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Chiquita signs multi-year deal with Disney

by Joan Murphy | June 01, 2011

Chiquita Brands International has signed a multi-year agreement with Disney to offer its products at Disney parks, resorts and cruise line in Florida, Fernando Aguirre, chairman and chief executive officer of Chiquita, announced at a May 26 meeting.

The company has yet to disclose any details, but Mr. Aguirre referred to the deal in remarks at the 2011 annual stakeholder’s meeting.

“I am very excited to announce our new partnership with Disney,” he said during the meeting. “We’ve just signed a multi-year agreement that provides a terrific branding opportunity for Chiquita and Fresh Express products within Walt Disney World’s parks, resorts and cruise line in Florida, which reach more than 50 million guests per year.”

Chiquita said that the deal shows the firm’s commitment to moving fresh, healthy products beyond traditional channels to “the world’s favorite playground,” and he compared the two companies -- Disney and Chiquita -- for their commitment to valuing their customers and employees.

Best known for its banana sales, Chiquita has been working to expand the market for its fresh salads. Just last month, the company announced the nationwide rollout of salads produced with Fresh Rinse, a new food-safety wash.