Fernando Aguirre became Chairman and Chief Executive Officer of Chiquita Brands International, Inc. in January 2004. He is responsible for setting the company's day-to-day operational performance and its strategic direction. Prior to Chiquita, Mr. Aguirre spent more than 23 years in brand and general management and turnarounds at Proctor and Gamble (P&G). He began with P&G in Mexico in 1980, rising through the corporation in positions which included the leader of P&G's first Hispanic Marketing Group, President and GM of P&G Brazil, Vice-President of P&G's global and U.S. snacks and food products, and President of global feminine care. In July 2002, Fernando Aguirre was named President of special projects, reporting directly to P&G's Chairman and CEO.
Mr. Aguirre is a member of the International Chapter of the Young Presidents Organization. He serves on the board of directors for Chiquita Brands International and the board of Coca Cola Enterprises. He was also the first chairman of the corporate advisory board he helped form at the Marshall School of Business at the University of Southern California. He was inducted into the SIUE Athletic Hall of Fame in 2007 for his outstanding career as a Cougar pitcher. He is also a member of the 2009 SIUE Alumni Hall of Fame.