Chiquitita Case Study

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  • Topic: Chiquita Brands International, Banana, United Fruit Company
  • Pages : 3 (881 words )
  • Download(s) : 76
  • Published : March 29, 2013
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Chiquita Brands International Inc. (NYSE: CQB) is an American producer and distributor of bananas and other produce, under a variety of subsidiary brand names, collectively known as Chiquita. Other brands include Fresh Express salads, which it purchased from Performance Food Group in 2005. Its current headquarters is located in Charlotte, North Carolina.[1] Chiquita is the successor to the United Fruit Company and is the leading distributor of bananas in the United States. The company also owns a German produce distribution company, Atlanta AG, which it acquired in 2003. Chiquita was formerly controlled by Cincinnati businessman Carl H. Lindner, Jr., whose majority ownership of the company ended as a result of Chiquita Brands International exiting a prepackaged ChapteThe trademark logo mascot, "Miss Chiquita," now Chiquita Banana, was created in 1944 by Dik Browne, who is best known for his Hägar the Horrible comic strip. The original character was an animated banana with a woman's dress and legs. 1940s vocalist Patti Clayton was the original 1944 voice of Chiquita Banana, followed by Elsa Miranda, June Valli and Monica Lewis. Advertisements featured the banana character wearing a fruit hat (the fruit hat costume, in turn, first emerged in a film featuring a character played by Carmen Miranda, the year before the logo was invented). The banana with a fruit hat was changed into a woman in 1987. Peel-off stickers with the logo started being placed on bananas in 1963, and are still placed by hand, in order to avoid bruising the fruitr 11 bankruptcy on March 19, 2002. The enterprise changed its name to Chiquita Brands and operates with that name to this day.Chiquita Brands International, Inc. is the final name in a long list of companies whose ultimate origin was the United Fruit Company, formed in 1899 by the merging of the Boston Fruit Company and various fruit exporting concerns controlled by Minor C. Keith. In 1970 it became the United Brands Company when it was...
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