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“Rainforest Alliance certified” Spreading the word

“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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  1. “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

  2. 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!

  3. 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

  4. 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

  5. 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)

  6. Press Coverage in 9 countries • Total number of articles: 251 • Advertising equivalent: € 750,000

  7. High visibility across Europe, especially for TV and press Base: know Chiquita *sign. difference at 95% confidence level

  8. 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

  9. 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

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