Chiquita Brands International has entered the value-added produce market in China through a joint venture with Haitong Food Group.
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Chiquita and Haitong have reached an agreement that will see the two companies co-operate in the processing, sale and marketing of value-added fresh produce.
“Introducing the Chiquita brand to the emerging Chinese value-added produce market is an important strategic step in becoming a global leader in branded, healthy, fresh foods,” said Fernando Aguirre, chairman and chief executive officer.
“Our strategy allows us to capitalise on health and wellness trends globally, and we are excited to bring our healthy food portfolio to this new market. We are very pleased to partner with Haitong, a company known for its high-quality products, and are confident that combining our strong brand and marketing capabilities with their local expertise will position us to successfully enter this promising market.”
Under the agreement, Chiquita will provide limited capital investment and have majority ownership of the joint venture company, Zhejiang Chiquita-Haitong Food Company Limited.
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By GlobalDataThe newly-formed company will operate food-processing operations in Cixi, China. It will market and sell value-added produce, such as fresh packaged salads, fresh cut fruits and vegetables and fresh chilled beverages.
