Chiquita believes in not only practicing business strategies that are aimed at offering the best quality bananas to its consumers along with the superior quality of service but also giving back to the environment and the people involved in the business. The business believes in incorporating business strategies that are both sustainable and looks at the “bigger picture”, so that are aligned to the need for “doing well” for the “employees and their families, for our communities, our industry as a whole and the environment we all live in” (p 11). Keeping this in mind, the company fits in the category of “Choose Issues That Are of Concern in the Communities Where You Do Business”, as they are focused at doing good for the company that has created the opportunities for them (Kotler & Less, p 238).