As his company moves to Charlotte, CEO Fernando Aguirre is trying to reshape Chiquita Brands into something more than a purveyor of bananas, an iconic but low-margin fruit.
On Monday, during an interview with the Observer, Aguirre said Chiquita is expanding its brand into new products. The company last week reported an $11 million quarterly loss, as the price of bananas – which make up a large share of Chiquita’s revenue – slumped.
Chiquita is moving forward with its relocation to Charlotte and has hired more than 100 people locally. The company is planning to transfer about 160 employees, mostly from Cincinnati, and hire about 150 more in Charlotte to bring the total workforce to more than 400.