Chiquita Unveils Biggest Invention Since Pre-Packaged Salads

Breakthrough FreshRinse(TM) Technology Sets New Standard

ORLANDO, Florida, October 15, 2010 - Chiquita Brands (NYSE: CQB), today announced that following years of
intensive research and investment, it is introducing a technology
breakthrough for food safety and freshness. The unveiled FreshRinse(TM)
technology is a new produce wash that dramatically reduces microorganisms on
leafy greens and better maintains freshness. Of equal importance, as part of
Chiquita's longstanding commitment to public health and raising industry food
safety standards, FreshRinse(TM) will be made available for license to the
entire industry.

"Based on our extensive research, we view FreshRinse as the biggest
invention since the start of pre-packaged salads," said Fernando Aguirre,
chairman and chief executive officer. "FreshRinse sets a new standard in food
safety for the produce industry. We continue to deliver breakthrough
innovations and we plan to make this new technology available to the
industry. We want consumers and customers to know they have an important new
option when making purchase decisions."

FreshRinse(TM) is a scientifically validated advancement for fresh
produce safety that delivers a substantial reduction in microorganisms on
leafy greens, including superior microbial efficacy against such pathogens as
Salmonella, Listeria monocytogenes and E. coli O157:H7, as compared to the
industry's conventional chlorine sanitizers.

FreshRinse(TM), when compared to traditional chlorine sanitizers, has
been found to be of superior microbial efficacy and to better maintain
freshness. After rigorous testing, including challenge studies on suspended
and attached pathogen cells, FreshRinse(TM) results indicated substantial
reduction of food borne pathogens like Listeria monocytogenes, Salmonella and
E. coli O157:H7 than chlorine sanitizers, with a third-party pathogen study
performed by the National Center for Food Safety and Technology.

In attached cell testing, FreshRinse(TM) technology was shown to deliver
a higher reduction for certain pathogens on certain leafy greens versus
chlorine produce washes.

FreshRinse(TM) was shown to reduce nine times or more of E. coli O157:H7
and Salmonella for Romaine lettuce and Spinach versus chlorine produce
washes. For example, FreshRinse(TM) reduced 78 times more Salmonella that
were attached on Romaine lettuce leaves. FreshRinse(TM) also secondarily
resulted in more than 750 times greater reduction of suspended pathogens
compared to chlorinated wash water.

Leading food safety experts who act as advisors to Fresh Express have
reviewed the FreshRinse(TM) Technology:

    -- Dr. Michael T. Osterholm, PhD, MPH, director, Center for Infectious
       Disease Research and Policy and professor, Division of Environmental
       Health Sciences, School of Public Health, University of Minnesota
    -- Dr. David Acheson, MD, managing director, food and import safety,
       Leavitt Partners, former US Food and Drug Administration (FDA)
       associate commissioner for food safety and former FDA chief medical
       officer
    -- Dr. Robert Buchanan, director and professor, University of Maryland
       Center for Food Safety & Security Systems; formerly, senior science
       advisor and director, Office of Science, Center for Food Safety and
       Applied Nutrition, FDA

Mike Burness, vice president for global food safety and quality
reiterated the breakthrough nature of the technology and confirmed that
significant research had been conducted to demonstrate its effectiveness in a
real-world environment, under processing conditions, and conforming to
current industry manufacturing standards.

"The results we've seen have shown that FreshRinse(TM) delivers
outstanding improvements in food safety for leafy greens," said Burness. "We
are also very pleased that, after reviewing the technology, we have had such
reinforcing responses from Drs. Osterholm, Acheson and Buchanan - three world
renowned experts in food safety."

The FreshRinse(TM) technology is a distinctive invention developed
through years of intensive research by Fresh Express principal scientist Dr.
Kai-Lai Grace Ho, with support from the company's R&D, food safety,
innovations, engineering and manufacturing teams. FreshRinse(TM) is a
combination of Generally Recognized as Safe (GRAS) and an FDA-approved
ingredient that significantly enhances pathogen reduction and retains
freshness. It is acceptable for use on both conventional and organic produce.
FreshRinse(TM) has the potential for far-reaching and meaningful future
applications and is an environmentally friendly technology. Ingredients will
decompose to environmentally safe and friendly compounds that pose no harm to
the environment.

Commercial application for FreshRinse(TM) has been scientifically
validated during the past five months, working seamlessly under salad
manufacturing conditions and yielding positive consumer experiences. With
FreshRinse(TM), fresh produce does not undergo the chlorine sanitation
process and therefore better retains its natural color and aroma.

In order to provide information about the benefits of this new
technology, Fresh Express targeted the largest gathering of produce
executives in the nation - the Produce Marketing Association's (PMA) Fresh
Summit - for the FreshRinse(TM) debut, thereby ensuring that both large and
small produce businesses have the opportunity to learn about this new
technology. In addition, Fresh Express is planning to integrate a major
consumer education program, including significant television and print
advertising and other outreach activities to inform consumers about the
important food safety and quality benefits of FreshRinse(TM).

Fresh Express is the nation's No. 1 salad producer and has been a leader
in fresh foods for more than 80 years. Fresh Express is dedicated to
providing consumers with healthy, convenient ready-to-eat spinach, salads,
vegetables and fruits. For more information, visit
www.freshexpress.com.

ABOUT CHIQUITA BRANDS INTERNATIONAL, INC.

Chiquita Brands International, Inc. (NYSE: CQB) 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 US$3.5 billion, Chiquita employs
approximately 23,000 people and has operations in nearly 80 countries
worldwide. For more information, please visit our corporate web site at
www.chiquitabrands.com.

Ed Loyd of Chiquita Brands International, Inc., +1-513-784-8935, eloyd at chiquita.com; Elizabeth England, +1-314-324-8362, elizabeth at stratagentcorp.com