This year, the sector will celebrate 5 years as the official supplier and official banana of the Tour de France. After arriving at the world's biggest cycling race in 2018 as sponsor of the team, the French banana has been the official banana of the Tour de France since 2019, spreading its energy, warmth and good spirit to every Tour follower and to the general public.
“We are delighted to be celebrating 5 years as the official supplier and official banana of the Tour de France. This emblematic race has now become our flagship event. We represent the French agricultural world at the Tour de France, and above all the French overseas territories. It was a daring challenge and we have succeeded! The 520 growers of Guadeloupe & Martinique are very proud,” explains Pierre Monteux, general manager of the Union of Banana Producers of Guadeloupe & Martinique (UGPBAN).
Popote mascot at the Tour de France 2022/ Photo credit: ASO
Banana of Guadeloupe & Martinique at the heart of the Tour de France festivities
As a key partner of the Tour de France, the brand delights young and old alike at the start and finish of each stage:
=> podium animation by Popote (the brand's mascot) at the start,
=> bananas offered to the public (at the start and finish) and in VIP areas,
=> bananas of Guadeloupe & Martinique distributed to the racers (at the start of the caravan and in the paddock at the finish): a special encounter with the racers.
At each stage, visitors will be greeted by our animation teams at 3 counters (1 fixed and 2 mobile) under the colors of Bananas of Guadeloupe & Martinique. The public will be able to take part in the Tour de France festivities in a warm West-Indian atmosphere, with a variety of activities including a bike-smoothie, a photobooth and a “seek and find” game.
Thanks to dedicated logistics, two of the Solveg Group's Fruidor ripening facilities (Bordeaux and Lyon), located as close as possible to the Tour de France route, will supply almost 30 tons, double the amount of the 2022 edition, and contribute to the success of the Tour de France's official banana.
Bananas of Guadeloupe and Martinique at the Tour de France 2022
KM 97: the French banana event
This year again, the banana of Guadeloupe & Martinique will be running the same charity and solidarity campaign at the Tour de France as in the past 3 years: KM 97, in reference to its origins, (971) for Guadeloupe and (972) for Martinique.
The launch of KM 97 is scheduled for July 7th, at the 7th stage of the Tour from Mont-de-Marsan to Bordeaux. The municipality of Saint-Maixant has been chosen to host the event!
The Banana of Guadeloupe and Martinique will be offering a variety of events with the goal of collecting as many bananas as possible for French charity Secours Populaire, thus strengthening the partnership that has linked them since last year.
Bananas will be collected by runners, the general public and internet users for the benefit of French charity Secours Populaire at 7 other stages by various means: quiz at the event as well as on Instagram and Facebook, applause meter.
Point-of-sale visibility
For several weeks now, the banana of Guadeloupe & Martinique has been promoting its status as the official banana of the Tour de France in stores, with French Banana stickers and ribbons. A display kit has been designed for supermarkets and will be deployed in nearly 600 points of sale until the end of the event. Digital posts will also be visible in several Leclerc hypermarkets, partner of the Tour de France, to reinforce the impact of this major event at the point of sale. At the same time, a competition has been organized for Saveurs Commerce members. The winner of the best promotion will win a VIP day for two at one stage of the Tour de France.