Chiquita's blue sticker goes pink for breast cancer awareness

Chiquita says it is recommitting to the fight against breast cancer through its “Small Change, Big Difference” campaign this October in collaboration with the American Cancer Society.

For the eighth consecutive year, the brand will replace its iconic blue sticker with a pink sticker featuring pink ribbon on bananas worldwide, symbolizing solidarity in the global movement against breast cancer, according to a news release.

Breast cancer remains one of the most frequently diagnosed cancers among women worldwide, according to the Centers for Disease Control and Prevention. Chiquita’s female ambassador, Miss Chiquita, will once again sends a powerful message of support to those affected by breast cancer, the release said.

In 2023 Chiquita developed a new communication platform, “Small change, Big difference,” aimed not only at raising awareness, but also at creating an established movement, featuring Miss Chiquita as an ambassador. The company said that by changing her iconic pose to one where she is performing a self-examination, Miss Chiquita leads by example, encouraging women to make small changes in their lives, such as leading a healthy lifestyle and regularly planning medical screenings, to spread the message on the importance of prevention and early detection.

Throughout the month of October and beyond, Chiquita said it encourages women to make small changes in their lives, including health education and awareness, to help them live a holistically healthy lifestyle. This includes talking to the doctor about lifestyle behaviors, family history, which tests are needed and organizing a screening schedule.

"At Chiquita, we understand the profound impact breast cancer has on millions of women and their families every year,” Juliana Furlan, director of marketing for Chiquita North America, said in the release. “By promoting healthy habits and encouraging prevention, we aim to empower women to take proactive steps in this deeply personal battle. Our 'Small Change, Big Difference' campaign serves as a reminder that together, we can make a difference in creating a healthier future for all.”

Chiquita said it pink sticker will appear on bananas around the world, as well as on pineapple tags and custom banana boxes, spreading awareness across the globe.

In addition to stickers, Chiquita is sponsoring a kitchen at the Richard M. Schulze Family Foundation Hope Lodge in Jacksonville, Fla., which offers a comforting and supportive space for those battling cancer, the release said. The American Cancer Society Hope Lodge program provides a haven for patients and their families, allowing them to relax and find peace during their treatment journey.

Chiquita said it continues to strengthen its collaboration with leading non-governmental organizations around the world dedicated to the fight against breast cancer, including the American Cancer Society in the U.S., Fondazione AIRC in Italy, Pink Ribbon in Germany and the Netherlands, Alma Zois in Greece, Bröstcancer Förbundet in Sweden, and Syöpäsäätiö Roosa Nauha in Finland. These collaborations will support a range of local and global initiatives, from funding research to providing resources for those affected by breast cancer, the company said.

"Thanks to early detection and advancements in treatment, breast cancer mortality has plummeted by 42% since 1989," Wendy Johnson, American Cancer Society Florida vice president, said in the release. "Our collaboration with Chiquita has been instrumental in driving this progress. Together, we're raising awareness, supporting survivors, and funding vital research that will further reduce the burden of breast cancer."

In collaboration with AIRC in Italy and with the endorsement of all partner NGOs, Chiquita says it is championing healthier lifestyles by introducing six new recipes that incorporate bananas. The recipes include a Chiquita Banana Wrap, Chiquita Banana Oatmeal Balls, a Vegetarian Burger, a Chiquita Banana Vegan Crisp, Quinoa Salad with Grilled Chiquita Bananas and Chiquita Bananas Sauteed with Spinach and Chickpeas.

The recipes highlight the benefits of a diet rich in fruits and vegetables and low in fat, underscoring the significance of small, daily actions in fostering long-term health and well-being, the release said.