Although we don't believe in timing the market or panicking over market movements, we do like to keep an eye on big changes -- just in case they're material to our investing thesis.

What: Shares of banana-centric produce producer Chiquita Brands International (NYSE: CQB) don't look so fresh today after falling as much as 21.7% on fairly average trading volume.

So what: Second-quarter sales fell 5% year over year, and earnings dropped 18% despite a large tax-related boost. Salad sales were slow, though management expected as much because of growing competition from store-brand alternatives in this cash-strapped economy.

Now what: The market is taking this report as a uniquely Chiquitan problem as top competitors Dole Food (Nasdaq: DOLE) and Fresh Del Monte Produce (NYSE: FDP) saw much smaller drops today. Yes, they fell, but so did most of the market, including 78% of the consumer noncyclical sector. Fellow Fool Alex Pape has put some Foolish cash into this stock but recently noted that he wasn't ready to buy any more despite low prices -- there are too many great value stocks around the agricultural industry. Will this drop change his mind or chase him further away? I can't say for sure but would bet on an opportunistic buy here.

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