chiquita will introduce limited-edition blue stickers featuring dynamic, digitally influenced designs.
Booth visitors will have the opportunity to participate in an AI artwork generation activity to generate personalized pop-art stickers inspired by the campaign. Additionally, attendees will get a firsthand look at how “Pop by Nature” comes to life in-store through POS materials.
“Fruit Logistica Berlin provides an invaluable platform for us to showcase not just our sustainability vision but how ingenuity and creativity drive every aspect of Chiquita’s operations,” said Marco Volpi, head of marketing for Chiquita. “From the groundbreaking Yelloway One to the dynamic Pop by Nature campaign, we’re demonstrating how we collaborate with other entities to shape the future of fresh produce while connecting with consumers in bold, meaningful ways.”
Chiquita says its enhanced presence at Fruit Logistica reflects its dedication to fostering stronger collaborations under the We Grow Together platform. Key representatives will be available for discussions and interviews to share more about Chiquita’s sustainability initiatives, innovative campaigns and long-term vision for the banana industry.
Visitors can stop by Chiquita’s premium booth at Hall 25, stand C-10, from Feb. 5-7 to experience the brand’s activations and bold vision for the future of fresh produce, the release said.
