Bananas and the C-Store Customer

2

The Study

• Chiquita, in April 2009, commissioned an online study of 300 consumers to understand consumers’ attitudes and purchase behavior of bananas in the c-store channel

• The study focused on heavy c-store customers (adults who have shopped at a c-store 4 or more times in the last 30 days)

• Respondents were 65% male and 35% female with 55.5% of the male respondents falling in the 18-44 age group that represents core c-store users

• All respondents were banana users who consume at least 1-2 bananas in a two-week period

3

C-Store Consumers Want Bananas

In Chiquita’s study the majority of respondents who most frequently purchased fresh bananas for immediate consumption choose to purchase their banana at c-store versus other foodservice operations like coffee/donut shops or QSR restaurants

N %

Total 183 100

Convenience Store

79 43

Cafeteria 32 17

Coffee/Donut Shop

16 9

QSR Restaurant 11 6

Other 45 25

4

Heavy Banana Users Shop C-Stores

Chiquita found in its study that 35% of consumers who buy bananas at c-stores are heavy users, purchasing 5 or more bananas in a two-week period

N %

Total 183 100

Convenience Store

79 43

Cafeteria 32 17

Coffee/Donut Shop

16 9

QSR Restaurant 11 6

Other 45 25

5

Why Consumers Buy Bananas at C-Stores

• Chiquita found that consumers primarily buy bananas because they like the taste

• Taste is supported by the consumer perception that bananas are a good source of nutrients and a convenient and safe snack item

6

What Factors Encourage Consumers to Purchase More

Bananas at C-Stores?

• Chiquita found that three key factors encouraged consumers to purchase more bananas from a c-store:• Price

• Bananas that were always ripe and ready to eat

• Bananas readily available at their c-store

7

What’s a Good Price?

• Chiquita found that 66% of consumers believed that a banana priced at $.99 was an acceptable to very good value in a c-store

• Chiquita research suggested that banana pricing between $.79 and $.99 appears to reflect a good pricing range

8

Judging a Quality Banana

• Chiquita research demonstrates that c-store customers judge a quality banana by its color –

84% of consumers base their purchase factor on the color of the banana

• What’s the perfect color? Chiquita research tells you that the perfect color is yellow or yellow with green tips.

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60% of Consumers Choose Chiquita’s Perfect Banana

Photo 1 Photo 2 Photo 3 No Preference

Heavy

(N=62)

24% 10% 64.5% 1.5%

Medium

(N=40)

17.5% 15% 60% 7.5%

Light

(N=82)

6% 13% 61% 20%

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Chiquita Helps You Sell Bananas

Chiquita asked respondents toshare the impact of theirbanana display on purchasedecision - and 65% ofrespondents reported that themerchandiser would impacttheir purchase decisionpositively

I would buy much more frequently

I would buy somewhat

more frequently

Doesn't influence my

purchase decision

I would buy less

frequently

I would not buy from this

display

N=300 103 91 91 4 8

%=100 34.3% 30.3% 31.3% 1.3% 2.7%

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Are Chiquita Bananas RightFor Your Stores?

• Bananas are not right for every c-store

• They are fragile, like eggs, and require careful handling

• Chiquita has learned that bananas are primarily sold as a breakfast item and during AM and PM snack periods

• If you have strong breakfast traffic and a good coffee program, bananas would be a fresh snack that will delight your customers

12

Bundle Bananas For Added Sales

• Food bundles and meal deals are a popular way to increase your register rings

• Here are some bundles that Chiquita research found create consumer interest:• A Chiquita banana and a beverage is a winner, especially

- bottled water or coffee

• Need a simple breakfast bundle to complete with the QSR down the street … bundle single service ready-to-eat cereals with milk and a banana or combine a yogurt and banana with coffee.