Miss Chiquita Steps Out of the Sticker for the First Time Ever in Honor of Breast Cancer Awareness Month
FORT LAUDERDALE, Fla., Sept. 29, 2026 /CNW/ -- This Breast Cancer Awareness Month, Chiquita Brands International, in collaboration with the American Cancer Society (ACS), is unveiling the next chapter of its Small Change, Big Difference campaign by bringing its beloved icon, Miss Chiquita, to life for the first time as an advocate for breast cancer awareness.
After more than 80 years on the iconic Blue Sticker, Miss Chiquita is stepping into a new role--using her familiar face to inspire conversations about breast health, self-care, and the importance of early detection.
The message is especially important given the widespread impact of breast cancer. According to the ACS's Cancer Facts & Figures 2026 report, approximately 1 in 8 women in the U.S. will be diagnosed with invasive breast cancer during their lifetime, highlighting the importance of awareness and early detection.
Continuing its longstanding commitment to breast cancer awareness, Chiquita will once again replace its iconic Blue Sticker with its annual Pink Sticker on bananas worldwide throughout October. More than a symbol of support, the Pink Sticker transforms one of the world's most recognizable produce labels into a daily reminder of the importance of breast health awareness.
"For nearly a decade, Chiquita has been a valued partner in helping the American Cancer Society bring breast cancer awareness into everyday conversations," said Kerri Whetzel, Vice President. Corporate Relations, ACS. "This year's campaign demonstrates the incredible impact a trusted global brand can have by encouraging women to prioritize their health. By transforming an iconic symbol into a powerful advocate for breast cancer awareness, Chiquita is helping remind people that small actions, like knowing what's normal for your body, talking with your doctor, and staying up to date on recommended screenings, can make a meaningful difference."
The campaign launches with a hero video introducing Miss Chiquita in human form as she has never been seen before. As she reflects on her decades as a beloved icon, she shares a deeply personal message about the importance of breast cancer awareness. The video concludes with her signature pose, placing a hand over her chest as a powerful reminder for women to become familiar with their bodies, stay informed about their health, and recognize the importance of recommended screenings and early detection. This small but meaningful gesture has become a symbol of the campaign, encouraging women to prioritize their well-being and dedicate small moments in everyday life to focus on their health and self-care. The pose will also appear on a special edition of Chiquita's iconic Blue Sticker, extending the campaign's message to consumers around the world.
"Millions of Chiquita® bananas carrying a special Pink Sticker travel around the world each October, but meaningful change goes far beyond what's on the table," said Andre Quadra, Head of Marketing for North America. "For years, we've used the reach of the Chiquita brand to encourage conversations around breast cancer awareness and support education and community engagement initiatives around the world. Reimagining Miss Chiquita in human form is the next evolution of that mission--transforming a familiar icon into a relatable advocate who can connect with women in a more personal way."
At the heart of the Small Change, Big Difference campaign is a simple belief: small actions can lead to meaningful change. Whether it's scheduling a recommended screening, choosing healthier habits or encouraging a loved one to stay informed about their health, every action has the power to make a difference.
Throughout Breast Cancer Awareness Month, Chiquita will activate the campaign globally through select market activations, including:
Key Campaign Elements:
- The return of its Pink Sticker on bananas worldwide
- A global and digital social media campaign featuring Miss Chiquita's message
- Educational content, including new recipes developed with nutrition experts
- Retail activations and in-store displays
- Community events and collaborations, promoting healthy living and wellbeing
- Continued collaboration with nonprofit organizations around the world, led in the U.S. by the American Cancer Society.
Building on nearly a decade of support for breast cancer awareness, Chiquita has expanded its efforts globally through collaborations with leading health organizations, educational resources, community events, awareness walks and runs, employee engagement initiatives, and support for scientific research, helping make conversations around breast health, screening, and early detection more visible, accessible, and actionable.
Learn more about Chiquita Brands International, the Small Change, Big Difference campaign and similar initiatives at www.chiquita.com. Please also find high-res images linked here.
About Chiquita
Chiquita is a leading global produce company that is committed to providing both consumers and customers across nearly 70 countries with the highest quality of fruit and service, making Chiquita® the banana of choice. For more than 150 years, Chiquita has been proudly providing great-tasting, superior-quality bananas. The brand creates a positive impact by implementing the principles of sustainability throughout its business practices under the "Behind the Blue Sticker" initiative.
Chiquita's iconic Blue Sticker has served as a seal of approval for high-quality fruit, and a celebration of fun, but it also represents an unwavering commitment to sustainable farming, biodiversity and giving back to the communities in which the banana plantations operate. Great-tasting and convenient Chiquita bananas are fat-free, and provide a source of potassium, fiber and vitamin B6. To learn more, visit www.chiquita.com and follow us on Instagram, TikTok and LinkedIn.
Chiquita® is a trademark or registered trademark of Chiquita Brands L.L.C in the U.S. and other countries. All other trademarks are the property of their respective owners. For more information about Chiquita and its products, visit the company's website at Chiquita.com.
SOURCE Chiquita Brands International, Inc.
Julia Aronson - [email protected]
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