The Association of Banana Producer Organisations of the Canary Islands (ASPROCAN) has launched a new advertising campaign that will last until 19 April and which is intended to focus on product differentiation compared to other origins, both in terms of taste and quality.
With this action, Plátano de Canarias aims to strengthen its position against non-European bananas, whose import in Spain has increased in 2014. With the slogan El sabor de lo nuestro (The local taste), which has been the most defended aspect for many years, the brand pursues to highlight the fruit's "unique features and higher quality compared to non-European bananas."
The main message of the campaign, Our taste makes us unique, is endorsed by the European PGI label (Protected Geographical Indication), granted to Canary bananas, which guarantees that their intense and sweet flavour, aroma and characteristic dark specks differentiate it from other imported products.
The campaign is based on the appreciation for the country's most representative foods, including Canary bananas, and shows the surprise of a foreign woman enjoying a Canary banana for the first time in her life.
It also emphasises how Canary bananas are a traditional, environmentally-friendly crop, grown by 8,224 producers who are able to work all year round thanks to the Islands' special conditions.
According to ASPROCAN, the quality of Canary bananas has resulted in the fruit becoming a traditional part in the diet of Spanish consumers, who still show a strong preference for it. Currently, 7 out of 10 bananas consumed in Spain have been produced in the Canary Islands.