The overhaul at Chiquita Brands International will help the company in its quest to become the “global leader in healthy fresh foods”, the US-based group has told just-food.
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Chiquita has decided to revamp its business in a bid to cut costs and boost efficiency. The company said today (29 October) that it would cut 160 management jobs and reduce costs by up to US$80m a year.
Chiquita has also decided to operate on a regional basis, with its management team running the business by geography rather than by product line.
The company has blamed rising industry costs, “punitive” EU import laws, and a slow recovery of the value-added salads business as factors behind the revamp of the business.
A Chiquita spokesman said the company’s “vision” is to become the world’s leading supplier of healthy fresh foods. Chiquita is looking to focus more on “high-margin, value-added” products.
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By GlobalData“These moves are way for us to improve our profitability and to make sure we have the funds to help us accelerate the execution of our strategy,” the spokesman said.
Chiquita is also looking to offload non-strategic businesses, including European distributor Atlanta.
The spokesman hinted the further job cuts were unlikely. “Our intent is not to have a staged approach,” he said.
Chiquita executives staying at the company include Brian Kocher, who will head up the company’s North American business.
Michel Loeb will be responsible for Chiquita’s business in Europe and the Middle East, while Tanios Viviani will become president, global innovation and emerging markets, as well as chief marketing officer.
