Chiquita takes new step in its innovation strategy

Chiquita Brands International, Inc. (NYSE: CQB) today announced the signing of an international master franchise agreement in the Middle East for the operation of Chiquita Fruit Juice Bars, as part of its global innovation strategy. The first series of locations are already open, making it even more enjoyable to use the Dubai Metro. Consumers can stop at the juice bars and have a choice of quality products ranging from fresh fruits products, made-to-order freshly prepared juices, fruit cuts, milk shakes, power drinks and smoothies and a variety of other healthy snacks.
“Chiquita Fruit Juice Bars are part of our strategy to leverage and expand Chiquita’s brand around the globe,” said Fernando Aguirre, chairman and chief executive officer of Chiquita. “We’re delighted to partner with FFC to bring to Dubai convenient and nutritious fruit beverages, which have been very popular in Europe. Our partners’ core business is based on a strong history of operating success in fruits and vegetables throughout the Middle East. This partnership will help us to meet the growing demand for convenient beverages that are healthy, fresh and nutritious.”
“We know people will welcome the presence of our Fruit Juice Bars on the Metro,” said Mr. Abdul Reza Mansouri, partner of Fresh Fruits Company which is a major distributor of Chiquita in the Middle East. “All our fruits are in peak condition and the drinks are all freshly prepared, which means we can offer nature-fresh, healthy and refreshing choices to consumers.”
The outlets are located at three stations that opened in September of 2009 – the Union Square, Dubai International Financial Centre, and Rigga. When the Metro becomes fully operational, Chiquita Fruit Juice Bars will be found at 11 stations around the network. The Dubai locations are the first to be opened under an international master franchise agreement, which establishes the right to grant sub-franchises of Chiquita Fruit Bars within certain countries in the Mideast.
Over the course of the last several years, Chiquita has successfully launched product initiatives and joint ventures that capitalize on its strong brand equity. Products like Just Fruit in a Bottle in Europe and Chiquita to Go in North America have leveraged Chiquita’s strong reputation for quality and freshness.