Scariest company in the world, yet an example: Positioning Chiquita

Did you know there’s a dark side to bananas? And we’re not talking about the fruit ripening. Chiquita has a bizarre history, and we take you through it in the podcast. Ties calls it ‘the scariest company in the world,’ but at the same time ‘scarily capable.’ The fact remains that Chiquita is a powerhouse brand and for many people synonymous with bananas. How did the company achieve this, and what can we learn from it? For that, watch the podcast. And to have a laugh, of course.

Listen to this podcast on:

• Spotify
• Apple Podcast
• Youtube

Every two weeks a new episode about positioning with an analysis of a remarkable brand or market. Hema, IKEA, Nike and Red Bull have already been featured. Curious? Check out the other podcasts here:

Positioning Chiquita Banana

In this episode of ‘Don’t be a penguin,’ Tal, Ties, and Bob discuss the remarkable history and rock-solid positioning of mega-company Chiquita. Chiquita is solely responsible for making bananas a staple in our European diet and has taught us as consumers how to use bananas in the kitchen. Chiquita has been working on its position as a fruit giant since 1899, initially under the name ‘United Fruit.’ Ties and Tal dove into the history of United Fruit, but what they found was unexpected: Chiquita has been building its positioning as a ‘happy’ brand for 125 years, but it has done so by stepping over bodies…

Still, we wouldn’t be ourselves if we didn’t also look at what we can learn from brands. And, believe it or not: there’s a lot to learn here. Did you know, for example, that Chiquita invented refrigerated transport for fruit? And that Chiquita was the first fruit or vegetable brand to give its product an identity? This and much more knowledge and marketing strategic insights in this new episode of ‘Don’t be a penguin.’

Don’t be a Penguin

Want to contribute to our show? Have suggestions for themes or questions for Ties and Tal about marketing and positioning? Send them to [email protected] or leave a message or comment wherever you watch or listen. Thanks for watching and see you next time!

Want it shorter but still fun?
TIKTOK: https://www.tiktok.com/@merkelijkheid
INSTAGRAM: https://www.instagram.com/merkelijkheid/?hl=en