Fresh produce company Chiquita Brands International has revealed it is returning to consumer-oriented marketing in the US after more than two decades with a new promotional campaign for bananas and salads.
In an interview with The Cincinnati Enquirer, the group's chief marketing officer Tanios Viviani confirmed Chiquita bananas and Fresh Express bagged salads will be promoted on television and radio, backed up by print and online advertisements.
'This is just the next step in turning Chiquita into a consumer-oriented brand instead of a commodity business,' Mr Viviani told the newspaper. 'At Fresh Express, for example, we have never had that direct communication with the consumer.'
The new campaign's primary focus will be on Fresh Express products, he added.
Meanwhile, Chiquita Europe and Middle East president Michel Loeb has told Fruitnet.com his company plans to 'place consumers back at the heart of the discussion' during the coming year.
In particular, health will be among the major trends incorporated into its marketing strategy during 2010, Mr Loeb revealed.
'Our view is that fresh produce has a key role to play in one of the major consumer trends, namely health,' he commented. 'This year we therefore want to really emphasise the fact that we have a role to play in this area with our partners.'
He added: 'Chiquita is suited perfectly to this role and to the kind of collaboration that can boost consumer health. It’s not about the retailers working alone, it’s all about partnership and specifically about partnerships that place the consumer back at the centre of the debate.'
No comments yet