Company will present developments from Yelloway, its sustainability initiatives, and new consumer engagement strategies
Chiquita Brands International will present its latest initiatives to shape the future of the banana category at next week’s Fruit Attraction.
These include an update on Yelloway, an innovation project focused on developing banana varieties that are more resistant to disease. Key highlights among the latest advances include positive results from field trials in the Philippines and progress in developing banana hybrids that possess commercial-quality characteristics.
“Together, these developments demonstrate the potential of innovative genetic improvement to create more resilient varieties while maintaining the quality, flavour, and performance standards expected throughout the banana supply chain,” the company said.
Chiquita will also showcase its progress in sustainability, including efforts to utilise surplus food, support local communities, and expand access to fresh produce. Attendees will learn more about the company’s initiatives to reduce food waste and help get more fresh produce to those in need across the US and Europe.
“Fruit Attraction offers us a significant opportunity to connect with our partners and share how Chiquita continues to drive the banana category forward,” said CMO Marco Volpi. “From the progress we are making through Yelloway and our sustainability initiatives to the various ways we connect with consumers and support distributors, our work is focused on creating value for our customers and strengthening the category for the years ahead.”
Visitors will also be able to learn more about ‘Small Change, Big Difference’ – Chiquita’s annual breast cancer awareness campaign, which runs throughout October in partnership with local health organisations. As part of the campaign, Chiquita replaces its iconic blue sticker with a pink one as a reminder of the importance of breast cancer awareness. This year, Miss Chiquita steps off the sticker and comes to life as a real woman to connect with consumers and encourage them to take time to care for their health.
For its retail partners, Chiquita will present new shopper-focused marketing programmes, point-of-sale materials, and merchandising solutions designed to boost visibility and enhance the produce aisle experience.
“Grounded in insights into shopper behaviour and the strength of the Chiquita brand, these tools help retailers create more appealing banana displays, capture consumer attention, and drive category growth,” the company said.
“Miss Chiquita brings this approach to life through her personality and distinctive visual identity, helping to make the banana category more engaging and memorable. In a category where purchasing is often driven by habit, her presence creates an added emotional connection that can help transform an everyday purchase into a more distinctive brand experience.”
Visitors to the company’s stand at 10C11 will have the opportunity to meet the Chiquita team, and Miss Chiquita – the brand’s global ambassador.
