FORT LAUDERDALE, FL - Trade shows around the world are ramping up and ready to host the globe’s most prominent produce leaders. Chiquita is one of them, which will be exhibiting at this year’s Madrid Fruit Attraction. Within its significantly larger booth space, Chiquita will highlight its key strengths in executing brand campaigns, category management, product innovation, love for the environment, and more.

“Fruit Attraction Madrid offers an unparalleled opportunity for us to showcase our most innovative and sustainable advancements,” said Marco Volpi, Head of Marketing. “We are proud to present our groundbreaking sustainability efforts, including Yelloway One, a true game-changer in sustainable agriculture, and our Small Change, Big Difference campaign, which reflects our ongoing commitment to promoting breast cancer awareness, healthy habits, and wellness on a global scale.”

Chiquita underscores its dedication to environmental sustainability with the release of its new Chiquita Sustainability Report 2023–2024, a press release stated. A significant development in this year’s report is the enhanced focus on the brand's third strategic pillar, ‘For the Greater Good,’ featuring three key initiatives: the carbon reduction program, minimizing food waste, and combating TR4 disease through the introduction of a new disease-resistant banana variety developed in partnership with Yelloway.

This October, Chiquita has also re-committed to the fight against breast cancer through its Small Change, Big Difference campaign. Chiquita has teamed up with leading NGOs around the world dedicated to the fight against breast cancer, including the American Cancer Society (ACS) in the United States. For the eighth consecutive year, the brand will replace its iconic Blue Sticker with a Pink Sticker featuring the Pink Ribbon on bananas worldwide.

The groundbreaking new banana variety Yelloway One, which will also be on display, is not only disease-resistant but also boasts a lower carbon footprint. This innovation represents a significant step forward in sustainable agriculture, offering a long-term solution to some of the industry’s most pressing challenges.

Visitors to the booth will also have the chance to engage with Miss Chiquita and enjoy interactive displays. As part of its ongoing mission to be the “banana of choice” in every market, Chiquita continues to strengthen customer partnerships under the We Grow Together platform. Key Chiquita representatives will be available for interviews and discussions on the brand’s environmental initiatives, goals, and progress.

Be sure to stop by the Chiquita booth if you will be at the show!