
That’s two bucks a pop. And they’re selling.
An interesting Chiquita experiment at Belgium’s Brussels National airport – appropriate, since the transportation hub is just a fifteen-minute, one-stop train ride from the global banana bank at the Catholic University of Leuven, where over 1,400 varieties of the fruit are preserved for scientific experimentation and against future ecosystem loss (if only the banana companies would contribute a bit to the funding of the bank!)
At the top is the “Chiquita Banana on the Go” product. This is a somewhat different take on the single-sale banana than the not-quite-successful convenience store version (below.) Note the bar code and the per-fruit branding – the fruit we see at our U.S. 7Eleven stores is sometimes sold in banana-logo cartons, but aren’t individually labeled. Also interesting: the Belgian airport bananas sat right next to bowls of apples and oranges, which weren’t branded. After more than a century, the banana is pretty much the only fruit that takes to this kind of labeling.

Note the bar codes: perfect for the banana as a “packaged good,” rather than a plain-old item of produce. Packaged goods, of course, cost more.
Analysis: does the branding make a difference in this retail venue? The fascinating thing here is that Chiquita is using its brand-name for the opposite purpose in the airport than it does in supermarkets. Sold at grocery stores, the banana is a commodity – cheaper than apples and oranges. The logo serves as a gentle incentive toward consumer choice: “pick me,” it says, “over other bananas,” even though they’re all the same. But in the airport, Chiquita is positioning its fruit as a luxury good – something with more value than the plainly-presented competition. Does it work? The worker at the café told me that the bananas still sold at twice the rate of the apples and oranges, despite – in this case – also costing twice as much (and that’s a lot: €1.50 is about two bucks these days – enough to buy four pounds, or up to 12 bananas, in some parts of the U.S.!)
Final point: This reflects the changing role of the fruit in our culture. Less and less is it competing with other produce – and more and more with snacks like candy and chips. That’s a good thing in terms of public health – and probably for the banana companies, too, which, if the transformation continues, will ultimately be able to charge a lot more for fruit sold by the piece, rather than by the pound. Still, at this point, it seems the Euros are more willing to swallow the banana as a snack-food substitute than we in the U.S…