Chiquita Brand International - Essay Example

The company, under new executive management, built a good reputation, becoming the world’s leading banana and other fruits trading company (Wikipedia, 2012)The company has had good strategies, and in environmental conservation, it is known for its close collaboration with the rainforest alliance Chiquita company has a goal that it intends to achieve, its main interests are; community involvement, innovation of new brands, maintain good quality and food safety, fulfill their social responsibilities, to provide a sustainable platform for the company, and to maintain the ethics and codes of conduct of the company.

Its close competitor is Dole Food Company, formerly known as the Standard Fruit Company. There has been a tale of stiff competition that has lasted for decades. Together, the two companies trade half of all the fruits in the world. Apart from bananas which make up over 65% of the company’s sales, Chiquita also engages in the sale of other fruits like tomatoes, pineapples, citrus fruits, apples, grapes, melons, fruit juices, and other fruit extracts. Most of the company's products are sold in Northern America and Europe.

The company is widely spread operating in over 70 countries across the world (Datamonitor, 2000, p. 13). The company has engaged in numerous corporate social responsibilities employing over 20000 employees worldwide (Chiquita, 2014)