The company sells its produce in 60 countries and has operations on six continents. They have over 100 years of experience in growing and marketing bananas, and were ranked 8th most admired company in food production according to Fortune Magazine, March 3, 2003. The Chiquita brand name has 98% brand awareness in the United States giving them a great amount of brand equity.

Chiquita emerged from a pre-arranged Chapter 11 bankruptcy in 2002, giving bondholders a 95.5% stake for a $700-million reduction in the company's debt (www.hoovers.com). Their headquarters is located in Cincinnati, Ohio.

Chiquita Brands International operates in the food (agricultural operations & products) industry. This industry is defined by those companies that pro

At times, sales incentives and promotions are offered to retailers to further promote the brand. These promotions include large signs and life-size cardboard images of Miss Chiquita, to accent produce displays. Along with these signs includes some type of sweepstake promotion where customers can win prizes.

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