In 1990 United Brands changed its name to this to take advantage of its name recognition as a banana producer
In 
1990 the company changed its name to Chiquita Brands International, Inc., and... [DOC] [TLE] The Viability of the World Banana Market for Independent Producers ... [PAR] The rise of United Fruit, who later became Chiquita Brands, marked the level of ... 
Their reputation for dubious activities in the banana market began in 1899 with ... 
land given to them by Latin American governments anxious to reap benefits.