Innovation That Matters


Food & Drink

Taking commodity marketing to a new level: selling bananas and apples by the piece.

Taking commodity marketing to a new level

Selling is an art, and so is building a brand. All this is no secret to Chiquita Brands International, the world’s number one producer, marketer, and distributor of bananas. Getting consumers to buy branded bananas is quite amazing. Getting them to buy single pieces of fruit in shiny, attractive packaging is taking commodity marketing to another level. Spotted in Shell gas stations in The Netherlands, these Chiquita ‘fruit-stands-revisited’ cannot help but inspire other producers of low-interest commodities!


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