Organics Unlimited sees rising consumer demand for organic, ethically sourced bananas

San Diego-based Organics Unlimited thinks that consumers are willing to pay a fair price for bananas that are ethically sourced and organically grown, says Daniella Velazquez de Leon, manager.

“We've partnered with retailers who embraced this belief, raised their retail price to $1.29 per pound and found that customers continued to purchase bananas,” she said. “Even with a 30% price increase, bananas remain among the most budget-friendly items in the produce department, and that [10 cents to 30 cents] difference on the grocery bill makes a massive difference for producers and results in a win-win across the supply chain from grower to retailer.”

Bananas have shown remarkable resilience to inflation, maintaining a consistent price over the decades, Velazquez de Leon said.

“Their affordability is evident, with prices remaining well below the $1 per pound mark despite inflationary pressures,” she said. “If we factor in inflation since the '80s, bananas should theoretically be priced at over $2.50 per pound today. However, retailers understandably hesitate to raise prices on an item known for its affordability."

Organic identity

Being certified organic is deeply ingrained in the company’s history and mission, Velazquez de Leon said.

“We see organic as a fundamental pillar of sustainability, promoting regenerative soil health, carbon sequestration, conservation of natural resources, and ensuring the well-being of workers and consumers by steering clear of pesticides commonly used in conventional produce,” she said.

Despite potential economic challenges such as inflation, the message of sustainability and responsible sourcing resonates strongly with consumers, Velazquez de Leon said.

“While customers may be exploring ways to manage their budget, conscious consumption remains a priority for many, and we believe these aspects are not mutually exclusive,” she said. “Our embrace of direct trade practices allows us to ensure fair prices for growers and give back to communities, empowering growers with autonomy without the added strain of costly certifications.”

Retail tools

Organics Unlimited works hard at bringing additional POS materials that retailers can take advantage of to communicate the story behind the marketer’s bananas, Velazquez de Leon said.

Related: Fyffes raising the profile of its organic bananas

“We are uniquely positioned in that while we are growers, we also have a recognized label at retail, this allows us the rare opportunity to bridge the gap between the customers purchasing our bananas and the farmers growing them,” she said. “We want our farmers and scholarship recipients to feature prominently at retail to allow customers to make that human connection and see the faces of those they are supporting through their purchases.”

Retailers can boost banana sales through creative cross-promotions with complementary products, Velazquez de Leon said.

“One successful example is our collaboration with The Produce Moms, where we craft fun recipes for retailers to display, fueling inspiration among customers,” she said. “Last year, our retailers embraced this idea, strategically placing nut butter and chocolate chips near banana displays to make tasty Air Fryer Banana Splits.

“Equally vital is sharing what sets your banana program apart,” she continued. “Modern consumers increasingly seek transparency regarding the origins of their food and ethical business practices. Our initiative to support growers and communities resonates with conscious consumers. By utilizing our [do-it-yourself] point-of-purchase elements, retailers can effectively communicate this unique aspect. You can share the story behind the people growing your bananas or take advantage of our QR codes that connect customers with the stories of individual GROW scholars, strengthening the sense of impact with their purchase.”

Through its direct trade practices and commitment to fair prices for farmers, Organics Unlimited promotes economic equity within growing regions, fostering the long-term well-being of the communities the marketer serves, she said.

“In addition to organic and direct trade practices, our GROW Program stands as a cornerstone of our sustainability efforts,” she said. “This initiative safeguards the future of our communities by providing scholarships to farmworkers’ children, enabling them to pursue education through college. It also encompasses vital healthcare services like dental and medical clinics, as well as malnutrition recovery programs.”