Rainforest Alliance certified Spreading the word

1
Rainforest Alliance certified Spreading the
word

• Context
• Requirements
• Preparation
• Plans and Results

George Jaksch Sr. Dir. Corp. Responsibility
Public Affairs gjaksch_at_chiquita.com Tel.
32-3-203.9135
2
The Context

• 2006 Tariff Only banana imports to EU
  uncertainties and challenges
• The growth of organic and fairtrade a
  reflection of changing consumer attitudes
• How to differentiate in a commodity market?
• Years of work behind the scenes
• The decision
• COMMUNICATE!

3
Up Front Requirements

• Guarantee From certified farms only
• Factually correct without exceptions
• Consistent with the Chiquita style Charming and
  credible emotions as well as information
• Address concerns of NGOs and critical observers
• Reach a high percentage of selected consumer
  audiences

4
Reaching Out to Stakeholders

• Stakeholder mapping in 9 countries
• Selection of top 10 in each country
• Meetings with 60 organizations, often together
  with the Rainforest Alliance
• The purpose obtain understanding
• Explain our cooperation
• Announce our campaign
• Provide opportunity for feedback
• The result With few exceptions, positive or
  neutral response

5
The New Chiquita Label

• From farms which are Rainforest Alliance
  Certified
• 100 of bananas in 9 selected countries
• Austria Belgium Denmark
• Finland Germany Netherlands
• Norway Sweden Switzerland
• 500,000 boxes per week
• (500 truck loads)

6
(No Transcript)
7
(No Transcript)
8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
(No Transcript)
12
Press Coverage in 9 countries

• Total number of articles 251
• Advertising equivalent 750,000

13
High visibility across Europe, especially for TV
and press
Base know Chiquita sign. difference at 95
confidence level
14
The Campaign achieved its communications
objectives
Increase 29
Increase 46
Increase 10
Increase 9
Base Consumers who know Chiquita Strongly agree
agree
Source TNS Monthly Tracking Research
15
Looking Ahead

• Social and environmental responsibility will
  continue to be a theme
• The style
• Content rich, factual, credible, fascinating!
• Strengthen consumer access to information
• Maintain outreach to critics
• CREATE FACTS FIRST
• World-class commitment to high standards