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New research has Chiquita out in front

BELOW LEFT—Chiquita’s bananas scored highest on appearance and taste, in both blind and branded tests BELOW RIGHT—Marc Speidel is the company’s director for Northern Europe

A recent survey of consumers conducted in Germany found that the company’s bananas scored highest in a number of key areas.

by Mike Knowles

@mikefruitnet

For the last decade, Chiquita has conducted brand research studies in several markets worldwide. Its aim, to know what consumers want from bananas, and what inspires them to develop and maintain loyalty to a particular brand.

Year on year, superior taste and quality stand out as the main factors that drive that commitment, and because Chiquita can claim consistent exceptional performance for both of those a ributes, the company recently set out to strengthen that reputation through additional research, this time in Germany.

The new investigation was carried out in August 2020. UK-based agency MMR was asked to fi nd out how consumers in Germany responded to the company’s products versus others sold under six competing labels. Using both branded and unbranded products, the researchers asked almost 360 people – split more or less evenly according to gender and across an age range of 18-64 – what they thought of each product’s a ributes in turn.

MMR found that consumers do prefer the taste and appearance of Chiquita bananas when compared with other rival bananas. What’s more, it seems more of them are willing to buy bananas that carry the brand than any other. As a result, says the company, its famous label has an important role to play in boosting sales.

Chiquita bananas scored highest on appearance (before and a er peeling) and on taste. They also scored higher than any other product in blind and branded tests when it came to purchasing intent. Consumers who took part in the research apparently also trusted Chiquita bananas more than its leading competitors, considering it to be a high-quality producer.

“We’ve always worked incredibly hard to ensure that Chiquita bananas are the best, both for taste and quality, and we’re delighted to report that new research has backed the pride and passion we invest into our lovely yellow fruit,” says Marc Speidel, Chiquita director for Northern Europe.

“And now we are delighted to have confi rmation that Chiquita bananas are the best. We know each of our beautiful bananas is bursting with delicious goodness and quality thanks to the bond of trust we’ve built with our consumers over 150 years of Chiquita tradition and history, and our dedication to developing and delivering the best fruit possible for banana lovers everywhere.”

In a competitively-priced and high-volume commodity category like bananas, where the majority of the fruit is one single variety, establishing brand diff erentiation on key aspects like taste and appearance represents a must for Chiquita.

“Our research proves that not all bananas are equal, and we continually strive to ensure ours will always be the best you can buy,” says Speidel. “Alongside our intensive sustainability eff orts, our ongoing focus is on ensuring that as a brand we provide leadership, inspire trust, ensure reliability, and create great value, taste and quality.” _