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“Rainforest Alliance certified” Spreading the word Context Requirements Preparation Plans and Results George Jaksch Sr. Dir. Corp. Responsibility & Public Affairs gjaksch@chiquita.com Tel. +32-3-203.9135 The Context

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“Rainforest Alliance certified” Spreading the word


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“Rainforest Alliance certified” Spreading the word

  • Context
  • Requirements
  • Preparation
  • Plans and Results

George Jaksch

Sr. Dir. Corp. Responsibility & Public Affairs

gjaksch@chiquita.com

Tel. +32-3-203.9135

the context
The Context
  • 2006 – “Tariff Only” banana imports to EU – uncertainties and challenges
  • The growth of organic and fairtrade – a reflection of changing consumer attitudes
  • How to differentiate in a commodity market?
  • Years of work behind the scenes

The decision:

COMMUNICATE!

up front requirements
Up Front Requirements:
  • Guarantee: From certified farms only
  • Factually correct without exceptions
  • Consistent with the Chiquita style: Charming and credible; emotions as well as information
  • Address concerns of NGOs and critical observers
  • Reach a high percentage of selected consumer audiences
reaching out to stakeholders
Reaching Out to Stakeholders
  • Stakeholder mapping in 9 countries
  • Selection of top 10 in each country
  • Meetings with 60 organizations, often together with the Rainforest Alliance
  • The purpose – obtain understanding:
    • Explain our cooperation
    • Announce our campaign
    • Provide opportunity for feedback
  • The result: With few exceptions, positive or neutral response
the new chiquita label
The New Chiquita Label
  • From farms which are Rainforest Alliance Certified
  • 100% of bananas in 9 selected countries:

Austria Belgium Denmark

Finland Germany Netherlands

Norway Sweden Switzerland

  • 500,000 boxes per week

(500 truck loads)

press coverage in 9 countries
Press Coverage in 9 countries
  • Total number of articles: 251
  • Advertising equivalent: € 750,000
high visibility across europe especially for tv and press
High visibility across Europe, especially for TV and press

Base: know Chiquita

*sign. difference at 95% confidence level

the campaign achieved its communications objectives
The Campaign achieved its communications objectives

Increase = 29%

Increase = 46%

Increase = 10%

Increase = 9%

Base: Consumers who know Chiquita

Strongly agree + agree

Source: TNS Monthly Tracking Research

looking ahead
Looking Ahead
  • Social and environmental responsibility will continue to be a theme
  • The style:

Content rich, factual, credible, fascinating!

  • Strengthen consumer access to information
  • Maintain outreach to critics
  • CREATE FACTS FIRST:

World-class commitment to high standards