Chiquita hopes to grab a 25 per cent share of the UK banana market with the opening of a £2 million state of the art ripening facility.
Based at Sheerness, the new development, which includes a distribution centre, gives the company a southern base to compliment its facilities in the north of the UK, said Michel Loeb, Chiquita’s European president.
The facility, which has been joint funded by Medway Ports and Chiquita, gives the company nationwide coverage and is part of its strategy to build the Chiquita brand, said Cees Ritmeester, business director for the UK and Ireland.
The company’s UK share is its lowest throughout Europe: “ We have close to 15 per cent, but that gives us a good base on which to build our brand,” said Ritmeester.
He said ideally Chiquita would aim to grow market share to between 30 and 40 per cent, but acknowledged it will be difficult with the level of competition in the UK.
However Chiquita expects to increase market share to 25 per cent in the next three years and is now talking to major retailers to gain new listings.
The new facility will also strengthen the company’s operations with Redbridge Holdings, to supply premium branded bananas into the wholesale sector.
As well as lowering logistical costs, the aim is to extend the work Chiquita and Redbridge have done to expand the brand onto other fruits, including pineapples, melons and grapes, which is now entering a second year, and further develop branded juices, smoothies and the recently launched children’s fruit snack packs.
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