Chiquita Launches First-Ever Consumer Rewards Program for Fresh Produce

Chiquita Brands International, Inc. -- the international marketer and distributor of the Chiquita and Fresh Express brands -- is rolling out an innovative program to reward consumers for eating fresh fruits and vegetables.

Chiquita's new "Fresh Funds: Healthy Rewards for Healthy Living" program is the first effort of its kind in the fresh produce department to encourage well-being by rewarding customers for their healthy eating choices.

Designed to increase purchase frequency as well as promote awareness and trial, the direct-to-consumer loyalty program targets professional women who place a priority on health and wellness and who associate healthy eating with well-being.

Consumers will be rewarded with valuable points for purchasing Chiquita and Fresh Express value-added, ready-to-eat fruit and vegetables.

"Fresh Funds is another way we are able to meet the consumer's need for great taste and good nutrition that delivers real value," said Brian Kocher, president of Chiquita North America. By purchasing specially marked Chiquita and Fresh Express branded products, "[c]onsumers earn points that can be used to bid on exciting weekly online auction items, attain prizes, or make charitable donations," noted Kocher.

In addition to rewarding consumers for maintaining a healthy lifestyle, Kocher said Fresh Funds would further enhance the overall image of the retailer because it creates a natural point of differentiation by offering high-end aspirational items as weekly prizes. "Fresh Funds sends the message that the more points consumers earn, the more rewards they can win," explained Kocher.

Accumulated points, collected in the form of Fresh Fund logos on the backs of bags of Chiquita and Fresh Express healthy snacks and salads, can be used toward merchandise, prizes, or charitable contributions.

The points earned for various product lines includes:

40 points:
--Fresh Express Salad Blends/Baby Blends, Complete Salads/Salad Kits and Gourmet Café Salads
--Chiquita Bites Family Packs and Go-Packs

20 points:
--Fresh Express Premium Garden Salads and Shreds 
--Chiquita Bites singles

10 points:
--Fresh Express Spinach, Basic Garden, and Cabbage (coleslaw)

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