The global banana market is becoming increasingly competitive, despite it being one of the most traded fruits in the world. According to Antonella Palacios, Chief Communication Officer of the banana grower and exporter, the Palmar Corporation based in Ecuador, "Globally, markets have become highly competitive, and the focus on sustainability and quality will continue to be key in purchasing decisions."
She says there is still a lot of potential for Palmar's banana exports in Europe. This is where the demand for companies to distinguish themselves through applying social, environmental and sustainability practices will make the difference she believes. "In Europe and our key markets, development points to preferring suppliers that offer traceability, certifications, and compliance with strict environmental regulations, which is a great opportunity for Palmar."
This was Palmar's key message to customers at the recent Fruit Attraction exhibition in Madrid. "Our main message was to reaffirm our commitment to sustainability, quality, and safety. We highlighted our Super Safe Journey, which ensures quality across every step of our value chain — from cultivation to shipping. This includes our large production facilities for carton and plastic bags, both of which implement recycling processes and environmental care. This structure provides our clients with full transparency and reliability. Additionally, clients expressed strong interest in environmentally responsible products with traceability, emphasizing the importance of working with suppliers who can adapt to changing market demands. It was a productive fair in terms of establishing new relationships, especially with clients interested in sustainability and differentiated brands. This year, we also focused on maintaining close contact with our current clients to ensure solid partnerships moving forward," explains Palacios.
Palmar exports over 20.8 million boxes of bananas per year, with 50% coming from their own production. They export 50% to Russia, 30% to Europe and the difference to the USA and Asia. Europe, Germany and Poland are key markets where they have long-standing customers.
Palacios says they proudly display the company's 28-year track record at their stand. "Fruit Attraction 2024 was an excellent opportunity to reconnect with our clients and strengthen Palmar's presence in the European market. Our stand this year featured interactive zones and introduced a new customer satisfaction app, which allowed us to gather invaluable insights. Through our branding efforts, we showcased how our company continues to innovate in the banana industry, with a focus on quality, safety, and sustainability. We also strengthened and positioned our campaign - More than bananas, we are trust - highlighting our 28 years of experience in exporting and 48 years in production," emphasises Palacios.
Goals for 2025
"We aim to secure strong contracts for 2025 while growing partnerships with small-scale producers to ensure stable volumes. In 2025, our focus will be on expanding our commitment to the Sustainable Development Goals (SDGs), particularly in gender equality, climate action, and quality education. These pillars reflect Palmar's long-term vision for both business and community impact," concludes Palacios.
For more information:
Antonella Palacios
Palmar Group
[email protected]
www.palmar.com.ec