As I’ve said before, the best thing the banana companies do is position their product as an alternative to salty snacks and candy. In this ad, from The New York Daily News (Oct. 23, 2009) the fruit also takes on pricier energy bars.
A smart move that also notches prices up – at an averge of seventy-five cents for a convenience store single banana – to about four times the supermarket per pound tag.
The single confusing thing is the newspaper ad. Will people seeing really be prompted to spontaeous banana purchases?
Archive for October, 2009
Bananas vs. junk.
Wasteful – but innovative – banana packaging
Image from USA Today.
The reason we have only one kind of banana – out of the 1,000+ found worldwide – is partly an issue of transportation: every banana type ripens differently and has widely varying levels of fragility. In the 1950s, when the “original” commercial banana, the Gros Michel, was going functionally extinct, Dole came up with the idea of bagging and boxing a potential replacement fruit – the Cavendish – in order to allow it to survive the long trip from the tropics to our stores. The plan worked, and the banana industry was saved.
Today, as disease ravages the global Cavendish crop, packing and shipping technologies are once again becoming key to replacing the commercial fruit. At the same time, bananas compete more and more with candy and other junk food at convenience stores, where branding and presentation beyond an oval sticker might be a plus (at least in terms of marketing.)
Del Monte and 7-Eleven seem to believe just that and have begun, at about 30 stores near the convenience store giant’s Dallas headquarters, a small retail test of bagged and branded bananas. The packaging is designed to extend the shelf-life of the fruit from two to five days. (I’m not sure how the convenience store chain came up with those timeframes, actually. Bananas should be able to stay on sale for more than 48 hours if handled properly.) “Our customers want yellow bananas — not brown,” Joseph DePinto, CEO of the convenience chain, told USA Today. (I’ve written about convenience store fruit before. It hasn’t really worked out that well for the big banana companies.)
Since I’m not in Texas, I haven’t handled the packaging, but from the picture, it looks a lot like something a high-end produce distributor called Melissa’s uses for plantain sold in California supermarkets; Chiquita also made a try with a similar form of packaging a few years ago. It used a membrane-like coating and a special device that separated the fruit; the system was designed by a Boston consultancy called Gen3 Partners; you can read about the product here.
In a published case study, Gen3 quotes Chiquita as saying: “We have been in business for over one hundred years. We need to shake up our markets with new innovation.” Environmentalists rightly see this kind of innovation as problematic, and I agree, but with mixed feelings. I’d be happy if the new wrappers somehow made the fruit a more likely buy – over junk food – at convenience stores.
The bigger issue is that new production technology is desperately needed in the banana world – though not necessarily to make the fruit a convenience store favorite. The fruit industry continues to rely on Cavendish, and only Cavendish. That fruit is doomed (read my book or see this article), and no amount of packaging can change that. But in order to save bananas as a consumer product, the industry will need to develop new technologies to deliver new bananas to consumers – just as Dole did fifty years ago, and tougher, ripeness-delaying packaging will be a part of that. Is this particular experiment a step in the right direction? Not sure – but it is a step.
“Fake Banana” at Significant Objects
Here’s panel one of Josh Kramer’s funny cartoon. Follow the link for more.
Fake Banana | Significant Objects ; tip from the fabulous Siel at GreenLAGirl…
Dole backs down, drops suit against filmmaker
PLUS: See the film in New York Wednesday, October 21, at 7:15 PM. Details here.
But still not cuddly. Image: Fresh Plaza
After pressure from the Swedish government - efforts to boycott the banana company were underway, with a strong chance they would spread to other EU nations – Dole dropped a lawsuit it had filed against Swedish filmmaker Fredrik Gertten and his film, “BANANAS!*”, which tells the story of the company’s pesticide use in the 1970s and the damage that practice inflicted on Nicaraguan workers.
Here’s the full text of Dole’s statement:
WESTLAKE VILLAGE, CALIFORNIA – October 14, 2009 Dole Food Company, Inc. today announced that it is dismissing its defamation lawsuit against filmmakers Fredrik Gertten, Margarete Jangård and WG Film AB in the Los Angeles Superior Court, relating to the film BANANAS!*.
Dole made its decision in light of the free speech concerns being expressed in Sweden, although it continues to believe in the merits of its case. Dole strongly believes in freedom of speech and expression, which are so important in Sweden and the United States. [Emphasis added. Dole's view of our own First Amendment rights is, apparently, mostly, afterthought.]
“While the filmmakers continue to show a film that is fundamentally flawed and contains many false statements we look forward to an open discussion with the filmmakers regarding the content of the film,” said C. Michael Carter, Dole’s Executive Vice President and General Counsel.
I wrote about Dole’s financial motivation for suppressing in Sweden’s Dagens Nyheter newspaper earlier this month; the English version of the story is here. While this is a great win for the film, the question that has to be asked is why it took Swedish concerns about free speech to kill the court action. Unfortunately, I can answer that: institutions in the U.S. – ranging from our government to the Los Angeles Film Festival (which shamefully caved to Dole pressure and disavowed the film, a measure that seems all the more cowardly given this news), as well as much of our national media - generally didn’t see the banana company’s action as something worth questioning, let alone resisting.
What next? Well, if you happen to be in New York, you’ll have a chance to see the film this coming Wednesday, as part of the CMJ Music Marathon and Film Festival. Gertten will be there to answer questions (I’m going to be in attendance, as well.) One hopes that U.S. distributors will now be more open to putting the film in widespread circulation.
It is important to remember that the Nicaraguan story continues, and Dole’s attempts to discredit those who’d hold it responsible for its actions remains underway, too, as the below ad, auto-placed alongside the Los Angeles Times account of the lawsuit’s end, shows.
One more thing: the Dole release states that the company “is dismissing” the lawsuit. Actually, the proper term is “dropping.” Only a judge can dismiss a suit, something that comes with finding that suit invalid. Standard corporate press release nano-literacy or Freudian admission of the dopiness of the strategy to begin with?
Cheap Walmart bananas in UK; Fair Trade in U.S.
You’ll have to go to the U.K., but there’s apparently a banana price war happening – the ASDA supermarket chain has been cutting prices on the fruit for weeks now. Currently, the fruit runs at 38 pence per kilo, which comes out to about 30 cents (U.S.) per pound. That’s the lowest I’ve ever seen for a supermarket fruit – and ASDA offers home delivery. The Sun – Britain’s raciest and most awesome daily paper thinks this is big news, too, reporting that other chains are really, really peeved.
It shouldn’t come as a surprise that the chain is owned by Walmart, which has – in the U.S. – undercut Chiquita and Dole by sourcing its own unbranded fruit, and has added a new twist to the strategy by offering Fair Trade product in 100 of its stores, according to an announcement made last week. (I’ve got issues with Fair Trade – more on that next week.)
Read and Buy Some Books
Nobel Prize winner Paul Krugman recommends it.
Listen to my interview on NPR's Fresh Air.
My own op-ed in the New York Times.
Other Books:
