The perfect fruit, modified

Prepared Foods, August, 2004

Heralded by some as the perfect fruit, the banana could be ripe for a change, if Chiquita Brands International (Cincinnati) has its way, reports Associated Press (AP).

Citing competitive reasons, the company is reluctant to specify the flavors under research and will not reveal how the different sorts of bananas will be created, but it did note the fruit will not be genetically modified. However, the true hope of company president and CEO Fernando Aguirre is to make the fruit more appealing to consumers and persuade them to pay more.

Aguirre has seen eight of the new bananas and tasted several of the offerings, and notes, "Now, we need to find out from consumers if this is relevant and whether it is something they would be willing to pay for."

Testing of the new products could begin in the U.S. or Europe within a year. However, the AP article has been cast into doubt by a Progressive Grocer report, which quotes a Chiquita spokesperson as saying the company has no intention of injecting other flavors into the fruit.