Chiquita Brings Innovation, Sustainability and Iconic Brand Experiences to Fruit Attraction 2026; Andre Quadra Shares

MADRID, SPAIN - Chiquita Brands International, a leading global banana brand, will bring its unmistakable brand personality and forward-looking approach to Fruit Attraction 2026, taking place October 6–8 at IFEMA Madrid. Fruit Attraction is an international trade show for the fresh produce industry that brings together customers, retailers, partners and key stakeholders from across the sector. At Hall 10, Stand 10C11, attendees can connect with the Chiquita team, meet Miss Chiquita, Chiquita’s Global Brand Ambassador, and discover the latest initiatives helping shape the future of the banana category.

Innovation will take center stage with an update on from 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. Together, these developments demonstrate the potential of innovative breeding to create more resilient varieties while maintaining the quality, taste, and performance expected across the banana supply chain.

Chiquita will also highlight its progress on sustainability and continued commitment to using resources more efficiently throughout its operations. Attendees will learn more about work spanning 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,” said Andre Quadra, Head of Marketing for North America in the recent release. “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.”

Visitors will also get a closer look at “Small Change, Big Difference,” Chiquita’s annual Breast Cancer Awareness campaign taking place throughout October in partnership with the American Cancer Society (ACS). As part of the campaign, Chiquita swaps its iconic Blue Sticker for a Pink Sticker, turning a small change into a meaningful reminder about the importance of breast cancer awareness. This year, Miss Chiquita steps off the sticker and comes to life as a real woman, creating a powerful new way to connect with consumers and encourage them to make time for their health.

For retail partners, Chiquita will showcase new shopper marketing programs, point-of-sale materials and merchandising solutions designed to increase visibility and strengthen the in-store experience in the produce aisle. By combining the strength of the Chiquita brand with shopper insights, these tools are designed to help retailers create compelling banana displays and drive category engagement.

Fruit Attraction attendees are invited to visit Chiquita at Hall 10, Stand 10C11 from October 6–8 at IFEMA Madrid to meet the team, experience the brand and learn more about the work shaping Chiquita’s next chapter.

For more information on Chiquita Brands, visit www.chiquita.com, and to learn more about Chiquita's sustainability initiatives, click here.