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Chiquita! The Story of A company in transformation!

Table of Contents ,[object Object],[object Object],[object Object],[object Object],[object Object]

A Company with a long history ,[object Object],[object Object],1870 First Sales of bananas in Jersey City by Captain Baker Revolutionized transportation of by using refrigerated vessel 1903 1944 Introduced the name Chiquita and the Miss Chiquita character Began shipping pre-cut hands of bananas in cardboard boxes 1961 1961 Record campaign “ This seal outside means the best inside” First Chiquita farms certified by the Rainforest Alliance's 1994 100% of owned farms in Latin America certified to SA8000 2004 SA8000

Chiquita has a very strong brand equity in tune with modern trends! Freshness High Quality Brand I Trust Healthy All-Family & Kids Taste Vibrant & Energetic Natural

Chiquita Brand: The No.1 Banana Brand in Europe with extremely high TOM awareness in key markets

Chiquita anno 2005, when I joined! ,[object Object],[object Object],[object Object],[object Object]

Company’s Mission ,[object Object],[object Object],[object Object]

But …. We lack the platform! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How to get out of the box and rethink our business? ,[object Object],[object Object],[object Object],[object Object]

Health Consciousness is on the rise and many government initiatives to promote healthier eating (more F&V). Source: Datamonitor Consumer Survey, June 2006

The Consumer Paradox: Fruit consumption is not increasing in Europe. Apples & Pears Banana’s Citrus Fruit Dates, figs, Exotics Melons & Papaya’s Other Fruits Stone Fruit Table Grapes 2002 2003 2004 2005 2006 2007

What is driving consumption? ,[object Object],[object Object],[object Object]

We are competing in the world of healthy snacking and fruit is not winning the game!! Fruit is commodity and not as convenient, innovative than other snacking products.

The Chiquita Opportunity Make Fresh Fruit an innovative, healthy and convenient snack offering ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Rethink Our business! Fresh Fruits Healthy Fresh Beverages and Snacks Grocery Retail New Channels Commodity Added Value Innovation Taste, Nutrition, Convenience Reposition Chiquita as a Healthy Snacking and Beverage Company to Promote Fruit Consumption addressing current consumer needs and behavior

Our Mission Make the world love fruit ,[object Object],By offering naturally nutritious and convenient products, so consumers can enjoy more fruit whenever and wherever.

New Brand Positioning BRAND ESSENCE Natural Vitality

Deliver our promise Freshness You Can Taste Sustainability Natural Nutrition Convenience & Availability

Where to Play! Fruit as A Drink Fruit as a Snack on the go Fruit as Dessert Fruit as Breakfast

Chiquita Initiatives 2005 2006 2007 2008 2009

Celebrating our Rainforest Alliance Partnership ,[object Object],[object Object],[object Object],[object Object]

Chiquita Just Fruit in A Bottle ,[object Object],[object Object],[object Object],[object Object]

The Chiquita Fruit Bar High Street Format: Berlin High Street Kiosk Format: Dusseldorf Airport ,[object Object],[object Object],[object Object],[object Object]

Chiquita ‘To Go’ Banana ,[object Object],[object Object],[object Object],[object Object],[object Object]

Chiquita - Just Fresh Fruit - salads ,[object Object],[object Object],[object Object],[object Object],[object Object]

Chiquita Just Fresh Fruit Breakfast Buffet ,[object Object],[object Object],[object Object],[object Object]

Chiquita Superfruit Smoothies ,[object Object],[object Object],[object Object],[object Object]

More than a vision, the Transformation works…. ,[object Object],[object Object],[object Object],[object Object],[object Object]

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