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 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 Convenience Store 7943 Cafeteria3217 Coffee/Donut Shop 169 QSR Restaurant 116 Other4525

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 Convenience Store 7943 Cafeteria3217 Coffee/Donut Shop 169 QSR Restaurant 116 Other4525

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.

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 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= %= %30.3%31.3%1.3%2.7%

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 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.