At the recent Fruit Logistica 2025, Ecuador and Colombia reaffirmed their commitment to the sustainability and security of the banana trade at the "Banana Connect: growing sustainability, exporting quality, and a safe product" event. The meeting, which was organized by their embassies and ProEcuador and ProColombia trade offices in Germany, brought together 80 representatives of the sector, including logistics, security, and retail leaders.
Germany, one of the main destinations for Latin American bananas, is facing new regulatory and import safety challenges. In this context, José Antonio Hidalgo of the Banana Cluster of Ecuador stressed the need for more shared responsibility in the supply chain: "The sector is investing in security, but it is crucial that Europe also assumes its role in this global challenge, with port regulations."
In addition, Emerson Aguirre, president of AUGURA (Colombia), stressed the urgency of guaranteeing fair prices for sustainable production: "Producers have made large investments in quality and certifications. We need a real commitment from buyers."
The event was attended by representatives from Hamburg, REWE Group, and the Latin American Business Association (LAV), highlighting the importance of balanced trade. Diego Morejón, Ecuador's ambassador to Germany, stressed that the sector's growth will depend on more equitable agreements: "Fair and sustainable trade is only possible with joint work between producers and importers."
Yadir Salazar, Ambassador of Colombia, underlined the need for innovation to strengthen international competitiveness: "Bananas are not just an export product, they are a key sector for development."
The event was moderated by international journalist Thomas Sparrow, who led a key debate on market developments. The conclusion was clear: ensuring the stability of the sector requires collaboration across the value chain, with greater support for producers and regulation that balances sustainability with commercial viability.