Chiquita's Fresh Idea

We all know it's good to eat our fruits and vegetables. Now, Chiquita Brands is trying to make it even better. Consumers who purchase Chiquita and Fresh Express fruits and vegetables can earn "Fresh Funds." This "Healthy Rewards for Healthy Living" consumer loyalty program, launched in September, presents consumers with points redeemable for a host of prizes.

Fresh Funds participants can redeem their points for a branded tote bag or free Chiquita or Fresh Express products. They can also use their points to participate in auctions, for items like a Cannondale bicycle, as well as make donations to charities.

Chiquita hopes the program, will help its products stand out in the produce aisle. It also expects Fresh Funds to increase frequency of purchases as well as promote awareness. "This program fits the direction we're headed as a consumer-focused company," says Bryan Brown, corporate communications director for Chiquita Fresh Express. "It connects with our Chiquita and Fresh Express brands, and just as important, it attracts consumers to the produce aisle and encourages a healthy lifestyle habit of eating fresh fruits and vegetables."

Chiquita Brands, a $4 billion company, is using direct mailers and in-store displays as well as an online push to get the word out. Leading up to the launch of Freshfunds.com, the company launched an online teaser campaign. Six viral videos drew 400,000 views of the site. It also leveraged Facebook and MySpace to get social with consumers.