Chiquita Takes New Step In Its Innovation Strategy; Fruit Juice Bars Open On Dubai Metro

By Chiquita Brands International Inc., PRNE
Sunday, February 14, 2010

CINCINNATI, February 15, 2010 - Chiquita Brands International, Inc. (NYSE: CQB) today announced the
signing of an international master franchise agreement in the Middle East for
the operation of Chiquita Fruit Juice Bars, as part of its global innovation
strategy. The first series of locations are already open, making it even more
enjoyable to use the Dubai Metro. Consumers can stop at the juice bars and
have a choice of quality products ranging from fresh fruits products,
made-to-order freshly prepared juices, fruit cuts, milk shakes, power drinks
and smoothies and a variety of other healthy snacks.

"Chiquita Fruit Juice Bars are part of our strategy to leverage and
expand Chiquita's brand around the globe," said Fernando Aguirre, chairman
and chief executive officer of Chiquita. "We're delighted to partner with
FFCO to bring to Dubai convenient and nutritious fruit beverages, which have
been very popular in Europe. Our partners' core business is based on a strong
history of operating success in fruits and vegetables throughout the Middle
. This partnership will help us to meet the growing demand for convenient
beverages that are healthy, fresh and nutritious."

"We know people will welcome the presence of our Fruit Juice Bars on the
Metro," said Mr. Abdul Reza Mansouri, partner of Fresh Fruits Company which
is a major distributor of Chiquita in the Middle East. "All our fruits are in
peak condition and the drinks are all freshly prepared, which means we can
offer nature-fresh, healthy and refreshing choices to consumers."

The outlets are located at three stations that opened in September of
2009 - the Union Square, Dubai International Financial Centre, and Rigga.
When the Metro becomes fully operational, Chiquita Fruit Juice Bars will be
found at 11 stations around the network. The Dubai locations are the first to
be opened under an international master franchise agreement, which
establishes the right to grant sub-franchises of Chiquita Fruit Bars within
certain countries in the Mideast.

Over the course of the last several years, Chiquita has successfully
launched product initiatives and joint ventures that capitalize on its strong
brand equity. Products like Just Fruit in a Bottle in Europe and Chiquita to
Go in North America have leveraged Chiquita's strong reputation for quality
and freshness.

About Chiquita Brands International, Inc.

Chiquita Brands International, Inc. is a leading international marketer
and distributor of high quality fresh and value-added food products - from
energy-rich bananas and other fruits to nutritious blends of convenient green
salads. The company markets its healthy, fresh products under the Chiquita(R)
and Fresh Express(R) premium brands and other related trademarks. With annual
revenues of nearly US$4 billion, Chiquita employs approximately 23,000 people
and has operations in more than 80 countries worldwide. For more information,
please visit

About Fresh Fruits Company:

The Fresh Fruits Company (FFCO) has been in operation for more than 30
years and employs more than 1,000 experienced professionals, who work
alongside world class partners such as Chiquita, Maersk and Emirates Air to
import over 250 varieties of produce from all over the globe. The produce is
distributed from FFCO's ultramodern cold store facilities at Dubai's Fruit
and Vegetables Market where a new 40K m2 state of the art facility is under
construction and will be inaugurated in May 2010. While its export services
stretch from Africa to the Indian Subcontinent, FFCO is particularly focused
on the Emirate of Dubai, where it supplies all the main supermarket chains
and many of the city's most prestigious hotels. FFCO is the first and only
produce companies in the GCC to achieve ISO accreditation.

Ed Loyd, +1-513-784-8935, eloyd at

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