Oct 1, 2008 6:06 AM, PROMO P&I, By Richard Tedesco

Chiquita is running a rewards program to push its fresh produce and salad products.

Chiquita Brands International, Inc. is pushing its fresh produce with a rewards program that gives consumers points for purchases they can apply toward weekly auctions or charities of their choice.

Consumers earn points in 10, 20 and 40-point increments for buying Chiquita and Fresh Express products in grocery stores nationwide, with points applicable for merchandise, auction prizes or charitable contributions. Points are collected in the form of logos on the back of the respective brand produce packages.

Chiquita claims that it “Fresh Funds: Healthy Rewards for Healthy Living” program is the first of its kind intended to reward shoppers for making healthy eating choices.

The reward prizes are consistent with the healthful lifestyle theme. A Wii Fit video game console was the first prize up for auction in late August. The current prize being touted on Chiquita’s Web site for the program is a Cannondale bicycle.

Consumers also have the option to apply their points—at the conversion rate of 100 points for $1—to Susan G. Komen for the Cure, supporting breast cancer research, or the American Cancer Society’s Relay for Life.

Chiquita will run the “Fresh Funds” initiative through the fall and monitor the results. “Then we’ll make a decision on continuity,” Chiquita spokesperson Bryan Brown said.

The program is being promoted in an offbeat online tactic with humorous viral videos and other sites. Chiquita reports the videos have drawn 400,000 viewers to date.

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