US: Chiquita enters frozen aisle with Quirch Foods deal

By Dean Best | 20 February 2014

Quirch believes consumer recognition of Chiquita brand will boost awareness of plantain category

Quirch believes consumer recognition of Chiquita brand will boost awareness of plantain category

Produce giant Chiquita Brands International has moved into the US frozen category.

The company is selling frozen maduros, or ripe plantains, tostones, otherwise known as green plantains, yuca and fruit pulp for juice and smoothies.

The products will go on sale in the US this summer after a licencing deal with chilled and frozen foods distributor Quirch Foods.

"We're pleased to enter this category with the all-natural, quality product offerings by Quirch," Robert Stallman, vice president of marketing and global licensing at Chiquita, said yesterday (19 February).

Quirch, which sells maduros and tostones under its own brand, as well as other branded products including poultry and Jamaican patties, described Chiquita as "one of the most recognised produce brands".

"It's a brand with equity and value to retailers and consumers. Households trust it…Retailers know it performs," Jorge Roza, Quirch Foods marketing manager, said.

Frank Grande, vice president of sales at Quirch, said: "Adding the Chiquita brand to our products will raise awareness of the category on a national level."

Show the press release
February 19, 2014 08:48 AM Eastern Standard Time

MIAMI--(BUSINESS WIRE)--Quirch Foods®, one of the largest distributors of food products in the Southeastern U.S. and the Caribbean, is excited to announce a licensing agreement with Chiquita Brands to sell Chiquita™ frozen Maduros (Ripe Plantains), Tostones (Green Plantains), Yuca (Cassava) and Fruit Pulp (for Juice and Smoothies).

“Adding the Chiquita™ brand to our products will raise awareness of the category on a national level”

Staying true to Chiquita’s tradition of offering high quality produce, these Chiquita™ frozen foods are made with 100% natural ingredients and contain no artificial flavors or preservatives. The Chiquita products will be offered in innovative packaging and will be supported by strong point of sale and marketing efforts. Available at grocery stores this summer, Quirch will offer these products for sale in the U.S. and Puerto Rico.

Chiquita is a leader in the global distribution of bananas with one of the most recognized produce brands. “It’s a brand with equity and value to retailers and consumers. Households trust it…Retailers know it performs,” said Jorge Roza, Quirch Foods Marketing Manager.

With nearly 100% consumer brand recognition, Quirch aims to market these products to a broader demographic. “Adding the Chiquita™ brand to our products will raise awareness of the category on a national level,” said Frank Grande, Vice President of Sales, Quirch Foods.

“Quirch shares many of our core values and commitment to community service. We’re pleased to enter this category with the all-natural, quality product offerings by Quirch,” said Robert Stallman, Vice President of Marketing and Global Licensing, Chiquita.

The license was brokered by Chiquita’s licensing agency, Beanstalk.

Original source: Quirch Foods

Sectors: Frozen

Companies: Chiquita Brands International

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