Presentation to Jury Marketeer of the Year

1. Chiquita! The Story of A company in transformation!

4. Chiquita has a very strong brand equity in tune with modern trends! Freshness High Quality Brand I Trust Healthy All-Family & Kids Taste Vibrant & Energetic Natural

5. Chiquita Brand: The No.1 Banana Brand in Europe with extremely high TOM awareness in key markets

12. Health Consciousness is on the rise and many government initiatives to promote healthier eating (more F&V). Source: Datamonitor Consumer Survey, June 2006

13. The Consumer Paradox: Fruit consumption is not increasing in Europe. Apples & Pears Banana’s Citrus Fruit Dates, figs, Exotics Melons & Papaya’s Other Fruits Stone Fruit Table Grapes 2002 2003 2004 2005 2006 2007

15. We are competing in the world of healthy snacking and fruit is not winning the game!! Fruit is commodity and not as convenient, innovative than other snacking products.

17. Rethink Our business! Fresh Fruits Healthy Fresh Beverages and Snacks Grocery Retail New Channels Commodity Added Value Innovation Taste, Nutrition, Convenience Reposition Chiquita as a Healthy Snacking and Beverage Company to Promote Fruit Consumption addressing current consumer needs and behavior

19. New Brand Positioning BRAND ESSENCE Natural Vitality

20. Deliver our promise Freshness You Can Taste Sustainability Natural Nutrition Convenience & Availability

21. Where to Play! Fruit as A Drink Fruit as a Snack on the go Fruit as Dessert Fruit as Breakfast

23. Chiquita Initiatives 2005 2006 2007 2008 2009