Chiquita Brands International and subsidiary Fresh Express have announced their continued support for the American Heart Association’s (AHA) Go Red for Women campaign in 2009 in an effort to raise awareness among women in the US between the ages of 25 and 54 about how eating a high fiber, low fat diet rich in fruits and vegetables may reduce the risk of heart disease.
As part of the initiative, Fresh Express and Chiquita will donate US$0.10 from each purchase of specially marked salad blends and Chiquita Fruit Bites to the AHA during the month of February, according to a company statement.
Consumers who partake in the company’s Fresh Funds program – a loyalty drive launched in 2008 to reward consumers for eating more of the fresh fruits and vegetables recommended by nutrition professionals – will also earn points for purchasing specially-marked Chiquita and Fresh Express branded products, which can be used towards weekly auctions, instant prizes, or – in the month of February – to make a ‘Double the Donation’ charitable contribution to the AHA.
“Chiquita and Fresh Express market products that consumers can feel good about because they encourage eating well and living a healthy lifestyle,” said Brian Kocher, president of Chiquita North America. “Doing good things like helping to raise awareness around heart disease through the American Heart Association’s Go Red for Women campaign are a natural fit and we know will resonate with our target consumer.”
This year’s sponsorship of AHA’s Go Red for Women campaign builds upon Fresh Express’ and Chiquita’s commitment last year which resulted in more than US$600,000 in contributions.
For the 2009 PR and ePR campaign, Fresh Express and Chiquita have also developed an educational video news release and public service announcement featuring TODAY Show nutritionist and author Elizabeth Somer, which is designed to engage consumers and provide tips to help them easily navigate challenges around eating for better heart health.
Participating products in the Go Red for Women campaign include new Fresh Express Tender Ruby Reds and Sweet Tender Greens baby salad blends, Hearts of Romaine, Triple Hearts, Baby Spinach and Field Greens salads. Chiquita Fruit Bites varieties include Red Apple Family Pack, Green Apple Family Pack, Apple Singles and Apple/Grape Singles.
