FEATURE/Chiquita Brands International Celebrates Centennial.

CINCINNATI, Ohio--(BUSINESS WIRE FEATURES)--March 29, 1999--Exactly 100 years ago tomorrow, the company known as Chiquita Brands International, Inc. was formed.

Owner of one of the world's most popular brands, the company has played a pivotal role in the development of the modern produce industry. Establishing itself as a banana distributor in the United States in 1899, Chiquita now markets its bananas, along with a wide variety of produce and other products, in more than 60 countries.

"Chiquita has always had a penchant for innovation, one that dates back to our founders," says Robert Kistinger, President, Chiquita Banana Group. "We owe a lot to their enterprising spirit, and to the many others who have made Chiquita so successful over the years, and we look forward to an even brighter future."

Momentous Merger

In 1871, the government of Costa Rica gave Minor C. Keith a contract to build a railroad throughout the country. To guarantee passenger and cargo business for his venture, Keith planted bananas alongside the tracks. Then, on March 30, 1899, his railroad merged with the former Boston Fruit Company, founded by Captain Lorenzo Dow Baker in 1870. The merger created a combined company called United Fruit. And, behold -- the birth of a burgeoning banana business.

Chiquita Milestones

Chiquita has a rich history of innovation, in everything from quality assurance to marketing. For instance, in 1903, the company introduced a revolutionary concept: refrigerated ships, to better preserve product quality during transportation. Four years later, Chiquita painted its ships white to reflect the tropical sun, creating what became known as "The Great White Fleet."

From 1904-1907, Chiquita modernized communications between the United States and Latin America by implementing a technologically-advanced wireless system, allowing ships to communicate with company locations.

In 1910, Chiquita spearheaded the development of new disease-resistant varieties of bananas by initiating the first banana research program in Latin America.

By 1930, Chiquita was running the largest fleet in the world, with 95 ships. During World War II, the banana business came to almost a virtual halt when Chiquita ships were requisitioned by the British and American governments to support the critical war effort.

1944 marked a pivotal point for the company. That year saw a trio of historic introductions - the "Chiquita" brand name, the Miss Chiquita character, and the now famous jingle - that truly established a signature brand persona in the minds of American consumers. The jingle was written to teach consumers how to ripen, store, and when to eat bananas. Families at that time were incorrectly storing bananas in their refrigerators and serving them before they were properly ripened, resulting in consumption of green bananas. The goal of the jingle was to educate consumers on the proper way to ripen bananas - outside the refrigerator.

During the 1950's, Chiquita was handling some 2.7 billion pounds of fruit per year, and continued to be a leader in the research of new disease-resistant varieties of bananas, with particular focus on eradicating Panama disease, which had destroyed crops and plagued the industry since its inception.

In the early 1960's, Chiquita shifted its shipping techniques from full stems to pre-cut clusters of bananas in cardboard boxes, to help prevent bruising. The trademark Chiquita-brand blue sticker was introduced in 1963, supported by the largest advertising and marketing campaign by a produce company to date. The blue label has been featured on its bananas in various forms ever since.

In 1969, Chiquita was granted the first patent for "modified atmosphere packaging," which retards banana ripening during shipping. And, in 1994, Chiquita outfitted its ships and containers with state-of-the-art controlled atmosphere technology to slow the ripening process and enhance quality.

Recognizing its strong brand name, the company was formally re-named Chiquita Brands International, Inc. in 1990.

In 1992, Chiquita became the first major banana company to work with independent environmental conservation groups to improve the standards of banana production by seeking certification of its farms by the Better Banana Project. Established by the Rainforest Alliance and managed by the Conservation Action Network, the Better Banana Project certifies farms that protect natural ecosystems and wildlife, conserve soil productivity and natural resources, minimize and responsibly manage agrichemicals, and promote worker safety and community well-being. The first Chiquita farm was certified by the Better Banana Project in 1993, with all company-owned farms in Latin America expected to earn certification by the end of this year.

Lasting Symbols of the Brand

Chiquita maintains its strong connection to consumers through its highly recognizable brand symbols: Miss Chiquita, the Chiquita Jingle, the famous blue label, and the slogan "Chiquita.(R) Quite Possibly, the World's Perfect Food."(R)

Miss Chiquita, who debuted on movie screens in 1944 and still looks terrific at 55, represents the fun, warm personality of the brand. She was the invention of artist Dik Browne, who also created the Campbell Soup Kids and Hagar the Horrible. But Miss Chiquita is more than just a pretty face; she has helped educate the public on the proper way to ripen and eat bananas. Her important message was delivered via the legendary Chiquita Jingle, "I'm Chiquita Banana and I've come to say, Bananas have to ripen in a certain way...." Today, Miss Chiquita is busy spreading the word about how eating a Chiquita(R) banana every day makes you feel better, with its good taste and nutritional benefits.

The original jingle was the brainchild of the BBDO Advertising Agency. With words written by Garth Montgomery and music by Len MacKensie, the jingle advised listeners that "When they are flecked with brown and have a golden hue, Bananas taste the best and are the best for you...."

At its peak, the jingle ran 376 times a day on radio stations across the country. Patti Clayton was the singer in the original 1944 recording, and it wasn't long before radio shows, commercials, even movies began featuring Miss Chiquita, who endearingly sported bananas in her headdress. The most famous "top banana" was Elsa Miranda (no relation to Carmen Miranda, who never had the job). Since then, other Miss Chiquitas have included June Valli (star on "The Hit Parade" show), Nereida (Emcee of the Pan Am Games), Barbara Carrera, who reintroduced the original jingle in the 1970s, Bugs Bunny, Milton Berle, Bernadette Peters (the voice of the animated character in the 1980s), and Elizabeth Testa of New York, the current "First Lady of Fruit."

The famous Chiquita blue label was introduced in 1963. At the time, Miss Chiquita was depicted on the labels as an animated banana. Then, in 1986, Oscar Grillo, creator of the Pink Panther, transformed this "Banana Lady" image into a woman, consistent with consumer perception of her.

Today, Chiquita bananas continue to carry the blue label, which is still gently affixed by hand in the tropics, so as not to bruise the fruit.

"Chiquita.(R) Quite Possibly, the World's Perfect Food."(R) became the company slogan in 1989. The idea for the signature phrase was actually based on a consumer's testimonial to the great taste, nutrition, and portability of Chiquita bananas. The American Heart Association certified Chiquita bananas as a "heart-healthy food" in 1997--the first such endorsement in the banana industry. This signifies that maintaining a healthy, low-fat diet, including foods such as Chiquita bananas, may reduce the risk of heart disease.

The designation fits. Free of fat, cholesterol and sodium, and high in dietary fiber, Chiquita bananas are a good source of essential vitamins such as B6 and C, and important minerals such as potassium and magnesium.

The Next 100 Years

Chiquita Brands International, Inc. is more than just the world's best-quality banana provider. The company distributes a wide range of fresh fruits (including mangoes, kiwis, peaches, pears) and vegetables (including peppers, tomatoes, cucumbers). Over the years, Chiquita has acquired such companies as Friday Canning Corporation, Stokely USA, Inc. and American Fine Foods, distributing their processed food products as well. Chiquita also produces juices, sports bars, banana puree, canned vegetables, fruit snacks, and even ice cream.

Chiquita Brands looks forward to the next 100 years as a period of tremendous growth and diversification for the company. The same commitment to quality, nutrition, and good taste that has made Chiquita bananas the industry standard and one of the best-known brands, will continue to fuel the company's success as it enters its second century.

Chiquita Brands International, Inc. is a leading international marketer, producer, and distributor of bananas and other quality fresh and processed food products.