West Bridgewater, Mass.-based Oke USA Fruit Co./Equal Exchange Produce has partnerships with four small-scale banana producer cooperatives in Ecuador and Peru that produce organic fair trade bananas year-round.
Production is usually highest during the first part of the year due to climate conditions, said Angelica Hicks, banana strategic sourcing and category lead for the company. This year, she said there are strong projections for the fourth quarter of 2020, which should result in a steady, high-quality supply throughout the balance of December.
Equal Exchange Produce imports organic fair trade-certified bananas from small-scale producer cooperatives.
“Equal Exchange has had the good fortune of partnering with dedicated distributors and retailers across the country who are invested in promoting sustainable, small-scale production,” Hicks said. “In the past five years, our business has grown its operations on the East Coast and Midwest and begun a new program in California.”
“October is both Co-op Month and Fairtrade Month, so we are taking this opportunity to highlight these aspects that make our partnerships unique,” Hicks said.
That means, she said, highlighting small-scale producer cooperatives that grow Equal Exchange bananas and their leadership in the fair trade movement.
“We will be sharing point-of-sale signage, social media kits, blog posts, and an exclusive webinar for store partners to keep cooperation and fair trade top-of-mind during October,” Hicks said.
The marketing approach for the company is to invite interaction with consumers, Hicks said.
“Our strategy is to offer educational opportunities at every level of engagement — from clear signage at point of sale, to social media, to articles and live interviews with producer partners,” she said.
One example is Banana Zine, a collection of artwork from people across the supply chain.
“We’ve found that everyone can relate to the mission of promoting a fair and mutually beneficial banana industry, so it’s Equal Exchange’s role to make sure consumers have the chance to learn about and participate in the movement.”
Demand
Consumer demand has been difficult to predict over the course of the pandemic, Hick said. Demand surged at the outset of the pandemic and lately has been closer to pre-pandemic levels.
“The traditional determinants of banana demand in the U.S. — like the start of the school year, for example — are now in flux, so historical patterns may not be as meaningful,” she said.
“This year, our close relationships with our distributor and retail partners, and transparent communications with producer partners, are more important than ever to keep up with the ever-changing grocery landscape.”
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