Chiquita Brands International, a leading global banana brand, brings its distinctive brand personality and forward-looking approach to Fruit Attraction 2026, taking place from October 6 to 8 at IFEMA Madrid. At Hall 10, Stand 10C11, the company welcomes customers, retailers, partners and industry professionals to discover the latest initiatives shaping the future of the banana category.
Innovation takes centre stage with an update on Yelloway, a collaborative breeding initiative focused on developing more disease-resistant banana varieties. Recent progress includes successful field trials in the Philippines and advances in breeding banana hybrids with commercial-quality characteristics. These developments highlight the potential of innovative breeding to create more resilient varieties while maintaining the quality, taste and performance expected throughout the banana supply chain.
Innovation and sustainability at the heart of the offer
Chiquita also highlights its progress in sustainability and its ongoing commitment to using resources more efficiently across its operations. Visitors can learn more about initiatives covering community engagement and food waste reduction, including efforts to increase the volume of produce diverted from landfills across the United States and Europe.
“Fruit Attraction gives us an important opportunity to connect with our partners and share how Chiquita continues to move the banana category forward,” says Andre Quadra, Head of Marketing for North America. “From the progress we’re making through Yelloway and our sustainability efforts to the ways we connect with consumers and support retailers, our work is focused on creating value for our partners and strengthening the category for years to come.”
Miss Chiquita supports breast cancer awareness
Visitors can also discover “Small Change, Big Difference”, Chiquita’s annual Breast Cancer Awareness campaign, which runs throughout October in partnership with the American Cancer Society (ACS).
As part of the initiative, Chiquita replaces its iconic blue sticker with a pink sticker, turning a small visual change into a reminder of the importance of breast cancer awareness. This year, Miss Chiquita steps off the sticker and comes to life as a real woman, creating a new way to connect with consumers and encourage them to make time for their health.
New tools for retailers
For its retail partners, Chiquita presents new shopper marketing programmes, point-of-sale materials and merchandising solutions designed to increase visibility and strengthen the in-store experience in the fresh produce aisle.
By combining the strength of the Chiquita brand with shopper insights, these tools aim to help retailers create more compelling banana displays and increase consumer engagement with the category.
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Fruit Attraction provides Chiquita with an opportunity to bring together its work across innovation, sustainability, consumer engagement and retail, reinforcing its commitment to the continued development of the banana category.
Visitors can meet the Chiquita team and discover its latest initiatives at Hall 10, Stand 10C11, from October 6 to 8 at IFEMA Madrid.
