For the seventh year in a row, Chiquita is giving its iconic blue sticker a makeover in honor of National Breast Cancer Awareness Month.
The new pink sticker, made to match the pink ribbon — an international symbol for breast cancer awareness — will adorn an estimated 200 million of Chiquita’s yellow bananas worldwide. The goal of the campaign is for that one small change, made in partnership with the American Cancer Society, to inspire women to make a big difference by living a healthy lifestyle and scheduling regular screening with mammograms, according to a news release.
Breast cancer among females is one of the most diagnosed cancers worldwide, according to the Centers for Disease Control and Prevention. By changing Chiquita’s iconic blue sticker to pink, Chiquita’s ambassador, Miss Chiquita, is sending a message of support to those affected by breast cancer.
Miss Chiquita also will appear in this year’s pink sticker digital content, leading by example by changing her iconic pose to one where she is performing a self-examination. This small act of support for the global pink ribbon campaign aims to raise awareness of prevention and early detection, the release said.
“Each year, breast cancer affects women and their families across the globe, which is why Chiquita is proud to once again pledge our support and help raise awareness,” Tina Varjabedian, Chiquita’s global communications manager, said in the release. “Our Behind the Blue Sticker initiative places a strong emphasis on empowering women, which makes our partnership with the ACS such a natural fit. Through the Pink Sticker initiative, we are able to promote prevention and treatment while supporting those impacted by breast cancer.”
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Chiquita has forged partnerships with prominent global health organizations, including the American Cancer Society, to amplify the importance of annual breast screenings for early detection, alongside adapting healthy lifestyles and dietary habits, particularly for women, according to the release.
In addition, on Oct. 28 Chiquita will participate in the American Cancer Society’s Making Strides of Miami-Dade 5K walk, providing nutritious bananas to nourish all participants.
“As of 2023, the female breast cancer death rate has declined by 42% from 1989 to 2019, which can be attributed to early detection and enhanced treatment approaches,” Wendy Johnson, vice president for American Cancer Society Florida, said in the release. “The ACS has continued to leverage over a century of life-saving experience to support breast cancer research, expand access to high-quality healthcare, advocate for impactful public policies and provide essential patient support. We look forward to continuing our partnership with Chiquita to enhance the lives of cancer patients and their families.”
In addition to the American Cancer Society, Chiquita has partnered with cancer organizations around the world including Pink Ribbon in Germany and the Netherlands, Fondazione AIRC in Italy, Alma Zois in Greece, Brostcancer for bundet in Sweden and Donna Europa in Finland, the release said.
