Category leadership

Chiquita is the #1 consumer preferred banana brand

Chiquita understands that the banana category is part of an ever-changing industry that is evolving to meet the needs of consumers and shoppers alike. The premise of total store growth is changing as global trends shape the grocery retail outlook.

Category leadership Chiquita

The increased pressure for retailers to win more of the shopper’s share of wallet is only building up across markets.

Understanding how to leverage those categories and brands that can actively support retailers to differentiate their positioning is of increasing value in such competitive landscape.

With produce as a leading factor in choosing where to shop, bananas continue to be paramount in shaping a compelling retail strategy since they are among the top fruits to embody the quality of the fresh produce section.

Why Chiquita Banana?

Chiquita is the #1 consumer preferred banana brand.

Chiquita category leadership

Our research show that 96% of consumers around the world recognize Chiquita as a banana brand, and that consumers ranked Chiquita with the highest rates on confidence for taste, freshness and quality.

The best way to grow the value of the banana category in total store success is through the eyes of the shopper, identifying programs and solutions that can best engage our retail partners and their shoppers.

You want to learn more about Chiquita and Chiquita?

Category Management excellence for 21 years running.

2020 Category Captain_Chiquita

While reviewing submissions for our Category Captain Awards this year, our editorial team placed a heavy focus not only on successful consumer-based category management that supports retailer growth and profit, but also on how suppliers were able to pivot and adapt amid the unique challenges of this year. Chiquita impressed our team with their innovative campaigns and dedication to producing a quality product, and the company was again worthy of being recognized as a category leader.

Mike Troy, editorial director of Progressive Grocer

In spite of a more challenging year, Chiquita has continued its dedication to delivering the highest quality bananas to our fans. By showcasing unique partnerships with like-minded brands, innovative recipe creation, impactful corporate social responsibility and providing strategic shopper-centric solutions, we have been able to expand our reach and act as a source of reliability and comfort for consumers. We are humbled and proud to be recognized for our efforts by one of the leading authorities in the grocery space.

Jamie Postell, Director of Sales North America for Chiquita

Discover the full article Chiquita Once Again Honored with Progressive Grocer’s Category Captain Award

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Category Management

The Banana Shopper Mindset

Banana shoppers around the world share similarities. However, Chiquita recognizes the distinct characteristics across markets to stay relevant and evolve with consumers.

Category management

Elevate your banana category for total store success

Strategic thought leadership within the category along with shopper and consumer insights allows Chiquita to continually identify successful and new, innovative ways to drive category sales.