Chiquita's breast cancer awareness campaign receives global attention

With the conclusion of Breast Cancer Awareness Month Oct. 31, Chiquita has reported on the impact of its Small Change, Big Difference campaign in communities across the world. This year’s activities were strengthened by Chiquita's commitment to social and environmental causes, reflected in its recently released sustainability report, according to a news release.

The global initiative replaced the iconic blue sticker with a pink sticker to advocate for breast cancer awareness in collaboration with the American Cancer Society in the USA; AIRC, Foundation for Cancer Research NGO in Italy; Pink Ribbon Deutschland in Germany; Stichting Pink Ribbon in the Netherlands; Hellenic Association of Women with Breast Cancer, Alma Zois in Greece; Bröstcancerförbundet in Sweden; and Syöpäsäätiö, Cancer Foundation Finland to bring global attention to the importance of early detection and prevention of breast cancer.

Globally, the company said the Small Change, Big Difference campaign drove significant impact and awareness, generating 351.3 million impressions and over 800,000 engagements.

Chiquita said it collaborated with The American Cancer Society Richard M. Schulze Family Foundation Hope Lodge Jacksonville in Jacksonville, Fla. this year, a space for patients and caregivers during their treatment journey. To further enhance this collaboration, Chiquita hosted a live cooking demonstration and dinner led by Nichole Andrews, RDN, who showcased easy, nutritious recipes featuring bananas and donated kitchen essentials for the pantry at Hope Lodge.

Chiquita’s involvement in breast cancer awareness also extended to the ACS Miami Strides Against Breast Cancer event, where Chiquita representatives joined the community in raising awareness and funding for breast cancer research.

Chiquita said its support of female health and wellness goes beyond Brand Cancer Awareness Month and its collaboration with ACS. The brand’s longstanding sustainability approach, guided by its farmer's code, is rooted in supporting biodiversity and sustainable agriculture on its banana farms worldwide, the company said.

Chiquita promotes practices like fair wages, safe working conditions and access to resources that prioritize women’s leadership and empowerment within farming communities, the release said.

"Our dedication to sustainable farming underpins every part of our mission, from preserving our ecosystems to uplifting communities," said Juliana Furlan, director of marketing for Chiquita. "We recognize that the health of our ecosystems and the people who cultivate them are deeply interconnected, especially as we work with women farmers to protect and nurture our shared environment."

The company said this is exemplified by Chiquita’s continuous work in the Nogal Reserve, which supports a vital biodiversity corridor that connects natural habitats, fostering healthy ecosystems and creating lasting positive impacts for local farmers. By working closely with women, who often lead on-farm conservation practices, Chiquita helps them to play a central role in environmental stewardship, ensuring that local ecosystems and community well-being are deeply interconnected.