While the beginnings of the Banana Association of North America (BANA) started about a year ago behind the scenes, the organization chose to come forward following a meeting at the International Fresh Produce Association’s Global Produce and Floral Show, says Tom Stenzel, principal of The Stenzel Group. Stenzel will lead the daily operations of the organization, which is governed by a board of directors that includes executives of Chiquita, Dole Food Company, Fresh Del Monte and Fyffes North America.
Stenzel says in that year, the organization worked behind the scenes on tariffs and other issues impacting the banana industry. And while BANA is new, banana organizations are not new. The International Banana Organization ended around 2008, but he says in recent years, banana companies have started to communicate with Stenzel about relaunching an effort.
“You’ve got four major competitors there,” he says. “They’re not really used to working together, so that’s been part of the process of helping them understand they’re still strong competitors in the market for sales. But there are things we can do together that will help the whole banana industry.”
And that’s one of the goals that BANA has in mind, Stenzel says, noting that while bananas might lead fruit sales and have huge household penetration, because bananas are a staple in produce departments, there might be less buzz around the fruit.
“Everybody knows bananas, but it’s kind of just become a staple, so it maybe doesn’t draw as much pizzazz and excitement as some newer fruits or competitive products,” he says. “So that’s another goal, is to kind of revitalize that, particularly with younger people who get excited about new products. So how do you create new excitement about a category that’s already this established?”
Stenzel says BANA wants to be more vocal about the nutrition benefits of bananas as well as its portability and affordability with consumers who both seek out value but also new flavor experiences.
“It’s probably the most affordable fruit — look at the price points for bananas,” he says. “It’s got those same eating qualities. It’s got good nutrition, it’s got portability. It was sort of the original convenience fruit, if you will, before we started cutting other products up. So, it’s got a lot of those attributes. It’s an energy boost. I’m not sure that we’ve communicated that as well, particularly to the younger generation.”
One thing Stenzel wants to point out is that while BANA wants to engage consumers, the members don’t see bananas going head-to-head with other commodities. Stenzel says the team sees great opportunities for consumers seeking out similar benefits in different products.
“You look at energy drinks and energy bars, why not have a natural, fresh banana instead of a processed candy bar for energy,” he says. “I would say to the trade: Don’t be worried that the bananas are going to try to come compete with you. We’re just trying to find the sweet spot where we reengage those consumers who probably haven’t been having as many bananas as you and I.”
Another thing Stenzel wants to communicate is the critical role retailers will play in the future of BANA’s efforts, especially in highlighting bananas.
“We want to make sure that the retailers understand that there is greater potential in bananas than maybe they are used to,” he says. “How do we reengage the retailer also as a partner in reaching those new consumers, whether it’s in displays or promotions or any of those types of activities?”
Stenzel says, much like BANA’s goals with consumers, the organization seeks to transform the conversation and reenergize the category.
“Let’s put some energy back in the banana category and see what we can do to make it grow,” he says.
