Coming to stores, the new-look Chiquita
Presented at “So Fresh”, new POS display solutions for showcasing its products and the results of a study into purchasing behaviour.

Chiquita was one of the protagonists at the first edition of “So Fresh”, the Italian conference and exhibition dedicated to fresh food, which was held in Bologna on 18 and 19 January. Chiquita played a double role at the event: as exhibitor, with a stand featuring display solutions developed to showcase its products in hypermarkets and supermarkets, and as the organiser behind the “Banana Workshop”, which included a presentation on the findings of a study led by IRI InfoScan entitled “Shopper Insight on Fresh Fruits”, which focused on the Italian banana purchaser.

“So Fresh” provided an opportunity to discover the new point-of-sale display for bananas, already successfully adopted in Germany, as well as a dazzlingly colourful and original “Tropical Island” and other display tools devised and presented by Chiquita. “The new displays are the end product of a sophisticated merchandising study into the enhancement of products at the point of sale,” affirmed Maurizio Pisani, Marketing and Retail Sales Director at Chiquita Italia S.p.A.

“They ensure wide visibility and recognisability of the brand and products and, thanks to their special shape, help to preserve the characteristics of the fruit, which are not damaged by being displayed. What's more, the attractive colours and graphics consistently reflect the values of tropicality, playfulness and fun which are usually associated with the Chiquita brand, contributing to the creation of an emotional, positive and relaxed atmosphere at the time of purchasing”.

The POS materials proposal is an integral part of Chiquita’s approach to category management. The company was the first to apply the principles of this discipline to the fresh food market in the USA as early as the start of the 1990s and, during the course of the workshop in Bologna, illustrated the results of its recent study: the banana is a planned purchase and, when buying it, purchasers declare themselves willing to spend that little extra on buying a good product at the right level of maturity. The findings of the study, conducted by IRI InfoScan, prove that the Italian purchaser considers Chiquita the reference brand for bananas, a brand synonymous with the best flavour and superior quality.

Contact:
Stefania Errico
Chiquita Italia Spa
Marketing Assistant
Phone:+39 02-55402216