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We question you

2010-04-22

Good morning Mr. Helge Sparso, Managing Director Chiquita Nordic. You just ran out of places to hide.

”Flavor isn’t the only thing we care about” is the first thing to meet us when visiting your Swedish website. In other words, you care about the way you produce your bananas. You care about the social, environmental and economical consequences of your business. And to prove how much you care, you have the ”Rainforest Alliance” frog symbol on all your bananas. Super.

Or is it? We tried to dig a little deeper on your website, and this is what we found in terms of environmental responsibility:

“Here’s what we’re doing to save the planet:

Protecting or reforesting along waterways creates wildlife corridors and prevents erosion.

Planting tree ”screens” help keep pesticides away from people.

Forbidding any deforestation protects natural habitats.

Reforesting any land not used for banana production eliminates soil erosion.

Using native species maintains the local ecosystem.

Protecting existing forests and natural ecosystems, such as wetlands and lagoons, preserves precious natural resources.

Prohibiting hunting and fishing in many areas protects rare species.”

“Saving the planet?” Really? To us it sounds more like a lot of obvious statements without any real commitment behind them. Is this why you’ve chosen to settle for the not-so-rigorous and often criticized Rainforest Alliance symbol instead of maybe Fair Trade or KRAV? Could it be that your desire to look sustainable in the eyes of the consumer is bigger than your will to actually be sustainable?

If it is, then maybe you should know this: The way you act is the way you communicate. And if you claim you’re sustainable, you better deliver on that claim.

At Berghs School of Communication we have realized that our future depends on honesty. We’re tired of being asked to lie. Tired of putting politically correct glitter on politically incorrect shit.

So we have an idea. Why don’t you come to our school and see for yourself how communication can make a difference when you have something real to say. Come and see how having a sustainable plan means having a sustainable way of making money. Come here and leave with a new inspiring perspective.

We will wait for your response, so please send it to respond@studentbyran.se. In the meantime, we will make this letter public on sustainableplan.se.

This is only the beginning. Are you in or out?

Best regards

Studentbyrån


Your Answer

2010-05-26

Dear Studentbyrån representatives,

Thank you for your e-mail and inquiries regarding Chiquita.

As we talked about over the phone we are very much looking forward to meet you at Berghs and discuss the matters you bring up in your letter.

Regarding your letter and request for information, we would like to start by making it clear that Chiquita have the ambition to support a responsible and ethical banana production and we are proud of the improvements we have accomplished over the last years.

Regarding our certifications, since we act on a global market we have chosen a seal that is recognized worldwide, for our bananas. Since 2000, all of our banana plantations are certified by the Rainforest Alliance (RA).

We are aware of that the Rain Forest Alliance-seal has been questioned, just like many other certifications. Yet the certification enables us to communicate, and for our customers to understand, what standards all of our bananas meet. We do not intend to confuse or mislead; instead we simply want to be transparent with what we do and hence we put a lot of effort in communicating what the Rainforest Alliance-seal means.

In addition to the Rain Forest Alliance-seal Chiquita bananas also have a number of additional certifications on different markets. For example, on the Nordic market, our organic selection of bananas is certified by KRAV.

We most certainly agree with you on the fact that responsibility and trust is always about action, rather than words. Chiquita as a company is doing a lot already but we are also convinced we can do even more in the future.

We look forward to meet and discuss these and other matters further.

Best regards
Helge H. Sparsoe

Managing Director Nordics

Chiquita Nordics