With a larger booth space, Chiquita says it will use its increased presence at this year’s Madrid Fruit Attraction trade show to highlight its strengths in executing brand campaigns, category management, product innovation and love for the environment.
And with that in mind, the company plans to underscore its dedication to environmental sustainability with the release of its 2023-24 sustainability report, according to a news release. Chiquita said a significant development in this year’s report is an enhanced focus on the brand’s third strategic pillar — For the Greater Good — featuring three key initiatives: a carbon reduction program, minimizing food waste, and combating Tropical Race 4 disease through the introduction of a new disease-resistant banana variety developed in partnership with Yelloway.
The banana prototype, called Yelloway One, has been developed in partnership with KeyGene, MusaRadix, and Wageningen University and Research. The new variety is not only disease-resistant, but also boasts a lower carbon footprint, and it represents a step forward in sustainable agriculture, offering a long-term solution to some of the industry’s most pressing challenges, the relase said.
Chiquita has also recommitted to the fight against breast cancer through its “Small Change, Big Difference” campaign this October, teaming up with nongovernmental organizations around the world, such as the American Cancer Society in the U.S. For the eighth consecutive year, the brand will replace its 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,” Marco Volpi, head of marketing at Chiquita, said in the release. “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 banana-based recipes, and supporting physical activity by sponsoring various runs and marathons.
Visitors to the Chiquita booth during the event, set for Oct. 8-10, will also have the chance to engage with Miss Chiquita and enjoy interactive displays, reinforcing the brand’s dedication to creating meaningful connections with consumers and partners alike, the release said. As part of its ongoing mission to be the “banana of choice” in every market, Chiquita said it continues to strengthen customer partnerships under the We Grow Together platform.
Key Chiquita representatives will be available at the booth for interviews and discussions on the brand’s environmental initiatives, goals and progress, the release said.
