![]() As for salads, the established Fresh Express brand already commands a premium, and we see no need to mess with a good thing." The deal between two of the most recognized names in the produce business is expected to close in the second quarter 2005, subject to satisfaction of customary closing conditions, including completion of the Fresh Express 2004 annual audit.Īlready a hotly contested market that has seen Fresh Express and Dole in pitch battle for market share of the last few years, the packaged salads business is likely to heat up even more once Chiquita dives in.Īs for how the two produce brands will be marketed at retail, Mike Mitchell, director of corporate communications for Chiquita, told Progressive Grocer that Fresh Express' fresh-cut fruit line will be converted to the Chiquita brand, "which has more equity for fresh fruit products. of the world's leading grower of bananas, said in a statement.Īlready in the fresh-cut fruit business, Chiquita revealed the Fresh Express acquisition a day after it reported that profits more than tripled in the fourth quarter. ![]() "I believe this is the most important strategic and transformational move the company has made in decades," Fernando Aguirre, chairman and c.e.o. said yesterday it is plunging head first into packaged salads with the acquisition of leading marketer Fresh Express from Performance Food Group Co. ![]() CINCINNATI - In a deal likely to give the fresh-cut salad market a toss, produce powerhouse Chiquita Brands International Inc. ![]()
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