The banana trade seems set in stone, yet importers Peter de Jong and Yasin Özturk from Barendrecht, the Netherlands, see opportunities on the market. In cooperation with Ecuadorian, Lacey Quevedo Madero, they are starting a new banana brand: LAZBANA. The trio focuses on the European market with the bananas, but they don’t close their eyes to the challenges in Ecuador. For example, they are “100 per cent in control” of the supply chain, and they invest in communities.
Last year, Erex International imported 420 containers. The ambition is to have that number increase to 500 containers this year. “We want to build a brand name and start long-term relationships.” With that, the threesome wants to conquer a permanent position on the banana market, according to Peter. The ‘cowboys’ in the sector are a major challenge. “Too many cowboys ruined the sector in recent years,” Yasin adds.
Sealed containers
To be distinctive from these companies, Yasin and Peter joined forces. The trio started Central Fruit Company, of which Lacey and Erex each own half the shares. The company focuses on the export of bananas under own brand name LAZBANA. The company works with certified growers in Ecuador.
Additionally, they also considered the risks of banana export. In order to prevent the containers being used by criminals who smuggle products among the bananas, Central Fruit Company set up a system of inspections. “We buy the bananas directly from the growers,” Lacey continues. “We have quality inspectors who inspect the bananas and keep their eyes on the process.” The containers are inspected and sealed at the port’s depot. The container is opened by the grower, loaded, and sealed again. “The containers are equipped with a GPS. If the lorry stops, I receive a message,” Lacey says. Besides, photos are taken every step of the process, and sent to the Ecuadorians. “We are 100 per cent in control of the process,” Peter confirms.
Turkish market
LAZBANA bananas are available in Poland, the US, Turkey, and via the Netherlands, on multiple European markets. Quality requirements are high in Western Europe. “We have noticed increased attention for the quality of bananas on these markets,” Yasin says. In other countries, such as Slovenia, Hungary and Romania, emphasis is more on price than on quality.
Turkey is a promising market. Bananas are popular and the transit time is attractive. Via the port on the Black Sea, the Middle East is within reach. A challenge on these markets is the ripening method. The bananas are often loaded unto lorries, gas is sprayed into the space, and under influence of the warm sun, the ripening process is started. Because of that, it can hardly be controlled. “Turkey has good ripening facilities, but this ripening method is used for other countries in the region,” says Yasin, who has roots in this region.
The Future
Peter is already looking ahead to where the flow of bananas will start. “We want to start with the import of organic, fairtrade bananas in the slow season. We are choosing a combination of organic and fairtrade because there’s more attention for the product. Besides, the grower receives more money to develop his company, and to improve or build local facilities on the farm.” Furthermore, Erex and Central Fruit Company are working on helping the local population build better facilities, such as sanitary facilities and schools. “You see so much wealth, but also so much poverty when you’re in Ecuador,” Peter concludes.
More information:
Erex International
Peter de Jong