PACIFIC FRUIT LOOKS TO BROADEN BONITA'S APPEAL

NEW YORK -- Building a brand name from scratch can be an uphill battle, particularly in the produce department.And taking on one of the best known commodity brands of all, Chiquita, in a crucial category, bananas, requires near-military precision and determination.That is exactly what Pacific Fruit, the U.S. distributor of Bonita brand bananas here, is trying to do.Pacific Fruit has launched new regional

NEW YORK -- Building a brand name from scratch can be an uphill battle, particularly in the produce department.

And taking on one of the best known commodity brands of all, Chiquita, in a crucial category, bananas, requires near-military precision and determination.

That is exactly what Pacific Fruit, the U.S. distributor of Bonita brand bananas here, is trying to do.

Pacific Fruit has launched new regional ad campaigns in Phoenix and Portland, Ore., designed to create

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