Recent Developments
Chiquita has leveraged its strong brand equity to introduce other Chiquita-branded produce items. In recent years, Chiquita has introduced branded pineapples, avocados, melons, grapes, peaches, tomatoes, and more. With this expansion came the need for a tagline that encompassed more than the well-known banana tagline (“Chiquita. Quite Possibly, The World’s Perfect Food”). In 2002, the company introduced a new tagline — “Chiquita. Perfect For Life.” — which speaks to the great taste, convenience, and nutrition of all Chiquita products.
Chiquita is committed to promoting healthy lifestyles as well as healthy products. Over the past decade, the company has introduced programs to educate children regarding the benefits of a healthy lifestyle and protecting the environment — through online efforts, in-school education programs, and educational promotional programs. The health benefits of Chiquita bananas were reinforced in 1997 when the American Heart Association certified the product as a heart-healthy food.
