Chiquita Brands International Inc. starts reward program
Chiquita Brands International Inc. has started a customer rewards program to help become known as more than a banana grower, according to the company
The initiative is called Fresh Funds, which offers customer rewards through a point system. Points are printed on the company's specially marked Fresh Express prepackaged salads and on Chiquita-branded fruit and vegetable snacks.
Customers can use the points to bid in online auctions or they can donate their points to charity. Auctions are held weekly and offer different items each week.
Cincinnati-based Chiquita markets and distributes fresh and processed food products under Chiquita and Fresh Express brands. In addition to bananas, the company sells pineapple, avocados, packaged salads and other healthy snacks.
Cynthia Godby, a spokesperson for Chiquita
, told DailyVista the program will connect shoppers with Chiquita and Fresh Express brands and will encourage a healthy lifestyle habit of eating fresh fruits and vegetables.
“We are confident that it will drive trial and repeat purchases of our products,” she said.
Godby said Chiquita’s goal is to become a more consumer-focused company, achieving profitable and sustainable long-term growth.
"This program is consistent with our goal of becoming a more consumer-focused company," Chiquita spokesperson Bryan Brown said in a statement. "It's a customer-relationship marketing program to connect shoppers with our Chiquita and Fresh Express brands and draw them to the produce aisle."
Godby said part of maintaining growth would be to deliver innovative, higher-margin products through brand strength and an increased offering of products.
Chiguita began a new fresh-cut fruit business in 2003 and in 2005 the company acquired Fresh Express, a seller of packaged salads. Chiquita also acquired Verdelli Farms, a regional processor of salads, vegetables and fruit snacks in 2007.
Godby said the company works with agencies from time to time but was not currently seeking proposals.
According to the List database, Southfield, Mich.-based advertising agency Doner has been Chiquita’s agency of record since 1989.
According to Nielsen Monitor-Plus, the company spent about $2.9 million on media in 2007. About $2.1 million was spent on Spanish language network television ads, about $700,000 was spent on spot television ads and about $90,000 on FSI coupons.
Chiquita is looking to raise awareness of their entire line of consumer products to be known as more than a banana producer. Godby said the company is not looking for proposals at this time, but interested agencies should put them down as a long-term prospect. Experience with multilingual or Spanish demographics could be very helpful.
Chiquita Brands International, Inc.
250 East Fifth Street
Cincinnati, OH 45202
President, Global Innovation and Emerging Markets & Chief Marketing Officer
President, North America