Independent Retail Study of California Fresh Strawberries Shows Use of TransFresh® TECTROL® Results in Better Quality Fruit Shows Higher Consumer Purchase Intent Scores for TECTROL® versus Open Bag Shipping Methods
Shows Higher Consumer Purchase Intent Scores for TECTROL® versus Open Bag Shipping Methods Use of TECTROL® Provides Better Berries in Transit and on Shelf
SALINAS – March 28, 2011 TransFresh® Corporation, a wholly owned subsidiary of Chiquita Brands International, Inc. (NYSE: CQB), today announced the findings of an independent study that confirms the use of TransFresh® Modified Atmosphere Packaging (TECTROL) results in better quality fruit, higher consumer purchase intent scores versus open bag shipping methods, and better quality stability during transit and on shelf.
The study found that berries shipped using TECTROL strongly outperformed open bag shipping methods and confirmed a strong direct correlation between the number of berries considered to be better quality and purchase intent. Compelling customer satisfaction scores are more likely to yield greater potential for sales, velocity, return on investment and repeat purchase. The study results demonstrate the strong shipper and retailer benefits of utilizing the proprietary TECTROL technology.
“By opting for TECTROL, retailers and shippers are far more likely to experience significantly better quality berries after transit, more attractive displays, greater purchase intent of strawberry clamshells, and greater potential for better berries to take home – all drivers of overall customer satisfaction,” said Rich MacLeod, vice president at TransFresh North America. “We are proud that our TECTROL technology can deliver such profit-maximizing results, and we look forward to working with even more retail partners to extend the usage of our proprietary systems.”
The study was conducted over a 12 week period testing strawberries shipped from major California growing region to retail stores. In 39 cities, over 1,400 individual strawberry clamshells were randomly selected, purchased and scored for purchase intent on the basis of quality and appearance by independent auditors. The auditors then scored individual berries in each clamshell for mold, decay, bruising, leaky spots, over-ripeness, under-ripeness and “good” fruit using accepted industry parameters. Raw data was then provided to a third-party statistician for independent analysis.
Fresh strawberry retail displays utilizing TECTROL scored highest at 70 percent in perceived customer satisfaction and positive purchase intent compared to 46 percent for open bag displays. The study also found consumers are 24 percent more likely to purchase fresh strawberries from a TECTROL display than a display of berries shipped using open bag methods. Specifically, TECTROL berries on display were observed to have more “good” berries and fewer leaky, decayed, fuzzy, moldy, over-ripe or under-ripe berries.
Five purchase intent categories, ranging from “definitely would purchase” to “definitely would not purchase,” were used to score the clamshells. The study found that 56 percent of TECTROL strawberry clamshells were rated in the top two positive purchase intent categories compared to 31 percent for those using open bag methods. This resulted in a 25 percent point advantage in purchase intent measures for TECTROL strawberry clamshells versus open bag. Conversely, the study found 38 percent of non-TECTROL clamshells using open bag shipping methods were rated in the bottom two purchase intent categories of “definitely would not” or “likely would not” purchase.
Furthermore, on average, roughly 42 percent of berries in TECTROL clamshells were scored as having no imperfections compared to roughly 38 percent from open bag clamshells. Specifically, TECTROL clamshells averaged less than half the amount of moldy berries and a third fewer leaky berries than clamshells using open bag methods. Further details of the study are available upon request.
About TransFresh®
TransFresh® Corporation , a wholly owned subsidiary of Chiquita Brands, is a pioneering and established global company with 50 years of experience in perishables transport. TECTROL® is the trademarked brand name for the TransFRESH® family of proprietary modified and controlled atmosphere systems and processes developed and owned by TransFresh®. The TECTROL® Service Network™ services, markets and supports the Tectrol Pallet Systems operations and technologies. Since inception, continual packaging, equipment and sealing process innovations have established TECTROL® as the industry standard. For more information visit www.TransFresh.com
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Note: TransFresh® retained the services of outside resources (RQA®, Inc. and Nolan Network) to visit all stores, evaluate berry displays, randomly purchase and individually evaluate berries. Prior to store visits, TransFresh® provided inspection and scoring guidelines based upon standard industry norms and trained auditors to appropriately apply them. Raw data were then submitted to a credentialed independent statistician for analysis and reporting without any expectation about overall findings or results.