Oke USA Fruit Co. runs a campaign calling out the value of organic and fair trade fruit
West Bridgewater, Mass.-based Oke USA Fruit Co. is running a campaign called “Not All Bananas Are Created Equal.”
The company campaign will emphasize the importance of price at the retail level, especially when linked with the high value of organic and fair trade products, said Emily Gove, organizational development manager for Equal Exchange Produce/Oke USA Fruit Co.
The campaign aligns with Banana Month in March, promoted by fair trade banana supplier Equal Exchange.
“This is an opportunity to promote small-scale farmers and fair trade in one of the peak sales months for bananas,” Gove said. “Our goal is to continue to educate retailers and consumers about the banana industry and promote paying for the true costs of fruit. We’ll do this through two web seminars: one focused on merchandising and pricing, and the other with representatives from all stages of the supply chain, farmer to ripener."
Supply and demand outlook
Gove said Equal Exchange Produce/ Oke USA Fruit Co. is seeing growing demand for fair trade fruit at the retail level, which she said is especially exciting in a time of higher costs and increased retail pricing.
“We believe that shoppers will pay more for bananas when they see their value, and recent retail trends have supported our belief,” she said.
Gove said the last few months have been strong for the company’s supply partners at origin. “Fair trade bananas were an important income source for communities in Ecuador and Peru during COVID spikes the last few years, and have enabled farmers to invest further in their operations.”
Gove said the company has seen organic-focused stores and e-commerce grow sales and even add new locations in the last few years.
“Like fair trade, organic offers a greater value to the consumer, and bananas are often the most accessible organic item at retail,” she said. “Proportionally, consumers may pay less than 50 cents per pound more for organic, while for other products, the differential is much greater."
The pandemic has created challenges for the industry, and Gove said shipping irregularity has been a big one.
“Between COVID and [Panama disease tropical race 4, a banana disease], it is much more challenging to export bananas than it was two years ago,” she said. “Shipping lines have limited space, and countries like Panama have placed restrictions on bananas to prevent the spread of TR4. Overall, the importing process has become more costly and time-consuming, but supporting small-scale banana farmers is more important than ever.”
The Packer's Q & A with Emily Gove, organizational development manager for West Bridgewater, Mass.-based Equal Exchange Produce/Oke USA Fruit Co.
The Packer: How has banana marketing changed in the past 20 years?
Gove: Consumers have become more receptive to values-focused marketing. Where years ago, a banana campaign might focus on the fruit's color and have a similarly bright message, consumers are becoming more discerning and are gravitating toward products that emphasize social and environmental sustainability. Telling your company’s story and the stories of your supply chain partners is just as important as selling the quality of your fruit.
The Packer: What is the biggest challenge in expanding the consumption of bananas in the next decade?
Gove: It is likely that TR4 will continue to spread in Latin America, and the banana industry will need to respond. There is potential for greater diversity in the types of bananas grown at origin and imported to the U.S. We hope to see greater interest in small-scale farms and agroforestry, as both models offer greater protection from the disease than monoculture common at many plantations.
The Packer: Is it important for retailers to offer organic and fair trade options to consumers?
Gove: Yes. Retailers who traditionally carry only conventional fruit should consider adding organic, fair trade fruit to their shelves. This fruit has a significant impact for farmers and their communities, and is not significantly higher in price for consumers than conventional fruit in dollars and cents. Adding higher-value fruit may also attract new customers to their stores.