Chiquita offering new promotional campaign

CINCINNATI, Dec. 6 (UPI) -- Chiquita Brands International is embarking on a new promotional campaign for its bananas and salad products, an official with the U.S. company says.

Tanios Viviani, chief marketing officer for the Cincinnati company, said Chiquita bananas and Fresh Express bagged salads will be promoted via TV and radio spots, along with advertisements in print and online, The Cincinnati Enquirer reported Sunday.

"This is just the next step in turning Chiquita into a consumer-oriented brand instead of a commodity business," Viviani said. "At Fresh Express, for example, we have neverhad that direct communication with the consumer."

During the last nine months alone, Chiquita has earned $117 million in profits and Viviani feels the related 6.6 percent bump in sales can be increased further.

Viviani told the Enquirer the majority of the new campaign will be focused on promoting the Fresh Express products given the fact an estimated 65 percent of U.S. households purchase prepared salads.

"We know we have a beautiful story to tell, but the question was finding the right message and do it in a way that would grow our business profitably," he said.