1. Bananas and the C-Store Customer

2. 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. 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% Total183100 Convenience Store 7943 Cafeteria3217 Coffee/Donut Shop 169 QSR Restaurant 116 Other4525

4. 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% Total183100 Convenience Store 7943 Cafeteria3217 Coffee/Donut Shop 169 QSR Restaurant 116 Other4525

5. 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. 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. 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. 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.

9. 9 60% of Consumers Choose Chiquita’s Perfect Banana Photo 1Photo 2Photo 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%

10. 10 Chiquita Helps You Sell Bananas Chiquita asked respondents to share the impact of their banana display on purchase decision - and 65% of respondents reported that the merchandiser would impact their purchase decision positively 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=30010391 48 %=10034.3%30.3%31.3%1.3%2.7%

11. 11 Are Chiquita Bananas Right For 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. 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.