Bananas and the C-Store Customer

1. Bananas and the C-Store Customer

2. The Study • Chiquita, in April 2009, commissioned an online study of 300 consumers to understand consumers’ attitudes and purchase behavior of bananas in the c-store channel • The study focused on heavy c-store customers (adults who have shopped at a c-store 4 or more times in the last 30 days) • Respondents were 65% male and 35% female with 55.5% of the male respondents falling in the 18-44 age group that represents core c-store users • All respondents were banana users who consume at least 1-2 bananas in a two-week period

3. C-Store Consumers Want Bananas • In Chiquita’s study the majority of respondents who most frequently purchased fresh bananas for immediate consumption choose to purchase their banana at c-store versus other foodservice operations like coffee/donut shops or QSR restaurants

4. Heavy Banana Users Shop C-Stores • Chiquita found in its study that 35% of consumers who buy bananas at c-stores are heavy users, purchasing 5 or more bananas in a two-week period

5. Why Consumers Buy Bananas at C-Stores • Chiquita found that consumers primarily buy bananas because they like the taste • Taste is supported by the consumer perception that bananas are a good source of nutrients and a convenient and safe snack item

6. What Factors Encourage Consumers to Purchase More Bananas at C-Stores? • Chiquita found that three key factors encouraged consumers to purchase more bananas from a c-store: • Price • Bananas that were always ripe and ready to eat • Bananas readily available at their c-store

7. What’s a Good Price? • Chiquita found that 66% of consumers believed that a banana priced at $.99 was an acceptable to very good value in a c-store • Chiquita research suggested that banana pricing between $.79 and $.99 appears to reflect a good pricing range

8. Judging a Quality Banana • Chiquita research demonstrates that c-store customers judge a quality banana by its color – • 84% of consumers base their purchase factor on the color of the banana • What’s the perfect color? Chiquita research tells you that the perfect color is yellow or yellow with green tips.

9. 60% of Consumers Choose Chiquita’s Perfect Banana

10. Chiquita Helps You Sell Bananas • Chiquita asked respondents to • share the impact of their • banana display on purchase • decision - and 65% of • respondents reported that the • merchandiser would impact • their purchase decision • positively

11. Are Chiquita Bananas RightFor Your Stores? • Bananas are not right for every c-store • They are fragile, like eggs, and require careful handling • Chiquita has learned that bananas are primarily sold as a breakfast item and during AM and PM snack periods • If you have strong breakfast traffic and a good coffee program, bananas would be a fresh snack that will delight your customers

12. Bundle Bananas For Added Sales • Food bundles and meal deals are a popular way to increase your register rings • Here are some bundles that Chiquita research found create consumer interest: • A Chiquita banana and a beverage is a winner, especially - bottled water or coffee • Need a simple breakfast bundle to complete with the QSR down the street … bundle single service ready-to-eat cereals with milk and a banana or combine a yogurt and banana with coffee.