Beanstalk appoints Chiquita Brands
Beanstalk teams up with Chiquita Brands best know for the iconic Chiquita Banana
Leading international brand licensing agency and consultancy, Beanstalk,
has been appointed by Chiquita Brands, a leading international marketer
and distributor of high-quality fresh and value-added food products
best known for the iconic Chiquita banana.
Chiquita is the number one consumer preferred banana brand globally and has over 90% brand awareness in its key European markets. Beanstalk is tasked with developing the strategic licensing programme for Chiquita in quality food brand extensions across Europe and the Middle East. Nancy Bailey & Associates manages the Chiquita Licensing Program in the U.S. This is one of the first global assignments resulting from the merger of Nancy Bailey & Associates and Beanstalk in December 2010.
Ciarán Coyle, Beanstalk’s Managing Director, International said, ‘This is an exciting time for the Chiquita brand. Consumers’ fast-paced lifestyles today demand convenience but also quality and freshness. There is an increasing awareness of and focus on natural ingredients and eating for health. There are significant market opportunities now for a brand such as Chiquita, renowned for its commitment to freshness and real fruit taste, to innovate and add value to the food categories with the inclusion of its high-quality fruit.’
Chris Pieterse, Director of Marketing and Brand Development for Chiquita, comments, ‘Brand licensing is a key component of Chiquita’s overall strategy for brand extension. Our mission is to improve world nutrition, winning the hearts and smiles of consumers by providing superior healthy and nutritious branded products. We have accelerated investment in the brand and now partnered with Beanstalk, we are confident we have the team and structure in place to realise our ambitions for the brand and business.’
Beanstalk is exhibiting at the Brand Licensing Europe trade show at London Olympia this week, stand no. D055.
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