Chiquita Fruit Juice Bars next to the salad bar

22.02.10 / All Topics / Author: Jermaine Anderson

{Would be also nice in the schools next to the salad bar.}

Chiquita Takes New Step In Its Innovation Strategy; Fruit Juice Bars
Open On Dubai Metro
February 16, 2010
Chiquita Brands International, Inc.  today announced the signing of an
international master franchise agreement in the Middle East for the
operation of Chiquita Fruit Juice Bars, as part of its global
innovation strategy. The first series of locations are already open,
making it even more enjoyable to use the Dubai Metro. Consumers can
stop at the juice bars and have a choice of quality products ranging
from fresh fruits products, made-to-order freshly prepared juices,
fruit cuts, milk shakes, power drinks and smoothies and a variety of
other healthy snacks.

Dubai metro
“Chiquita Fruit Juice Bars are part of our strategy to leverage and
expand Chiquita’s brand around the globe,” said Fernando Aguirre,
chairman and chief executive officer of Chiquita. “We’re delighted to
partner with FFCO to bring to Dubai convenient and nutritious fruit
beverages, which have been very popular in Europe. Our partners’ core
business is based on a strong history of operating success in fruits
and vegetables throughout the Middle East. This partnership will help
us to meet the growing demand for convenient beverages that are
healthy, fresh and nutritious.”

“We know people will welcome the presence of our Fruit Juice Bars on
the Metro,” said Mr. Abdul Reza Mansouri, partner of Fresh Fruits
Company which is a major distributor of Chiquita in the Middle East.
“All our fruits are in peak condition and the drinks are all freshly
prepared, which means we can offer nature-fresh, healthy and
refreshing choices to consumers.”

The outlets are located at three stations that opened in September of
2009 – the Union Square, Dubai International Financial Centre, and
Rigga. When the Metro becomes fully operational, Chiquita Fruit Juice
Bars will be found at 11 stations around the network. The Dubai
locations are the first to be opened under an international master
franchise agreement, which establishes the right to grant sub-
franchises of Chiquita Fruit Bars within certain countries in the
Mideast.

Over the course of the last several years, Chiquita has successfully
launched product initiatives and joint ventures that capitalize on its
strong brand equity. Products like Just Fruit in a Bottle in Europe
and Chiquita to Go in North America have leveraged Chiquita’s strong
reputation for quality and freshness.