Blog: Dean BestChiquita boss goes undercover

Dean Best | 26 October 2010

The chief executive of produce giant Chiquita Brands International has become the latest food-company boss to go undercover and find out what really goes on throughout his business.

Fernando Aguirre, Chiquita's chairman and CEO, admitted that his appearance on US television show Undercover Boss was "an eye-opening experience".

"CEOs don't often have the opportunity to connect with their employees in an unfiltered way, and participating in Undercover Boss helped me achieve that," Aguirre said. The Chiquita chief's stint undercover airs on CBS on Sunday (31 October).

Here in the UK, a few months back, the boss of fish and chip shop chain Harry Ramsden's, Maria Simovic, took part in our version of the show.

Simovic called the experience "nerve-wracking" but said the show helped her understand what was needed to get the business, bought by UK meat giant Boparan Holdings earlier this year, "back on the map".

Meeting staff and working in the chain's restaurants and kitchens proved an eye-opener for Simovic and also made for decent TV.

US viewers will be wondering what potential banana skins there are for Chiquita's Aguirre.


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