Chiquita
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History
The history of Chiquita and the banana category dates back to the 1870s, when two industrious men saw an attractive business opportunity in the delicious yellow fruit. In 1870, Capt. Lorenzo Dow Baker purchased 160 bunches of bananas in Jamaica and sailed them to Jersey City, New Jersey. There, Baker sold the bananas for a profit, and in 1895, Baker established the Boston Fruit Company.
In 1871, Minor C. Keith traveled to Costa Rica, where he contracted to build a national railroad. In order to supply cargo and passengers for the railroad, he planted bananas alongside the tracks — to provide paying fares both inland and back to the sea. On March 30, 1899, Keith’s railroad company merged with the Boston Fruit Company, forming the United Fruit Company. That merger marked the official creation of what is now known as Chiquita Brands International.
The history of the Chiquita brand begins in the 1940s. World War II brought the banana industry to a virtual standstill, as the British and American governments requisitioned company ships to aid in the war effort. In 1944, looking for new ways to invigorate the banana business, Chiquita introduced its now-famous Miss Chiquita character, along with a lively jingle. In 1963, the company added the Chiquita sticker to its fruit. Together, Miss Chiquita, the Chiquita jingle, and the Chiquita sticker became the most identifiable elements of the Chiquita brand. Familiar to generations of consumers, each brand icon has a history of its own.
Miss Chiquita. One of the most famous brand characters ever developed, Miss Chiquita debuted as an animated banana character in cinema advertising during the 1940s. Her famous Chiquita jingle educated Americans about the special ripening needs of bananas and informed consumers of the role of bananas in a healthy lifestyle.
Miss Chiquita has taken many forms over the years. Originally depicted as a “banana-lady,” she evolved to human form in 1986. While her costume continues to adapt to the times, she has worn her distinctive fruit bowl hat from the beginning. Having celebrated her 60th birthday in 2004, Miss Chiquita continues to be one of America’s best-loved characters.
The Chiquita Jingle. Fun, lively, and entertaining, the Chiquita jingle introduced Miss Chiquita to the world with the lyric, “I’m Chiquita banana and I’ve come to say.” Originally composed in 1944 by Len Mackenzie and Garth Montgomery, the jingle quickly took on a life of its own, becoming a part of American culture. At the height of its popularity in 1945, the jingle was airing 376 times a day on the radio, prompting Time magazine to publish this profile:
“Most spot commercials are either obnoxious or vapid. Chiquita Banana, sung to a catchy, Calypso-style tune, is so different that listeners actually like it. Last week, after more than eight months on the air, it had become the undisputed No. 1 song on the jingle-jangle hit parade. . . .”
The Chiquita jingle lives on today in advertising and promotions — reminding a whole new generation of Americans that they can stay fit and healthy with the help of Chiquita bananas.
The Chiquita Sticker. Historically, bananas were shipped on the stem — making it impossible to affix labels. In 1963 — at a time when bananas were being shipped in cardboard boxes as individual bunches — Chiquita introduced its now-famous blue label. The Chiquita sticker has become an icon in American culture. Generations of imaginative children have amused themselves by affixing the Chiquita label to their foreheads, hands, and arms.
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