AgroFruit began with a small plantation over 65 years ago, and throughout its history it has partnered with many of the world's highest profile banana companies. It's plantations, located in Ecuador and Guatemala, must each adhere to a strict set of standards set by AgroFruit. The idea is to control all aspects of production, marketing and shipping in order to ensure consistent quality.
“We can certify that 100 percent of the conventional bananas we sell are grown in our plantations,” explained Jose Galvez, vice president of AgroFruit. “We can also guarantee that 100 percent of our farms are certified by GlobalGAP and RFA. We have our own transportation company in Guatemala to control the inland from farm to port. We control the shipping to different markets, and in some cases we distribute all the way to the customers' distribution centres. Through the supply chain we have different checkpoints to control quality and ensure freshness. With a vertically integrated operation, ONE Banana offers a single point of contact by assuming full responsibility for the entire chain and controlling the quality process from farm to store.”
That level of control allows it to respond quickly to customer needs and work with them on custom programs. Everything related to the product and packaging can be tailored to customer specifications, and it can all be done quickly because AgroFruit is in charge of it all. That level of service is what allows ONE Banana to compete with banana programs from bigger companies.
On the supply end of the operation, AgroFruit ensures not only the quality of fruit harvested, but also the manner in which that fruit is harvested. Over the last three years, the company has invested over $5 million in its social programs focused on labour laws and workplace standards, training, health and education, career development and micro-financing.
“ONE Banana maintains social and environmental practices that respect and value individuals, communities and nature,” said Galvez. “It promotes the improvement of living conditions of its employees and neighbouring communities through social programs in partnership with local, national and international institutions.” The aim is to offer a product that appeals to consumers because of its quality as well as the social responsibility that is observed during its production.
“ONE Banana is about longer-lasting and more robust fruit with standards that exceed market requirements,” said Galvez. “It's a concept that refers to the uniqueness and differentiation in a market that demands high standards of quality, service and social practices.”
For more information:
Allison Tebbano
Jones Social PR
Email: allison@jonessocialpr.com
www.onebananas.com