- 1. Chiquita! The Story of A company in transformation!
2. Table of Contents
- A new vision and Strategy
3. A Company with a long history
- United Fruits created in 1899
- Chiquita Brand created in 1944 in US and launched in 1966 in
Europe
1870 First Sales of bananas in Jersey City by Captain
BakerRevolutionized transportation of by using refrigerated vessel
1903 1944 Introduced the name Chiquita and the Miss Chiquita
character Began shipping pre-cut hands of bananas in cardboard
boxes 1961 1961 Record campaign This seal outside means the best
inside First Chiquita farms certified by the Rainforest Alliance's
1994 100% of owned farms in Latin America certified to SA8000 2004
SA8000 4. Chiquita has a very strong brand equity in tune with
modern trends! Freshness High Quality Brand I Trust Healthy
All-Family & Kids Taste Vibrant & Energetic Natural 5.
Chiquita Brand: The No.1 Banana Brand in Europe with extremely high
TOM awareness in key markets 6. Table of Contents
- A new vision and Strategy
7. Chiquita anno 2005, when I joined!
- Recently left Chapter 11 after huge restructuring and asset
sales in 2004
- Highly depending on bananas > volatile earnings (demand and
supply) and decreasing returns due to commoditization
- In Europe change of tariff regime in 2006 > serious impact
on EBIT
- A RADICAL CHANGE IS NEEDED
8. Companys Mission
- To transform the Company and diversify into higher margin value
added consumer products.
- Leverage the brand, build new capabilities and develop new
businesses (organically or via acquisition)
- Become the World Leader in branded healthy fresh foods!
9. But . We lack the platform!
- In Europe 1bn$ sales (95% bananas) very lean sales and Trading
organization
- Supply Commodity Driven culture , No Consumer Innovation
culture
- This is not about launching new products but creating a new
company and culture with focus on the consumer!
10. How to get out of the box and rethink our business?
- What better place than to start with the consumer!
- Change the view on how we look at the business!
- Which business are we in? Are we a banana company?
- What is consumer need we are trying to satisfy?
11. Table of Contents
- A new vision and Strategy
12. Health Consciousness is on the rise and many government
initiatives to promote healthier eating (more F&V). Source:
Datamonitor Consumer Survey, June 2006 13. The Consumer
Paradox:Fruit consumption is not increasing in Europe. Apples &
Pears Bananas Citrus Fruit Dates, figs, Exotics Melons &
Papayas Other Fruits Stone Fruit Table Grapes
200220032004200520062007 14. What is driving consumption?
- 60% of fruitss are consumed as a mid-morning, afternoon or
evening snack
- >> COMPETE WITH OTHER SNACKS & DRINKS
15. We are competing in the world of healthy snacking and fruit
is not winning the game!!Fruit is commodity and not as convenient,
innovative than other snacking products. 16. TheChiquita
OpportunityMake Fresh Fruit an innovative, healthy and convenient
snack offering
- Make fruitWANT TOnotHAVE TO .
- Seducethe consumer both in product, packaging and
merchandising:
-
- Visualandsensoryseduction
-
- Simplicityand Naturally Healthy
17. Rethink Our business! Fresh Fruits Healthy Fresh
Beveragesand Snacks Grocery Retail New Channels Commodity Added
ValueInnovation Taste, Nutrition, Convenience Reposition Chiquita
as a Healthy Snacking and Beverage Company to Promote Fruit
Consumption addressing current consumer needs and behavior 18. Our
MissionMake the world love fruit
- Chiquita aims to beEuropes No.1 Branded Healthy Fresh Beverage
and Snacking Company.
By offering naturally nutritious and convenient products,so
consumers canenjoy more fruit whenever and wherever. 19. New Brand
Positioning BRAND ESSENCE Natural Vitality 20. Deliver our promise
Freshness You Can Taste Sustainability Natural Nutrition
Convenience & Availability 21. Where to Play! Fruit as A Drink
Fruit as a Snack on the go Fruit as Dessert Fruit as Breakfast 22.
Table of Contents
- A new vision and Strategy
23. Chiquita Initiatives 2005 2006 2007 2008 2009 24.
Celebrating our Rainforest Alliance Partnership
- Partnership with RFA since 1992 world leading NGO in
sustainable agriculture
- >90% of all bananas certified
- Introduction of RFA Seal on Chiquita bananas in 2005
celebrating our achievement.
- Major campaign in 9 countries supported by heavy advertising:
PR, print, poster and TV.
25. Chiquita Just Fruit in A Bottle
- 100% natural high quality fresh smoothies (no additives, no
colorants and no concentrates)
- Retail and on the go locations.
- Launched in 10 countries.
- Chiquita smoothies is the N1 or 2 brand in all countries we are
present (in Belgium >50% maketshare).
26. The Chiquita Fruit Bar High Street Format:Berlin High Street
Kiosk Format: Dusseldorf Airport
- Freshly made for you using only the best Chiquita quality
fruits, with no sugar and no preservatives
- Be the Starbucks of fruit
- High traffic locations in city centre's
- Launched in 3 countries: B, G, CH. 15-20 outlets by end of this
year.
27. Chiquita To Go Banana
- A ready to eat single serve Chiquita banana (with bar
code)
- Unique stay-fresh technology, extended shelf-life.
- Reposition Chiquita as a Natural energy Snack on the go.
- Where: petrol, kiosks, C-stores, Workplace Catering.
28. Chiquita - Just Fresh Fruit - salads
- Chiquita single serve fresh fruit salad/stick.
- Offer a Healthy Fruit dessert/snack targetting kids happy meal
occasion.
- 25% of happy meal dessert sales > +20% growth
- Chiquita became preferred partner for McDonalds Europe for
fresh fruit concepts.
29. Chiquita Just Fresh Fruit Breakfast Buffet
- Fresh cut fruit mixes as healthy breakfast complement.
- Hotels, workplace catering and commercial restaurants serving
breakfast.
- Branded breakfast buffet concept.
30. Chiquita Superfruit Smoothies
- 100% natural superfruit smoothies no additives
- Smoothies with functional consumer benefit Natural Defence
- Supported by AOX and Vit C ingredient claims.
- Launched in 4 countries supported by PR, Print, TV and heavy
sampling.
31. Table of Contents
- A new vision and Strategy
32. More than a vision, the Transformation works.
- New business (smoothies and salads) represents 30 mio euro
turnover after 3 years, growing double digit YOY with gross margin
2x banana business.
- In belgium (first launch country 2006), new business represents
15% of total turnover and 25% of GM.
- Chiquita recruited over >60 new positions in marketing,
R&D, sales, supply chain to support innovation.
- Chiquita europe is global innovation centre for Healthy
beverages.
- Most importantly Chiquita has been put on the map and is now
seen as dynamic, innovative company in the world of fruits.with
high appeal to attract new talent.