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Chiquita Launches “Rainforest Alliance Certified” Brand

| Wednesday November 2nd, 2005 | 4 Comments

chiquita.jpgChiquita has come a long way since the notorious banana-republic days of political and military meddling across Central America. Today, 100% of the company’s farms in Latin America have been certified by the Rainforest Alliance to meet that organizations high standards for conservation, management, and worker compensation. Having completed the certification, “Miss Chiquita” will now be joined with the Rainforest Alliance’s frog logo on bananas sold in Europe. That’s not bad.


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  • Lars Sjödin

    Of course, what makes you think is why they don’t conform to the standards we have in Sweden, for example. For many years the production methods and purchasing strategies of Chiquita has been critizised in numerous dedicated TV-documentaries across Europe. This has led to a demand for other bananas in Sweden (which has a consumption of 20kg/person and year, making Sweden number one among countries not producing bananas.)

    In Sweden we have a certification organization called “KRAV”, similar to the dutch “Max Havelaar” or “Fair trade”. It deals with both sustainable agriculture and reasoble prices and deals when buying from farmers. In Sweden that’s what everybody wants and then Chiquita pulls a stunt with a frog which claims less than the KRAV.

    I think few people are fooled, but rather offended by the frog. People here are used to ignoring claims like “ecological”, “nature-friendly”, frogs and pandas and instead look for the symbols of the established organisations which work with more holistic regulations (like KRAV, TCO, etc).

    I am however still open to initatives from Chiquita and other companies, but I recommend them to try harder. Trying to invent an organisation with less strict rules than KRAV won’t impress me…

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