The company's first fresh-cut processing plant will open in the fourth quarter near Chicago and serve retailers in the US Mid-West.
"Value-added fresh fruit is a natural evolution for Chiquita," said Jill Albrinck, senior vice president of strategy and new business. "We are one of the world's largest marketers of fresh fruits and a leader in bringing fruit to market at the height of freshness. Our proprietary processing and packaging technologies extend the length of time that cut-fruit remains fresh. These technologies have enabled us to develop cut fruit products with longer shelf lives, excellent appearance and, most importantly, outstanding taste."
The multi-national has timed its entry into the US market carefully. "The market is relatively young and growing and there are no entrenched leaders in the category yet," Chiquita's Mike Mitchell told freshinfo. "Our timing is also do with having a product that is worthy of the Chiquita brand and having the technology to produce longer lasting and better tasting fruit as well as the right relationships with retailers and growers."
Chiquita's initial product portfolio will feature watermelon, pineapple, Cantaloupe melon, Honeydew melon, strawberries and grapes in "consumer-friendly" packaging ranging from small single servings, through family-size and party-trays, said Mitchell. "We will also be offering single and multiple fruit combinations."
The company plans to operate the range nationally and is evaluating the best way to accelerate the roll out of its fresh-cut business.
It plans to expand into other US regions next year and Mitchell confirmed that should the project succeed, then marketing in the UK and Europe "would be a future expansion possibility".
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