Banana supplier's new branding denotes French origin
The Banana of Guadeloupe & Martinique company discussed its approach to branding in a new press release, trying to differentiate itself from other competitors.
"This New Brand "The French Banana" is the result of a reflection that aims to enhance and differentiate our product, "Banana of Guadeloupe & Martinique" so far sold unpackaged, a product exposed to the price war and victim of a major depersonalization. Depersonalization which is a major scourge for banana in the store, that does not allow the consumer to buy the product at the end of a real choice. "The French Banana" is thus the legitimate affirmation of our identity with the quality, the promise and values honoring our knowledge and our French Terroir"
Economy of bananas
The company occupies a major place in the economy of France and, according to them, they are the first private employer with 10,000 direct and indirect jobs. The company discussed its impact on the countries employment, potential for growth on the islands saying: "650 producers market 260,000 tons of bananas each year. With growing volumes the government thought it justified to create a dedicated freight line that would provide 75% of sea freight between the French Caribbean and France, and secures supplies for France."
"Constrained by a humid tropical climate that favors the development of plant diseases and the proliferation of insect pests, Bananas of Guadeloupe & Martinique, nevertheless managed to remain the leader in the French market."
"In our islands, 80% of agricultural jobs are in banana sector, and for 90% they are permanent! This shows the level of importance of this activity to rural life in the Caribbean, and the social role it plays in our departments."
Sustainable and responsible agriculture
Banana of Guadeloupe & Martinique also reaffirms its commitment to sustainable and responsible agriculture by launching the Sustainable Banana Plan 2. The first phase of this plan greatly strengthened the innovative capacities of producers through the creation (in 2008) of the tropical institute of technology (IT2 ) and collaboration with CIRAD (International Agricultural Research Centre for Development) according to the company.
"The Sustainable Banana Plan 2 will strengthen the social role of the sector in preserving jobs. It plans to increase production in Guadeloupe over 30% with the help of the authorities. It will continue the work already done on training, youth producers support for setting up, the specific aid to small farms and farms in difficult situations. Improving working conditions is also one of the major points of the device." They finished
Karym Bagoee
Responsable Communication Interne
Tel: +33 01 5670 0193
38, rue du Séminaire - Centra 401
F-94616 Rungis Cedex
www.bananeguadeloupemartinique.com