Chiquita: The Bxxxxx Brand

Chiquita Brand
Chiquita = Banana. I should have know better. Chiquita = Brand. To be more precise, Chiquita positions itself as The Premium Fruit Brand. And their product line exceeded my expectations.

Product lines
1. First of all Chiquita sells Fruit. Next to bananas 14 kinds of other fruits, like Apple, Kiwi, Pears and Nectarines.
2. To make it easier, they also chop the fruit and put it into a small bag. This product line is called Healty Snacks. The chopped apples are called Apple Bites. But of course children don’t like healty, so Caramel is added. And then the name makes sense again, Snacks.
3. For people who don’t want to chew, the fruit is chopped even smaller and the Fruit-In-A-Bottle is available.
4. And for those who want to keep it fresh for a long time, the Fruit-In-A-Bottle is frozen. This line is called Frozen Smoothies.
5. There is also Salad in a bag available. Don’t know why and it doesn’t fit the number 1 Fruit producer.

Distribution or Branding?
The reason why I write this piece is my encounter with the Chiquita Fruit Bar. Next to supermarkets and grocery stores they start their own distribution. And why? I cannot imagine that the volume of this shop is the main consideration. They planted the full product line of Fruit (genuine, chopped and bottled) on a top spot. I think this is Top Branding!